Challenge
Identifying whitespace opportunities within laundry to drive future growth for our client by understanding the behaviors and needs of Millennials and Gen Z.
Laundry is one of life’s great constants—equal parts relentless and under-appreciated. While Millennials and Gen Z have strong routines, they’re stuck navigating a balancing act: get it done quickly, and doing it well. Our client wanted to better understand how people think, feel, and act regarding laundry, and uncover unmet needs to fuel brand growth. We set out to capture those truths, straight from the laundry room.