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Gen Z marketing guide to maximizing your revenue | Insider
2026-03-06 01:56 Diff
https://useinsider.com/gen-z-marketing-guide-to-maximizing-your-revenue/
Gen Z (anyone born between 1997 and 2012) is a cohort being raised to demand more. Gen Z individuals are different from other cohorts in what they know, how they feel, what they are looking for in their life, and in what they want in a company.
Gen Zers as a group have a spending power of $44 billion. When you include their influence on household purchases, their real spending power is about $200 billion.
They are not advertisers, but they are consumers.
From Bloomberg’s analysis of United Nations data, Gen Z comprises 27% of the US population.
(Generation X: Born 1965-1980. Millennials: Born 1981-1996)
In this post, we’ll provide a comprehensive guide to marketing to Gen Z, why Gen Zers are important, the marketing strategies you’ll need, challenges, misconceptions, the power of personalized marketing, and much more.
Who needs this guide?

Marketers, including digital commerce managers, content marketers, and anyone else who wants to learn how to market and better engage Gen Z.
What you’ll learn in this guide:

What is Gen Z?
Why must marketers learn how to market to Gen Z?
What’s the difference between Gen Z and Millennials?
Gen Z characteristics & behaviors
Common misconceptions about Gen Z
Gen Z challenges marketers must overcome.
How to effectively market to Gen Z: Proven strategies
The power of personalized marketing
Gen Z FAQs.
Tips and reminders on how to market to Gen Z
Conclusions
What is Gen Z?

The generation after Millennials and includes anyone born from 1997 to 2012. They have access to free content, which is a vast change from previous generations. They are digital natives.
Also called:
· Post-Millennials
· iGeneration
· Homeland Generation
Note: In this guide, we will refer to them as Gen Z.
Why must marketers learn how to market to Gen Z?

As Millennials (those individuals born between 1981-1996) are getting older, the Gen Z population is growing fast. Gen Zers currently make up about a quarter of America’s population and should rise to about 40% of all consumers by 2022.
Before COVID-19, in 2018, an independent study revealed that their direct and indirect spending power is around $143 billion. That’s a level of financial influence that has generated brands’ interest in how to effectively market to Gen Z.
“How you turn these generations into advocates is a powerful thing to look into. Move them from consumers to actual advocates. Brand perception and the key value of marketing, that’s what brings Gen Z back to you.”
Ravi Raman – Martech Vibe
Difference between Gen Z and Millennials

“Gen Z is a generation that has been raised on the Internet and social media. They consume content and products in a different way to previous generations.”
Adil Buohadi — Studio Autone
Yes, they may all look young, yet Millennials and Gen Z approach marketing differently. Therefore, brands need a working marketing strategy to draw these cohorts to you.
When you clearly understand each audience, you’ll be able to personalize messages sent to Gen Zers using the right channels.
Gen Z wants more innovation from companies

Gen Zers, unlike the Millennials, are more interested in new products and services from companies.
They expect companies and marketers to adopt the use of the latest technology in their businesses.
They also expects more innovation because they’ve grown up in an era of rapid technological advancement. While Millennials may still prefer Blockbuster VHS rentals, Gen Z is at home enjoying Netflix and uploading Instagram stories
They trust companies less than Millennials — how to overcome mistrust

Based on interviews with thousands of consumers, 50% of Millennials say they trust companies compared to 42% of Gen Z. Also, a larger percentage feel they’ve lost control over how companies use their personal information.
Gen Z consumers are willing to challenge authority, including their parents. They’re more likely to divulge how much they’re willing to pay for a product as a way to showcase their price sensitivity.
We shouldn’t judge them for this. Whereas Millennials were raised in an era of an economic boom, these young people grew up during a recession. The most successful marketing strategy focuses on long-term value (sales funnel) and smart investments.
“A major point to note is that Gen Z is looking for much more purpose in a company, and that’s something we find very amazing and very useful.”
Colea Weis — KPN
If you have an effective way of marketing to Gen Z, you’ll likely also be relevant to the coming generation.
Gen Z Characteristics

Research by Pew Research Center paints a clear picture of Gen Zers. As a digital marketing expert, here’s what we know:
· Different and multicultural (have equal rights and opportunities)
· Neutral in several ways, like their acceptance of all sexual orientations
· Innovative, interested in fresh development and entrepreneurship
· Idealists motivated to follow their passions
· Independent learners, who have a passion to learn more personally
Common misconceptions about Gen Z

Until recently, Millennials have enjoyed all the fame. They have been the most highly regarded demographic for marketers. Now marketers are focusing their efforts on the next generation of consumers and learning how to market to Gen Z.
It’s no longer a stage for the Taylor Swift and Britney Spears generation—instead, it’s time for Chloe x Halle and Lil Nas X.
Gen Z doesn’t like socializing in person

It’s true to say Gen Zers are glued to their phones. However, they prefer to socialize physically. Research by Danah Boyd’s book It’s Complicated: The Social Lives of Networked Teens.
This misconception came from parental concerns about safety in public places. This generation believes strongly in total freedom (where not watched by parents), and it was safety concerns that limited their chances of hanging out in person.
They always have their phones on hand because social media and other messaging apps allow them to interact with their peers.
Gen Z cares more about playing on their phones than working hard

Even if some are still in school, it doesn’t mean they are not working towards a bright future. They strongly wish to work in creative and rewarding roles, and understand that to achieve this goal, they must work hard.
Therefore, an increasing number of Gen Z individuals have developed an entrepreneurial spirit, and are creating their community initiatives, organizations, teams, companies, and projects, even before they graduate.
2014 research by Randstad, which found that 18% of them want to start a business and employ others, compared to just 10% of Millennials.
Gen Z think they know it all

Several studies have found that young people are eager to learn, so don’t be surprised if they are bringing their learning and innovative opportunities to you. Gen Zers will tell you what they want to learn.
With that in mind, they want a flexible space where they can freely share their opinions because they want to make a difference. Not giving them this chance can frustrate them, making them feel they have no value in conversations.
“A unique characteristic of Gen Z is their will to learn from others.”
Regina Luttrell, Ph.D.— Assistant Professor Syracuse University.
Gen Z doesn’t care about politics

Based on a 2016 survey by Wunderman, 77% of Gen Z feel politicians do not have their best interests in mind.
But that doesn’t mean they aren’t passionate about political matters. Gen Zers are ready and willing to support leaders who stand for causes they believe in, including human rights and gender equality.
Generation Z challenges marketers must overcome

“Challenges are like objections. It’s not meant to break you but to give you a chance to succeed.”
Sibe Xavi
When you tackle challenges, you’ll gain the heart of some valuable customers. Consider these three challenges marketers must overcome when it comes to marketing to Gen Z:
Bringing price and quality closer than before

Based on a Lincoln Financial Group report, six out of every ten Gen Zers have a savings account, and about eight out of ten say they are more concerned about saving on their purchases.
Does that mean Generation Z doesn’t spend? Not true.
However, they are more demanding on the price-performance ratio of products when compared to Millennials and Gen X. Gen Z consumers do expect the quality to match the price they have paid.
To address this challenge, and satisfy these consumers adjust price and quality so they are closer than ever before.
Be receptive and accept criticism

Many of today’s advertisements are overhyped and full of exaggeration. Gen Z doesn’t tolerate this kind of marketing at all.
In fact, they are not shy about telling you this directly.
Therefore, they will make corporate crises a major threat to brands. They won’t stop at calling customer care, they’ll post on social media platforms to make your brand trend badly.
The best way to tackle this is to be open-minded, accept criticism, and not be too big to apologize when necessary.
Excellent customer service

