making the future human #7 - july 2024
july 2024 at dcdx
edition #7 tl;dr - new service launches, WSJs, and the Financial Case for Brand Magnetism®.
welcome to the 138 new members since June! this is our monthly recap where we give you a look inside the happenings of dcdx. enjoy!
a big launch coming soon 🤫
Within the next two weeks, we’ll be sharing a big update on our services.
We’ve been in talks over the past few weeks with past and present clients to share news of what’s coming and get them started with early access, and the reception has been validating and tremendously exciting.
Last month we talked about our updated positioning - and as we talk with more and more partners, it has been resonating deeply with the daily challenges they face.
The challenge today for marketers - compared to four years ago - is no longer how to just understand Gen Z. There are now endless data points you can google to support any idea or strategy - and they can support both sides of an argument.
The challenge is how to filter through the noise. How to figure out what matters. The challenge is how to stay ahead.
How we help brands stay ahead is the update we’ll be sharing with you soon.
Stay tuned!
an unfortunate truth…70,000 new articles are published on Gen Z every day.
recent press features 🗞️
Abercrombie Won by Leaving Teens Behind. Sibling Brand Hollister Is Taking the Opposite Approach. (WSJ)
Fashion is one of the fastest-changing categories in culture. Just as quickly as brands can fade, they can come storming back. And Hollister is doing just that.
From June of 2023 to June of 2024, Hollister has doubled organic conversations around the brand online, from 26M monthly average views on TikTok to 52M.
I spoke with the WSJ about my thoughts on why so many young people are now gravitating towards Hollister, focusing on their affordable yet premium price points in a reinvigorated mid-tier fashion market.
People Want More Protein. Even at Dessert. (WSJ)
Another WSJ ft! The rise of protein desserts.
A few months ago, I started making protein cookie dough for a little late-night snack. And apparently so did many other Gen Z'ers...
In the last 90 days, views on "protein dessert" content are up 22%. Searches for "protein desserts" on Google are spiking. Sales for protein-led products and brands are booming.
And the source goes beyond #gymtok - it is fueled mainly through female-led content.
our research in July 🧪
🍗 The Mental Effect of Protein
speaking of protein desserts…why chicken, protein desserts and protein products are surging in popularity with Gen Z
How Gen Z Found Out About Trump's Assassination Attempt 🤭
“I found out about the Trump attack at my college graduation party! Yay! Thx twitter notifs!!”
🏖️ Gen Z’s Vacationing Problem
From quiet vacationing, to "sleepcations," to new research that uncovers an underlying emotional truth about [dis]connection.
from our recent research on Gen Z’s sources of news
coming Friday 👁️^👁️
The Financial Case for Brand Magnetism®
One of our more recent initiatives has been proving the study of Brand Magnetism® - an approach to brand strategy we’ve been trailblazing since 2022.
Brand Magnetism® is the ability of a brand to attract popular and consistent user-generated content.
As we have been saying for years, we believe user-generated content is the currency of modern brands.
On Friday, we prove that point out, with an emphasis on currency.
Stay tuned!
Reflections on July 2024
July started with one of my favorite dcdx moments to date…we had just finished the final presentation of our 2.5-month-long strategy project, and after a few moments of silence, the most senior person in the room said:
"It’s reaaaaaallyyyyyy fucking good”
This type of reaction feels like it should be a rare one. And while we certainly don’t hear that on every project we do, it did get me thinking…the reactions we do tend to get are not ones I would bet get used typically to describe research or strategy decks.
I took a look back at some of the previous responses to our shared work, and here are a few that stood out to me.
“OH MY GOD”.
“I’m *obsessed*”
“I am blown away”.
As we reflected as a team on not only what we believe made that work so successful, but much of our past work so highly appreciated too, is in part how personal the work is for us.
When this company started, it was started with a vision to give our generation and the next a better, more human future. Or as we phrase it, to make the future human.
And yet when we talk at dcdx about what that means, it is not about a vision for the future.
We talk about it as a responsibility.
page 4 of our culture deck
Because if we are not going to build that future, then who will?
Onwards to August!
-AR