Consumer Insights: Are You Ready for Gen Z?

Background:

In 2016, I was co-leading the TRU Youth MONITOR, a Gen Z-focused subscription data and insights product. We had many clients who were interested in Gen Z, but still focusing their product and marketing efforts on Millennials and Gen X.

Objectives:

Educate clients about Gen Z and break the myth that they were just a younger version of Millennials. Encourage clients to engage with our data, insights and reporting more, and engage us in custom consulting projects to better understand how the generation will impact their category.

Approach:

I created a webinar for clients and prospects with the co-leader of the product. We focused on storytelling and highlighting key action items for attendees:

• How Gen Z differs from other generations

• Break down the ways in which Gen Z interacts with and impacts technology, the marketplace and the world at large

• Outline the tenants brands need to follow in order to resonate with Gen Z

• Showcase brands currently following the tenants and achieving commercial success

My Role:

I analyzed our latest dataset to pull out the most compelling data points and built the outline for the presentation. I worked with my co-lead and other colleagues to develop the brand tenants and strategic priorities. I created the brand examples and highlighted Gen Z who are already building successful companies. My co-lead and I collaborated on the speaker notes and each presented half of the webinar.

Outcomes:

Attendance among both clients and prospects was high, and positive feedback included comments on how the presentation went beyond data and insights and into brand positioning and strategy. I used this feedback to further collaborate with internal consultants, and created additional foresight-driven content, resulting in 470% increase in custom project sales.

Note: This presentation is available to share. Please reach out to kateturkcan@gmail.com if interested.