We said earlier that Gen Zers were born in the age of advanced technology. This cohort has barely lived a day without social media.
This is not a bad omen for brands. What you need to do is to learn the consumption habits of this generation.
For example, recently (4th October 2021), WhatsApp, Facebook, and Instagram went down for a few hours globally. What happened next? Gen Zers went to Twitter, LinkedIn, and other available platforms to spread the news.
Why? Because it is a quick way for this young generation of consumers to get their voices heard.
How to effectively market to Gen Z: Proven Strategies

So, now we know who Generation Z is and why they’re important to your business, grab your notebook as we’re about to examine ways to market to this important cohort.
Capturing the attention of Millennials is easy when compared to Gen Zers. Studies show you have twelve seconds to grab the attention of Millennials, unlike Gen Z where you have just eight sec onds. So, first impressions matter a lot for this group. Either you grab their attention within that short period, or they leave and go to your competitors.
Another benefit of the strategies explained below is: if you master them well, you’ll likely please other generations as well. Let’s take you to the specific ways to market to Gen Z.
1. Be Mobile Friendly

Image Source
Compared to any other device used by Gen Z, mobile devices represent 75%.
Image Source
On average, Gen Zers receive their first phone at a tender age compared to other generations. They spend most of their time on their phones to connect with friends, find information, as a way to interact locally and globally, and for a convenient and private way to shop.
Research shows that Gen Z use their mobiles more than any other device for shopping
It’s time to optimize your website to be mobile-friendly, simplify your checkout process, and ensure your content is all mobile-friendly.
2. Personalize Communication

Google’s report on Gen Z says 26% of teenage shoppers expect brands to offer them a more personalized experience as a customer, whereas, only 22% of Millennials and 11% of Baby Boomers expect personalized journeys.
One of the easiest ways to provide a personalized shopping experience is through website personalization.
3. Make the Message Quick and Speak their Language

On average, Gen Z gives you just eight seconds to prove yourself to them as the best option.
They’ve grown up with enormous information and have learned how to skim through it.
To effectively exploit their buying power, you must communicate with a message that grabs their attention within this eight-second window.
4. Your Brand Should have a Purpose (Other than Making Money)

Gen Z is passionate about the world. They care about their environment and the socio-economic problems society faces today.
“It’s no longer okay for companies to be neutral on societal issues. They want brands to speak out. So, the bigger your company is, the more you have to do to gain and earn their trust. This is the generation that wants brands to have a purpose.”
Colea Weis — KPN
Based on a study conducted by the National Retail Foundation, 55% of Gen Z prefer eco-friendly brands.
But why do they want this? Research conducted by Google shows teenagers prefer brands that are an accurate representation of their values and meet their expectations.
Where do you go from here?

Determine your brand’s core values and show Gen Zers how you are contributing to society.
Authenticity is key here. Don’t just say it, live by it.
“As long as a brand remains authentic and remains close to its values, drives this sort of attention, they’re in a good way to go with regard to Gen Zers and getting that engagement from them.”
Dimos Papadopoulos — PepsiCo
Let’s see how TOMS Shoes uses this approach.
For every shoe bought from them, they give back to society by supporting a child in need.
5. Video Content (Video Marketing)

Video Marketing, such as YouTube and Instagram, and especially Instagram stories, is a valuable tool for marketing to Gen Z. Google research shows YouTube is the first platform Gen Z turns to when they want to be entertained.
Some YouTube Facts:
Second largest search engine,
YouTube can help you improve your SEO and brand presence.
Gen Z usage of the platform has increased by 59% since 2018.
Where Gen Z and millennial generations make product research.
Other video content channels, like Snapchat and Instagram, can also help. These channels are the most popular for teens.
Study shows 71% of teens (13 to 17-year-olds) spend over three hours a day watching an online video on their smartphones.
These video channels are effective because Gen Z loves video. So, as a marketer targeting Gen Z, it’s time to look into video marketing.
6. Respect their Privacy

According to NGEN, 88% of Gen Z agreed with the statement “Protecting my privacy is very important to me.”
They prefer sharing their personal information only with brands they trust to securely protect it.
Marketers or digital marketing experts targeting Generation Z should note this trend. Openly highlight your commitment to ensuring their information is safe.
7. Email marketing is still effective

Another way to reach Gen Z is through email. In a recent study by Campaign Monitor, 58% of those surveyed check their email more than once per day.
These may just be the avenues you need to grab their attention.
But be professional here.
Don’t be too quick to make a sale offer. Design your sales funnel, track open rate and click-through rate.
8. Influencer Marketing

Influencer marketing is a great way to build your business. For marketing to Gen Z , that’s a huge potential brands should look into.
Research shows that 70% of teenage YouTube subscribers relate better to YouTube content creators than to traditional celebrities.
Another research study conducted by Fullscreen shows 44% of Gen Zers tried a brand promoted by “digital creators” (someone who gained fame online), compared to 36% who tried brands promoted by celebrities.
If you have a low budget, you can reach out to smaller influencers. They may be willing to promote your brand in exchange for a free sample. Otherwise, you can reach out to other influencers in your niche for a small fee.
“Acknowledge that there are differences in the different age groups. If you’d like to run your marketing effectively and you have a small budget, then it’s better to group everyone together. If you have a bigger budget than you will experiment with, go ahead, break down those segments, and do the best that you can to cater for this generation.”
Dimos Papadopoulos — Pepsico
The Power of Personalized Marketing

Website personalization is the process of using information about your customers to deliver an individualized (personalized) experience.
For example, a website like Google might suggest specific content based on your search history. Another example is Amazon: they will suggest products to you based on your last search. These tools help customers feel welcome and understood.
Why Should You Look into Website Personalization?
A HubSpot study shows personalization increases conversion rates by 202%, but the benefits of website personalization go beyond revenue.
A personalized website can also help you:

· Increase customer engagement
· Improve customer loyalty
· Increase lead generation
· Lower bounce rate
· Improve customer service
· Reduce marketing spend
To learn about how to personalize your website, click here to direct you to our latest article on website personalization.
Gen Z FAQs

What is the age group of Gen Zers?

Anyone born from 1997 to 2012
What are other names for Gen Z?
· Post-Millennials
· iGeneration
· Homeland Generation
Who are Millennials?

Anyone born between 1981-1996)
Who is Gen X?

Anyone born from 1965 to 1980
Tips and Reminders on How to Market to Gen Z

· You must first understand that Gen Z won’t give you much time to prove yourself–you have only eight seconds to do so.
· As a marketer, you must find new ways to engage with this generation if you want them to come to you. Website personalization is helpful here. Website personalization is the process of creating a unique experience for each visitor tailored to their specific needs, interests, and preferences.
· Gen Zers currently make up about a quarter of America’s population. You cannot ignore such a large population cohort without also ignoring a potential increase in revenue.
· Gen Z has a total buying power of around $200 billion
Strategies to Market to Gen Z: A Quick Recap

Here’s a recap of all the strategies we explained above:
· Be mobile-friendly—optimize your website
· Personalize communication (remember, Gen Zers have short attention spans)
· Make messages quick and peak their language
· Your brand should have a higher purpose (other than making money)
· Include entertaining and informative video content to engage Gen Zers
· Respect privacy
· Let Gen Zers make your brand their own
· Engage influencer marketing
Conclusions

The benefit of learning this is very clear: Gen Zers have a buying power of $44 billion. When you add to this, Gen Z’s influence on household purchases, their real buying power is around $200 billion.
The key to successful Gen Z marketing is understanding how they are different from other consumer cohorts.

