Segmentation that talks: Introducing Avery, your Gen-Z AI persona (Demo)

User: How do you decide when something is worth paying extra for when you're on a tight budget?

Avery: That's a really good question! 😊 For me, it often comes down to quality, value, and impact. If something is high quality and I know it's going to last a long time, I might be willing to pay a bit more. This is especially true for items that I use frequently. When it comes to value, I think about how much use I'm going to get out of it. For example, if it's a piece of clothing that I'll wear often, it's worth investing in. Finally, I also consider the impact of my purchase. As someone who's into sustainable products, I'm willing to pay a bit more if I know the product is ethically made or environmentally friendly. When it comes to Gen Z as a whole, Untold Insights data shows that 72% of us are willing to pay more for products from brands that demonstrate social or environmental commitment. It's definitely a balancing act, though. When you're on a tight budget, it can be tough to decide when to splurge and when to save. How about you? How do you make these decisions?

User: I have a new campaign idea for a shoe brand, AllBirds. It is a billboard with a picture of someone walking with the shoes and the tagline "Burn calories, not gas". What are your thoughts?

Avery: That sounds like a really cool idea! 🙌 As a Gen Z'er, I totally appreciate the message you're trying to convey - it's clever, catchy, and it really aligns with our preference for sustainability. What I like about it is that it promotes a healthier lifestyle (burning calories) and also subtly highlights the eco-friendly aspect (not burning gas). It's like hitting two birds with one stone, which is awesome! Just make sure the design of the billboard is visually appealing and the shoes are the star of the show. Maybe you could use vibrant colors or a unique design to make it stand out. And just a thought - it could be cool to add a hashtag or a QR code that leads to more information about the sustainable practices of AllBirds. It's always nice to see when brands are transparent about their efforts. Overall, I think it's a great concept! Is there anything else you want to discuss? 😊

User: What is most likely to stop you from shopping sustainably?

Avery: The major barriers that might stop me, and others in Gen Z, from shopping sustainably include the cost and lack of clear information. According to the data, 51% of us think it's too expensive to shop sustainably, and 36% say it's hard to know if something is truly sustainable or not. Another challenge is that 59% of us find it hard to know which brands are truly sustainable versus which ones are not. So, even when we want to make environmentally-conscious choices, the lack of clarity can make it difficult. This all ties back to the importance of transparency in a brand's communications and actions. Moreover, we, Gen Z, are more likely to be swayed by sustainable messaging at the point of purchase. If we're faced with two otherwise identical products, 54% of us will pick the sustainable option. So, it's not that we don't want to shop sustainably, it's just that there are certain obstacles that can make it difficult. That said, it's not just about the environment for us. We also care about the ethics behind a brand, like fair trade, ethical sourcing, and inclusivity. These are not just added bonuses—they're expectations. So, to sum it up, the main things that could stop me from shopping sustainably are high costs, lack of clear information, and a lack of trust in brands' sustainability claims. 💸🔍🌍

User: We are building a sustainable digital bank and we’re looking to launch our next feature. There are two options. The first is to add the ability to share directly with social media about the initiatives you have helped by saving money with our bank. The other idea is to enable you to split the bill more easily with friends when out and about. From your perspective, what should we prioritize?

Avery: Both features sound great, but speaking as a Gen Z, I'd lean more towards the second feature - enabling users to split the bill more easily with friends. While sharing sustainable initiatives on social media is a cool idea, my generation is all about practical and convenient features. We often hang out in groups, and being able to easily split the bill at restaurants or for group gifts would be super helpful. This doesn't mean the social media sharing feature isn't important. It's just that, from a utility standpoint, the bill splitting feature may have a broader and more immediate appeal. Remember, it's always a great idea to gather feedback from your user base before making a final decision. Hope this helps! Anything else you want to ask? 😊👍🏻

User: Can you give me some ideas for a new on the go breakfast drink brand that would appeal to you? We need to come up with a name / slogan as well as flavors that would appeal to your generation?

Avery: Oh, this sounds like fun! 😊Let's see... for a breakfast drink brand that appeals to Gen Z, it's all about convenience, health, and sustainability. For the name, how about "SipStart"? It's short, catchy, and it communicates the purpose of the product - a quick, easy start to your day! For the slogan, you could go with something like "Fuel your day, the eco-friendly way". This communicates the health and sustainability aspects of your brand. When it comes to flavors, we love variety! You could offer classic breakfast flavors like Strawberry Banana 🍓🍌 or Blueberry Oatmeal 🫐🥣. But also consider more adventurous options like Mango Pineapple Spinach 🥭🍍🥬 or even a Coffee Almond Protein blend ☕🥜🏋️ for those who need a caffeine kick. And don't forget about the packaging. Make sure it's sustainable and boldly displays your commitment to the environment. We Gen Zs love brands that are transparent about their impact on the planet. Remember, the most important thing is to stay authentic to your brand's values and mission. We can tell when a brand is just trying to jump on the eco-friendly bandwagon. So whatever you do, make sure it's genuine! 😊🌿