‘The ‘taster’ generation’ brings a refreshing take on Gen-Z, getting their unbiassed opinions towards the labels they are associated with. An open talk about and beyond life, values and what’s trending
With this publication, we wanted to cut through some of the noise and provide an antidote to the generalization of generational characterizations and insight reports.
We wanted to keep this raw, authentic and bring the world of Gen-Z alive through their eyes, actions and beliefs.
To do this, we had a series of blunt and open conversations with a number of Chinese Gen-Z with the sole purpose to get them to talk about their opinions, their lives and dreams and understand how they see themselves.
We did not have a research question in mind but went in with some existing ideas and beliefs as a starting point, allowing us to follow Gen-Z to where they were taking the conversations and opinions.
This publication is a first step into a series of topics and lifestyle attitudes that can shape more meaningful brand conversations with them. It is a springboard to hopefully further conversations with you on the wat’s next for your future recruitment target.
