The Gen-erators Z report is a no-holds barred look at the often misunderstood and misrepresented generation of digital natives; 16-25 year olds who can't compute a world without the internet and smartphones.
We worked with Unity PR and a film crew over the summer to help create this multimedia snapshot and a series of reports for Lucozade Energy (a Suntory brand of sports drink) in the UK, that introduced the world to Gen-erators Z. Whether your company targets this demographic or not, we strongly advise you to check it out.
The research has received extensive media coverage in the UK, from the likes of The Sunday Times and Telegraph to Glamour Magazine, and even made it across the pond to the US, being picked up by none other than the Huffington Post.
So what did we uncover? The most surprising and interesting insight for us is that the hangover from the economic crisis has inherently changed the motivation system of young people. Striving for fortune and status has been replaced by the quest to find emotional fulfillment in stability and well-being; a general desire to “just be comfortable”.
So what does this mean? We need to ensure that we communicate with this consumer group in a way that resonates, remains relevant and is sensitive to their needs, and motivations – if you want to find out more and discover how you can harness the power of Gen-erators Z, get in touch.