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Measuring Cohort Culture - Part 1
273 Plays2 years ago
Can you quantify the culture of a generational cohort? This two-part series dives into that question and kicks off with a conversation with Andrew Roth, founder and CEO of dcdx, a Gen Z research and strategy firm. We chat about how Andrew and the dcdx team are leading a community of Gen Zers to develop better insights to support brands and organizations to truly understand Gen Z culture.
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Transcript
Introduction to Episode 40
00:00:00
Speaker
Welcome to hashtag Gen Z. I'm your host, Megan Grace.
00:00:18
Speaker
Hello and welcome back. This is episode 40 of hashtag Gen Z. Our deep dive into cohort culture continues. I sometimes get asked how I even define a cohort. I tend to use anthropologically inspired definitions of culture. The idea that a group of people who share a set of values, behaviors, perspectives, and customs. To me, this really fits the idea of generations when we think about culture and cohorts.
00:00:43
Speaker
While Corey and I conduct generational research to better understand cohort culture, we know we're not alone in this space, and we're actually very happy about that. It's so helpful to have others that are contributing to the knowledge base.
00:00:56
Speaker
because it's so hard, if not impossible, to fully capture a generation in a single study or body of research. This is exactly why we need multiple methods of inquiry, collection, and
Defining Cohort Culture
00:01:06
Speaker
reporting. So not to get too academic-y or data-nerdy, but if we want to quantify and capture culture, it requires many types of research, which is why this episode is such a fun one. In this episode, I reconnect, actually, with a guest from season two. You might remember him from the episode on communicating with Gen Z.
00:01:23
Speaker
Andrew Roth is the founder and CEO of DCDX, a GenZ research and strategy firm helping brands truly understand GenZ. DCDX is an innovative firm changing the way research is done. Working with partners like YouTube, Chipotle, Denny's, and Quizlet, DCDX helps the world's top companies reveal real and raw GenZ behaviors to build stronger brand futures. At their core, Andrew and his team are just your average GenZers.
00:01:49
Speaker
fueled by a burning desire to give their generation and the next a better life, and as they say at DCDX, to make the future human.
Andrew Roth on Gen Z and DCDX
00:01:58
Speaker
So please help me in welcoming Andrew back to the podcast.
00:02:05
Speaker
I'm very excited. I'm excited every episode. I will say that, but I always love when I get to welcome back a former guest because it's like saying hello again to a friend. In this episode, as you know, I'm very excited to welcome back Andrew Brothy. We talked in season two. He's done so much in those three years now. I've had to do the math on how long it's been since we last chatted.
00:02:27
Speaker
It's been amazing to see everything unfold with your career. Last time we chatted was in 2019. You were finishing up school at Vanderbilt, where we originally connected, and you were really in the process of launching and building Gen Z designs. So catch us up what's been going on the last three years. Obviously, a lot has happened in the world, but what's been going on in the world of Andrew? And welcome back, by the way. Thank you, and thank you so much for bringing me back. I'm excited to reconnect with you and chat again.
00:02:53
Speaker
Yeah, certainly a lot going on in the world. It's funny, 2019, I remember where I was, I was sitting in a classroom at Vanderbilt and how times have changed from there, that's for sure. So now I'm sitting in a room in Lisbon, Portugal. I've been doing a nomad life for six or seven months now, but I've been running Gen Z Designs now, DCDX full time for about a year after graduating in 2021 and things are
00:03:24
Speaker
going great. We have four full-time people on board. We're working with Google, YouTube, Chipotle, Dining is Quizlet, some of the brands I've admired growing up and very exciting times.
Evolution of DCDX and Cultural Changes
00:03:34
Speaker
And I'm excited to dive into the heart of the Gen Z conversation here.
00:03:39
Speaker
First of all, I couldn't remember if you graduated in 2020 or 2021, but we are two Vanderbilt pandemic graduates. What a time to graduate as a door. What a time to graduate in general, but it goes to show you can go off and still have a great career. And it is just, as I've said, been wonderful to really watch you evolve your practice. I remember meeting you and you were a student and you're like, I'm going to do this. I'm like, that's awesome. Go for it.
