
A Workforce to be Reckoned With

The Approach
Our job was crystal clear. To explore who Gen Z are as a generation, what they imagine their futures to look like, and what they value in life… and in work. This included an extensive review of our IP and external reports, to help inform the questions we asked them, to ensure we approached the topic of work in a way they could relate to. We then conducted a two day digital diary across three markets, to give them the space and the freedom they needed to reflect on their feelings and experiences, and feel comfortable opening up. Lastly, we invited a select group of star respondents to take part in live group conversations to dig even deeper into their professional mindset and their reaction to our client’s platform. Let’s just say, they didn’t hold back.

The Impact
We learnt that Gen Z’s professional journey is wildly different compared to previous generations, which shapes the way they want (and expect) to engage with networking platforms. This research not only informed potential communication strategies, but also identified what tools Gen Z might need and how they’ll change the workplace.

Exploring Creative Messaging Directions
Exploring the role our client’s products play, and the perceived utility of subscribing to their services, for a key segment –broadly and in the context of potential messaging territories – to inform their Q1 creative messaging.
Messaging Pillars Among Young Adults
Understanding the most impactful articulation of messaging pillars, creating a ‘playbook’ to guide and unify initiatives that will build deeper relevance for a social media platform with Young Adults.
Positioning Tech and Food
A food delivery service app wanted to understand what their new offering should stand for and why consumers should believe in it. It was critical not only for the team to understand what makes this new offering different from our client’s main business, but also what value it brings to consumers.