Take advantage of the strategies outlined above to see what results they can produce for your business. Not only will you see an improvement in revenue; you’ll create strong brand loyalty with Gen Zers, and future generations, too.
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                        <p><span style="font-weight: 400;">Gen Z (anyone born between 1997 and 2012) is a cohort being raised to demand more. Gen Z individuals are different from other cohorts in what they know, how they feel, what they are looking for in their life, and in what they want in a company.</span></p>
<p><span style="font-weight: 400;">Gen Zers as a group have a spending power of $44 billion. When you include their influence on household purchases, their real spending power is about $200 billion.</span></p>
<p><span style="font-weight: 400;">They are not advertisers, but they are consumers. </span></p>
<p><span style="font-weight: 400;">From Bloomberg’s analysis of United Nations data, Gen Z comprises 27% of the US population.</span></p>
<p><span style="font-weight: 400;">(Generation X: Born 1965-1980. Millennials: Born 1981-1996)</span></p>
<p><span style="font-weight: 400;">In this post, we’ll provide a comprehensive guide to marketing to Gen Z, why Gen Zers are important, the marketing strategies you’ll need, challenges, misconceptions, the power of</span><a href="https://insiderone.com/website-personalization-the-ultimate-guide-to-maximize-your-revenue-potential/"> <span style="font-weight: 400;">personalized marketing</span></a><span style="font-weight: 400;">, and much more.</span></p>
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<h2 class="wp-block-heading" id="content-1">Who needs this guide?&nbsp;</h2>



<p>Marketers, including digital commerce managers, content marketers, and anyone else who wants to learn how to market and better engage Gen Z. </p>



<h2 class="wp-block-heading" id="content-2">What you’ll learn in this guide:</h2>



<ul class="wp-block-list"><li>What is Gen Z?</li><li>Why must marketers learn how to market to Gen Z?</li><li>What&#8217;s the difference between Gen Z and Millennials?</li><li>Gen Z characteristics &amp; behaviors</li><li>Common misconceptions about Gen Z</li><li>Gen Z challenges marketers must overcome.</li><li>How to effectively market to Gen Z: Proven strategies</li><li>The power of personalized marketing</li><li>Gen Z FAQs.</li><li>Tips and reminders on how to market to Gen Z</li><li>Conclusions</li></ul>



<h2 class="wp-block-heading" id="content-3"><strong>What is Gen Z?</strong></h2>



<p>The generation after Millennials and includes anyone born from 1997 to 2012. They have access to free content, which is a vast change from previous generations. They are digital natives.</p>



<p>Also called:</p>



<p>· Post-Millennials</p>



<p>· iGeneration</p>



<p>· Homeland Generation</p>



<p><strong>Note</strong>: In this guide, we will refer to them as Gen Z.</p>



<h2 class="wp-block-heading" id="content-4"><strong>Why must marketers learn how to market to Gen Z?</strong></h2>



<p>As Millennials (those individuals born between 1981-1996) are getting older, the Gen Z population is growing fast. Gen Zers currently make up about a quarter of America’s population and should rise to about<a href="http://www.cmo.com/features/articles/2015/6/11/15-mind-blowing-stats-about-generation-z.html" target="_blank" rel="noreferrer noopener nofollow"> 40% of all consumers</a> by 2022.</p>



<p>Before COVID-19, in 2018, an independent study revealed that their direct and indirect spending power <a href="https://www.millennialmarketing.com/wp-content/uploads/2018/01/Barkley_WP_GenZMarketSpend_Final.pdf">is around $143 billion</a>. That&#8217;s a level of financial influence that has generated brands’ interest in how to effectively market to Gen Z.</p>



<figure class="wp-block-pullquote"><blockquote><p><strong><em>“How you turn these generations into advocates is a powerful thing to look into. Move them from consumers to actual advocates. Brand perception and the key value of marketing, that&#8217;s what brings Gen Z back to you.”</em></strong></p><cite><strong>Ravi Raman </strong>– Martech Vibe</cite></blockquote></figure>



<h2 class="wp-block-heading" id="content-5"><strong>Difference between Gen Z and Millennials</strong></h2>



<figure class="wp-block-pullquote"><blockquote><p><strong><em>“Gen Z is a generation that has been raised on the Internet and social media. They consume content and products in a&nbsp; different way to previous generations.”</em></strong></p><cite><strong>Adil Buohadi</strong> — Studio Autone</cite></blockquote></figure>



<p>Yes, they may all <em>look</em> young, yet Millennials and Gen Z approach marketing differently. Therefore, brands need a working marketing strategy to draw these cohorts to you.</p>



<p>When you clearly understand each audience, you’ll be able to personalize messages sent to Gen Zers using the right channels.</p>



<h3 class="wp-block-heading"><strong>Gen Z wants more innovation from companies</strong></h3>



<p>Gen Zers, unlike the Millennials, are more interested in new products and services from companies.</p>



<p>They expect companies and marketers to adopt the use of the latest technology in their businesses.</p>



<p>They also expects more innovation because they’ve grown up in an era of rapid technological advancement. While Millennials may still prefer Blockbuster VHS rentals, Gen Z is at home enjoying Netflix and uploading Instagram stories </p>



<h3 class="wp-block-heading"><strong>T</strong>hey<strong> trust companies less than Millennials </strong>—<strong> how to overcome mistrust</strong></h3>



<p>Based on interviews with thousands of consumers,<a href="https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/" target="_blank" rel="noreferrer noopener nofollow"> 50% of Millennials</a> say they trust companies compared to<a href="https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/" target="_blank" rel="noreferrer noopener nofollow"> 42% of Gen Z</a>. Also, a larger percentage feel they’ve lost control over how companies use their personal information.</p>



<p>Gen Z consumers are willing to challenge authority, including their parents. They’re more likely to divulge how much they&#8217;re willing to pay for a product as a way to showcase their price sensitivity.&nbsp;</p>



<p>We shouldn’t judge them for this. Whereas Millennials were raised in an era of an economic boom, these young people grew up during a recession. The most successful marketing strategy focuses on long-term value (sales funnel) and smart investments.</p>



<figure class="wp-block-pullquote"><blockquote><p><strong><em>“A major point to note is that Gen Z is looking for much more purpose in a company, and that’s something we find very amazing and very useful.”</em></strong></p><cite><strong>Colea Weis</strong> <em>— KPN</em></cite></blockquote></figure>



<p>If you have an effective way of marketing to Gen Z, you’ll likely also be relevant to the coming generation.</p>



<h2 class="wp-block-heading" id="content-6"><strong>Gen Z Characteristics</strong></h2>



<p>Research by Pew Research Center paints a clear picture of Gen Zers. As a digital marketing expert, here’s what we know:</p>



<p>· <strong>Different and multicultural </strong>(have equal rights and opportunities)</p>



<p>· <strong>Neutral </strong>in several ways, like their acceptance of all sexual orientations</p>



<p>·<strong> Innovative</strong>, interested in fresh development and entrepreneurship</p>



<p><strong>· Idealists </strong>motivated to follow their passions</p>



<p>· <strong>Independent learners</strong>, who have a passion to learn more personally</p>



<h2 class="wp-block-heading" id="content-7"><strong>Common misconceptions about Gen Z</strong></h2>



<p>Until recently, Millennials have enjoyed all the fame. They have been the most highly regarded demographic for marketers. Now marketers are focusing their efforts on the next generation of consumers and learning how to market to Gen Z.</p>



<p>It’s no longer a stage for the Taylor Swift and Britney Spears generation—instead, it’s time for Chloe x Halle and Lil Nas X.&nbsp;</p>



