The Walking Z: Up-close and personal with generation Z

This paper describes work carried out for AB-inBev in Germany, in support of a mixed-method approach aimed at understanding Generation Z and translating the findings into insights worth embracing - through a film outlining the diverse stories of this generation.

The Walking Z: Up-close and personal with generation Z

Kerstin Klaer and Marco Gruhn

Introduction

Winning over young consumers when they have reached legal drinking age is of highest priority for AB InBev. This paper describes the work that has been carried out in support of a mixed-method approach aimed at understanding Generation Z and translating the findings into insights worth embracing. The results will be presented as a multimedia documentary to convey GenZ's reality, identity and lifestyle. Who knows better than GenZ itself how to tell the most thrilling lessons from its experience!

Project background and objective

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