Becoming Gen Z’s most desirable brand
custom research | brand strategy
A highly influential brand in the lives of Gen Z came to us to figure out what it takes to be the most Desirable brand in the world for Gen Z.
The Challenge
unpack the meaning of "desirable" for Gen Z
create a usable and moldable framework for Brand Desirability for Gen Z
unearth compelling and actionable insights to form the basis for product, marketing, and partnership briefs and root the brand in a strong understanding of the role and relationship they can have with Gen Z.
The Approach
dcdx conducted an extensive review of existing and internal data, alongside performing a combination of qualitative and quantitative research, featuring 1:1 confessional interviews with Gen Z’esr across a wide range of perspectives, over-indexing on critical demographic segments for the brand, in addition to poll questions launched to our network of 200,000+ Gen Z’ers.