As Generation Z solidly enters their 20s, their needs, their buying power, employment potential and unique voices need to be heard in the insights industry to help clients plan for the future. As the most diverse population in history, Gen Z hold strong perspectives on identity — and a desire to be able to express those perspectives in their own unique way. If Market Researchers truly wish to capture Gen Z’s sentiments and insights, they’ll need to rethink traditional methodologies around identity in new and creative ways.
Join us as we discuss how brands and market research teams can connect and communicate effectively with Gen Z respondents as well as industry changes at large concerning how we collect information around identity. Attendees will leave the session with fresh insights into the Gen Z mindset as well as recommendations for more inclusive formats and methodologies moving forward.