[Call for Participants] Dentsu Macromill Insight, Inc. × Dentsu Live Inc. Co-hosted Webinar: "Revealed from the 'Tribe' Survey of Generation Z: [Fundamental Desires] and [Hints for Experience Creation] ~ The Reality of Generation Z Revealed from a Survey of 4,000 Individuals~" Held on November 19

Dentsu Macromill Insight,Inc. and Dentsu Live Inc. are recruiting participants for their co-hosted webinar on Tuesday, November 19th: "The 'Tribe' Survey of Generation Z Reveals [Fundamental Desires] and [Hints for Experience Creation] ~ The Realities of Generation Z Seen Through a Survey of 4,000 Individuals~".

Following the positive reception of a session on the same theme at MarkeZine Day 2024 Autumn (hosted by Shoeisha) in September, this expanded one-hour online webinar will now be held.
 
This webinar will explain the overall landscape of Gen Z tribes and the relationship between each tribe and their fundamental desires, comparing them with Millennials. Based on the insights discovered, we will discuss methods for designing experiential value that satisfies Gen Z's desires, alongside planning concepts for events and spaces.

※ "Tribe" = A group sharing common hobbies, interests, or lifestyles

*Survey design partially references the framework of "DENTSU DESIRE DESIGN: The Heart-Moving Consumption Survey"
Details on DENTSU DESIRE DESIGN can be found here

 

【Overview】
Date & Time: Tuesday, November 19, 1:00 PM - 2:00 PM
Format: Online (Zoom)
※Please note this is a live stream only; recorded viewing is not available.
Cost: Free
Organized by: Dentsu Macromill Insight, Inc. × Dentsu Live Inc.

■Register and view webinar details here

 
【Key Takeaways from This Webinar】

・Understanding the overall profile of Gen Z tribes and their fundamental desires
・Characteristics of Gen Z compared to Millennials
・Methods for designing experiential value based on customer insights
・Concrete ideas for planning events and spaces
 
【Speaker Profiles】

Naofumi Imaizumi
Dentsu Macromill Insight, Inc. Business Development Department / Account Lead Group / Group Leader
Since joining Dentsu Macromill Insight, Inc., has worked across diverse sectors including FMCG (Fast Moving Consumer Goods), finance, housing, food service, and home appliances. Specializes in uncovering consumer insights directly impacting decision-making, handling end-to-end processes from analysis to communication planning. Also engaged in research on Generation Alpha.

Dentsu Live Inc. Business Creation Unit 1, Strategy Design Department
Since joining Dentsu Live Inc., has been responsible for spatial design and experiential content development for permanent facilities and pop-up stores within the spatial division. Focuses on production work centered around real-world spatial experiences. Since 2022, has concentrated on supporting event marketing for B2B companies, including exhibitions, and also serves as a planner analyzing visitor behavior and uncovering insights. Currently researching Generation Z insights to strengthen event planning capabilities targeting this demographic.

Dentsu Live Inc. Production Unit 1, Production Division 5
Since joining Dentsu Live Inc., she has handled planning and production for pop-up stores, alongside producing internal events for B2B clients. With experience across diverse clients in beverages, IT, media, and insurance, she has been involved in designing a wide range of real-world experiences. Following last year's experiential pop-up, which saw limited reach among Generation Z, she recognized the challenges in designing experiences for this demographic. She is currently advancing her understanding of Generation Z to explore insights for future real-world promotion design.