<h3 class="wp-block-heading"><strong>Gen Z doesn’t like socializing in person</strong></h3>



<p>It’s true to say Gen Zers are glued to their phones. However, they prefer to socialize physically. Research by Danah Boyd’s book<a href="http://www.danah.org/itscomplicated/" target="_blank" rel="noreferrer noopener nofollow"> <em>It’s Complicated: The Social Lives of Networked Teens</em></a><em>.</em></p>



<p>This misconception came from parental concerns about safety in public places. This generation believes strongly in total freedom (where not watched by parents), and it was safety concerns that limited their chances of hanging out in person.</p>



<p>They always have their phones on hand because social media and other messaging apps allow them to interact with their peers.</p>



<h3 class="wp-block-heading"><strong>Gen Z cares more about playing on their phones than working hard</strong></h3>



<p>Even if some are still in school, it doesn’t mean they are not working towards a bright future. They strongly wish to work in creative and rewarding roles, and understand that to achieve this goal, they must work hard.</p>



<p>Therefore, an increasing number of Gen Z individuals have developed an entrepreneurial spirit, and are creating their community initiatives, organizations, teams, companies, and projects, even before they graduate.</p>



<p>2014 research by Randstad, which found that 18% of them want to start a business and employ others, compared to just 10% of Millennials.</p>



<h3 class="wp-block-heading"><strong>Gen Z think they know it all</strong></h3>



<p>Several studies have found that young people are eager to learn, so don’t be surprised if they are bringing their learning and innovative opportunities to you. Gen Zers will tell you what they want to learn.</p>



<p>With that in mind, they want a flexible space where they can freely share their opinions because they want to make a difference. Not giving them this chance can frustrate them, making them feel they have no value in conversations.</p>



<figure class="wp-block-pullquote"><blockquote><p><strong><em>“A unique characteristic of Gen Z is their will to learn from others.”</em></strong></p><cite><strong>Regina Luttrell, Ph.D.</strong>— Assistant Professor Syracuse University.</cite></blockquote></figure>



<h3 class="wp-block-heading"><strong>Gen Z doesn’t care about politics</strong></h3>



<p>Based on a 2016 survey by Wunderman, 77% of Gen Z feel politicians do not have their best interests in mind.</p>



<p>But that doesn’t mean they aren&#8217;t passionate about political matters. Gen Zers are ready and willing to support leaders who stand for causes they believe in, including human rights and gender equality.</p>



<h2 class="wp-block-heading" id="content-8"><strong>Generation Z challenges marketers must overcome</strong></h2>



<figure class="wp-block-pullquote"><blockquote><p><strong><em>“Challenges are like objections. It’s not meant to break you but to give you a chance to succeed.”&nbsp;</em></strong></p><cite><strong>Sibe Xavi</strong></cite></blockquote></figure>



<p>When you tackle challenges, you’ll gain the heart of some valuable customers. Consider these three challenges marketers must overcome when it comes to marketing to Gen Z:</p>



<h3 class="wp-block-heading"><strong>Bringing price and quality closer than before</strong></h3>



<p>Based on a Lincoln Financial Group report, six out of every ten Gen Zers have a savings account, and about eight out of ten say they are more concerned about saving on their purchases.</p>



<p>Does that mean Generation Z doesn’t spend? Not true.</p>



<p>However, they are more demanding on the price-performance ratio of products when compared to Millennials and Gen X. Gen Z consumers do expect the quality to match the price they have paid.</p>



<p>To address this challenge, and satisfy these consumers adjust price and quality so they are closer than ever before.</p>



<h3 class="wp-block-heading"><strong>Be receptive and accept criticism</strong></h3>



<p>Many of today’s advertisements are overhyped and full of exaggeration. Gen Z doesn’t tolerate this kind of marketing at all.</p>



<p>In fact, they are not shy about telling you this directly.</p>



<p>Therefore, they will make corporate crises a major threat to brands. They won’t stop at calling customer care, they’ll post on social media platforms to make your brand trend badly.</p>



<p>The best way to tackle this is to be open-minded, accept criticism, and not be too big to apologize when necessary.</p>



<h3 class="wp-block-heading"><strong>Excellent customer service</strong></h3>



<p>We said earlier that Gen Zers were born in the age of advanced technology. This cohort has barely lived a day without social media.</p>



<p>This is not a bad omen for brands. What you need to do is to learn the consumption habits of this generation.</p>



<p>For example, recently (4th October 2021), WhatsApp, Facebook, and Instagram went down for a few hours globally. What happened next? Gen Zers went to Twitter, LinkedIn, and other available platforms to spread the news.</p>



<p>Why? Because it is a quick way for this young generation of consumers to get their voices heard.</p>



<h2 class="wp-block-heading" id="content-9"><strong>How to effectively market to Gen Z: Proven Strategies</strong></h2>



<p>So, now we know who Generation Z is and why they’re important to your business, grab your notebook as we’re about to examine ways to market to this important cohort.&nbsp;</p>



<p>Capturing the attention of Millennials is easy when compared to Gen Zers. Studies show you<a href="https://www.visioncritical.com/blog/gen-z-versus-millennials-infographics" target="_blank" rel="noreferrer noopener nofollow"> have twelve seconds to grab the attention of Millennials</a>, unlike Gen Z where you have just<a href="https://www.visioncritical.com/blog/gen-z-versus-millennials-infographics" target="_blank" rel="noreferrer noopener nofollow"> eight sec</a><a href="https://www.visioncritical.com/blog/gen-z-versus-millennials-infographics">onds</a>. So, first impressions matter a lot for this group. Either you grab their attention within that short period, or they leave and go to your competitors.</p>



<p>Another benefit of the strategies explained below is: if you master them well, you’ll likely please other generations as well. Let’s take you to the specific ways to market to Gen Z.</p>



<h3 class="wp-block-heading"><strong>1. Be Mobile Friendly</strong></h3>



<p><a href="https://www.websiteplanet.com/blog/make-website-mobile-friendly/" target="_blank" rel="noreferrer noopener nofollow">Image Source</a></p>



<p>Compared to any other device used by Gen Z,<a href="https://www-01.ibm.com/common/ssi/cgi-bin/ssialias?htmlfid=GBE03799USEN&amp;" target="_blank" rel="noreferrer noopener nofollow"> mobile devices represent 75%.</a></p>



<p><a href="https://www-01.ibm.com/common/ssi/cgi-bin/ssialias?htmlfid=GBE03799USEN&amp;" target="_blank" rel="noreferrer noopener nofollow">Image Source</a></p>



<p>On average, Gen Zers receive their first phone at a tender age compared to other generations. They spend most of their time on their phones to connect with friends, find information, as a way to interact locally and globally, and for a convenient and private way to shop.&nbsp;</p>



<p> <a href="https://www.businessofapps.com/news/a-look-at-gen-z-mobile-behaviours-64-of-mobile-users-are-always-connected/" target="_blank" rel="noreferrer noopener nofollow">Research</a> shows that Gen Z use their mobiles more than any other device for shopping</p>



<p>It’s time to optimize your website to be mobile-friendly, simplify your checkout process, and ensure your content is all mobile-friendly.</p>



<h3 class="wp-block-heading"><strong>2. Personalize Communication</strong></h3>



<p>Google’s report on Gen Z says 26% of teenage shoppers expect brands to offer them a more personalized experience as a customer, whereas, only 22% of Millennials and 11% of Baby Boomers expect personalized journeys.</p>



