On Their Terms Only
Alyan Khan-Yusufzai comments on how Gen Z is rewriting the rules of working in Pakistan’s ad industry.
Millennials
The Magic of an Age-Diverse Workplace Moment
Never before have three such distinct generations shared their workplace. The result is a unique choreography that strengthens brand building, writes Selina Rashid.
In Pursuit of Wellness
In the game of talents, wellness practices have become the primary driver of organisational growth, writes Dr Sheeza Mohsin.
A Quest for Virtual Authenticity
Faizan Syed discusses the rise of virtual influencers and their impact on marketing.
Uncool, But Oh So Valuable
Urooj Hussain on the dangers of ignoring Gen X and Millennials in the media mix.
Latte in a Cosy Café
Gen Z has forever redefined the workplace, writes Noor-ul-ain Ali.
Helping Young Creatives Navigate Their AI Impulses
Nagin Ansari provides a guide on when and when not to use AI.
Disrupt and Innovate
Despite the many issues that still surround them, NFTs present
a mountain of untapped potential for brands, writes Fauzia Kerai Khan.
Get Ready for Gen Alpha
Drawing upon the contrasts between the Millennials and Gen Z, Urooj Hussain looks ahead to what brands can expect from Gen Alpha.
A Socratic Dialogue for the Next 25 Years
Umair Kazi decodes the Gen Z philosophy.
“There is a commercial reason why we believe that a fair living wage is not a cost but an investment.”
Amir Paracha, CEO, Unilever Pakistan, speaks to Aurora about his organisation’s Fair Living Wage, the economy and the trend towards buying local.
Waking Up To Woke
To come to terms with woke consumerism, brands need to dig a lot deeper than they are currently doing, argues Afzal Hussain.
Food Fetishes and Social Media
Khalid Naseem on the impact of social media on the food choices of Gen Z and Millennials.
I Am a Person, Not a Label
In trying to force Gen Z into labels of their own creation, brands should actually try to understand what defines them, argues Nadeem F. Paracha.
I’m Instain’ It
Muhammad Bin Husain explores transformations in food and culinary preferences among Gen Zers.
The ABC of Marketing Food to Gen Z
Shoaib Qureshy on what food brands and the hospitality sector need to do to make an impression on the pickiest and most difficult-to-please generation.
How To Build Generation-Proof Brands
Muhammad Ali Khan discusses how brands can consistently ensure long-term success by staying relevant across generations.
Knorr Sets Out to Attract New Audiences
Zeenat Chaudhary on why Knorr Noodles are targeting Millennials and Gen Zers
Questioning Received Wisdom
Are Millennials really as they are portrayed to be? It’s time for brands to look beyond labels and stereotypes.
The Millennial Big Tension
Why only the most resilient brands will be the ones that will help resolve the Big Tension.
Goodbye nine to nine
7 reasons why developing a virtual workforce is an effective way for organisations to distinguish themselves.
Embrace or erase
The world in 2025 according to Shoaib Qureshy, CE, Bulls Eye DDB.