Consumer Goods Forum Guest Speaker
As a cultural researcher, I was invited to discuss my findings on the new generation "Gen Z"
Having 5 years of experience in the CPG space, I've spent thousands of hours deep diving into consumers' preferences and behaviors. As Gen z grew more important, brands turned to us to understand the unique elements of this generation and advice on how to position their brand.
This presentation is a culmination of these findings, deep diving into Gen Z's spending habits, the qualities & values they look for in a brand and how & where a brand can meet them. From this larger image, we built a brand blueprint framework splitting up this generation by interests, age, lifestyle, etc. We then work with brands to segment the market into desirable target audiences that share overlapping values with said brand. Once complete, I continuously evaluate the bottom line to recommend revenue opportunities.
As a Gen Zer myself, I personally had to ask myself "do these findings resonate with them? in what ways do I differ from the majority?" The majority of Gen Z care about sustainability, authenticity and will spend $$$$ on high quality products that loans social capital to the wearer.