Gen Z, born between 1997 and 2012, now drive global online culture. With over $450 billion in spending power their expectations are reshaping how brands communicate. Unlike previous generations, Gen Z demands authenticity, community and transparency from the brands they support.

In a world where social media influences everything we do —  from our purchasing habits to our self-esteem, The Social Dilemma  (a 2020 Netflix documentary) acts as a powerful wake-up call.

It's December! So to get in the festive spirit, I dive into two iconic Christmas ads. Each one shows how emotional storytelling can turn a simple campaign into something memorable, meaningful, and truly heart-warming!

Strong client relationships don’t happen by chance — they’re built with the right technology. MarTech gives companies the tools to understand clients better, communicate smarter, and deliver more tailored experiences.

If there’s one trait that separates good marketers from unforgettable ones, it’s curiosity—because the moment you stop exploring, your marketing stops evolving.

When we think about carbon footprints, we often picture cars, planes, or factories — but our digital lives also play a surprisingly large role. Social media platforms, streaming, and everyday online activity all contribute to carbon emissions, even though they feel intangible.

Writing a 10,000-word dissertation can feel overwhelming — I’ve been there! To make the process easier for others, I’ve broken down the steps I followed, and shared the tips that helped me achieve a first-class grade while staying organised and (mostly) stress-free!

Search Engine Optimisation (SEO) is the process of improving a website’s visibility on search engines like Google.

Having graduated this summer (2025) with a First-Class Honours in BSc Marketing and achieving a first in all my third-year modules, I wanted to share some of the techniques that helped me reach top marks.

Artificial Intelligence (AI) has evolved from a futuristic concept into a powerful tool that shapes how we live, work, and communicate. Today, it’s seamlessly integrated into our daily lives and is transforming the way businesses approach marketing.

Influencer marketing has become a major part of digital marketing, transforming how brands connect with consumers.