<p>One of the easiest ways to provide a personalized shopping experience is through<a href="https://insiderone.com/website-personalization/" target="_blank" rel="noreferrer noopener"> website personalization.</a></p>



<h3 class="wp-block-heading"><strong>3. Make the Message Quick and Speak their Language</strong></h3>



<p>On average, Gen Z gives you just eight seconds to prove yourself to them as the best option.</p>



<p>They’ve grown up with enormous information and have learned how to skim through it.</p>



<p>To effectively exploit their buying power, you must communicate with a message that grabs their attention within this eight-second window.</p>



<h3 class="wp-block-heading"><strong>4. Your Brand Should have a Purpose (Other than Making Money)</strong></h3>



<p>Gen Z is passionate about the world. They care about their environment and the socio-economic problems society faces today.</p>



<figure class="wp-block-pullquote"><blockquote><p><strong><em>“It’s no longer okay for companies to be neutral on societal issues. They want brands to speak out. So, the bigger your company is, the more you have to do to gain and earn their trust. This is the generation that wants brands to have a purpose.”</em></strong></p><cite><strong>Colea Weis</strong> — KPN</cite></blockquote></figure>



<p></p>



<p>Based on a study conducted by the<a href="https://nrf.com/resources/retail-library/uniquely-gen-z" target="_blank" rel="noreferrer noopener nofollow"> National Retail Foundation</a>, 55% of Gen Z prefer eco-friendly brands.</p>



<p>But why do they want this?<a href="https://storage.googleapis.com/think/docs/its-lit.pdf" target="_blank" rel="noreferrer noopener nofollow"> Research conducted by Google</a> shows teenagers prefer brands that are an accurate representation of their values and meet their expectations.</p>



<h3 class="wp-block-heading"><strong>Where do you go from here?</strong></h3>



<p>Determine your brand’s core values and show Gen Zers how you are contributing to society.&nbsp;</p>



<p>Authenticity is key here. Don’t just say it, live by it.</p>



<figure class="wp-block-pullquote"><blockquote><p><strong><em>“As long as a brand remains authentic and remains close to its values, drives this sort of attention, they’re in a good way to go with regard to Gen Zers and getting that engagement from them.”</em></strong></p><cite><strong>Dimos Papadopoulos</strong> — PepsiCo</cite></blockquote></figure>



<p>Let’s see how<a href="http://www.toms.com/" target="_blank" rel="noreferrer noopener nofollow"> TOMS Shoes</a> uses this approach.</p>



<p>For every shoe bought from them, they give back to society by supporting a child in need.</p>



<h3 class="wp-block-heading"><strong>5. Video Content (Video Marketing)</strong></h3>



<p>Video Marketing, such as YouTube and Instagram, and especially Instagram stories,&nbsp; is a valuable tool for marketing to Gen Z. Google research shows YouTube is the first platform Gen Z turns to when they want to be entertained.</p>



<p>Some YouTube Facts:</p>



<ul class="wp-block-list"><li><a href="https://www.alexa.com/topsites" target="_blank" rel="noreferrer noopener nofollow">Second largest search engine</a>,</li><li>YouTube can help you improve your SEO and brand presence.</li><li><a href="https://blog.hubspot.com/marketing/youtube-stats?_ga=2.128736974.311160823.1595816611-631527517.1595282187" target="_blank" rel="noreferrer noopener nofollow">Gen Z usage of the platform</a> has increased by 59% since 2018.</li><li>Where<a href="https://www.hubspot.com/youtube-marketing?hubs_post=blog.hubspot.com/marketing/millennials-vs-gen-z&amp;hubs_post-cta=Gen%20Z%20and%20millennial%20generations%20go%20for%20product%20research&amp;_ga=2.146090676.1684585325.1634141144-465200932.1632925962" target="_blank" rel="noreferrer noopener nofollow"> Gen Z and millennial generations make product research</a>.</li></ul>



<p>Other video content channels, like Snapchat and Instagram, can also help.<a href="https://www.pewresearch.org/internet/2018/05/31/teens-social-media-technology-2018/pi_2018-05-31_teenstech_0-01/" target="_blank" rel="noreferrer noopener nofollow"> These channels are the most popular for teens.</a></p>



<p>Study shows<a href="https://storage.googleapis.com/think/docs/GenZ_Insights_All_teens.pdf" target="_blank" rel="noreferrer noopener nofollow"> 71% of teens</a> (13 to 17-year-olds) spend over three hours a day watching an online video on their smartphones.</p>



<p>These video channels are effective because Gen Z loves video. So, as a marketer targeting Gen Z, it’s time to look into video marketing.&nbsp;</p>



<h3 class="wp-block-heading"><strong>6. Respect their Privacy</strong></h3>



<p>According to<a href="https://assets.documentcloud.org/documents/4165473/n-gen-White-Paper-Gen-Z.pdf"> NGEN</a>, 88% of Gen Z agreed with the statement “Protecting my privacy is very important to me.”</p>



<p>They prefer sharing their personal information only with brands they trust to securely protect it.</p>



<p>Marketers or digital marketing experts targeting Generation Z should note this trend. Openly highlight your commitment to ensuring their information is safe.</p>



<h3 class="wp-block-heading"><strong>7. </strong><strong>Email marketing is still effective</strong></h3>



<p>Another way to reach Gen Z is through email.<a href="https://www.campaignmonitor.com/resources/guides/millennials-vs-gen-z-debunking-generational-marketing/" target="_blank" rel="noreferrer noopener nofollow"> In a recent study by Campaign Monitor</a>, 58% of those surveyed check their email more than once per day.</p>



<p>These may just be the avenues you need to grab their attention.</p>



<p>But be professional here.</p>



<p>Don’t be too quick to make a sale offer. Design your sales funnel, track open rate and click-through rate.</p>



<h3 class="wp-block-heading"><strong>8. Influencer Marketing</strong></h3>



<p>Influencer marketing is a great way to build your business. For marketing to Gen Z , that’s a huge potential brands should look into.</p>



<p><a href="https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/" target="_blank" rel="noreferrer noopener nofollow">Research shows that 70%</a> of teenage YouTube subscribers relate better to YouTube content creators than to traditional celebrities.</p>



<p>Another research study conducted by Fullscreen shows 44% of Gen Zers tried a brand promoted by “digital creators” (someone who gained fame&nbsp; online), compared to 36% who tried brands promoted by celebrities.</p>



<p>If you have a low budget, you can reach out to smaller influencers. They may be willing to promote your brand in exchange for a free sample. Otherwise, you can reach out to other influencers in your niche for a small fee.</p>



<figure class="wp-block-pullquote"><blockquote><p><strong><em>“Acknowledge that there are differences in the different age groups. If you’d like to run your marketing effectively and you have a small budget, then it&#8217;s better to group everyone together. If you have a bigger budget than you will experiment with, go ahead, break down those segments, and do the best that you can to cater for this generation.”</em></strong></p><cite><strong>Dimos Papadopoulos </strong>— Pepsico</cite></blockquote></figure>



<h2 class="wp-block-heading" id="content-10"><strong>The Power of Personalized Marketing</strong></h2>



<p>Website personalization is the process of using information about your customers to deliver an individualized (personalized) experience.</p>



<p>For example, a website like Google might suggest specific content based on your search history. Another example is Amazon: they will suggest products to you based on your last search. These tools help customers feel welcome and understood.</p>



<p>Why Should You Look into Website Personalization?</p>



<p>A HubSpot study shows personalization increases conversion rates by<a href="https://blog.hubspot.com/marketing/personalized-calls-to-action-convert-better-data" target="_blank" rel="noreferrer noopener nofollow"> 202%</a>, but the benefits of website personalization go beyond revenue.</p>