00:04:05
Speaker
And you really are going for it. And the fact you've expanded to four full-time people, amazing. You've recently evolved what we knew as Gen Z designs, which I thought was great then. But, you know, sometimes different times call for different things. So you've evolved Gen Z designs into DCDX. What is it? And what inspired that change? Yeah, DCDX is a Gen Z research and strategy firm. So not significantly different in
00:04:32
Speaker
the what we do within GenZ Designs. However, the focus has really shifted in a bit just at the broader scale of what we're trying to set out to accomplish. GenZ Designs was a GenZ focused, in all intents and purposes, GenZ focused firm. I think as we did research and as we grew, one thing I quickly realized was while GenZ is the core of what we're doing and of our focus,
00:04:59
Speaker
culture and the movement of culture around Gen Z dictates just as much as the generation itself. And it is a two-way street. But that is exactly that relationship, that two-way street between culture and Gen Z is what DCDX means. It stands for the rate of cultural change. It's a nod to the derivative form of BYDX and where C stands
Innovative Research Methods and Gen Z Score
00:05:20
Speaker
for culture. And so everything we do, everything we study is about how is culture changing, where is it going, and how does that impact
00:05:27
Speaker
How does that impact Gen Z? How does that impact other generations to come? And how does that change going forward? I'm so excited to be talking with you about this. It's just like, you know, like when the universe is like, y'all need to get together and hang out. As you know, this season is focused on culture and this mindset that just like as you're experiencing new culture living in Portugal,
00:05:50
Speaker
There's a different set of values and behaviors and things and customs and celebrations and things that are cool, things that are not cool. And that is so present and you see that every single day. That is present with generations as well. And so I'm just really elated that we were able to connect and be able to chat more about that.
00:06:07
Speaker
So I know you talked that you all are doing research and strategy around Gen Z. You talked a little bit about the goals with DCDX. How do you achieve that? I mean, without giving away your secret sauce, I know that with Gen Z designs, you really had this, I don't want to say algorithm, but you had really this metric system you were using to help companies understand like, are you aligning and are you engaging Gen Z effectively? How has that evolved, if any, into what you're doing with DCDX? Yeah, it has evolved.
00:06:38
Speaker
The core of what we started with GenZ Designs was trying to think about measurement and culture in a different way. And I think with PCDX now, the focus has been beyond just what does something mean for GenZ, but how do we really change methods of research to understand and unlock culture at a different level? Because as a GenZer, and myself and my peers, we've done research on this itself, but we don't fill out surveys. The traditional forms of measurement
00:07:04
Speaker
don't work as well with this generation. And if we're filling out a survey, we're either clicking to the end or on TikTok at the same time or whatever we're doing to just be doing something else at the same time, we're not really truly giving our real value. And so companies have relied on those traditional methods forever. And we came into this to say, how do we change that, but also how do we evolve that with culture itself?
00:07:29
Speaker
And so the Gen Z score is what I think you were referring to earlier, and that for us is a measurement of cultural relevance. We really try to understand that the popularity and relevance of user-generated content, which is really the currency of culture today.
00:07:45
Speaker
How do we measure that? How does that change when a brand launches an activation or launches a new product? That's what we study on one side. On the other side, we have the heart of Gen Z and a network of 75,000 Gen Zers themselves on Instagram. We're launching Instagram polls as a platform that Gen Zers are on to respond to their friends, to engage with them in conversations there, and we collect that research as research.
00:08:12
Speaker
It's been a challenge in some ways just to kind of defy the previous standards of a traditional industry, but at the same time, the people we work with absolutely love it, and they want more and more, and we're seeing that it's becoming more accepted, which is always a positive sign.
00:08:29
Speaker
Absolutely.
Challenges in Researching Gen Z
00:08:30
Speaker
Um, for, I got two things. So first, uh, I apologize if I've ever responded to your Instagram polls because I thought they were just for friends and I'm too old. Um, so toss mine out. I'm the outlier. I don't even fit your age demographics. So just like toss mine out next time, but I just love to take the polls. Um, apologies for moneying up your data set. Um, but I think it's so interesting because for what you do and what we do,
00:08:54
Speaker
being more in alignment with say social science and social demography, we have to survey. And so it's interesting because I know that I look at what we do is more say like climate snapshots. And I'm sure you've kind of followed along with our research. It's different than what you all are doing. But I think what people can when they say like, how do I figure out what Andrew and Megan are both producing to understand Gen Z?
