Understanding Gen Z

Challenge

Helping a leading tech brand uncover Gen Z truths about discovering new interests and the role of social media to inform their future brand vision.

A leading tech and social media brand sought to reveal their new brand vision to key internal stakeholders, and desired an external gut-check to ensure resonance. Our long-standing partnership and history of connecting with tough to reach audiences made us the perfect ally for adding texture and authenticity to their new frameworks.

Approach

We were tasked with recruiting and moderating a panel of articulate, engaging, creative Gen Zers. Prior to the session, we warmed up participants to ensure relevant and insightful conversation; we were live on-air, and there were no do-overs. Engaging, thought-invoking inquiries and experienced moderation ensured relevant, on-target insights for the client team to be able to move forward.

Impact

Through this work, we were able to provide a rich illumination of Gen Z lives for our client, including the journey they take when exploring new interests and the role that social media plays. Our strategic moderation and analysis provided guardrails and guidelines to empower our client’s current and future brand strategy.