FIVE KEY TAKEAWAYS
Read the five key takeaways we've identified to help brands engage with Gen Z communities authentically and effectively.
Cultivating Community | A What Matters To Us Project
'What Matters To Us' is our on-going, next-generation research and insights platform. In the 10+ years we’ve been working with young people, we’ve had a point of view on how to form, integrate and partner with collectives across the globe. In this time, however, the landscape has changed massively and the demand for community-focussed campaigns has skyrocketed. This is due, in part, to the pandemic but also, more cheerfully, to the explosion of youth-run collectives.
Rather than peeking in from the outside, we decided to go directly to the changemakers themselves, handing the mic to the inspiring young people creating and leading their own communities. Our aim was that, by doing things differently, we’d get a deeper understanding about what’s driving this exciting change, who’s leading it and how they are making a difference.
We found eight collectives from across the UK, covering a range of passions and purposes, from nunchuck-wielding warriors and global gaming collectives, through to mental health advocates and a radically trans inclusive football team. The goal was to collaboratively create a zine and short film that would celebrate their stories, explore the challenges they face and speak to the legacy they hope to leave behind.
Watch our film trailer below.
- Read here
The Short Film
Watch the film hereAn unscripted cut of our 8 communities - Bugeisha Club, Peng Femme Jam, DR3 Sounds, Hells Bells FC, Black Girl Gamers, Pilot Magazine, EOTT and Hellaa Melanin - exploring how they’re challenging current societal norms, their dream partners and how brands can partner with them to build a lasting imprint, through interviews, filmed footage and submitted content.
The Collectives
Meet the communities hereOur for youth, by youth collectives were selected for being tastemakers changing the cultural landscape. Each of them offers a unique perspective into the next gen from the passions that they represent, to their ethos and motivation, to their desired legacy. All of the collectives have built their presence across a digital and real life space and despite consistent shared values, they all taught us something unexpected.
Find out more.
Whether you'd like to hear out more about the insights and approach behind Cultivating Communities, campaigns and other Seed experiences, or to talk in confidence about upcoming campaigns, we'll introduce you to those within the team with the most relevant experience and examples to discuss further.