‘The Principles, Passions and Pressures of Generation Z’

A fully researched white paper for the Welsh Government’s Skills Higher Education and Lifelong Learning (SHELL) department.

Challenge

Young people in Wales are more likely to be NEET (not in education, employment or training) than any other age group. The Covid-19 pandemic only made the situation worse for young people, with fewer opportunities to access work, more chance of redundancy and exams being cancelled.

We were tasked to research this audience to understand the pressures and challenges they were facing and provide strategic recommendations on how to communicate with this struggling cohort.

 

Solution

We created a fully researched white paper called ‘The Principles, Passions and Pressures of Generation Z’. Rather than functioning as simply a research overview, the document tackled some of Welsh Government’s Skills Higher Education and Lifelong Learning (SHELL) department’s biggest challenges when communicating with this audience, presenting information in a way that could be used practically to take on key strategic challenges. We commissioned bespoke research to underpin our recommendations and peppered the paper with examples of marketing campaigns that had successfully targeted this audience.

Results

  • This paper has been presented to policy makers across the Welsh Government 
  • Key Ministers in the Welsh Government have praised the work 
  • Following this paper’s success, we were commissioned to do similar research into older workers 
  • We are currently writing a paper on Millennials, which will be presented to Government in early 2022.