<h3 class="wp-block-heading"><strong>A personalized website can also help you:</strong>&nbsp;</h3>



<p>· Increase customer engagement</p>



<p>· Improve customer loyalty</p>



<p>· Increase lead generation</p>



<p>· Lower bounce rate</p>



<p>· Improve customer service</p>



<p>· Reduce marketing spend</p>



<p>To learn about how to personalize your website, click<a href="https://insiderone.com/website-personalization/"> here</a> to direct you to our latest article on<a href="https://insiderone.com/website-personalization/"> website personalization</a>.</p>



<h2 class="wp-block-heading" id="content-11"><strong>Gen Z FAQs</strong></h2>



<h3 class="wp-block-heading"><strong>What is the age group of Gen Zers?</strong></h3>



<p><em>Anyone born from 1997 to 2012</em></p>



<p>What are other names for Gen Z?</p>



<p>· &nbsp; &nbsp; &nbsp; &nbsp; Post-Millennials</p>



<p>· &nbsp; &nbsp; &nbsp; &nbsp; iGeneration</p>



<p>· &nbsp; &nbsp; &nbsp; &nbsp; Homeland Generation</p>



<h3 class="wp-block-heading"><strong>Who are Millennials?</strong></h3>



<p>&nbsp;<em>Anyone born between 1981-1996)</em></p>



<h3 class="wp-block-heading"><strong>Who is Gen X?</strong></h3>



<p><em>Anyone born from 1965 to 1980</em></p>



<h2 class="wp-block-heading" id="content-12"><strong>Tips and Reminders on How to Market to Gen Z</strong></h2>



<p>· &nbsp; &nbsp; &nbsp; &nbsp; You must first understand that Gen Z won’t give you much time to prove yourself–you have only eight seconds to do so.</p>



<p>· &nbsp; &nbsp; &nbsp; &nbsp; As a marketer, you must find new ways to engage with this generation if you want them to come to you.<a href="https://insiderone.com/website-personalization/"> Website personalization</a> is helpful here. Website personalization is the process of creating a unique experience for each visitor tailored to their specific needs, interests, and preferences.</p>



<p>· &nbsp; &nbsp; &nbsp; &nbsp; Gen Zers currently make up about a quarter of America’s population. You cannot ignore such a large population cohort without also ignoring a potential increase in revenue.</p>



<p>· &nbsp; &nbsp; &nbsp; &nbsp; Gen Z has a total buying power of around $200 billion</p>



<h3 class="wp-block-heading"><strong>Strategies to Market to Gen Z: A Quick Recap</strong></h3>



<p>Here’s a recap of all the strategies we explained above:</p>



<p>· Be mobile-friendly—optimize your website</p>



<p>· Personalize communication (remember, Gen Zers have short attention spans)</p>



<p>· Make messages quick and peak their language</p>



<p>· Your brand should have a higher purpose (other than making money)</p>



<p>· Include entertaining and informative video content to engage Gen Zers</p>



<p>· Respect privacy</p>



<p>· Let Gen Zers make your brand their own</p>



<p>· Engage influencer marketing</p>



<h2 class="wp-block-heading" id="content-13"><strong>Conclusions</strong></h2>



<p>The benefit of learning this is very clear: Gen Zers have a buying power of $44 billion. When you add to this, Gen Z’s influence on household purchases, their real buying power is around $200 billion.&nbsp;</p>



<h3 class="wp-block-heading"><strong>The key to successful Gen Z marketing is understanding how they are</strong> <strong>different from other consumer cohorts.</strong></h3>



