1、GAPSUPPORTTHEHow Financial Services Brands Can Win with Gen Z4 Optimism is at a Premium12 Filling the Gap13 An opportunity to support Gen Z 14 How financial services brands can help Gen Z achieve financial wellness1.Product 162.Technical Training 183.Cultural Level 204.Community Level 22 25 Conclusi

2、onContentsGen Zs emotional state today:OPTIMISM IS AT A PREMIUMSocial isolation and deteriorating mental health are by-products of the COVID-19 pandemic for many of us,but especially for Gen Z.A decade ago,52%of 18-to 26-year-olds in the U.S.described their mental health as excellent;that number is

3、only 15%today01.The pandemic brought about well more than a year of anxiety over missing key milestones such as prom,graduation,first day of college,and so much more,the reverberations of which continue to haunt youth today with social isolation,financial instability,and an unstable job market.Gen Z

4、s struggle with anxiety is accentuated by a perceived lack of control in the world.In 2023,57%of American students reported“persistent feelings of sadness or hopelessness,”a dramatic increase from 36%of Millennials at the same age in 201102.GEN ZS EMOTIONAL STATE TODAY52%15%This struggle infiltrates

5、 Gen Zers financial and professional aspirations too in spring 2023,the number of recent graduates who were“not confident”theyll secure a good position in todays economy rose to 51%an alarming increase from 15%at the beginning of fall 202203.The emergence of financial pessimism is also demonstrated

6、in a 2022 Freddie Mac study04 which highlights that 34%of Gen Zers dont think theyll ever be able to afford their own house(an 8%increase over millennials).Gen Z is now being coined“the rental generation,”and nearly 68%of parents with children over 18 have made at least one financial sacrifice to he

7、lp their children;over half have used their emergency savings to provide support.01A decade ago,52%of 18-to 26-year-olds in the U.S.described their mental health as excellent;that number is only 15%today.THE SUPPORT GAP:HOW FINANCIAL SERVICES BRANDS CAN WIN WITH GEN Z6OGILVY7Surrounded by influencer

8、 culture,TikTok shopping hauls and viral clothing trends,Gen Zers have normalized luxury fashion as a tool for self-expression,building relationships with their peers or favorite creators and temporarily experiencing the illusion that they are as wealthy as those that they aspire to be.GEN ZS EMOTIO

9、NAL STATE TODAY34%of Gen Zers dont think theyll ever be able to afford their own house.-86%Gen Zers have 86%less purchasing power than Baby Boomers did in their 20s.48%of Gen Zers and 47%of Millennials said that they planned to use BNPL services for the 2023 holiday season,compared to only 14%of Bab

10、y Boomers.The spending paradox:buying like theres no tomorrow Interestingly,Gen Zers bleak hopes of achieving“traditional”markers of financial success stand in sharp contrast to their binge spending,especially in the luxury sector.Gen Z and Millennials accounted“for the entire growth of the luxury m

11、arket in 2022,”according to a 2022 Bain study05 and are predicted to represent 70%of luxury spending by 2025.This reflects a more precocious attitude towards luxury than in earlier generations,with Gen Z consumers starting to buy luxury items nearly three to five years earlier than millennials did(a

12、t 15 vs.at 1820)06.For Gen Z,buying luxury goods is not an indication of exorbitant wealth,but more a manifestation of a dire need to boost self-esteem and a sense of belonging.In fact,Gen Zers have 86%less purchasing power than Baby Boomers did in their 20s07.The average millennials net worth(under

13、 age 35 hold a net worth of about$76,000;those over age 35 stand at over$400,000 in the U.S.08)only exceeds that of Gen Z.Surrounded by influencer culture,TikTok shopping hauls and“viral”clothing trends,Gen Zers have normalized luxury fashion as a tool for self-expression,building relationships with

14、 their peers or favorite creators and temporarily experiencing the illusion that they are as wealthy as those that they aspire to be.Gen Zers budgets combined with the need to possess trendy,expensive items they cant afford have also fueled the rapid emergence of buy now pay later(BNPL)platforms lik

15、e Afterpay and Klarna.48%of Gen Zers and 47%of Millennials said that they planned to use BNPL services for the 2023 holiday season,compared to only 14%of Baby Boomers09.These apps feel irresistible because they function as credit cards available to anyone regardless of credit score.More than half of

