PopPulse: Gen Z – The Nation’s Influencers
Gen Z are so often treated as a segment – a niche to decode rather than a force to understand. As the home of Populist Creativity, we couldn’t help but question that. What if their influence runs deeper and wider than we think?
So this time, we’ve gone beyond the feeds to explore the Gen Z sphere of influence – listening to them and the people around them – to see how far their ideas, instincts, and energy ripple through the rest of the nation. What we’ve uncovered has reshaped how not only how we see Gen Z ’s influence as a cohort – but how brands need to think about influencing the nation from here on.
How do we do it? We listen to the listeners!
The Brits who, each and every day, hear what people are really talking about as part of their jobs. In partnership with The Outsiders, we task our panels to include a series of pre-defined questions within their conversations and then report back at the end of each working day. These “Active Listeners” comprise respondents from across the country.
We then corroborate these findings with group discussions of families from across the country, as well as with a 2,000 person strong nat rep quant study. We also dig further through in-depth interviews talking to experts in the forces influencing culture:
- A Semiotician
- An Anthropologist
- A Cultural Ethnographer
- A Trends Consultant
- A Social Historian