According to research from YPulse’s Decoding Brand Affinity Report, European Gen Z think brands are innovative when they’re willing to experiment with new products / marketing and aren’t afraid to step out of the “norm.” Gen Z grew up witnessing start-ups (hard to believe TikTok once was one?) disrupting industries and addressing issues with tech-filled solutions. As such, Gen Z values brands that release new features, products, and updates—probably more than previous gens. So, brands that young Europeans perceive as innovative have a serious competitive advantage compared to others. Innovation can mean different things in every industry, but the title is...