00:09:18
Speaker
We look at it from a, let's look at 30,000 foot at an important time. What you all do, I think is important in the sense that it fills in quickly. So whereas like me and my research partner are like, here's just more of the underlying large scale themes of what's going on with Gen Z and here's where we're seeing it over a decade of time. You and your company are able to say, well, this is what's happening very promptly in 2022 in this quarter, or this is what's happening
00:09:45
Speaker
in an immediate reaction to whatever is happening. And I think that the pace of both of those things is important because as you've probably learned, quantifying an entire generation or developing themes is almost nearly impossible with one data set or one method of collection because, and that's the beauty of research. I mean, I think if Vanderbilt University is listening to their graduates are out here doing important research in different ways,
00:10:13
Speaker
And I think that it's wonderful because I think that you and I could probably talk for three hours about how what you're finding aligns with what we're finding in different ways. Because I think that as I've started to understand culture of a generation is that it's not just one study.
00:10:31
Speaker
Like we might do one study and then we'll look to what's going on with the census and then we'll look what's going on with maybe a study done by EY or Pew Research Center. But then we're like, hmm, this is an interesting theme. I wonder what Andrew and DC DX is finding in a very temporal right now standpoint of how this illuminates.
Contradictions in Gen Z Culture
00:10:48
Speaker
And I think that that's such an important interplay that
00:10:50
Speaker
Some people might misunderstand about generational study is that you can't just have one data source because there's no way to capture one data source of an entire population of a generation. So I am just absolutely fascinated. I also love the methods that you all are using. It is so timely. I think it's at the cutting, really at the cutting edge of what's important to market and what is important to consumers in the sense of the people that care about eyeballs or dollars spent or
00:11:18
Speaker
um, engaging their target audience, being able to do that in a way that feels natural to them. Like you've mentioned through social media in other settings, whether that's community based surveying or not surveying, um, community based data collection, I think is, um, probably really what supports how you're able to work the brands that you're working with. Am I wrong? I think that, I think that it just, it's fascinating. Um, I love being able to talk with people that do similar, but different work, uh, than we do.
00:11:48
Speaker
So as I mentioned, you know, this season is very focused on cohort culture and understanding that I think is important. A lot of people are trying to figure out still to the state, like what makes Gen Z tick. I feel like you are going to be able to help us answer that very, very robustly from your perspective in the work that you're doing. What are the things that we need to know about Gen Z cohort culture without giving away too much? But what are some of the things that you're finding? You're like, these are the fundamentals. Like we got to hit these points.
00:12:21
Speaker
or just about the culture of the generation. What are some of the fundamentals that are like, if I had to put down the top three to five things that are a part of our culture, what is it? I think the first one that I tend to think about is the core of what we focus on.
00:12:40
Speaker
There's a lot of things that are said about this generation. It's a very newsworthy generation in many ways, whether it's going to the theater in a suit for minions or causing the latest election crisis. It's frequently in the news, and I think a lot of times those stories and those titles get synced up with these superficial stats. Gen Z loves authenticity. Gen Z is nostalgic. Gen Z, this and that.
00:13:10
Speaker
what we see time and time again is that this is a generation of contradictions, right? This is a generation where there's things happening that gets hit on the front and in the back, kind of deep down, there's the opposite happening, right? You look at something like sustainability, you know, the most climate forward and climate friendly generation at the same time is buying new chin or I don't think anyone ever knows how to pronounce it, but the, you know, these, these fast fashion brands and fueling the climate crisis at the same time. And so like,
00:13:38
Speaker
I think one thing we look at a lot is it goes, that's a common example that gets referenced, but it goes way beyond that as well. We're the most digitally connected and we're always talking to each other, always with friends, but at the same time, we're also the loneliest and the most depressed. How do those two things coexist at the same time?
