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Gen Z Lab

Gen Z (individuals born between 1995 and 2009) is the future – as citizens, consumers, and employees. However, Gen Z keeps their cards close to the chest. Despite the available knowledge and online tools, understanding and reaching Gen Z remains a challenge for SMEs, cities, municipalities, social profit, and non-profit organizations. The Gen Z Lab aims to become an expertise center that assists brands and organizations in comprehending and engaging with digital natives. It does so by building expertise on Gen Z and facilitating Gen Z activation. Through literature research, best practice mapping on activation, Gen Z surveys, and test cases, the Gen Z Lab strives to develop a methodology (including a professionally developed toolbox, coaching programs, and a digital Gen Z knowledge and activation platform) to help brands and organizations interact and co-create with Gen Z.