What really makes Gen Z tick? In this episode, IAB UK’s Tom Stevens digs into LADbible Group’s new Youth Codebook - the biggest-ever study of Gen Z in the UK - with LADbible Group's Director of Marketing Mike Walsh and Research & Insights Manager Lili Donald.

From identity and wellness to finance and AI, this generation is curious, confident and far more grounded than stereotypes suggest. Tom, Mike and Lili explore what brands and agencies can take away from the findings, how to build authentic connections with Gen Z, and why comfort, convenience and content now define modern youth culture.

Get hold of the full report here: https://docs.google.com/forms/d/e/1FAIpQLSepKmUTehciRVFfxpm-fEprxHlrmdqtYpljAmQcFBBxmwOLoA/viewform

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