Kantar Millward Brown has released what it claims to be the first global research into how Generation Z - people aged between 16 and 19 - respond to advertising. The AdReaction study also compares and contrasts this group with Generations X and Y. While the study does not talk about specific verticals, it offers some insight for travel firms who are targeting this group or who want to start getting their brand into the orbit of these potential travellers. The topline takeaway is that Gen Z, despite being 'born with a mobile phone in their hand' are quire responsive to 'traditional advertising' - in fact, the study says that Gen Z are generally more open to outdoor and TV ads even though they spend more time online. Find out more.