UNDERSTAND TODAY. SHAPE TOMORROW.
GEN Z GIRLS
1
LHBS // GIRLS OF GENERATION Z.
the latest instalment of our: Snapshot Series
LIVING FOR LOOKS,
LOOKING TO LIVE

ABOUT.
At LHBS, we believe in continuously observing and learning from
what’s happing in the market.
We’ve created our Snapshot Series to provide insights on platforms,
industries and companies. Using best practice examples, we explore,
analyze and share how businesses are adapting to new trends.
Moving from insightful data to best practices to inspiring thought
starters for brands, Snapshots can be a guide to bring meaningful
innovations to life in different areas of business.
This issue highlights the values, characteristics AND behaviors of one
of the newest cohorts of consumers, Generation Z girls.
We hope you enjoy this deck and find inspiration for your innovation
process.
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LHBS // GIRLS OF GENERATION Z.
Discover Define Develop Deliver
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UNDERSTAND TODAY. SHAPE TOMORROW.
INTRODU
CTION.
Welcome to the latest in our Snapshot series. In this edition, we
will delve deeper into what defines and motivates the next
generation of consumers, focusing on girls.
Growing up “publicly” online has inevitably lead to an increase in
self-consciousness. They have grown up closer to gender equality,
a readily available outlet for their voice to be heard as well as
almost every service at their fingertip. We explore how this is
changing their values and ways they engage with brands.
LHBS is a marketing & innovation firm with offices in Berlin and
Copenhagen. We help clients to understand today's emerging
customer expectations and to shape their business offerings for
tomorrow.
http://www.lhbs.com
Kathleen McCaffrey
Marketing Strategist at LHBS
lhbs.com kmc@lhbs.com
INTRODUCTION
3
LHBS // GIRLS OF GENERATION Z.
This report is divided into three parts, or core ‘characteristics’:
• Self-Curation - Lives documented on social media sees
everyone striving for perfection
• Demand Experience - “Their last great experience is their new
expectation”
• Want Immediacy - New standards are being set for in delivery
and responses each day

CONTENT.
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What types of experiences
are Gen Z girls choosing
from brands?
DEMAND
EXPERIENCES
Where is this want coming
from, and how are brands
responding?
WANT
IMMEDIACY
What is contributing to the
desire for this & how is it
being expressed?
SELF-
CURATION
CONTENT
4
LHBS // GIRLS OF GENERATION Z.

10%
90%60% 80%
20%
60%
40%
LHBS // GIRLS OF GENERATION Z.
UNDERSTAND TODAY. SHAPE TOMORROW.Source: 5Source: Fung Global Retail & Technology
Amazon Prime Now,
Delivery Apps
Social Media, Booking
Apps, Delivery Apps
Social Media, Dating Apps,
Videochat
Three characteristics of Gen Z, derived from
technology innovations are;
Vanity Demand
Experiences
Demand
Immediacy

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Girls of Gen Z were born into a world with the rights and
protection to be as open or as private as they want, with a great
proportion of their lives already documented on social media.
With this freedom has come a great advancement in digital
devices and applications, allowing easy image manipulation and
competition for the perfectly curated online persona.
We explore where self-curation can be observed across various
aspects of young girls’ lives and what could be contributors to
this want for the perfectly curated persona.
LHBS // GIRLS OF GENERATION Z.
SELF-
CURATION
6
Chapter 1
SELF-CURATION

40%
60%
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
60%
of girls aged 7-10 feel
their appearance is
their most important
attribute
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64%
36%
36%
UNDERSTAND TODAY. SHAPE TOMORROW.Source: Girlguiding UK Study
SELF-CURATION

10%
90%60% 80%
20%
20%
60%
40%
40%
LHBS // GIRLS OF GENERATION Z. SELF-CURATION
UNDERSTAND TODAY. SHAPE TOMORROW.Source: 8Source: Fung Global Retail & Technology
61%
39%
feel they are judged by their
appearance
39%
33%
67%
82%
cited Social Media as a
source of pressure to look
good, higher than adverts or
celebrities
said that how others
perceive them on social
media is a significant source
of stress
Social media plays a big part
60%48%
52%
57%
Source: American Psychological Association Survey

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Mark Zuckerberg wrote back in 2012 that social media
would lead to “the empowerment of people.”
He recently admitted how social media can pressure
users to present a “super-curated” persona online.
(at the World Congress event 2016)
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SELF-CURATION

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SELF-CURATION
Cambridge Psychologist Craig Malkin observes that “They’re
sharing more but revealing less, so they feel disconnected”.
This is likely a reason young girls are more anxious today than
ever, and are opting for more non permanent and closed-circle
social platforms, such as Snapchat, Whisper & Secret.

