Wonder

Research Proposal

Prepared for Tom W. | Delivered October 16, 2019

Australian GenZ/iGen Customer Segment

Goals

To provide insights on the attitudes, interests, values and personality of Australian men aged 16-25 years old including their social behavior, content consumption, issues, sentiment, and insights around grooming as well as positive role models/behavior. Research will be used to inform creative direction of a company campaign. 

Early Findings

AUSTRALIAN GEN Z - CHARACTERISTICS McCrindle defines Gen Z as those born between 1995 and 2009.
 Gen Z currently makes up 20% of Australia's population.
Their 5 main characteristics are Global, Digital, Social, Mobile and Visual. 
 Global means they are always connected and their technology, blogs, friendships and vocabulary know no geographical boundaries.
 Digital means their technology is seamlessly integrated into their lives. 
 Social means they are extensively connected and influenced by their peers thanks to social media. This also includes downsides such as bullying through social media, text or email.
 Mobile means they are moving homes, jobs and careers faster than ever. 
 Visual means they consume information and content in an increasingly image-based format such as videos. 
LEADERSHIP AND LEARNING STYLEGen Z's leadership style is Empowering.
Their generation's ideal leader is a Collaborator. 
They are mostly influenced by forums.
Their learning style is mostly Multi-modal. 
ENGAGEMENTGen Z are effectively engaged through a visual or "try and see" approach. 
They value flexibility and a participative style in engagement. 
They appreciate a learner-centric and open book world environment.
They have been socialized by screen-based/glass devices. 
They can be engaged through digital or social marketing. 

Prepared By

Estel M.

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