Gen X Today
A fresh look at the slacker generation...
Gen X Around The World
With a plan to launch the work at ESOMAR in New Orleans, Viacom set us the very exciting mission of capturing new stories and insights from the sometimes-overlooked Generation X in eight cities – London, Rio De Janeiro, Budapest, Bangkok, Cape Town, Berlin, Mexico City and Bogota.
Building on a survey of over 12,000 adults, we used carefully designed mixed methods to get to new narratives.
Mixed Method Approach
1: Image gathering tasks on social
2: Dinner party discussion sessions
3: Ethnographic work
4: Cultural analysis and storytelling techniques
Challenging Tired POVs
All of which got us to powerful findings that challenge the tired, unimaginative messages generally used by media and advertising to connect with this cohort. We witnessed a generation that’s freeing itself from the weight of expectations and – at all points from their relationships to their careers – are crafting meaningful lives.
Grade A Outputs
Our Socialise team got to experiment with some wonderful outputs, too. These included an installation that featured in Viacom’s New York and London offices, notepads, colouring books, postcards and a 15-minute documentary.
For more information and to see our work in its full glory, click here.