What’s in? Upcycling

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…

Ok… Zoomer?

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…

Case study: advertising during this COVID-19 era

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…

Case study: an iconic footwear brand

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…

Sit down with Fashion Snoops

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…

Radio’s roadmap to Gen Z listenership

Back in May I presented, “Radio’s Roadmap to Gen Z Listenership” with Megan Vartan, Director of Research at Edison Research at the National Association of Broadcasters (NAB) Show Express. This new research study included an overview of Gen Z, including vital stats and essential Gen Z traits, qualitative research, and the most recent Share of…

The resilience of Gen Z

What’s often talked about is Gen Z anxiety. What’s not talked about enough is their resilience. Yes, the pandemic and racial injustice are defining moments for Gen Z, but thanks to the chaotic times Zs grew up in, they’ve built “emotional antibodies” that help them maintain their resilience. Zs are rightly called the “anxious generation,” but they should…