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VALUES &
SELF-IMAGE
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SELF-CURATION
MEDIA
BEHAVIOR
SHOPPING
BEHAVIOR
HOW SELF CURATION IS EXPRESSED THROUGH:
They spend on avg. 1.32
hours on social media daily
65% say seeing their selfies
on social media boosts
confidence
“We filter out whatever flaws
we may have, to create the
ideal image”
- Sneha, a 16-year-old from Arizona -
from Altitude Survey
More than half of 12-14
year olds are wearing
make-up most days
Students, despite debt
spend on avg. €1280 on
make-up each year
66% aged 11-16 often feel
they are not pretty enough
Young girls value the
opinions of friends & peers
over magazines, ads &
celebrities trend news
Teen girls spend average of
7.7 hours on their
appearance each week
Sources: See page 41

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Modiface Beauty
Advisor For Facebook
Messenger
The ModiFace bot enables shoppers to search for
their perfect makeup products by asking questions
about color, brand name or shade name.
Explore this sign
The ModiFace bot utilizes advanced facial tracking and
simulation technology, along with ModiFace's industry
leading experience mapping and understanding beauty
products.
Once a consumer has found an ideal shade, they can try
the product on their own photo by simply taking a photo
within Messenger. Users are also able to purchase
products directly from the bot, which connects to
beauty retailers.
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SELF-CURATION

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Zappos Offers Personal
Stylist Via Instagram
Selfies
Zappos offers personalized style advice to Instagram
selfies.
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#OOTD is already an incredibly popular hashtag on
Instagram, meaning Outfit of the Day. So Zappos'
campaign to edit this slightly to receive personalized
shopping recommendations direct from a Zappos stylist
was simple and well received.
This is another example of Zappos’ continued efforts of
providing human-to-human customer service.
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SELF-CURATION

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SELF-CURATION
AR Make-Up Filter For
Videos
Shiseido and Microsoft have created a plug-in called
TeleBeauty which applies virtual makeup to a video
image.
Explore this sign
The Japanese cosmetic company Shiseido and Microsoft
developed TeleBeauty, a piece of software that is based
on AR technology. It’s aimed at women who are
telecommuting and for example want to look more
beautiful without any effort when they are on a call with
colleagues.
The app applies virtual makeup, with styles ranging from
“cool” to “trendy”, over the face of the user, using the
camera on a smartphone, tablet or device. It scans the
user’s face, adjusts for skin tone and corrects dark spots
or pimples and additionally adds blush, lipstick and eye
makeup.

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The Smallest Details
Matter In Beauty
Over recent years, eyebrows have become a
£20million business.
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The phenomenon started when Cara Delevingne’s wild
brows became famous around 2011- something not
seen since Brooke Shields’ brow-day back in 1981.
Among many other features, brow popularity and
perfectionism has expanded beauty micro-marketing.
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Young girls are spending less on materialistic items and more on
experiences such as dining out, travelling and socialising. This can
be attributed to their vanity of wanting to appear fun and
interesting to others, especially online. It can also be down to
their cautiousness with the little money they have to really make
the most from it - something that really sets them apart from their
millennial predecessors.
Their demand for experiences also transcends to brands. The
young girls of Gen Z are always looking for what more a brand can
offer them, what’s unique and different and if - by buying from
them - they will help them to be the people they want to be.
We explore in which exhibited behaviors their demand for
experiences can be observed, and examples of how brands are
responding.
REPORT TITLE // IMPLICATIONS.
DEMAND
EXPERIEN-
CES
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DEMAND
EXPERIEN
-CES
LHBS // GIRLS OF GENERATION Z. DEMAND EXPERIENCES
Chapter 2

Five top things young girls value from brands:
LHBS // GIRLS OF GENERATION Z. DEMAND EXPERIENCES
UNDERSTAND TODAY. SHAPE TOMORROW. 17Source: Pineapple Lounge
Help me
have fun
Allow me
to be
myself
Give me
confidence
Ask for my
opinion
Give me
something
to share
with friends

