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  "documentTitle": "The next billion consumers",
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  "notes": "Includes a specific persona case study to humanize the 83% and 72% statistics.",
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      "text": "Amitava, 19, is from Bangladesh. He is studying online to become a teacher and is intent on saving money to support his education. He doesn't shop online, but in his free time, he loves to review products and brands live on Twitch streams, or share videos about them with all his social contacts. He often scrolls through social media and posts daily on Instagram, Facebook, Twitter and TikTok. He built up a significant following in just a few years and created a Discord community for his contacts, so they can all interact with each other any time.",
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      "text": "Gen Z who interact with brands via social/web: 83%",
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      "text": "These individuals review products and services online, and their offline shopping choices are influenced by reviews posted on social media; more than 72% are swayed by lots of \"likes\" or \"good comments.\"",
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      "text": "of Gen Zers interact with brands through social media and websites, even if they don't buy from them.",
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      "evidence": "Detailed profile of Amitava as a representative Gen Z consumer",
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      "arcName": "The Consultant's Gambit",
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      "evidence": "1.4B consumers across 8 markets; segmented into 4 cohorts (p.2-16)",
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      "evidence": "Aggregate 1.36B bar chart on p.8 then a profile + case-study pair for each of the 4 segments",
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      "structure": "The Aggregate View -> Segment A Behavior -> Segment B Behavior -> The Insight in the Difference",
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