Abstract:

While less than 10% of Gen Z in the US are parents today, they will increasingly define the parenting landscape. Philips has embarked on a journey to get closer to this crucial audience of (future) parents and future-proof their strategy for the Philips Avent brand. To uncover the Gen Z parental mindset, Philips adopted a versatile approach, blending perspectives from (future) young parents, experts and creatives to get a full 360 view. Discovering that Gen Z parents are nothing like their own parents was just the first step. Philips guided stakeholders beyond the data to cultivate Gen Z parent intuition throughout the organisation. Through active participation and an immersive empathy experience, Philips successfully engaged stakeholders by touching their minds, hearts and actions.