<p>Take advantage of the strategies outlined above to see what results they can produce for your business. Not only will you see an improvement in revenue; you’ll create strong brand loyalty with Gen Zers, and future generations, too.</p>
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                <p class="text-medium font-weight-600 navy" data-animate="fade-in" data-animate-way="bottom-top" data-animated="false" data-animate-delay="2">Christopher Lowe</p>
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<table class="wt-cli-element cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th scope="col" class="cookielawinfo-column-1">Cookie</th><th scope="col" class="cookielawinfo-column-3">Duration</th><th scope="col" class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__cf_bm</td><td class="cookielawinfo-column-3">1 hour</td><td class="cookielawinfo-column-4">This cookie, set by Cloudflare, is used to support Cloudflare Bot Management.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__Secure-ENID</td><td class="cookielawinfo-column-3">1 year 1 month</td><td class="cookielawinfo-column-4">The __Secure-ENID cookie is a type of secure cookie used for authentication and to ensure the security of user sessions.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_cfuvid</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">Cloudflare sets this cookie to track users across sessions to optimize user experience by maintaining session consistency and providing personalized services</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_GRECAPTCHA</td><td class="cookielawinfo-column-3">6 months</td><td class="cookielawinfo-column-4">Google Recaptcha service sets this cookie to identify bots to protect the website against malicious spam attacks.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_shopify_essential</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">Shopify sets this cookie, which contains essential information required for the proper functioning of a store, such as session details, checkout information and anti-tampering data.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">AWSALBCORS</td><td class="cookielawinfo-column-3">7 days</td><td class="cookielawinfo-column-4">Amazon Web Services set this cookie for load balancing.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">connect.sid</td><td class="cookielawinfo-column-3">2 hours</td><td class="cookielawinfo-column-4">This cookie is used for authentication and for secure log-in. It registers the log-in information.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-advertisement</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Advertisement".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-analytics</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">This cookies is set by GDPR Cookie Consent WordPress Plugin. The cookie is used to remember the user consent for the cookies under the category "Analytics".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-necessary</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-performance</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">datadome</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">This is a security cookie set by Force24 to detect BOTS and malicious traffic.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">elementor</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">The website's WordPress theme uses this cookie. It allows the website owner to implement or change the website's content in real-time.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">localization</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">The localization cookie stores user preferences for language and region to provide a personalized browsing experience.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">rc::a</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">This cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">rc::b</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">This cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">rc::c</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">This cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">rc::f</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">This cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">viewed_cookie_policy</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">The GDPR Cookie Consent plugin sets the cookie to store whether or not the user has consented to use cookies. It does not store any personal data.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">VISITOR_PRIVACY_METADATA</td><td class="cookielawinfo-column-3">6 months</td><td class="cookielawinfo-column-4">YouTube sets this cookie to store the user's cookie consent state for the current domain.</td></tr></tbody></table></div>
                            </div>
                        </div>
                    </div>
                                    <div class="cli-tab-section">
                        <div class="cli-tab-header">
                            <a id="wt-cli-tab-link-functional" tabindex="0" role="tab" aria-expanded="false" aria-describedby="wt-cli-tab-functional" aria-controls="wt-cli-tab-functional" class="cli-nav-link cli-settings-mobile" data-target="functional" data-toggle="cli-toggle-tab">
                                Functional                            </a>
                                                                                        <div class="cli-switch">
                                    <input type="checkbox" class="cli-user-preference-checkbox"  id="wt-cli-checkbox-functional" aria-label="functional" data-id="checkbox-functional" role="switch" aria-controls="wt-cli-tab-link-functional" aria-labelledby="wt-cli-tab-link-functional"  />
                                    <label for="wt-cli-checkbox-functional" class="cli-slider" data-cli-enable="Enabled" data-cli-disable="Disabled"><span class="wt-cli-sr-only">functional</span></label>
                                </div>
                                                    </div>
                        <div class="cli-tab-content">
                            <div id="wt-cli-tab-functional" tabindex="0" role="tabpanel" aria-labelledby="wt-cli-tab-link-functional" class="cli-tab-pane cli-fade" data-id="functional">
                            <div class="wt-cli-cookie-description">Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
<table class="wt-cli-element cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th scope="col" class="cookielawinfo-column-1">Cookie</th><th scope="col" class="cookielawinfo-column-3">Duration</th><th scope="col" class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__hssc</td><td class="cookielawinfo-column-3">30 minutes</td><td class="cookielawinfo-column-4">This cookie is set by HubSpot. The purpose of the cookie is to keep track of sessions. This is used to determine if HubSpot should increment the session number and timestamps in the __hstc cookie. It contains the domain, viewCount (increments each pageView in a session), and session start timestamp.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">bcookie</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">This cookie is set by linkedIn. The purpose of the cookie is to enable LinkedIn functionalities on the page.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">lang</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">This cookie is used to store the language preferences of a user to serve up content in that stored language the next time user visit the website.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">lidc</td><td class="cookielawinfo-column-3">1 day</td><td class="cookielawinfo-column-4">This cookie is set by LinkedIn and used for routing.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-cast-available</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">The yt-remote-cast-available cookie is used to store the user's preferences regarding whether casting is available on their YouTube video player.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-cast-installed</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">The yt-remote-cast-installed cookie is used to store the user's video player preferences using embedded YouTube video.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-connected-devices</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">YouTube sets this cookie to store the user's video preferences using embedded YouTube videos.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-device-id</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">YouTube sets this cookie to store the user's video preferences using embedded YouTube videos.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-fast-check-period</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">The yt-remote-fast-check-period cookie is used by YouTube to store the user's video player preferences for embedded YouTube videos.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-session-app</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">The yt-remote-session-app cookie is used by YouTube to store user preferences and information about the interface of the embedded YouTube video player.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-session-name</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">The yt-remote-session-name cookie is used by YouTube to store the user's video player preferences using embedded YouTube video.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">ytidb::LAST_RESULT_ENTRY_KEY</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">The cookie ytidb::LAST_RESULT_ENTRY_KEY is used by YouTube to store the last search result entry that was clicked by the user. This information is used to improve the user experience by providing more relevant search results in the future.</td></tr></tbody></table></div>
                            </div>
                        </div>
                    </div>
                                    <div class="cli-tab-section">
                        <div class="cli-tab-header">
                            <a id="wt-cli-tab-link-performance" tabindex="0" role="tab" aria-expanded="false" aria-describedby="wt-cli-tab-performance" aria-controls="wt-cli-tab-performance" class="cli-nav-link cli-settings-mobile" data-target="performance" data-toggle="cli-toggle-tab">
                                Performance                            </a>
                                                                                        <div class="cli-switch">
                                    <input type="checkbox" class="cli-user-preference-checkbox"  id="wt-cli-checkbox-performance" aria-label="performance" data-id="checkbox-performance" role="switch" aria-controls="wt-cli-tab-link-performance" aria-labelledby="wt-cli-tab-link-performance"  />
                                    <label for="wt-cli-checkbox-performance" class="cli-slider" data-cli-enable="Enabled" data-cli-disable="Disabled"><span class="wt-cli-sr-only">performance</span></label>
                                </div>
                                                    </div>
                        <div class="cli-tab-content">
                            <div id="wt-cli-tab-performance" tabindex="0" role="tabpanel" aria-labelledby="wt-cli-tab-link-performance" class="cli-tab-pane cli-fade" data-id="performance">
                            <div class="wt-cli-cookie-description">Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
<table class="wt-cli-element cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th scope="col" class="cookielawinfo-column-1">Cookie</th><th scope="col" class="cookielawinfo-column-3">Duration</th><th scope="col" class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gat</td><td class="cookielawinfo-column-3">1 minute</td><td class="cookielawinfo-column-4">Google Universal Analytics sets this cookie to restrain request rate and thus limit data collection on high-traffic sites.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">AWSALB</td><td class="cookielawinfo-column-3">7 days</td><td class="cookielawinfo-column-4">AWSALB is an application load balancer cookie set by Amazon Web Services to map the session to the target.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">INGRESSCOOKIE</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">This cookie is used for load balancing and session stickiness. This technical session identifier is required for some website features.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">YSC</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">This cookies is set by Youtube and is used to track the views of embedded videos.</td></tr></tbody></table></div>
                            </div>
                        </div>
                    </div>
                                    <div class="cli-tab-section">
                        <div class="cli-tab-header">
                            <a id="wt-cli-tab-link-analytics" tabindex="0" role="tab" aria-expanded="false" aria-describedby="wt-cli-tab-analytics" aria-controls="wt-cli-tab-analytics" class="cli-nav-link cli-settings-mobile" data-target="analytics" data-toggle="cli-toggle-tab">
                                Analytics                            </a>
                                                                                        <div class="cli-switch">
                                    <input type="checkbox" class="cli-user-preference-checkbox"  id="wt-cli-checkbox-analytics" aria-label="analytics" data-id="checkbox-analytics" role="switch" aria-controls="wt-cli-tab-link-analytics" aria-labelledby="wt-cli-tab-link-analytics"  />
                                    <label for="wt-cli-checkbox-analytics" class="cli-slider" data-cli-enable="Enabled" data-cli-disable="Disabled"><span class="wt-cli-sr-only">analytics</span></label>
                                </div>
                                                    </div>
                        <div class="cli-tab-content">
                            <div id="wt-cli-tab-analytics" tabindex="0" role="tabpanel" aria-labelledby="wt-cli-tab-link-analytics" class="cli-tab-pane cli-fade" data-id="analytics">
