word cloud and target group research conclusion

conclusion | Millennial things don’t speak to gen z ers: brands, systems, battles and struggles

gen z era are working the system from within and outside to change it. They are considered the most socially disruptive after millennials and are constantly running around to wake up people to the real issues lying ahead. saying things like ‘people went frantic when the Maya calendar stopped, but when the world is ending because of their action no one cares”They bring awareness to each other but people don’t know how to communicate with them, making them very individualistic in their battles, generation wise.They just want to be heard and contribute on an equal level.basically the TG problem I am finding is they want to fight social issues, but have trouble finding a platform that is not online

Profile 3 is the one i want to work with, i think it has the most potential and is closer to the research i did until now. it's also more niche and helps me narrow down my target and insight.

subjects for workshop

subject 1

Breaking the binary body paradigm

Relevance

• It covers the trends of body morphing and exploring physical sex and not spiritual gender. The next step of the gender battle.

• JWT intelligence - grotesque beauty, we recognise beauty as a way of transformation and individual expression

• Rise of matieres fecales collective throughout the years

• isamaya ffrench

• Rise in cosmetic procedures

• the reason for this movement come from boundaries society refuses to cross. We allow plenty of different types of cosmetic modification but we won’t accept crossing the lines of femininity or masculinity, in body parts, and we won’t accept the middle. The body is binary.

For whom?

Anyone although, funny enough we can separate the audience into two groups:

• The ones breaking the paradigm, shattered by stigma

• The ones keeping the paradigm alive, alienating others as they feel alienated by the breaking movement

Why both?

Because brands’s roles are shifting to both the therapist (JWT intelligence and trend watching), but also the creator of discomfort and play ( trend watching and WGSN)

Goal

To collaborate with artists and brands on a product range. Making it artistic fits in the creative narrative that newer generations are aiming for. (WGSN)

subject 2

New wave anarchy

Relevance

New wave anarchy is just that new wave. It is increasingly popular, as we can see with French event for example, and the us with rise of rebellion across the globe.

Its not just the us and France, when I was in China this movement, existed, more underground and coming from privileged backgrounds., in Japan there is rebellion

• WGSN - lack of trust in institutions.

• Lack of trust in general even with influencers

• Wave of gen z era who are tired of conspiracies and just want to change the system with facts and activism

• It is a response to today’s political environment, and boredom leading to mass destruction

For whom?

• Gen z

• People who lack a community

• Bored people

• Justice warriors

• Anti system and anti conspiracy people

Goal

To give escapism (wgsn, trend watching)

mindmap 4

except it's a word cloud