Work with sparks & honey’s Youth Culture Practice using our custom toolkit.
Cultural Relevance Audit
Truly connecting with Gens Z & Alpha goes beyond understanding the latest memes. Our cultural intelligence platform, Q™, allows us to identify the larger trends and forces influencing how youth think, feel, and behave. We provide brands with a data-driven framework to assess how youth engage with and influence their categories, products and services, as well as key brand tenets.
Culture Z Council
Tap into a community of Gen Z who are building culture – creators, early adopters, trend setters, and influencers. Our approach blends the power of co-creation with cultural intelligence to influence a wide range of business decisions. We offer bespoke panels to help guide strategic decisions as well as quick turn sessions for gut checks and validation.
Social & Media Ecosystem Analysis
Crafting resonate marketing for Gen Z requires an understanding of both their media influences and the network of platforms they use to comment on, create, and remix content. We help brands assess the key themes and tone of Gen Z’s visual-driven communication style as well as map out their platform landscape to inform where and how brands show up.
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.
Gen Z Complexities: You've only heard half the story.
The one certainty today is uncertainty. Over two years into a global pandemic, along with rocketing inflation, climate disasters, and now, Russia’s war on Ukraine, Gen Z is growing up and navigating a complex and uncertain world with the rest of us — but they’re handling it all in surprising ways. Gen Z is rethinking foundational elements of day-to-day life, from building decentralized networks of emotional support to advocating for greater responsibility from brands to questioning the role they want work, money and relationships to play in their lives.
Building on our “Gen Z 2025” report, we utilized our always-on cultural intelligence platform Q™ to challenge the common assumptions of the Gen Z narrative. They reveal contradictions and nuanced behaviors driving Gen Z’s future, as well as the attitudes of your organization’s rising consumers, employees and the leaders of tomorrow.
