Our new research confirms what we suspected; consumers are feeling guilty if they’re financially secure amid COVID-19. What this change in behavior means for brands and advertising. 2020 may go down as one of the most unpredictable years in recent history. There has been so much uncertainty across the board for consumers, influencers, and brands.…
It’s not just silly dance videos or social organizing. TikTok is the center of Gen Z’s media universe. It seems every generation has had their own ways to mix media and friendships. Boomers had radio and television to bond over. Xers had mixed tapes and movie theaters, Millennials were the first to have media and…
If you missed the webinar from UTA’s Socially Relevant series, here’s your chance to catch it again. Joe Kessler of UTA hosted me and Megan Collins, Cultural Strategist at CULTIQUE in a conversation around how Gen Z views the digital landscape and what Zs expect from public figures and brands they follow online. We touched on Gen Zs…
Most #conservative Gen Zs told us that racial equality would be an important issue in their vote for President this year, even before the BLM protests this summer. In a February 2020 Front Row Insights & Strategy survey of Zs age 18-24, most Zs who identified as somewhat or mostly conservative on political issues said…
The power Zs wield is massive; they can make or break brands with a few keystrokes. Over the past few months we’ve seen Generation Z wield their power for collective action in ways that are impressive, if not entirely surprising. They’ve been a large portion of the recent protests for social justice – 52% of…
What’s in? Upcycling, customizing, reusing, and reselling. Why? Gen Zs are values-oriented consumers who are looking for more responsible ways to consume. How can your product, service, or content be consumed more responsibly? That’s the key to relevancy with Zs, the next generation of consumers. The pandemic is accelerating what had already been in motion…
Why naming Gen Z is so complicated. You’ve likely heard the term Generation Z, especially if you follow our work. But have you ever wondered why they’re called Gen Z to begin with? Z has always been a bit of a placeholder name to mark the generation following Millennials (first called Generation Y). Zs (born…
Here’s a look at how we adjusted our traditional research methods to help a media company that needed to understand how the pandemic has shifted consumer sentiment and which types of advertising messages resonate most and why. We moved our traditional qualitative research methodologies online and conducted exploratory in-depth video interviews, online focus groups, and…
An iconic footwear brand came to us needing to better understand Gen Zs, what they value and prioritize, and how cultural and social currency works in their world. We immersed our clients into the world of Zs using Gen Z influencer interviews, IDI’s with mainstream Zs, and an online research community filled with Zs from…
Some highlights listed below – last week I spoke with Fashion Snoops as part of their “Fireside Streams” series of discussions with “a range of characters from the zeitgeist – from macro thinkers and artists, to change makers and disruptors”. Influencer culture is undergoing a sea change and the influencers who succeed from here on out will be the…