16、 Gen Z respondents in the U.S.have missed at least one BNPL payment,compared to only 22%of Gen Xers and 10%of Boomers10.Of course,Gen Zers and Millennials are accumulating debt through not only BNPL systems but also traditional credit cards.American credit card debt hit a record$1.08 trillion in Q3

17、2023,marking the largest annual increase since 1999,with a$154 billion spike in balances.The increase in delinquencies again reflects an unhealthy relationship with money.As a result of excessive discretionary spending leading to credit card debt and delinquencies,nearly 33%of Gen Z workers have sav

18、ed nothing for retirement in the last two years11.The concept of saving money has begun to disintegrate as almost 73%of Gen Zers prefer a better quality of life to having extra money in the bank12.THE SUPPORT GAP:HOW FINANCIAL SERVICES BRANDS CAN WIN WITH GEN Z8OGILVY933%As a result of excessive dis

19、cretionary spending leading to credit card debt and delinquencies,nearly 33%of Gen Z workers have saved nothing for retirement in the last two years.EMOTIONAL SPENDINGWhile 39%of Americans identify as emotional spenders,this trend is most prevalent and widespread with Gen Zers(58%)and Millennials(52

20、%),compared to only 19%of respondents age 59+.Young consumers responded that the catharsis they experience from emotional spending is associated with material objects feeling to them like rewards(53%),distractions(49%)and instant gratification(42%).GEN ZS EMOTIONAL STATE TODAYA bigger cost than debt

21、 aloneIn this light,short-term spending is used by Gen Zers as a coping mechanism a celebration of what theyve been able to accomplish so far,a shield to fight off emotional lows,and a currency for social acceptance.This practice of spending money in response to a surge of emotion is known as emotio

22、nal spending and it affects 58%of Gen Zers,according to a 2023 Credit Karma study13.While 39%of Americans identify as emotional spenders,this trend is most prevalent and widespread with Gen Zers(58%)and Millennials(52%),compared to only 19%of respondents age 59+.Young consumers responded that the ca

23、tharsis they experience from emotional spending is associated with material objects feeling to them like rewards(53%),distractions(49%)and instant gratification(42%).Ultimately,the act of making a purchase during times of heightened emotion temporarily boosts confidence and the illusion of gaining c

24、ontrol of their own lives.Despite the instant relief of emotional spending,such purchases come at a great financial cost,especially as the habit persists creating a vicious cycle.More than half of Americans(53%)have taken on some level of debt to cope with their emotional spending and this number is

25、 largest for Gen Zers(67%).In addition,the marginal return on emotional relief depletes with each purchase as the subsequent buyers remorse experienced by 45%of respondents begins to overshadow any sense of euphoria.Gen Z is the most desperate for an instant surge of dopamine from an impulse purchas

26、e,yet once this transient mood boost wears off,the majority of Gen Zers(56%)are left with guilt for self-sabotaging their financial well-being.38%of Gen Zers admit their emotional spending is out of control,yet they seem unable to stop.Gen Z is left with the Sisyphean task of choosing between“self-c

27、are splurges”and making financially sound decisions in an uncertain world.19%59+52%Millennials58%Gen Zers39%AmericansTHE SUPPORT GAP:HOW FINANCIAL SERVICES BRANDS CAN WIN WITH GEN Z10OGILVY11Gen Zs overwhelming volume of emotional spending presents all brands with a crucial opportunity to step up an

28、d help support or guide healthy decision-making.But emotional spending is especially intertwined with personal finance,giving financial services brands extra permission to step up into this dynamic.Historically,financial services brands have struggled to gain the loyalty of younger generations as th

29、ey are viewed as large,untrustworthy institutions.42%of teens think banks dont care about their financial futures,and 25%believe they arent seen as valuable customers because they dont make enough money14.Despite their largely negative view of financial institutions(and poor spending habits),Gen Zer

30、s actually want to learn more about personal finances and how to improve their own financial well-being.43%of Gen Zers and Millennials combined recognize the need 42%of teens think banks dont care about their financial futures,and 25%believe they arent seen as valuable customers because they dont ma

31、ke enough money.An opportunity to support Gen ZFILLING THE GAPto be more proactive about financial planning,compared to only 20%of those age 55+15.79%of Gen Zers“would like to see brands offer more upskilling,education,and personal finance courses through their membership or loyalty programs.”16 Thi

