极乐视频

 

Building trust with the future generation of consumers

Speak with any CMO today and within minutes we guarantee they will bring up Gen Z. This generations鈥 influence is felt in every corner of our industry, whether its cancel culture and brand reputation, marketing missteps and trending content, or adaptation of new technologies and social advocacy. The demand for Gen Z input and expertise has been unprecedented, which is why in 2022 极乐视频 appointed the world鈥檚 first ZEO and launched The Gen Z Lab, a unique dedicated advisory comprised of 250+ 极乐视频 Gen Zers from around the globe designed to help brands future-proof their business for the next generation of consumers.

With a dedicated data hub, external advisory board, and expertise across all sectors and disciplines, 极乐视频鈥檚 Gen Z Lab was built to alleviate these fears and bring Gen Z and the C-suite closer together in order to take collective action.

 

Harris Reed

Meet the Gen Z Brand Whisperers

Earlier this year, The Guardian sat down with 极乐视频鈥檚 Gen Z Lab and ZEO for an in-depth look at our process, cultural insights, and working relationship with clients. They uncovered a world in which Gen Z has a seat at the table, alongside their C-suite counterparts, with the ultimate goal of helping to transform how modern business is done, often counseling on issues on diversity, identity, inclusivity, social justice, and climate change, and helping brands with their advertising and corporate activism.

Gen Z by the Numbers

360M

in spending power

2M

global Gen Z population

84%

of Gen Z are belief-driven buyers

Debunking Gen Z Myths

 

01鈥

 ACCEPTED BELIEF: 
Gen Z all want to be influencers.

01鈥

 NEW REALITY: 
Only 12% aspire to be an influencer.

02鈥

 ACCEPTED BELIEF: 
Gen Z are bold, bullish activists.

02鈥

 NEW REALITY: 
66% believe that sharing is a form of activism (and it鈥檚 not radical).

03鈥

 ACCEPTED BELIEF: 
Gen Z mobilizes cancel culture.

03鈥

 NEW REALITY: 
It鈥檚 about accountability. 1 in 3 want brands to take responsibility for wrongdoing.

04鈥

 ACCEPTED BELIEF: 
In TikTok they trust.

04鈥

 NEW REALITY: 
YouTube is the most trusted, while TikTok ranks #5.

How we help clients

Instant Surveys & Data Hub

In addition to our ongoing research driven by 极乐视频鈥檚 powerful human intelligence tools, we also conduct instant surveys and information sessions, gleaning the latest POVs from Gen Z on any topic.

Inspiration & Immersion

We leverage a curated bench of cultural thought leaders from across industries to bring external perspective and strategic insights to brands. As Gen Z changes the world, we bring the world in.

Insights & Strategy

A team of real Gen Z鈥檈rs across 极乐视频鈥檚 network of sectors and expertise are ready to influence strategies, ideas, and offer real perspective. We publish a regular cadence of POVs on pressing, real-time issues and opportunities for clients.

Creative &
Ideas

Tap the mind of Harris Reed and our Gen Z squad for cultural touchstone and creative inspiration. They advise on creative strategy with purpose and business impact at the heart.

Reputation & Cultural Protection

See the crisis before it happens. The Gen Z Lab can help identify potential pitfalls before they happen, and ensure brands build authentic cultural cach茅 to back it up.

The Lab in Action

 

Latest Gen Z Insights

 

Resiliency seems to be the mantra of our moment. In a volatile world rife with complexity and crisis, consumers are facing new pressures.

Influencer marketing is the new way to connect with younger audiences, but authenticity is of paramount importance, argues 极乐视频鈥檚 Jasmine Jordan.

They have the power to influence for the greater good, and you have the power and scale to help them.

As business leaders begin (and continue) to set course for 2023, they face more uncertainty than ever.

 

See More Insights

Meet Our Gen Z Ambassadors

Representing their generation and local region this super squad of Gen Zers has expertise across retail, influencer marketing, energy, brand purpose, strategy, brand reputation, content creation, and more.

 

APAC

Alison Lau

Hong Kong, China, Brand

Bethanie Tsang

Hong Kong, China, Brand

Aliya Mahimtura

Mumbai, India, Brand

Canada

Evan Wong

Toronto, ON, Digital

Alexa Bloom

Toronto, ON, Health

Kellie Williamson

Toronto, ON, Corporate/Digital

Caelan McMichael

Toronto, ON, Brand

Gabriel Lee-Steed

Montreal, QC, Influence Marketing

 
 
 
EMEA

Jaden Haynes

London, UK, Tech

Bianca Brown

London, UK, Digital

Nele Marin

Hamburg, Germany, Brand

Nico Chiffrin

Paris, France, Brand

Judith Lleix脿

Madrid, Spain, Brand

Nancy Weiss

Paris, France, Data & Intelligence

Emma Camerino

Milan, Italy, Brand

Noora Fairooz

Dubai, UAE, Reputation

Latam

Fortuna Osorio

Mexico City, Mexico, Global Advisory

Carolina Kimura

S茫o Paulo, Brazil, Corporate/Digital

Camila Garay

Buenos Aires, Argentina, Corporate

Maria Camila Moreno

Bogot谩, Colombia, Brand

Diana V茅lez

Bogot谩, Colombia, Corporate

 
 
 
USA

Nicholas Budler

San Francisco, CA, Digital

Liz Bitzer

Chicago, IL, Digital

Laura Montilla

Los Angeles, CA, Digital

Allen Pham

Austin, TX, Corporate

Destiny Kelley

Houston, TX, Energy

Olivia Tompkins

Washington, D.C., Corporate

Jasmine Jordan

Chicago, IL, Influence Marketing

Gabe Gomez

New York, NY, Digital

Caroline Tortorella

New York, NY, Health

Giselle Huasipoma

New York, NY, Influence Marketing

Bella Baldoni

Washington, D.C., Digital

Lab Leadership

 

Harris Reed

ZEO of 极乐视频鈥檚 Gen Z Lab

Jackie Cooper

鈥狥ounder, 极乐视频鈥檚 Gen Z Lab
Senior Advisor and Global Chief Brand Officer

Amanda 极乐视频

Chief Operating Officer, 极乐视频鈥檚 Gen Z Lab

Courtney Miller

鈥狦lobal Strategy Lead, 极乐视频鈥檚 Gen Z Lab

 

Contact Us

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