DECODING THE DEFINING CHARACTERISTICS OF GEN Z IDENTITY, LIFE, AND SHOPPING
The Challenge
WG partnered with a leading CPG company seeking to build a definitive guide to understanding and designing to win with Generation Z. The work was specifically focused on the role of retail, but needed to be actionable across many product categories and channels. .
The Approach
WG’s first layer of understanding came from interviewing Gen Z experts and trendsetters to grasp a multi-lens landscape of Gen Z attitudes and motivations. This shaped the design of a deeply personal and immersive experience into the lives of Gen Z consumers across the country. Through a collaborative sense-making method, the learning was distilled into a Gen-Z value system, clarifying how they differentiate from Millennials, their approach to household and beauty care shopping, and their perspectives on retail.
The Opportunity
The outcomes of this work were codified in the company’s first landmark study of this new generation, building a foundation for brand-building and global strategy. Our insights and ideas have been heralded by the company’s retail partners and key stakeholders as best-in-class, and are further helping lead the company’s charge into the future.
