Informing a strong brand purpose in tune with Gen Z
The need
A deep dive into Gen Z to update the brand story to be contemporary yet consistent.
What we did
01
Identified the most relevant tensions and human truths of the generation through Websearch and Smart Scrolling.
02
Provided a candid Gen Z perspective while new brand stories were being developed.
03
Investigated how the new brand stories would be perceived by younger generations, to ensure their relevance for Gen Z through Vibechecks.
Our output
A set of insights to inform the creation of a strong brand purpose that is relevant to Gen Z but still appeals to the entire consumer base.