JOIN US FOR A WEBINAR
DECODING GEN C: MASTERING ENGAGEMENT WITH A NEW CONSUMER POWERHOUSE
Available On-Demand
Duration
60 Minutes
Brianna Aragon
Consumer Insights Manager, Otterbox
Diane Hessan
Chairman, C Space; Board Director, Sago
Lisa Morales Freed
VP, Research Strategy, Sago
The COVID-19 pandemic not only altered the global landscape but also gave rise to a distinct cohort within Gen Z, dubbed Generation C(ovid). This generation, forged amidst lockdowns and social distancing, is poised to revolutionize consumer behavior, workplace dynamics, educational systems, and societal norms.
Join us on Monday, June 24 at 2:00 p.m. EST to get to know Gen C – how the pandemic has shaped them, what sets them apart from previous generations, and their values, habits, and perspectives. Our presenters include Brianna Aragon, Consumer Insights Manager at Otterbox; Diane Hessan, Chairman at C Space and Board Director at Sago; and Lisa Morales Freed, VP of Research Strategy at Sago. Together, they will draw upon insights from our collaborative report to provide a rich, in-depth understanding of Generation Covid and offer actionable strategies for effectively engaging this influential demographic.
Here’s what you’ll learn in this webinar:
- Deep-Dive Insights: Understand Generation C's evolved consumption patterns, their preferences in social engagement, and their career aspirations.
- Engagement Strategies: Learn how to connect authentically with Generation C and integrate these strategies into your brand's approach.
- Psychographic Resurgence: Explore why psychographics are becoming essential again and how they can be used to give your brand a competitive advantage.
Meet Your
Speakers
Brianna Aragon
Consumer Insights Manager, Otterbox
Brianna Aragon is an expert in consumer insights, specializing in mobile accessories and outdoor research. She is currently focused on driving consumer strategy through segmentation and better understanding shifting consumer mindsets. Brianna’s passions include brand engagement, generational insights, and turning data into actionable insights and recommendations for her teams.
Dianne Hessan
Chairman, C Space; Board Director, Sago
Diane Hessan is an award-winning market researcher and innovator, a seasoned board director, and a nationally recognized expert on the American voter.
She is the founder and Chairman of C Space, formerly called Communispace, which was the first company to leverage social media to help companies get insight and inspiration from their consumers. Diane was CEO of the company during four tough startup years, followed by ten years of exponential growth, as C Space worked with hundreds of global brands across twelve countries. She has been honored as a disruptor in the market research industry because of her work in conducting breakthrough research via the internet. She serves on the boards of Panera Brands, Eastern Bank, Brightcove, Sago, Mass Challenge, Tufts University, NACD New England, and Beth Israel Deaconess Medical Center.
Lisa Morales Freed
VP, Research Strategy, Sago
With more than 20 years of research, strategy, branding, and positioning experience, Lisa has defined and solved market opportunities for commercial brands, destinations, and public organizations around the world. Lisa's approach to research and strategy combines the principles of business, design, and the social sciences, including behavioral and cognitive psychology. She has applied these principles to the development and socialization of products, places, communications, markets, and brands in five continents. She has sought insight from consumers and buyers of all ages.
As VP of Research Strategy, Lisa's responsibilities include developing and testing hypotheses for market-facing business challenges, creating tools and frameworks for the research, and serving as lead analyst and project strategist. She has extensive experience in portfolio strategy, journey mapping, message mapping, persona development, design thinking, and jobs theory.
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