32、s explicit ask for help is further incentive for financial services brands to use this moment to support Gen Z.In sum,Gen Z is more financially unstable than previous generations were at the same age,and the tumultuous times Gen Zers have grown up in has resulted in more emotional spending.Now finan

33、cial services brands have a unique opportunity to educate youth and help give them back control of their financial future.And while some financial brands have begun offering tools,tips and services specifically aimed at Gen Z,there is clearly so much more that can be done to help curb emotional spen

34、ding and facilitate financial wellness through more holistic support on a product,community,cultural and technical training level.How financial services brands can help Gen Z achieve financial wellnessOGILVY13Holistic Financial Wellness Brand FrameworkPRODUCTCreating and modifying brand offeringsGen

35、 Z-specific productsPersonalization?CULTUREParticipation in cultural conversationsActive presence on emerging channelsGen Z-centric events and activations?TECHNICAL TRAININGElevating customer expertise and knowledgeGamificationTailored programs catering to specific subgroups?COMMUNITYFostering a use

36、r and brand connectionBreaking boundaries between physical and digital realmsComplementary digital assets?How financial services brands can help Gen Z achieve financial wellnessThis framework,built to help financial services brands engage with and support Gen Zs financial wellness,encompasses 4 key

37、categories of action:PRODUCT,COMMUNITY,CULTURE,and TECHNICAL TRAINING.Within each of the 4 categories,there are“levels”that represent different tangible opportunities for brands to uplift Gen Z in the area of personal finance.These levels are ranked on a horizontal axis that measures the extent to w

38、hich brands out in the world today have already explored these lanes.For each level in each of the 4 categories,we provide both an example of a brand successfully activating today and our concept of how we believe brands can take it even further.While different financial services brands are tackling

39、 different aspects of each of these four key categories,it is important to note that none of them is successfully integrating Gen Zs financial well-being across all four aspects of the framework especially at the deeper“level 2”column.There is an abundance of untapped opportunity both across categor

40、ies and within each category where brands can innovate and influence Gen Zs mindset and make a lasting impact.More heavily exploredLittle to no exploration(opportunity space)123Level of opportunityFILLING THE GAP:AN OPPORTUNITY TO SUPPORT GEN ZOGILVY15THE SUPPORT GAP:HOW FINANCIAL SERVICES BRANDS CA

41、N WIN WITH GEN Z14PersonalizationGen Z is the most racially and ethnically diverse generation in history,with the goals and expectations to match presenting financial services brands with an opportunity to provide highly personalized products and services that cater to Gen Zers specific needs.PRODUC

42、TLEVEL1LEVEL2Gen Zspecific productsWhy?The majority of Gen Zers still feel alienated by financial services brands perceived complex product portfolio,creating an opportunity for these brands to reimagine product lines that are accessible,relevant and useful.NEW PRODUCT IDEA Financial Do Not DisturbF

43、inancial services brands could leverage personalization to mitigate emotional spending by adapting their software to include a Financial Do Not Disturb feature that allows users to temporarily disable all impulse spending.It serves as a helpful barrier to purchases during vulnerable moments,such as

44、buying drinks after 2:00 a.m.or indulging in a$10 coffee on Friday morning.Brands can further capture the interest of Gen Z by positioning the Financial Do Not Disturb feature as an essential tool for those participating in the popular”No-Spend Challenge”on TikTok.Gen Zers can use a Financial Do Not

45、 Disturb feature to activate a temporary restriction on discretionary transactions for the duration of the challenge.Savings Rewards ProgramRather than solely rewarding Gen Zers for their expenditures,financial services brands could introduce a points program that incentivizes saving.This program ca

46、n offer Gen Zspecific rewards such as airline miles,exclusive access to concert tickets and airport lounges,or privileged access to the latest drops from popular streetwear brands.By creating rewards for saving that align with Gen Zers interests,financial services brands can actively encourage mindf

47、ul spending while demonstrating a commitment to Gen Zers financial goals.NEW PRODUCT IDEAVirtual Piggy BanksFinancial services brands could encourage Gen Zers to curb emotional spending by reimagining savings accounts as“virtual piggy banks.”Instead of the traditional model of a single checking and

48、savings account linked to a debit card,brands would offer the ability to create multiple goal-based savings accounts such as for purchasing a car,funding college expenses,planning trips,and more.Users would set a monetary amount,prioritization and desired time frame for each goal,while brands advise