00:13:58
Speaker
there is pretty much a contradiction within every facet of the cohort itself. And I think understanding why those happen and how they come to be is what we focus on is what we typically tend to tell people is that the one stat you're looking at is not going to explain this generation and nothing, no one stat will explain the generation.
00:14:15
Speaker
Absolutely. I've never thought about it of everything being a contradiction because that almost sounds like a negative take. But as I hear you talk about it from your perspective, and I hear this with the clients and campuses that I work with, I think of it more as this double-edged sword type of situation, just like you pointed out around connection. How beautiful is it to be able to connect with anyone at any point in anywhere in the world, like you and I are able to connect and we're worlds away right now.
00:14:43
Speaker
But at the same time, it's not like I can take you to coffee. There is this element of we don't actually get to be together in a human, in-person sense. And that's not the only contradiction, but I think of it almost of maybe Gen Z is actually very cognizant of these contradictions, and the awareness of these contradictions is actually helping them position the fact that being a human being is difficult.
00:15:09
Speaker
And I think that it's almost this willingness of a younger generation to role model how difficult these contradictions are because some of the things that Gen Z experiences, other generations also experience, but they're not experiencing it at the same age and the same developmental stage as these other generations. And so I'm just wondering, it's kind of like that whole, like I find the one that people
00:15:33
Speaker
always glom on to is like Gen Z is the most depressed, anxious generation to date. Like that one really, really bothers me because I do think that there is an element of depression and anxiety with young people that is present with Generation Z, but it also comes to the fact that we have better recognition and support of some of these things.
00:15:51
Speaker
And so are they actually role modeling, they being Gen Z, are y'all role modeling the fact that like maybe we actually are doing a better job at reducing stigma and providing support for people that are having a human experience. And so I've never really thought about like the contradictions as you've put it as maybe it's a positive thing. There's almost like this grappling with and this acceptance that like, yes, being a human is really hard. And sometimes it's contradictory, but that doesn't diminish the fact that
00:16:19
Speaker
we are human and we're going through these things and this is our lived experience. Does that make sense? It does. I mean, I think there are positive strings to pull out of it. I think to your point, to go back to the fashion example, being climate focused, but also buying fast fashion, that only happens because we are in a developmental stage of our life as Gen Zers where we are forced to make decisions in school on what to wear.
00:16:46
Speaker
are being influenced by an increasingly fast speed of culture that is driven by tiktok and so when a new dress comes out or a new outfit comes out new fashion that's gonna go out of fashion in a week where if you don't jump onto that then you're no longer in the popular circle then you're no longer being seen by your friends as someone who's valid like
00:17:06
Speaker
that means you have to go by H&M or have to go by Zara. And those are decisions that create a contradiction within the human, which is like, which side do I align with? Who am I? And those are difficult decisions for anyone to make, but as an 18-year-old, as a 15-year-old, as a 22-year-old, those are extremely difficult because we haven't really developed our sense of identity yet. And so I think that's like a,
00:17:31
Speaker
Yeah. The price of social currency, like I've never thought about in that capacity of the things that are cool, I think.
Future Trends and Human-Centric Solutions
00:17:41
Speaker
Teenagers and young people and young adults have always been, there's a really great podcast and it might even be a book by Malcolm Gladwell that talks about if you want to know what's going on in culture, you talk to the teenage girl. They were all being like, Harry Styles is the business before the rest of us were like, have you heard that song?
00:17:57
Speaker
It's true, teenage girls are really the holders of what's cool. And with that, to your point, I think the young people are always going to want that connection to a community. There's nothing wrong with that, that acceptance. But what is considered the signifier of being accepted or have that social currency turns over?
00:18:18
Speaker
at a much faster rate. So like when I was in high school, the cool item, whatever it was, I went to the Catholic high school, so there's only so much cool clothing you could wear at the time, but it was shoes. And you know, like it would have been like a year or two where this was the cool shoe. Would you say that now it's like the cool shoe changes every other day? Like, and that's so many shoes. And so this is just an interesting path. I wasn't expecting going down and understanding like social currency changes.
