Blueprint and m1nd-set announce second Gen Z Consumer Workshop

By Trbusiness Editor | Tuesday, 17 October 2023 12:32

The next edition of the GenZ RedY consumer insights workshop series, organised by m1nd-set and business development consultancy Blueprint, will take place in London on 6 November.

The first workshop took place in Cannes on 1 October, ahead of this year’s TFWA World Exhibition and Conference. It was attended by around 30 industry executives from airports, retailers, brands and other stakeholders from within the industry.

The event revealed detailed consumer insights on how Gen Z consumers are spending when travelling, as well as discoveries into how brands and both high street and travel retailers are approaching this unique, high-potential customer segment.

Understanding Gen Z shoppers

The London edition of the workshop will take place at the Hilton London Paddington Hotel, from 1.00pm to 5:30pm. It will begin with a networking lunch, included in the ticket price, before the insights presentation and discussion gets underway.

London Heathrow Airport Retail Director Fraser Brown will be a guest speaker at the workshop.

m1nd-set owner and CEO Peter Mohn commented: “The workshop aims to unveil how very different this young shopper segment behaves when travelling and how they shop, what they shop for, how much time they spend in the shops, what motivates them to shop or discourages them from shopping, what they spend on, why and who for.”

Peter Mohn (left) and Thomas Kaneko-Henningsen will lead the London workshop.

He added: “The shopping basket mix and average transaction value and spend per category are also elements we explore at the workshop. Among other key learnings we also delve into all the various influencing elements that lead the Gen Zs to purchase in store, whether peer groups, shop staff, social media or other touchpoints during or before the trip.”

Blueprint Partner Thomas Kaneko-Henningsen added: “The workshop also features a unique and in-depth qualitative analysis of how brands and retailers across the globe are adapting their marketing and product positioning strategy to take into account the very specific behaviour of the Gen Z consumers.

“We have conducted several interviews with opinion leaders across the sector from brands, retailers and airports. We include extracts from these interviews within the workshop to demonstrate how the Gen Z customer segment is currently perceived, and what steps are being encouraged and/or adopted to remain relevant to the Gen Zs.”

Tickets to the workshop cost £350, which includes the full report as well as the networking lunch and refreshments throughout the afternoon. They can be purchased or reserved online until 2 November.

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