making the future human #2 - february 2024
February 2024 at dcdx
hii! we had a (very) positive response to the last one of these, so based on popular demand we’re back with a February dcdx making the future human recap!!
February was a very ~public~ month for the team at dcdx; from press coverage of work with Hinge to the release of one of our three annual reports, to features in the Washington Post, Ad Age, and a release from the team on the decline of TikTok, here is a look at the top moments from February!
Our featured (and public!) work with Hinge
75% of Gen Zers agree that spending time with others in person makes them feel less lonely (dcdx research with Hinge). We’re thrilled to see our partnership with Hinge featured in their press release for the new Phonebook!
In the Phonebook, our public research was also featured. 47% of Gen Z'ers wish it was easier to disconnect from social media (from Digital Natives to Digital Captives: How the Internet Changed Gen Z).
Hinge’s Phonebook is a Guide for Gen Z’ers Looking to Unplug (Ad Age)
"In a recent study conducted in collaboration with Gen Z research firm dcdx, Hinge discovered that 33% of young adults find it challenging to detach from social media and prioritize face-to-face activities".
CMO Jackie Jantos goes on to say “We have a principle at Hinge that is to create things with, not for, the audiences we see ourselves in service of. For this book and everything we do is grounded by research,” [says] Jantos. These companies include dcdx and The Coalition to End Social Isolation & Loneliness.
Hinge’s Phonebook was also featured in MediaPost, Creative Review, TrendWatching, @itsnicethat (~1M followers on IG), Her Campus, & more.
What to watch for:
YMS AFTER HOURS WITH DCDX
Most of our team will be in NYC the 20th and 21st of March for YMS as Andrew takes the stage with Josh Penny, Director of Social Impact at Hinge, to talk Gen Z and the State of Human Connection.
We’re hosting a happy hour for friends of dcdx - if you happen to be in NYC on March 21st and want to say hey for a good old URL to IRL connection, let me know and I’ll send you the RSVP info.
Recent releases:
Gen Z Wrapped 2024: A Generational Music Report
It’s out! Our third annual Gen Z Wrapped report, features Gen Z’s top artists, songs, rising artists, and some new surprises in this year’s report.
In case you needed a hint, the top artist this year happens to be featured on the front of the report…
How TikTok Shop is Ruining TikTok (dcdx insights newsletter)
“A lot of my friends are deleting TikTok”…from research we did with our Gen Z network in February, we learned that 1 in 3 Gen Z TikTok users reported using the app less than usual recently.
When asked: “How would you describe the vibe on TikTok recently?”, we heard responses like:
“BUYNOWSHOPNOWBUYBUYBUY”
“I hate TikTok shop :("
All TikTok shop ”
Coming soon
PART TWO | From Digital Natives to Digital Captives: The Pursuit of Unplugging
In part one, we explored how Gen Z - commonly known as “digital natives” - are more like digital captives, victims of the internet’s promise of connection, only to find themselves constantly connected (online), and lonelier than ever.
In part two, we’re exploring Gen Z’s need to stay plugged in, and what it may take to actually “unplug” and “disconnect”.
We unpack how Gen Z’ers follow through on their desires to unplug, giving a new lens into why they make the choices they do around staying plugged in.
Coming in mid-March. !!!!
dcdx in (other) news:
No job? No shame. Younger workers are opening up about unemployment (Washington Post)
Andrew Roth, founder and CEO of Gen Z consultancy dcdx, said that workers of his generation are uniquely uncomfortable with uncertainty, which is omnipresent amid layoffs and the many changes wrought by the pandemic.
“When there’s much out of our control, it becomes a much more daunting process,” Roth said.
Shoutout to our friend Taylor Telford for the feature and the great piece!!
Reflections on February 2024
One thing that I feel gets lost in building a service company is the importance of talking to your customers. Tech startups hammer this lesson home, but it feels like in the service space there is an unspoken fear that having open convos to learn how you can be a better partner may come across as a sign of weakness.
In February, we made it a point to invest more time into these conversations. And it reminded me how important this is to do continuously. We had some wonderful learning calls with our partners, helping to emphasize our strengths and value proposition, and also identifying opportunities for us to improve and grow. We’ve already had the chance to implement some of those growth opportunities in a few of our client relationships, and wow does it feel good to close a feedback loop.
In January we also focused on increasing the clarity of our services, which we’ve made great progress on in February, thanks in part to those open convos with our partners. Our Voices of Gen Z Panel is finding its sweet spot, and hearing the love about what works so well from this has been a validating element of the journey.
Thank you again for reading!! As always, if you want to chat Gen Z with Gen Z, drop me a line and we’ll do a little URL (or maybe IRL?) connect :)
Onwards to March.
-AR