49、 on saving percentages and fund allocation.By implementing virtual piggy banks,financial services brands motivate Gen Zers to save money with clear ambitions in mind.This approach positions brands as guides that help Gen Zers achieve their financial objectives.FRAMEWORKPRODUCTCULTURAL LEVELCOMMUNITY

50、 LEVELTECHNICAL TRAININGTODAYChase First Banking is an exceptional example of an offering tailored for younger consumers.In collaboration with Greenlight,Chase offers a free debit card designed to assist parents in teaching youth about the importance of money management.Leveraging the Chase Mobile a

51、pp,parents have valuable tools to guide childrens financial journey setting allowances,assigning chores with deadlines,and even defining spending limits and approved store types.Real-time purchase alerts enable parents to stay informed.For the younger consumers,the practical use of debit cards foste

52、rs valuable money management skills,cultivating a sense of financial independence and responsibility from an early age.TODAYQuirk,a British money management app,tailors its product to each users needs though a personality test revealing their financial behaviors.This enables the app to offer hyper-p

53、ersonalized insights and tips for effective financial management.With user-specific recommendations on how to spend and where to save,it helps bridge the gap in financial literacy and fosters informed decision-making,enhancing financial knowledge and confidence among users.THE SUPPORT GAP:HOW FINANC

54、IAL SERVICES BRANDS CAN WIN WITH GEN Z16OGILVY17TECHNICAL TRAININGWhy?Technical training refers to educational programs,workshops,or resources designed to teach customers how to cultivate sustainable financial habits.By implementing in-app games and targeted programs,brands can establish themselves

55、as industry leaders who understand personal finance and are committed to demystifying it for their younger customers.GamificationWhen done right,gamification drives behavioral change and boosts customer motivation.Studies revealed that 80%of U.S.employees believe game-based learning is more engaging

56、 than other methods,and 50%believe improved productivity is a result of a gamification training feature.17 TODAY While gamification in general has become increasingly popular with the growth of fintech startups,Fortune City,an expense-tracking app,remains a standout.Fortune City links to your financ

57、ial accounts and keeps track of your spending.The app integrates gamification by rewarding users with coins for saving in different categories,which then allows them to build a virtual city.By offering users a visual depiction of their finances,Fortune City incentivizes them to continue saving and r

58、emain motivated to do so by investing in their virtual city,which continues to grow.The app also breaks down expenses into charts and bar graphs so that users can quickly identify areas of binge spending and take active efforts to cut down in specific areas.Tailored CoursesLEVEL1LEVEL2NEW PRODUCT ID

59、EA Financial Fantasy FootballFinancial services brands can use gamification to help Gen Z learn about investing through a fantasy football league-like simulator.In this model,an investment simulator provides educational materials to help participants create a fantasy portfolio with shares of ten com

60、panies.Participants could create a league with their friends and compete to see who returns the most money each year.Financial fantasy football offers Gen Zers a low-stakes environment to develop investment skills through friendly competition,boosting their confidence and knowledge for real decision

61、s in the future.NEW PRODUCT IDEA Specialized Technical TrainingBrands can extend the efforts of Capital One by creating programs that cater to various subsets of the Gen Z population.Financial services brands can serve young entrepreneurs with specialized courses.According to a 2022 Microsoft survey

62、18,62%of Gen Zers indicate that they have started or intend to start their own businesses.This rising trend offers a clear space that brands can fill with tailored workshops for business planning,organizing shark tank sessions and mentorship programs.By catering to subsets within Gen Z,financial bra

63、nds signal commitment to understanding the diversity of the generation,which is further reiterated with tailored courses that address individual challenges and help pave a path towards each unique definition of financial success.TODAYCapital One launched First-Gen Focus,a national free program to su

64、pport first-year,first-generation college students.The program offers access to financial education and skill-building workshops that will help them be successful throughout the four years of college and beyond.The First-Gen Focus program is built on three pillars:Financial Well-Being,Personal Welln

65、ess and Career Readiness activated through virtual workshops,mentors and career exploration experiences.FRAMEWORKPRODUCTCULTURAL LEVELCOMMUNITY LEVELTECHNICAL TRAININGTHE SUPPORT GAP:HOW FINANCIAL SERVICES BRANDS CAN WIN WITH GEN Z18OGILVY19Active presence on emerging channelsGen Z-centric events an