00:18:44
Speaker
But that's also kind of why your company needs to exist to help kind of keep pulse on what is cool at a rate that is able to really capture that. Yeah, exactly. And I think for us, it's less about what is cool and how do we get our partners to
00:19:01
Speaker
make a, you know, just decide on how to work with that in an instant, more like what is cool, what is cool at an increasing rate? And then where is that going to be in three to five years? And then how do we predict those and be in that place? And I think from that also for us aligns more with like our mission, what we're trying to accomplish, which is to actually go the opposite direction of this trend cycle, right? This is a harmful cycle that we're in of increasing rate. I mean, it seems that everything, not just fashion trends are increasing at an increasing rate, but
00:19:31
Speaker
terrible news, things going on in the world. Things just seem to be happening more and more. At the same time, our exposure to it is also increasing. And so we're trying to draw the larger scale out of that and say, how do we move away from these microtrends and look at the broader behaviors and broader trends at scale to actually develop human-first technology, develop human-first products that enable this generation in the next to live a happy life? Because that's what we all want. Yeah.
00:20:01
Speaker
Fascinating. Again, I could, I feel like you and I could, maybe I'll just have to fly to Portugal and we'll just like sit and talk for an entire day. Uh, we'll record it. People won't tune into an eight hour episode or maybe they would. Um, so, you know, we've talked about contradictions and, and I don't know if that necessarily relates fully to my, uh, my next question, but from your perspective and you've been doing this for a few years now, um, you've worked with a number of clients. Like what do you think is something that is potentially misunderstood about this generation and like generation Z culture in general?
00:20:30
Speaker
Yeah, it's a good question. I mean, my go-to answer is usually around contradictions, but I think to take it, I guess, a step further is to try and understand the generation itself. I feel like is, perhaps this is just something that happens with every generation, but I think especially because of the speed of culture today,
00:20:57
Speaker
To understand doesn't just mean to have a conversation with a GenZer. It doesn't just mean to commission a report and now your brand is fully 100% GenZ knowledgeable. Because culture is moving so fast that that report will no longer be what is the best practice in a month or a week. And so I think the most misunderstood thing is that it's possible to totally understand the generation.
00:21:26
Speaker
I would be lying to you if I said I understand everything about this generation as a Gen Zer that studies Gen Z every day. It's like things change so fast and we are evolving and understanding ourselves at different rates. I think in order to get there, in order to understand, you have to first accept that that is just a part of the cycle here is that there are things you won't understand.
00:21:50
Speaker
And I don't know, it's it, which is a contradiction itself. So that brings us back to the contradiction conversation. But but yeah, no, I think I think that's where I would where I would take that. I think that is, I really appreciate you saying that because I imagine that you get in your
00:22:07
Speaker
line of work I get it similarly of like I sometimes feel like I have to play I'm not necessarily I could never say like I know everything about Gen Z because I really really don't um that's me being completely upfront is like I know what I can know to the extent that I have the time and the energy to learn as much as I can right um I also am not a member of Generation Z and I really appreciate you saying that because sometimes people will ask like well you're in Gen Z be the voice of the entire generation and that's a that's a lot of pressure to put on someone and be
00:22:36
Speaker
Is that even really realistic? But I appreciate your framing of that. It is impossible to know everything about a generation. I've been doing research around Generation Z, which is coming up on 10 years now, and I'm still learning things. And it is because things are evolving.
00:22:52
Speaker
Um, but our world evolves very quickly and it is difficult to truly, truly, truly capture everything about a generation. We're still learning about millennials. We've understudied Generation X. Baby boomers, we kind of, we know what we can, but we weren't really studying them at the time in which we probably should that we're studying other generations. And so, um, maybe you and I both have our life's work cut out for us in the sense that
00:23:16
Speaker
Our jobs will never be done and we can never really put a bow on it. But I think that is an important thing that people understand is we're always learning about generations because humans change, culture changes, cohorts change. And I really appreciate that perspective and
Inclusion of Diverse Voices
00:23:30
Speaker
that honesty, because I'm sure sometimes people look to you and they're like, well, how come you don't know this really nuanced one question that was inspired by one observation I had about one Gen Z one time?
