The Guardian:
filling the Gen Z knowledge gap

The research results fed into a series of client events as well as editorial and marketing content, allowing The Guardian to showcase themselves as experts in Gen Z to their clients, audience and stakeholders.

Background

The Guardian is a leading British daily newspaper, owned by the Guardian Media Group – a global news organisation that strives to deliver “fearless, investigative journalism”.

This research was originally conducted by YouthSight, now part of Savanta.

The Challenge

The Guardian works with clients who expect them to be experts; research was therefore needed to inform the newspaper publication about the issues facing young people today.

We were contacted by The Guardian to help them fill the knowledge gaps.

Our approach

We conducted an online survey with a representative sample of 16-24s about their day-to-day life, their hopes for the future and the issues that are holding them back. We also conducted a focus group with ten young people in Birmingham.

To ensure we represented a wide range of views, half of the group attended university, while the other half were either in employment, an apprenticeship or unemployed.

Over the course of the research we looked at seven areas of their lives: University, Politics and Outlook, Career, Money, Media Consumption, Fashion/Brands, and Identity.

The outcome

We provided a report that looked at these seven areas of young people’s lives in detail, drawing comparisons between Gen Z and Millennials to fully illustrate the differences between the generations.

The report also focused on myth-busting, looking at over twenty-five myths about young people and explaining what the reality actually is.

The research results fed into a series of client events as well as editorial and marketing content, allowing The Guardian to showcase themselves as experts in Gen Z to their clients, audience and stakeholders.

This research was originally conducted by YouthSight, now part of Savanta.

"The project was a huge success, it created many new contacts, helped us to understand the audience we were trying to engage with and the feedback we received informed future projects that we embarked upon"

The Guardian



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