making the future human #6 - june 2024
our positioning in the era of noise and AI 🤖
Since last year, I’ve been observing more and more “Gen Z” or “youth-focused” firms pop up at a rate that now feels like weekly. The biggest change to this ecosystem since when we started dcdx is how much “Gen Z” has become a focal point of the conversation from both media and marketers.
In the past 24 hours, there were 70,000 articles published on “Gen Z”.
Over the past 5 years, interest and searches for Gen Z have accelerated. When we entered the market 4+ years ago, there were only a handful of folks seriously talking about Gen Z. Now, it seems to be all we are talking about.
So we asked ourselves two hard questions: What is different today for marketers and brands trying to reach Gen Z? And what is different today in culture?
The noise is now constant - nonstop. And only increasing. The challenge for marketers is no longer just having information on Gen Z. It is about being able to figure out - in this sea of noise - what actually matters. It is about finding the signal from the noise.
It is not just keeping up. It is how to stay ahead. And how to stand out.
To tackle these challenges, some competitors are focused on using AI in research & strategy - and we’re seeing 3 main use cases.
1) Using AI to synthesize all of the information out there - ie an “ask AI” solution for Gen Z questions.
2) Using AI to prepare and analyze qualitative research (ie writing discussion guides, analyzing and reporting on video themes).
3) Using AI to generate synthetic research - creating fake data sets to then analyze with AI again.
The overarching theme here is all of these aim to solve this same problem of the noise. They simplify, summarize, and synthesize (literally).
While these tools may suffice as cheaper ways to get answers on Gen Z, they have a potent side effect. In the sea of noise, they help you blend in. They help you keep up with the trends, the behaviors, and the values affecting consumers in culture.
But they do not help you stay ahead. And they do not help you stand out.
These two critical elements differentiate the good from the great. Or as we say, they separate the Relevant Brands from the Magnetic Brands. Magnetic Brands attract consumers in; controlling their own ecosystems, driving pricing power, fueling innovation, and distancing themselves from competitors.
Relevant brands may succeed in keeping up. They may succeed in blending in.
But they fail to stay ahead. They fail to stand out.
The way to sustain relevance is not through a constant chasing of the current, but a fearless pursuit of the future, guided by a compass of values and vision.
It requires bold, informed, and decisive bets.
It requires staying ahead and standing out.
It’s why we have been researching, documenting, and reporting on our findings of the science of Brand Magnetism® for 2+ years.
And it’s why we believe the brands that can understand the subtle but vast difference between Relevant and Magnetic are the brands that continue to win with Gen Z.
🗂️ services and case studies
As a result of this focus on our positioning, we’ve also clarified and bucketed our services in a way that directly speaks to the challenge of staying ahead and standing out in culture. They include 1) Custom Research 2) Tracking & Reporting 3) Strategy and 4) Integration.
We’ve also (finally) published our case studies with brands and agencies, highlighting our work with partners like Crocs, Spotify, Chipotle & more.
just shoot me a reply to this email if you want to get a deeper dive into our case studies and services!
Hinge awards 40 social groups with One More Hour grants
One More Hour, Hinge’s social impact program we’ve been working hand-in-hand with over the past two years to research and advise on Gen Z’s barriers to meeting IRL, just announced the 40 social groups that received the $25,000 grants.
Our work with Hinge on this has showcased the barriers and needs of the most digitally connected yet loneliest generation ever, with 82% of Gen Z’ers reporting feeling lonely.
The push to create access to more IRL places and spaces - both by reducing financial and mental barriers - is one that we’ve been working with organizations like Hinge on more and more, and was spotlighted at the end of our Digital Captives Part Two: The Pursuit of Unplugging. So incredible to see these things coming to life, and more and more young folks finding ways to meet new friends.
🕛 new-sletter
Over the past few months we’ve been asking ourselves - how do we consistently and repeatably share valuable insights on Gen Z via our substack newsletter? Experimenting with formats & themes, we landed on 24/Z - a curated home for Gen Z insights & research.
Our goal is to publish this weekly, creating new research via a fresh Gen Z poll 📊 from our team each and every week.
In June, we released our first four 24/Z newsletters:
Reflections on June 2024
The past month’s focus on zooming out and re-examining the market and competitive ecosystem has given me renewed clarity and confidence in the value of our work and our approach.
Caught up in the day-to-day process of putting out fires, rarely is there time and space allowed for such reflective thinking. For that reason, starting July 8th we’ll be doing an 8-week test of a 4-day workweek, with Mondays off instead of Fridays. Our goal is for this to give, beyond the “traditional” 4-day workweek, an added space for reflection and renewed creativity.
The past month has also forced some hard and honest looks in the mirror. The question: “what do you want this to be?” is one that I’ve faced countless times, and for much of my journey have struggled in part to answer. I found myself at times looking to mentors and advisors for guidance on where to go and how to get there.
I recently had lunch with a friend, and paraphrasing a quote from Adam Grant’s Hidden Potential, they gave me an incredibly helpful reminder (which I am now also paraphrasing because their exact wording painfully escapes me…)
“It’s easy to find yourself looking for a map. But what you really need is just a compass. What you will realize is that nobody has a map.”
A helpful and timely reminder that if someone else had the map already, they would have done what we are trying to do.
Onwards to July!
-AR