66、d activationsCULTURAL LEVELWhy?Financial brands face a constant challenge in achieving cultural relevance with Gen Z.This generation holds brands to higher standards,placing a large emphasis on how brands align with their own values and views.Cultural relevance for financial services brands requires

67、 a twofold approach making a positive impact on society and reaching Gen Zers on their preferred platforms.By supporting Gen Zers in their journey towards financial wellness,financial services brands are already making a meaningful impact.But to truly reach their target consumers,they must maintain

68、an active presence on emerging social media channels and hosting Gen Z-centric events.LEVEL1LEVEL2NEW PRODUCT IDEASpotify Financial Playlists Financial services brands like FirstBank tried to reach Gen Z by creating Spotify playlists,yet these efforts have fallen short due to a lack of specificity a

69、nd personalization.But there is potential for financial services brands to use Spotify playlists as an educational tool,which would go beyond merely suggesting music to Gen Z.By creating themed playlists and behavioral recaps around key personal finance concepts,including a podcast that explains the

70、 key concepts and principles with mood-setting songs,brands can make the learning experience more enjoyable.Unlike traditional text-heavy resources,this format aligns with Gen Zs preferences 75%of Gen Z financial services customers actively seek out podcasts to learn about specific topics or issues1

71、9.By utilizing platforms like Spotify,where Gen Z already spends time,brands enhance accessibility and engagement,as 51%of Gen Z customers appreciate brands that curate streaming playlists20.This fusion of education and music enables financial brands to effectively connect with and educate the Gen Z

72、 audience.NEW PRODUCT IDEA Finance&Flavor Farmers MarketTaking inspiration from Klarnas activations,other financial services brands can host similar events with a focus on empowering Gen Zs financial wellness.Financial services brands can tailor their educational events to match Gen Zs interests.Wit

73、h 75%of Gen Zers prioritizing support for locally produced food and drinks21,there is a prime opportunity for brands to partner with popular local farmers markets and create events that combine culinary delights with personal finance education.Brands can incentivize Gen Zers to attend by offering fr

74、ee tickets or promotions where attendees receive five items in exchange for attending a short workshop on personal finance before indulging in the food.TODAYStep,a no-fee digital bank for teens,has successfully embedded itself in culture through its entertaining content and influencer partnerships.W

75、ith an impressive following of 413K and up to 7M likes on TikTok,Step creates content that makes financial literacy engaging and relevant in teens daily lives.The content shared explores savings“hacks”and side hustles while grounding concepts like savings and emergency funds in real-life scenarios.S

76、tep increases its“cool”factor by partnering with Charli DAmelio to create a positive association between financial responsibility and the interests of Gen Z.TODAYKlarna has taken bold steps in bringing its digital experience to life through pop-up stores in major cities like Los Angeles,London,and T

77、oronto.Here,Klarna organizes educational fireside chats on topics like regenerative agriculture within the sustainable fashion movement.By addressing these relevant issues,Klarna demonstrates a commitment to promoting social and environmental responsibility,aligning with the values of Gen Z and othe

78、r conscious consumers.FRAMEWORKPRODUCTCULTURAL LEVELCOMMUNITY LEVELTECHNICAL TRAININGTHE SUPPORT GAP:HOW FINANCIAL SERVICES BRANDS CAN WIN WITH GEN Z20OGILVY21Merging physical and digital realmsCOMMUNITY LEVEL Why?Community building and connecting Gen Zers with both each other and relevant financial

79、 experts will be a key education tactic for this cohort.A 2022 Psychology Today22 study finds that Gen Z is the loneliest generation,with a staggering 73%reporting feelings of loneliness either sometimes or always.This signals an opportunity for financial services brands to not only improve Gen Zs f

80、inancial habits but also create a supportive community both online and offline.By fostering Gen Z connections among those facing similar financial challenges,brands can destigmatize financial conversations and emphasize the importance of financial well-being.LEVEL1LEVEL2Complimentary digital assetsN

81、EW PRODUCT IDEA Financial FitnessFinancial services brands can bridge the gap between the physical and digital worlds by promoting financial-wellness experiences.Partnering with fitness centers and wellness retreats,brands can provide customers with access to financial resources while engaging in ac

82、tivities that promote overall physical well-being.Participants can attend sessions on budgeting,goal setting,or investment strategies after a workout or yoga session,connecting their physical health with financial well-being and emphasizing long-term planning.NEW PRODUCT IDEA The Spending FeedFinanc