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“If the need or desire to buy something is solely [based upon] a
material purchase, that’s a losing strategy for a company. This
consumer is transfixed by Instagramming or Facebooking their
purchases, but it’s not just the outright purchase — it’s the experience
through which they [attained] purchase.”
No good action goes unpublished.
- Camilo Lyon, an analyst with Canaccord Genuity Inc.
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DEMAND EXPERIENCES
Source: Chartered Institute for Securities and Investments survey

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“their last great experience is their new expectation…
This presents a significant challenge for retailers and brands to create
a personalized, interactive experience with the latest digital advances
or risk falling behind.”
- IBM General Manager of Global Consumer Industries Steve
Laughlin
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DEMAND EXPERIENCES

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VALUES &
SELF-IMAGE
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DEMAND EXPERIENCES
MEDIA
BEHAVIOR
SHOPPING
BEHAVIOR
HOW DEMAND EXPERIENCE IS EXPRESSED THROUGH:
“willing to pay more for
value and a personalized
experience.”
- Jay Henderson, director of IBM
Marketing Cloud
More positive towards ads
allowing co-creation i.e.
voting, sharing
Much more passionate
about music and movies
Want to see ‘real people’ over
celebrities in advertising
(63% -Gen Z vs 37% - Millennials)
47% stopped purchasing brands
after finding out they weren't
environmentally friendly
77% feel it's important for
brands to reach out to them -
SMS is #1 preferred method
63% would try a product or brand
recommended by a YouTube star
vs. 48% by a TV/movie star
62% prefer to spend their money
on experiences vs. material items
22% want content to teach
them something
“we want brands to be real
so we can be unique”
- Quote from Gen Z in study by The
Drum
49% would pay extra for products
consistent with the image they
want to present
Sources: See page 41

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The First InstaConcert
Experience
Content from Ed Sheeran's concert in Germany
generated by his fans will be transformed into an
interactive music video.
Explore this sign
The concert is part of a bigger initiative by Deutsche
Telekom that is called 'Telekom Street Gigs'. Telekom
asks national and international artists to perform in
quite unusual places for them e.g. junkyards or corn
mazes.
Ed Sheeran will perform directly from Zugspitze
(highest mountain in Germany - 2,962 meters above
sea level). Fans can share and upload their video
footage from Sheeran's concerts via Instagram which
will be later on added up to the interactive and co-
created music video.
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DEMAND EXPERIENCES

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Movie-Inspired Makeup
Collections
Storybook cosmetics makes Harry Potter themed
makeup brushes, potential for Game of Thrones and
Hunger Games range soon.
Explore this sign
The cosmetics company is working on an eye shadow
palette shaped like a book, sword makeup brushes, an
Iron Throne highlighting powder and dragon egg
lipsticks.
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DEMAND EXPERIENCES

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AT&T Collaborate With
Content Creators
AT&T have launched Hello Lab, centred on creative
and authentic content by online influencers.
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By stepping out of the spotlight, AT&T are creating an
innovative name for themselves through their Hello
Lab project. Vp of advertising and marketing comms at
AT&T said "We wanted to find new levels of
engagement and to help creators develop these
stories that live on their own platforms, not ours.”
Social influencers love to connect and have
entrepreneurial drive create the content. They involve
people in creation, while name dropping AT&T. The
focus is really on the storytelling and creativity, and
not on advertising.
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DEMAND EXPERIENCES

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Individualism Is
Disrupting The Beauty
Industry
Customization is nothing new in the fashion
industry, but now it’s coming to the field of beauty.
Young consumers especially desire this personal
aspect.
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Many startups are entering the beauty industry
offering various customized products. With the aid of
smartphones, customers receive a special combination
of ingredients and colors uniquely tailored for them.
Thereby customers become co-creators with a brand.
Advocates for customization are not limited to start-
ups like Finding Ferdinand or MatchCo, industry
giants such as Sephora and Lancôme are also catching
up.
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DEMAND EXPERIENCES

