BS Detector? Ask Gen Z first….
Gen Z - more than a target group, a way of looking at the world that is faster, sharper - and often predictive of older cohorts' reactions.
In our previous Gen Z file, we explored this generation's remarkable resilience - a crisis-resistant lot, it seems. But will the long lockdown months have changed things? As the severity of the pandemic recedes, we explore their future outlook and mindset: what's changed?
How will Gen Z emerge after the pandemic is finally over? Will their world be what is often referred to as the “Golden Twenties” –
of extravagance, excess, hedonism, the release of pent-up emotions?
Or will they still be laser-focussed on global issues such as global warming or social justice ?
For brands and advertisers looking to engage with Gen Z these are potentially critical questions – “business as usual, or time for a “Gen Z re-think?
We hooked up on Zoom with our Gen Z Community in the second half of 2021 to explore the following issues:
We used proprietary storytelling techniques to help surface emotions. We also shared a range of verbal concepts ranging from the very optimistic to the more dystopian.
The findings are fascinating; we identified six main themes:
– New Reflexivity
– Amplification and Magnification of Existing Convictions
– Ambivalence towards all things Digital
– Togetherness Re-Appraised
– Hedonism: a new Definition
– Working World: Flat, Fair Equal
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