The Truth about Gen Z
McCann Truth Central is our global intelligence unit dedicated to unearthing the macro level truths that drive people’s attitudes and behaviours about life, brands and marketing. Their latest study gives a fresh take on how Gen Z is radically shaping their own lives and the seismic impact this is having on culture at-large.
There are countless studies out there about Gen Z, but very few let you hear directly from the Zoomers themselves. The newest study from McCann Worldgroup Truth Central, the Truth About Gen Z, is different.
This research draws upon over 32,000 interviews from our proprietary data. And these insights are vividly brought to life by our brand-new global Gen Z anthropology crew; a network of savvy, inspiring teens from all around the world who we worked with to inform every facet of this study. In short, our Truth About Gen Z research explores – in-their-own-words – the impact of the huge social and behavioural shifts we’re witnessing among this generation and, crucially, what the implications are for brands.
The study can be presented in full or in individual parts as the chapters have been set up as stand-alone modules:
The Culture Makers: Gen Z has overthrown the cultural gatekeepers of old and now sit firmly in control of their own cultural intake. Learn what this means for brands looking to understand and harness the fast-moving culture of Gen Z.
The Connection Paradox: Is the most connected generation in history, also one of the most disconnected and lonely? We will explore the spotlight this generation has placed on mental health and the expectations of brands to lend their support.
Action is Non-Negotiable: Young generations have always been at the forefront of social justice, but never before have they had the tools to drive long-lasting systemic change. Learn what’s different about how Gen Z is taking meaningful action and the way they expect brands to serve as key allies.
If you’re interested in hearing more, please do get in touch!
Chris Davies
+44(0) 7791 424 968