83、ial services brands have an opportunity to foster a digital community that assists Gen Zers manage their emotional spending through a social media component.Taking inspiration from platforms like Venmo that offer a sense of voyeurism with public payments,brands can introduce a“news feed”that highlig

84、hts and celebrates users for their savings achievements.By allowing users to share progress,exchange tips,and celebrate milestones together,brands can counter the narratives of reckless luxury spending often portrayed on platforms like TikTok and Instagram.This approach aims to help reshape Gen Zs e

85、valuation of spending and encourage a culture of saving,fostering healthier financial habits and attitudes.TODAYCapital One Caf fosters a sense of community through merging digital and real-world interactions.This initiative aims to bridge the gap between Gen Z and traditional banking by providing a

86、n informal,IRL space to gather with snacks and Wi-Fi.The Caf serves as a financial education hub accessible to everyone,customers or not.Individuals can chat with financial experts and access resources through interactive lessons on iPads.With 76%of Gen Zers expressing a preference for in-person exp

87、eriences,Capital One taps into the need for physical spaces that facilitate community building while democratizing knowledge.Its a true effort to support all youth,not just customers,with knowledge of personal finances and without the pressure to buy anything.TODAYRated as a top app for serious budg

88、eters by CNBC,YNAB is an app on a mission to“to build a better blueprint for spending and saving.”Instead of using traditional budgeting buckets,users allocate every dollar they earn to a“zero-based budgeting system”where every dollar is assigned a“job,”whether its to go toward bills,savings,or inve

89、stments.The app offers a comprehensive view of users financial lives by bringing together various financial accounts,payments,and investments automatically.Users can also share the subscription with partners,families,and other close-knit groups of up to six people for the price of one subscription.A

90、nd one of the best parts?Students get 12 months free.FRAMEWORKPRODUCTCULTURAL LEVELCOMMUNITY LEVELTECHNICAL TRAININGTHE SUPPORT GAP:HOW FINANCIAL SERVICES BRANDS CAN WIN WITH GEN Z22OGILVY23Gaining the trust and usership of Gen Z will require both internal product and service adjustments,as well as

91、external changes in consumer and community engagement.As Gen Z constitutes 30%of the global population and is expected to have a spending power of over$140B by 202523,the opportunity to create a lasting bond through financial tools or education is substantial particularly since Gen Zers have explici

92、tly asked for help in this area.Guided by our framework,brands can step up and into this moment,improving Gen Zs relationship with money through innovation on the product,community,cultural and technical training fronts.And while its imperative for financial services brands to innovate within all fo

93、ur levels,it is equally important to prioritize those that drive impact with your desired Gen Z community.If youre unsure where to begin,start with the column in our framework that feels nearest to your brands values.Amid these evolving technological and social dynamics,were witnessing a rare moment

94、 for financial services brands to take a leadership role in culture and guide Gen Z towards a brighter financial future while shaping their brands for the better.ConclusionOGILVY25Designed by Luis Vilches,Senior Art Director.01 https:/ https:/www.pbs.org/newshour/health/analysis-theres-a-mental-heal

95、th-crisis-among-teen-girls-here-are-some-ways-to-support-them#:text=A%20survey%20by%20the%20Centers,up%20from%2036%25%20in%202011.03 https:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/ 22 https:/ http

96、s:/ LITMANGlobal Consulting Director Author of Ogilvys Gen Z Playbook ANANNYA TALWARAssociateASHLEY WOODGlobal Principal,Brand Innovation&InsightsKAPPIE KOPPSenior Vice President,Creative CommunicationsOGILVY27THE SUPPORT GAP:HOW FINANCIAL SERVICES BRANDS CAN WIN WITH GEN Z26Ogilvy Consulting is the

97、 strategy,innovation,and business insights unit of Ogilvy.An enterprise-wide offering,we provide strategic expertise across Business Transformation,Brand&Marketing Innovation,Sustainability,Behavioral Science,Futuring and AI Advisory.Over the last few years Ogilvy Consulting has been leading the creation of Ogilvys Gen Z Pulse,a new client offering focused on rapid research and co-creation strategies with Gen Z based on our years of generational research,pulse on youth culture,and brand building expertise.See some of our recent thinking below.ABOUT OGILVY CONSULTINGA Gen Z growth playbook