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CoverGirl’s Chatbot
Modelled On Influencer
Make-up brand CoverGirl have launched a chatbot
that simulates the tone and style of conversations
with celebrity influencer Kalani Hilliker.
Explore this sign
Named the KalaniBot after the 16-year-old celebrity
Kalani Hilliker, the bot is designed to interact as
authentically as possible. It introduces itself as a bot,
sharing product information and exclusive deals,
already reaching x14 more conversations than an
average Hilliker post. It gets smarter the more it
interacts, tracking analytics such as conversation
length, sentiment analysis and response rates.
Using the chat platform Kik, it brings the brand to it’s
audience, and allows for a more personal conversation
with consumers.
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DEMAND EXPERIENCES

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In an era with the next new thing always just around the corner,
teens are increasingly less loyal to brands, and rather will look to
the best quality and value product or service first.
Gen Z have grown up ‘connected’, and with almost every service
at their fingertips, from food to dating. So it isn’t surprising they
have high expectations for a quick and seamless service from
brands.
We also explore where this thirst for immediacy can be seen in
activities such as communication with peers and with brands,
and shopping habits.
REPORT TITLE // IMPLICATIONS.
DEMAND
IMMEDIACY
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DEMAND
EXPERIEN-
CES
WANT
IMMEDIACY
LHBS // GIRLS OF GENERATION Z. DEMAND IMMEDIACY
Chapter 3

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“Young teens value speed over accuracy”
- MPI Academy Blog
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DEMAND IMMEDIACY

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“Exposure to near-infinite choice and access to near-endless
information makes this generation more demanding than any of its
predecessors.
As Gen Z matures, it will become more discerning, but its demanding
nature is unlikely to be diluted.”
- Deborah Weinswig, Managing Director of the Think Tank
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DEMAND IMMEDIACY

10%
90%
80%
20%
60%
40%
LHBS // GIRLS OF GENERATION Z. DEMAND IMMEDIACY
UNDERSTAND TODAY. SHAPE TOMORROW.Source: 29Source: Fung Global Retail & Technology
The On-demand Economy has always been
readily available to Gen Z:
Food
Entertainment Dating Freelance
Services
Discovery
Transport Travel Delivery

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An increased want of instant gratification is evident, but shouldn’t
be attributed solely to this generation.
Rather it is a common characteristic observed in teens, just never
before to the extent exhibited by Gen Z.
The limbic region of the brain (desire, pleasure and motivation) is
highly active in teens, meaning they experience everything at a
heightened level, including impatience.
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DEMAND IMMEDIACY

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VALUES &
SELF-IMAGE
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DEMAND IMMEDIACY
MEDIA
BEHAVIOR
SHOPPING
BEHAVIOR
HOW WANT IMMEDIACY IS EXPRESSED THROUGH:
27% delete selfies within
minutes if they haven't
gained enough 'likes' on
social media
Highly visual when consuming
content e.g. emojis replacing
text, YouTube as most popular
channel etc.
60% of Snapchat users are
between 13 and 24 years - 70%
of all users are female
70% of girls used a
shopping app in the past
month
75% cite ‘speed at
checkout’ the primary
benefit of mobile payments
When encountering customer
service, they value their own
time over knowledge, as to
them knowledge is plentiful
Majority research products
online before going in-store
to save time
More ambitious &
entrepreneurial than
millennials
“I’m not afraid to look for
shortcuts or hacks to get a
better, faster result. It’s a
mindset.”
- Logan LaPlante, 16 yrs old
Sources: See page 41

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Nike’s Time Is Precious
Campaign
In a series of spots aimed at smartphone addicts,
Nike wants to inspire to get off the screen and go
for a run.
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The message of Nike’s campaign is as simple as the
videos themselves: instead of wasting time of our lives
in front of mobile screens and social media we could
exercise. A robotic voice tells the viewer how much
time they are wasting during their lifetime watching
cats being cats or other people’s dogs and babies
(potentially 32 years).
Other spots show how much time is lost watching
zombie shows and following celebrities, or being on
Facebook, Twitter, and Instagram.
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DEMAND IMMEDIACY

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Say It With Pepsi
Pepsi has created more than 70 emojis that will be
used on their cans, bottles and cups to appeal to
drinkers in a "digital language”.
Explore this sign
The Pepsi brand will encourage people to
communicate between each other with Pepsi
packaging. The summer push campaign will run both:
locally and globally.
Dubbed #pepsiMoji, they’re encouraging social
communication and sharing of enjoying a Pepsi while
expressing themselves.
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DEMAND IMMEDIACY

