What drives the consumers of tomorrow? We asked them. On the basis of qualitative interviews with 15 to 25-year-olds and numerous publications, we have created a picture of the mood of this generation. In an interactive workshop, we work with you to develop a basis for brand communication with Gen-Z: What are the relevant touchpoints and media? Which influencers and platforms do they interact with, and which brand presence appeals to them? And what are their views on politics, society, and topics such as sustainability and diversity? The lessons learned together flow into initial engagement ideas.

Streaming, TikTok, Twitch and the like have become an integral part of everyday life for Gen-Z. But Gen-Z representatives are by no means just passive users. More than two-thirds describe themselves as creators or influencers. In our Creator Bootcamp, we bring together marketing managers, media experts, creatives and creators. The creators explain the platforms to us from their expert perspective: What content works particularly well? Which target groups can be found on the platform? How do they find inspiration for new content? In the process, we collect initial ideas for creative options, advertising formats, and influencer collaborations.

At one time it was the somewhat nerdy hobby of mostly young men. Yet, in the meantime, gaming and eSports became mainstream. The Covid-19 pandemic once again intensified this. Restrictions on contact and the lack of shared recreational activities ensured a real video games boom worldwide. In Germany, the number of players rose by around five per cent in 2020, the first Covid-19 year, alone, according to the Association of the German Games Industry. In total, 58 per cent of 6- to 69-year-olds are already dipping into digital worlds via PCs, consoles or smartphones – and not just to pass the time but also to remain in contact with family and friends.