Old Man & The Z: Two perspectives on brand work from Waitrose, Pine Sol, Lego, and more

Brands spend billions on trying to attract and retain audiences—they pay for the data about certain types of people, then pay more to create work for all these different audiences. 

 

Data is big business for marketers, but what is it and what’s it all for? Demographic data, psychographic data, behavioral data, transactional data, geographic data . . . all of these are meant to parse and categorize any and all types of people in order to figure out how best to get their attention and persuade them to buy something. 

 

It’s used for personalization, of course, but also segmentation, predictive analysis—what people (?) are likely to do, to optimize current ad campaigns, and to measure their return on investment. 

 

So here at Brand New World, we wanted to reflect on the perspective from one of the most sought-after, valuable—but admittedly broad—demographics on the planet: Gen Z. 

 

In this episode, Fast Company’s Grace Snelling—a proud Gen Zer—joins host Jeff Beer to talk about a few of their favorite pieces of brand work from the past month.