00:23:41
Speaker
But I think you make a good point, which is that you can't rely on a single voice or even the loudest voices. I think the example I like to use around this is, yes, this generation is viewed as progressive and we very well might be more so than a different generation. But if we look at the loudest voices within the generation and just listen to those, you're going to get one side of the story.
00:24:02
Speaker
Clearly, in the last election, that was a different story that was the result, and whether that was a Gen Z vote influence, maybe, maybe not. But there are many voices within this generation that probably dictate more of the culture than we expect, that don't get heard and don't get listened to, and don't influence reports, don't influence research, don't influence the conversations we have about them. And I think that's part of our goal is unlocking that behavior. And it's not just a conservative Democrat. It's not that. It's more of the voices that don't
00:24:32
Speaker
post on TikTok, voices that don't do the cut things that get seen. How do we understand that? And how much of culture do they really drive? Yeah.
00:24:41
Speaker
Well, and I mean that it's all about how you really think about how do you quantify culture is another piece of that. I think of if you're trying to find the voices that aren't the loudest, if you're, you know, not to get nerdy besides, you know, Andrew and I being the data, the data kids in the room, uh, that center bell curve, right? Those, those, those middle deviations are really the one deviation away from the mean.
00:25:03
Speaker
That's really where we're trying to capture because as you've identified those outliers, there's really, and I don't want to disparage those people, but like the ones that are extremely loud or extremely, um, extreme examples of culture are not always the true representation of the entire culture, but they're the easiest to be attracted to, if that makes sense, you know? So like we could always say like, well, look at a Gen Z influencer and they're going to be an example of Gen Z.
00:25:32
Speaker
they're going to be an example of a very small subset of Gen Z, the influencer culture of Gen Z. But what about the masses? And I think that's where you're probably seeing this with the huge community that you
Gen Z's Resilience and Optimism
00:25:43
Speaker
have. You said 70,000 people. It's a great sample of people to be able to pull from because those are probably your everyday, not Gen Z influencers that still have a valid and important voice.
00:25:53
Speaker
to help add into the full understanding of what's going on with culture because culture isn't just one or two people that you know represent this is you know this isn't student council we don't get one representative per grade right
00:26:09
Speaker
Yeah, let's not go down that path that I mean we could but again no one wants an AR podcast Well Andrew, you know, I ask everyone of my guests It's kind of my question that I love to just kind of have continuity throughout What is your favorite thing about your Gen Z peers and before you answer this? I'm gonna go back and listen to who what you said three years ago after we record and see if it's the same But what is your favorite thing about your Gen Z peers?
00:26:35
Speaker
Okay, I actually I don't remember what I said three years ago, which is I don't either that's what I have to go back and listen It was an important conversation. Don't get me wrong though Yeah, I mean I think I think my favorite thing is despite all of The world that we persist you know, I think even though if persist means
00:26:59
Speaker
dealing with trauma and sadness through making humorous comments on TikToks or however we're expressing that, there is nothing that can compare to the trauma that this generation faces in a classroom. You should not be scared of going to school every day.
00:27:19
Speaker
But at the end of the day, like these are things that we've accepted. And again, whether that acceptance is in a healthy way or not, we have accepted them and they're a part of our lives now. And I think I kind of, I mean, I don't wish, but like, I just, I wish I would have been interested to see what a response like this would have looked like 40, 40 or 50 years ago to generations that didn't have access to the tools that we have today. And I think it just, it shows me so much about the,
00:27:48
Speaker
the character and the hope I have. That's why I'm hopeful for the future because I believe in the peers and I believe in how we can persist through all this. And I think I'm optimistic that we are the ones that will make some change in what we're seeing around
Conclusion and Future Directions
00:28:07
Speaker
us. I love that answer. I think that might be the misunderstanding that I would throw out there about this generation is that you are more resilient than a lot of people give you all credit for.
00:28:17
Speaker
I'm considering the world in which you're being raised and how you're able to navigate that. Like I think about if I was the same age with, as some of the things that are going on, like high schoolers today, I don't know if I would be as mentally tough. And so I give you all credit for also going through some really terrible things, having a lot of access to seeing some terrible things happen in the world.
