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, Digilogue Lives and of course Gen Z’s overall view of the world, their hopes and fears. More topics are planned.
Our 6th and latest study – Gen Z and Coping Strategies – takes a closer look at how teenagers reacted during the pandemic.
Based on international research conducted with more than 200 Gen Z folk over the past year, as well as a number of dedicated depth interviews, it examines reactions to the COVID-19 crisis – and how today’s teenagers have developed ways of managing.
The findings are fascinating.
Gen Z isn’t fazed by the current crisis, nor has its “let’s go!” attitude to social and political issues changed. But there is a new sensitivity which is important for brands and communication to understand. It’s a mixture of serious and playfulness.
We identified six coping strategies overall, each named after Superheroes and their amazing powers – Captain America, Batman, Spiderman, Wonder Woman, The Fantastic Four, The Flash.
Interested in finding out more?
Please get in touch for Gen Z reports.