Aged 14-21, with a distinct mind-set that sets them starkly apart from first-era Millennials, Generation K (for Katniss from Hunger Games) is the greatest challenge – and the greatest opportunity – brands face today.
To engage this generation and tap into the €150bn in revenue they represent, Weber Shandwick has partnered with Noreena Hertz, bestselling author, economist and strategist, to offer clients a unique package of insight and strategic thinking.
Noreena Hertz is a renowned economist and strategic thinker with an impressive track record in predicting global trends. Her bestselling books are translated into 22 languages and she is an Honorary Professor at University College London. Over the last few years Noreena has been exploring the world of today’s teenagers who she has coined “Generation K”. She has published articles and research on the implications of Generation K in the UK, US, Europe and China.
There are four questions brands need to ask before they seek to engage:
What’s the raw core of your business? Will it appeal to a generation that demands transparency and authenticity?
Are you comfortable co-creating BETA campaigns, products, even brands, with those seeking uniqueness and involvement?
Do you have a visionary purpose that drives your actions? Can you use it to help Generation K find the meaning and purpose they themselves crave?
Are you able to guide and reassure a generation in a state of constant worry and concern? Can you guide them through the world, society and their own prospects?
Our analysis of Generation K is based on the insights of our Generation K Panel;
a unique panel of 14-21 year olds from across the UK.
Are you aged 14-21? Join our panel today and get access to a growing community of thought leaders.
Weber Shandwick and Noreena Hertz offer three packages to help you get to know Generation K...
An immersive workshop session with bespoke content, research and exercises from Noreena Hertz and Weber Shandwick. Get to know Generation K and understand what it means for your sector and business.
A bespoke and immersive workshop session with tailored research into perceptions of your industry and business from Generation K. This package includes quantitive and qualitative data from our panel and social media influencers within your sector.
Our most tailored offer provides you with a full audit of how ready your business and communications strategy is for Generation K. Alongside an immersive workshop experience we will provide actionable insights into how to appeal and communicate with this challenging segment.