00:28:43
Speaker
and still role modeling some really positive, ethical, and good behaviors as humans. And I credit you all for the openness and vulnerability that you have about the fact that being a human is hard and sharing about that is totally okay. So man, every time I record an episode, all I do is just say how much I love Gen Z.
00:29:06
Speaker
Because I do. You're just wonderful. Well, Andrew, it has been so great to connect with you again, hear what you're working on. Really, it's awesome to just check in and see how your career has changed, how it's evolved. But really, it just felt right to have you part of this conversation this season as we're talking about culture.
00:29:26
Speaker
So I know people will probably want to be interested in following along in some of the work that you do because you're putting out wonderful insights. Can you share with some of the listeners where they can follow along with the work that you're doing, where they can find you, if there's Gen Z listeners, how they might be able to engage with you in the work that you're doing? Yeah, totally. Thanks for the opportunity. You can find anything we're doing at dcdx.co, using six letters, which was a helpful part of the name change.
00:29:52
Speaker
And otherwise, you can connect with me, always, and you're at ecdx.co or on Twitter at Drew S. Roth. And for Gen Zers involved, good timing. We're always looking for more to join our community for research. You get paid for participating and it's a good way to...
00:30:09
Speaker
Pay for the weekends, to pay for a trip to the movies, whatever you're using it for. And I think it also gives you a chance to have your voice heard and the voice of your community. Whether that's a loud voice or a quiet voice, it's a voice and it matters. So that's what we're here for. And feel free to connect with me on anywhere through our website, through Twitter or LinkedIn, and I'll get you in the right spot. So thanks, Megan, for the opportunity. Wonderful. Yeah.
00:30:38
Speaker
You're so welcome. And this is a personal plug. If you're on LinkedIn, connect with Andrew because I always feel like you're posting some really insightful stuff or at least I feel like the LinkedIn algorithm knows to send me your stuff because I always feel like you're throwing out some good insightful things out there as well. But Andrew, it's been so great to connect and enjoy your time in Portugal. Thank you. There's an offer for an outstanding coffee in Portugal when you make it over. Wonderful. Can't wait.
00:31:07
Speaker
All right, thanks again, Megan. I want to thank Andrew for joining me for another great conversation. It's been incredible to see Andrew's career and work with Gen Z research unfold. From the first chat we had, I knew Andrew would be at the forefront of helping others understand this generation, and he hasn't slowed down. While our work is different, it's wonderful to connect with others who are contributing to the knowledge base with the goal of better understanding generation.
00:31:33
Speaker
I love Andrew's and DCX's approach in working to stay in lockstep with Gen Z culture and how that work is aiding in greater awareness of what moves a generational cohort. Be sure to connect with them on LinkedIn, but you can also find more information about DCDX at dcdx.co.
00:31:51
Speaker
Before we wrap up this episode, I want to remind you of some recent news. The GenZ Hub, which has been the home for our GenZ research and resources for the last few years, is now officially the Institute for Generational Research and Education.
00:32:05
Speaker
This is a newly established nonprofit that I will help lead with Dr. Corey C. Miller. Our mission is to foster better understanding, appreciation, and collaboration between generations through providing research and knowledge dissemination about generational trends, characteristics, behaviors, and outlooks as they impact intergenerational engagement.
00:32:25
Speaker
We are nowhere near done with our exploration of Gen Z, but we are preparing to expand our work in other generational studies. You can learn more about our work and check out our new website at institute4gens.org. That's institute4gens.org. And thank you for tuning into this episode. As always, if you enjoyed, please rate, review, and subscribe wherever you listen to podcasts. This not only helps me improve the podcasts, but it helps other listeners find the show.
00:32:54
Speaker
Stay tuned as we continue to explore Gen Z cohort culture in upcoming episodes. I'm biased, but the guests we have on deck are pretty awesome. However, if there's something you want to learn about, I'll happily make that happen. Please reach out via my website, meganmgrace.com, or on social media to share any questions or suggestions you have. Thank you again for stopping by for this episode. Let's continue this conversation. We'll chat soon.