Polymorphic, unpredictable, ultra-connected, responsible natives … So many different words to describe Gen Z, which give some idea of the challenge they represent to brands today.
Carried out in collaboration with our partner agencies, Lonsdale Paris and CBX New York, Control Z is an international study offering a decoding of those born between 1997 and 2010.
84% Feel they belong to a distinct generational group with values separate from the generation before.
How does one address a target that is so diverse and is changing so rapidly? How does one go about engaging these digital natives in their virtual spaces? What do they expect from brands and companies at a time when they are facing multiple crises?
By imagining the ideal Z customer journey, we have discovered new areas of opportunity and the scope of future consumption.
An inspirational notebook
Control Z sheds light on the psycho-sociological issues facing Gen Z with a selection of the best examples successfully addressing this very demanding target: branding, innovation, retail, and communication.
69% Feel they can contribute to global change
Tailor-made Accompaniment
From this unique resource, we offer brands tools to assess and develop their appeal to Gen Z.
80% Think brands have a role to play by having a purpose or even trying to change the world
4 methods to better understand the Z’s
Fields of Exploration:
- Zs in the Face of Danger: anxiety, resilience and hopes
- Sustainable Consumption: the different forms of Z engagement
- Employer Brand: what Zs expect from the company
- Media Practices: social loops, digital cultures and micro-communities
An international network of experts
Control Z is a study conducted by 14 strategic planners from Paris, New York and Shanghai.
The study offers global insights as well as local differences. We support the development of international brands in specific markets by creating ad-hoc teams that cover Europe, North America and the Asia-Pacific region.