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Birchbox’s Snapchat
Customer Service
Birchbox is now turning back to video and voice
calling features for the customer care service - all
with the help of Snapchat.
Explore this sign
Birchbox recently posted a Snapchat story where they
invited their followers to call them in. There was no
particular reason shared by Birchbox for getting in
touch with them but within the first hour they
received around 30 calls from various users (from
teens to adults). Since the interest was so high,
Birchbox plans to host such "open hours" with
followers once a week.
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DEMAND IMMEDIACY

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YouTube Adds “Click to
Shop” Buttons
Google is introducing a "click to shop" button to its
YouTube TrueView pre-roll video ads, making
buying products that the videos advertise as simple
as a few clicks.
Explore this sign
The tool builds on the YouTube platform which helps
advertisers to eradicate the manual process of
connecting products with the videos they are
displayed in.
The click to shop button integrates previous methods
of linking products to videos, such as via annotations,
which brands have long used to link their videos to
their e-commerce sites and other social media
platforms.
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DEMAND IMMEDIACY

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GAP Says Goodbye to
Dressing Room Lines
GAP is experimenting with a new pilot app, which
offers augmented reality for trying on clothes
instead of wasting precious time in-store.
Explore this sign
The app called DressingRoom, intends to make the
shopping experience easier and faster for clients, just
by using their smartphone and the AR based
app.What's interesting is, that GAP aims to solve the
well known fitting problem by investing efforts in a
more precise consumer experience in terms of size
and textiles.
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DEMAND IMMEDIACY

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THOUGHT
STARTERS
37
LHBS // GIRLS OF GENERATION Z. THOUGHT STARTERS

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contribute to girls’
positive self-image
curation online?
deliver your expertise
specifically in areas of
beauty/health to address
their interests?
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38
To address ‘Self-Curation’,
HOW MIGHT YOU…

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deliver exceptional retail
experiences, pop-up
events etc. influenced by
developments in the
online environment?
utilize data and tech to
find potential moments
of personalization along
the customer journey?
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39
To address ‘Demand Experiences’,
HOW MIGHT YOU…

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ensure you will always
“be there” for customers,
while sustaining a human
touch or implementing
AI tech?
be quicker to deliver
what the customer
needs most at any point
in the customer
journey?
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40
To address ‘Demand Immediacy’,
HOW MIGHT YOU…

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Girl’s Attitudes Survey 2016
LHBS // GIRLS OF GENERATION Z. SOURCES
41
SOURCES.
SELF-
CURATION
DEMAND
EXPERIENCES
DEMAND
IMMEDIACY
British Council: A day in the digital
life of a teenager
TODAY/AOL Body Image Survey
2014
‘Simple’ research
Escentual research
Kantar Millward Brown: AdReaction,
Engaging Gen X, Y and Z 2016
CMG Generation Z Study 2015
EY: From Innovation to Expectation 2016
Interactions Consumer Experience
Marketing: Retail Perceptions 2016
Marketing Dive reports on Cassandra
Report 2016
‘Snap to it! Marketers need to start
chatting to Gen Z consumers’
Snapchat co-founder and CEO Evan
Spiegel @ Goldman Sachs conference
Helprace: Why Generation Z Wants
Only Perfect Customer Service 2016
EY: From Innovation to
Expectation 2016
Vantiv & Socratic Technologies:
Moving money: consumers and
mobile payments 2016
Deep Focus study 2015
Inc. Why Teens Are the Most Elusive and Valuable
Customers in Tech, Issie Lapowsky 2014
Defy Media: ACUMEN report: Youth Video
Diet 2015
FeelUnique Survey 2015

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ABOUT.
Define Develop Deliver
GIRLS OF GENERATION Z // ABOUT
LHBS is a marketing & innovation firm with offices in Berlin &
Copenhagen. We work with legacy organisations to adapt their
customer value proposition to meet emerging customer
expectations. Together with our clients we discover business
opportunities and deliver integrated customer offers for products,
services, experiences and communication.
http://www.lhbs.com
ABOUT
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INSPIRATION
-HUB
GIRLS OF GENERATION Z // INSPIRATION-HUB.
This report is powered by the LHBS Inspiration-Hub.
The LHBS Inspiration-Hub is a digital platform that brings
customized insights and inspiration to the heart of your
organization. It is a digital platform that tracks changes in people,
markets and technology.
https://inspiration-hub.com/
HUB
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