Our Methodology.
To establish our list of complexities for this report, we gathered and processed cultural data and human intelligence to identify patterns and shifts that evade the human eye. We leveraged our always-on AI-powered intelligence platform Q™ to collect signals from over a million global data sources from over 140 countries in over 16 languages — 24 hours a day, 7 days a week. Q™ translates the nebulous signals of culture into structured data.
Q™ uses artificial intelligence to read, contextualize and organize millions of articles, media, patents, startups and other signals of cultural change.
Quantifying Culture Into Structured Data
Using both human intelligence, in the form of our Youth Culture Practice, and machine intelligence, in the form of our Q™ platform, we sifted through the signals of culture, quantifying and categorizing them against our proprietary taxonomy and scoring algorithms. Like the periodic table of elements, we call this taxonomy the Elements of Culture (or EoC for short). Through the EoC, we can unlock the power of social science and data science at scale and create:
a living taxonomy of mega and macro trends
a compass to navigate cultural shifts in the horizontal
analysis of the “what” and the discovery of the “why”
a springboard for deeper research and data augmentation
By mining our taxonomy of 140+ Elements of Culture with the help of Q™, we've identified the most energetic areas of change for Gen Z.
Q™ helps you discover big ideas, refine your research and make a cultural impact
DISCOVER
Predictive Analytics
Breathe new life into product lines ahead of competitors by identifying emerging trends before they disrupt your category.
Use Cases
Innovation/R&D
White Space Identification
Long-term Brand Planning
REFINE
Cultural Zeitgeist
Get better results out of research by understanding the right questions to resonate with your audience.
Use Cases
Primary Research
Concept/Creative Testing
AB Testing
IMPACT
Global Signals
Monitor the cultural impact of a new brand or creative in the market, enabling nimble iteration and pivots.
Use Cases
Public Relations
Digital/Social Content
KPI Measurement
Engaging the next generation requires deeply understanding their culture, online behaviors, and communities.
Truly connecting with youth goes beyond understanding how to use emojis and what's trending on TikTok. Authenticity has never been more critical for engaging with a generation, and the stakes of getting it wrong higher. sparks & honey’s Youth Culture Practice provides brands with a data-driven framework to assess how youth engage with and influence their categories, products, services and key brand tenets.
Youth Culture Practice Impact Stories
Discover and increase the cultural resonance of your business with Gen Z.
Helped a consumer technology brand understand the resonance and cultural impact of their brand pillars for Gen Z consumers in China, leveraging surveys and interviews to create and prioritize segments for them to target.
Identify the most important trends influencing Gen Z beliefs and behaviors.
Identified cultural shifts impacting how Gen Z think about and develop brand loyalty for a fashion brand, helping them augment their CRM program to drive greater relevance with the next generation of shoppers.
Leverage cultural insights to amplify the impact of your marketing for Gen Z.
Developed insights around how Gen Z expresses their cultural identity to serve as a springboard for creative briefs around key calendar moments like Black History Month for a digital technology company, leading to more resonate and authentic marketing content.