Uncovering Optimal Impact Pathways

The Challenge

KIND sought to identify a new social impact path that would credibly demonstrate the brand’s commitment to building a “kinder future”.

The core challenge was to evaluate two distinct territories to determine which path resonated most authentically with Gen Z and Young Professionals without overstepping the brand’s healthy snacking credentials

The Approach

We immersed ourselves in the Gen Z and Young Professional experience to understand how social impact resonates with modern “on-the-go” lifestyles.

We conducted 8x 60-minute Virtual IDIs with Gen Z On-the-go Snackers (18–24) and Health-Conscious Young Professionals (25–40). We used these conversations to evaluate initial reactions to Impact Statements, testing for resonance and personal relevance. We explored a range of activations to see which ideas felt like a credible “permission to play” for the brand.

We dove deep into the link between nutrition and mental well-being, identifying how eating habits fluctuate during times of high stress and burnout.

The Impact

We delivered a clear action plan for their launch, providing a roadmap that integrates emotional resonance with functional credibility. We established that the most effective strategy required using Stress/Burnout as the emotional entry point and Nutritious Food as the practical, healthy snacking solution.