One of our core service offerings is synthesizing, combining, and layering on insights to come up with a holistic story with strategic recommendations. For this one project for a food and beverage client, we synthesized everything that we know about Gen Z into one holistic story. The purpose was to provide a single source of knowledge with summarized recommendations and implications on how to further integrate into Gen Z’s ecosystem.

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From Insight to Client Success

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To achieve this, we conducted an extensive scan of over 35 Gen Z research sources, including strategic research, industry reports from key partners, and expertise from partners like OMD, Spotify, and Google. Our analysis revealed that over half of the U.S. Gen Z population is BIPOC and 1 in 5 self-identify as LGBTQ. Culturally, TikTok has replaced Google and YouTube as the main channel for information, while memes have become the future of communication and self-expression. We found that in terms of food, chicken has overtaken beef as the main source of protein, and they have a 'no compromise' attitude towards 'fresh better for you' ingredients and knowing where their food comes from. Our research also highlighted that online gaming is the primary avenue for social connection and entertainment. This comprehensive, strategic approach empowered the brand to effectively connect with the Gen Z audience.

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