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.