Brand Relationships Post-Coronavirus
What’s the new normal all about? H/T/P conducted a global qualitative study using our TrueStories storytelling techniques to explore how brand relationhips may change, summarized in seven hypotheses.
The results are available as a series of deep-dive reports, covering Fashion, Food and Drink, Health, and of course Gen Z’s overall view of the world, their hopes and fears. More topics are planned.
Our 5th and latest study – Digilogue Lives – takes a closer look at media consumption and Gen Z’s apparent smartphone addiction.
The stereotypical image of the average teenager is well established – the latest trainers, sulky demeanor, constantly fiddling with their smart phones. If parents are to be believed, that‘s all they do, absolutely glued to their phones non-stop, typing or talking.
If you talk to teenagers about the same topic – media, Social Media and how they use their smartphones – it‘s a totally different picture: “Yeah sure, but it‘s not a big deal, I check things out now and again, but going out and meeting up with my mates, that‘s way more important.”
So what‘s really going on? Is Gen Z a victim of smartphone addiction, unable to distinguish between truth and fiction – or do people observing from the outside simply have no clue what really makes this generation tick?
As is often the case, the truth lies somewhere in between.
Interested in finding out more?
Please get in touch for Gen Z reports.