Jenk and the team at Thred Media feel very fortunate to be working with several world-class corporations, brands, and research organizations in addition to consulting & advertising agencies. Jenk's goal is to help them better understand how Gen Z behaves, what they believe, and their ever-changing consumer habits. In addition, Jenk gives them insights into how they create and consume content.
Latest Consulting Articles & Research
FOR GEN Z BRAND IS WHAT YOU SHARE Part 1
Our findings reveal that more than any previous generation, Gen Z wants to be involved in the ideation, creation and curation of culture-led participatory moments and smaller, passion-led communities with the brands they care about. link
FOR GEN Z BRAND IS WHAT YOU SHARE Part 2
We have identified 15 key areas within every brand, referred to as the “co-creation ladder,” which allows youth to be involved with the brand at various levels and feel ownership in its growth and evolution. link
CANVAS8 WHO ARE ZILLENIALS
Generational labelling is treated as gospel for collecting data, describing groups, and self-identifying. However, a surge of young people have found themselves in limbo between Gens Y and Z and are finding their voice outside of these labels – challenging established social structures and beliefs. link
CANVAS8 WHATS DRIVING GEN Z STICK SHIFT RENAISSANCE?
The popularity of manual transmission cars is on the rise among Gen Z, with several manufacturers adding new stick shift models to their line-ups. This trend may seem counterintuitive, but are we seeing a cultural shift in car preferences, and what impact will this have on the future of technology? link
STYLUS MAGAZINE FEATURE
The news media needs a rethink: misinformation has deeply damaged trust, the polycrisis is turning people away from the bleakness of traditional coverage, and news consumption habits are being transformed by social media. A crop of disruptors is seeking to deliver more trust, clarity and personal control. link
WARC WINNING WITH GEN Z- HOW BRANDS CAN REACH OUT TO THIS HUGE MARKET
While most brands are still rooted in physical experiences, marketers must realise that Gen Z – a very important demographic – discovers friendships and brands in a different way. link
CANVAS8 GEN Z SNAPSHOT
2022 has been a tumultuous year for Gen Z. Not only has the cohort been hard-pressed to readjust to life post-pandemic, but as a demographic with social change at the core of what it stands for, the ever-worsening state of the environment, a world war, and cost of living crisis have contributed to rising levels of discontent that are shaping Gen Z. link
AD AGE - GEN Z WANTS TO CO-CREATE
Why Gen Z wants to co-create with brands - Business leaders must give up sole ownership to gain the next—and largest—generation of potential new users. link
CANVAS8 EXPERT OUTLOOK
Opt In, Opt Out Expert Outlook 2022 by Canvas 8. Jenk was one of the insight contributors to the research report and featured as one of three invited experts on the live client webinar to discuss the research report. link
Olivia Rodrigo and her deeply personal music have become a talisman of authentic storytelling for Gen Zers. The ubiquity of her music on social platforms points to a digital-first, proudly vulnerable type of confessional teen angst, signaling how Gen Zers create culture. link
Gen Z will comprise 32% of the global population and make up 40% of all consumers, with a global direct spend closing in on $200 billion. link
The youngest in society have a different view of how to bring about change. Business leaders should understand why – and take note of the implications this may have going forward. link
Leading the way in Gen Z engagement, teen entrepreneur Jenk Oz, founder & CEO of Thred, shares his views on why retailers need to nail their influencer marketing strategy. link
Gen Z comprises 32% of the globe - the largest generation ever and they will make up 40% of all consumers, with a global direct spend closing in on $200 billion. link
Latest Gen Z Research & Creative Work
Example Case Studies
Member of the Google Gen Z Council - a research project group that meets twice weekly to discuss and drive forward technology initiatives and product development strategies with future generations in mind. Additionally, Jenk is part of the recruiting team that identifies Gen Z candidates for the project.
Worked alongside Talenthouse to research/poll Gen Z about their views and use of Snapchat Cameo stickers. Additional research was done to identify new themes and creative strategies for upcoming rollouts of new stickers and how they could become more culturally relevant.
Working as an Influencer for Microsoft Surface products and a member of their young entrepreneur group that promotes the use of the products. Have been part of many creative briefs and short videos around the topic of entrepreneurship and product use.
Universal Music Group
Worked with six separate artists and groups from Universal Music Group via the Talenthouse team to establish competitions, creative briefs and graphic designs used to attract and engage Gen Z creatives to enter the briefs.
Research led project that delved into the mobility habits of Gen Z from trucks down to electric scooters, including the purchase, rental and sharing aspects of the latest mobility trends.
Research-based project to better understand Gen Z beliefs, behaviours and consuming habits as it pertains to large and small social media platforms.
Research-based projects and Google Gen Z Council work highlight the many projects we have worked on with Canvas8. From articles about Gen Z's preferred music artists to future casting the coming transformational forces Gen Z will be driving in Outlook 2022.
Researched, strategised and presented ideas for Global Citizen to attract and retain Gen Z readers, subscribers and donors. Additionally, provided strategies to enhance social media engagement and lastly, enter into a full time partnership agreement for the sharing of content and assets.
Worked with Ford's electric car division, D-Ford, to help them better understand, engage and strategise around Gen Z beliefs, behaviours and consumer habits. We led a series of live workshops in their offices that involved current employees in the discussions & overall learning process.
Worked alongside Ogilvy, LDN team to research and identify Gen Z trends, mobile phone use trends and cultural trends that make up the transformational forces affecting phone use by teens and young adults including advertising strategies.
Campaign to find the first-ever US-based Lego Creative Director. We ran a video-based competition to identify candidates that could be suitable for the role and marketed the briefs to build awareness and submissions around the brief.
Worked for several months alongside Ogilvy, NYC on several aspects of the creative pitch for the Dunkin brand. Including research on Gen Z consumer habits, quick-service restaurant trend analysis and promotional strategies.
Work with Talenthouse daily on their creative and social media strategies to engage younger audiences, especially focused on Gen Z and how they engage with media and creative briefs.
Environment focused creative brief that asked participants to enter a competition that showed their ideas for a cleaner, healthier world going forward.
Post covid United Nations Verified creative brief entitled #onlytogether. It involved creatives submitting photos, sketches, short videos etc...to let the world know what they were going to do as soon as the pandemic was over and they were able to visit family again.
Presented research-based ideas about the leading transformational forces affecting how Gen Z consumes products across all sectors. The research centred around the beliefs, behaviours and actions of Gen Z that are anchored around ethics and sustainability.
Books & Reports
Gen Z Research Pt 2
Ogilvy x Thred Media
The “co-creation ladder” allows youth to be involved with the brand at various levels and feel ownership in its growth. link
Canvas8 x Thred Media
Generational labelling is treated as gospel for collecting data, describing groups, and self-identifying. link
Jenk appears in this report several times having shared his expert outlook for 2022 and appearing on the webinar. link
Opt In Opt Out
Visual Trends Report
TalentHouse + EyeEM
Jenk and Thred Media have been profiled in this newly released Trends Report. link
Gen Z Entertainment
Jenk appears in this Vivendi research report on all things Gen Z & Entertainm[ent, see Page 17 link
Youth Led Agenda
For Responsible Tech
A Youth-Led Agenda for the Responsible Tech Movement