                            <div class="wt-cli-cookie-description">Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
<table class="wt-cli-element cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th scope="col" class="cookielawinfo-column-1">Cookie</th><th scope="col" class="cookielawinfo-column-3">Duration</th><th scope="col" class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__hstc</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">This cookie is set by Hubspot and is used for tracking visitors. It contains the domain, utk, initial timestamp (first visit), last timestamp (last visit), current timestamp (this visit), and session number (increments for each subsequent session).</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_ga</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">This cookie is installed by Google Analytics. The cookie is used to calculate visitor, session, campaign data and keep track of site usage for the site's analytics report. The cookies store information anonymously and assign a randomly generated number to identify unique visitors.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_ga_*</td><td class="cookielawinfo-column-3">1 year 1 month 4 days</td><td class="cookielawinfo-column-4">Google Analytics sets this cookie to store and count page views.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gat_UA-*</td><td class="cookielawinfo-column-3">1 minute</td><td class="cookielawinfo-column-4">Google Analytics sets this cookie for user behaviour tracking.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gat_UA-81205217-1</td><td class="cookielawinfo-column-3">1 minute</td><td class="cookielawinfo-column-4">This is a pattern type cookie set by Google Analytics, where the pattern element on the name contains the unique identity number of the account or website it relates to. It appears to be a variation of the _gat cookie which is used to limit the amount of data recorded by Google on high traffic volume websites.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gcl_au</td><td class="cookielawinfo-column-3">3 months</td><td class="cookielawinfo-column-4">This cookie is used by Google Analytics to understand user interaction with the website.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gd_session</td><td class="cookielawinfo-column-3">4 hours</td><td class="cookielawinfo-column-4">6sense sets this cookie to collect information on users' visits to the website. It collects data such as the total number of visits, the average time spent on the website and the pages loaded.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gd_visitor</td><td class="cookielawinfo-column-3">1 year 1 month 4 days</td><td class="cookielawinfo-column-4">6sense sets this cookie, which is used for collecting information on the user's visit, such as the number of visits, average time spent on the website and the pages loaded for displaying targeted ads.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gid</td><td class="cookielawinfo-column-3">1 day</td><td class="cookielawinfo-column-4">This cookie is installed by Google Analytics. The cookie is used to store information of how visitors use a website and helps in creating an analytics report of how the website is doing. The data collected including the number visitors, the source where they have come from, and the pages visted in an anonymous form.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_hjSession_*</td><td class="cookielawinfo-column-3">1 hour</td><td class="cookielawinfo-column-4">Hotjar sets this cookie to ensure data from subsequent visits to the same site is attributed to the same user ID, which persists in the Hotjar User ID, which is unique to that site.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_hjSessionUser_*</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">Hotjar sets this cookie to ensure data from subsequent visits to the same site is attributed to the same user ID, which persists in the Hotjar User ID, which is unique to that site.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_shopify_s</td><td class="cookielawinfo-column-3">1 hour</td><td class="cookielawinfo-column-4">This cookie is associated with Shopify's analytics suite.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_shopify_y</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">This cookie is associated with Shopify's analytics suite.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">AEC</td><td class="cookielawinfo-column-3">6 months</td><td class="cookielawinfo-column-4">AEC cookies are used to ensure user data remains consistent during an Analytics session.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">hubspotutk</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">This cookie is used by HubSpot to keep track of the visitors to the website. This cookie is passed to Hubspot on form submission and used when deduplicating contacts.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">vuid</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">Vimeo installs this cookie to collect tracking information by setting a unique ID to embed videos on the website.</td></tr></tbody></table></div>
                            </div>
                        </div>
                    </div>
                                    <div class="cli-tab-section">
                        <div class="cli-tab-header">
                            <a id="wt-cli-tab-link-advertisement" tabindex="0" role="tab" aria-expanded="false" aria-describedby="wt-cli-tab-advertisement" aria-controls="wt-cli-tab-advertisement" class="cli-nav-link cli-settings-mobile" data-target="advertisement" data-toggle="cli-toggle-tab">
                                Advertisement                            </a>
                                                                                        <div class="cli-switch">
                                    <input type="checkbox" class="cli-user-preference-checkbox"  id="wt-cli-checkbox-advertisement" aria-label="advertisement" data-id="checkbox-advertisement" role="switch" aria-controls="wt-cli-tab-link-advertisement" aria-labelledby="wt-cli-tab-link-advertisement"  />
                                    <label for="wt-cli-checkbox-advertisement" class="cli-slider" data-cli-enable="Enabled" data-cli-disable="Disabled"><span class="wt-cli-sr-only">advertisement</span></label>
                                </div>
                                                    </div>
                        <div class="cli-tab-content">
                            <div id="wt-cli-tab-advertisement" tabindex="0" role="tabpanel" aria-labelledby="wt-cli-tab-link-advertisement" class="cli-tab-pane cli-fade" data-id="advertisement">
                            <div class="wt-cli-cookie-description">Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
<table class="wt-cli-element cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th scope="col" class="cookielawinfo-column-1">Cookie</th><th scope="col" class="cookielawinfo-column-3">Duration</th><th scope="col" class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_fbp</td><td class="cookielawinfo-column-3">3 months</td><td class="cookielawinfo-column-4">This cookie is set by Facebook to deliver advertisement when they are on Facebook or a digital platform powered by Facebook advertising after visiting this website.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">bscookie</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">This cookie is a browser ID cookie set by Linked share Buttons and ad tags.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">c</td><td class="cookielawinfo-column-3">6 months 2 days</td><td class="cookielawinfo-column-4">Rubicon Project sets this cookie to control the synchronization of user identification and the exchange of user data between various ad services.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">fr</td><td class="cookielawinfo-column-3">3 months</td><td class="cookielawinfo-column-4">The cookie is set by Facebook to show relevant advertisments to the users and measure and improve the advertisements. The cookie also tracks the behavior of the user across the web on sites that have Facebook pixel or Facebook social plugin.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">IDE</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">Used by Google DoubleClick and stores information about how the user uses the website and any other advertisement before visiting the website. This is used to present users with ads that are relevant to them according to the user profile.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">test_cookie</td><td class="cookielawinfo-column-3">15 minutes</td><td class="cookielawinfo-column-4">This cookie is set by doubleclick.net. The purpose of the cookie is to determine if the user's browser supports cookies.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">VISITOR_INFO1_LIVE</td><td class="cookielawinfo-column-3">5 months 27 days</td><td class="cookielawinfo-column-4">This cookie is set by Youtube. Used to track the information of the embedded YouTube videos on a website.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt.innertube::nextId</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">YouTube sets this cookie to register a unique ID to store data on what videos from YouTube the user has seen.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt.innertube::requests</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">YouTube sets this cookie to register a unique ID to store data on what videos from YouTube the user has seen.</td></tr></tbody></table></div>
                            </div>
                        </div>
                    </div>
                                    <div class="cli-tab-section">
                        <div class="cli-tab-header">
                            <a id="wt-cli-tab-link-others" tabindex="0" role="tab" aria-expanded="false" aria-describedby="wt-cli-tab-others" aria-controls="wt-cli-tab-others" class="cli-nav-link cli-settings-mobile" data-target="others" data-toggle="cli-toggle-tab">
                                Others                            </a>
                                                                                        <div class="cli-switch">
                                    <input type="checkbox" class="cli-user-preference-checkbox"  id="wt-cli-checkbox-others" aria-label="others" data-id="checkbox-others" role="switch" aria-controls="wt-cli-tab-link-others" aria-labelledby="wt-cli-tab-link-others"  />
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<table class="wt-cli-element cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th scope="col" class="cookielawinfo-column-1">Cookie</th><th scope="col" class="cookielawinfo-column-3">Duration</th><th scope="col" class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__cflb</td><td class="cookielawinfo-column-3">1 hour</td><td class="cookielawinfo-column-4">This cookie is used by Cloudflare for load balancing.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__Secure-ROLLOUT_TOKEN</td><td class="cookielawinfo-column-3">6 months</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__Secure-YEC</td><td class="cookielawinfo-column-3">past</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__Secure-YNID</td><td class="cookielawinfo-column-3">6 months</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__tld__</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_an_uid</td><td class="cookielawinfo-column-3">7 days</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_dd_s</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_w_session</td><td class="cookielawinfo-column-3">14 days</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_zitok</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">aka_edgescape</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">aka_edgescape_country</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">akaalb_enterprise_aws</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">akaas_audseg_bobbibrowncosmetics_com</td><td class="cookielawinfo-column-3">7 days</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">akaas_audseg_origins_com</td><td class="cookielawinfo-column-3">7 days</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">Akamai-Edgescape</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">AnalyticsSyncHistory</td><td class="cookielawinfo-column-3">1 month</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">authenticity_token</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-functional</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-others</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">dd_anonymous_id</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">ins-c</td><td class="cookielawinfo-column-3">1 day</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">ins-current-currency</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">ins-gaSSId</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">This cookie is set by the useinsider. This cookie is used for calculating the impact of special campaigns.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">ins-storage-version</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">insdrPushCookieStatus</td><td class="cookielawinfo-column-3">1 day</td><td class="cookielawinfo-column-4">This cookie is set by the provider Insider One. This cookie is used for web push recieving.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">js_enabled</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">RUL</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">UserMatchHistory</td><td class="cookielawinfo-column-3">1 month</td><td class="cookielawinfo-column-4">Linkedin - Used to track visitors on multiple websites, in order to present relevant advertisement based on the visitor's preferences.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">WMF-Uniq</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr></tbody></table></div>
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