Control Z – Brands vs. The Anti-Label Generation

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Polymorphic, elusive, ultra-connected… So many words that define Gen Z and give an idea of the challenge they represent to brands. Carried out in collaboration with our partner agencies, CBX New York and Cowan Shanghaï, Control Z is an international study proposing a decryption of those born between 1997 and 2007. How does one address a target that is so heterogeneous and volatile? How does one go about engaging these digital natives in their different virtual realms? What do they expect from brands? By imagining the ideal Z customer journey, we are creating new fields of opportunity and shaping future consumption boundaries.

Some fields of exploration:

  • Employer brand: What Zs expect from the company
  • CSR: The different forms of Z engagement
  • Media: Digital practices and cultures