@dcdx
a Gen Z research and strategy lab
Forbes 30 Under 30 2025: Marketing & Advertising
Forbes 30 Under 30 2025: Marketing & Advertising
From sauna socials to run clubs: Are community event leaders the new influencers?
From sauna socials to run clubs: Are community event leaders the new influencers?
Young consumers are gravitating towards in-person micro-communities. It’s an opportunity for agencies and brands that get it right.
24 Gen Zers to watch in marketing and advertising
24 Gen Zers to watch in marketing and advertising
5 influencer marketing predictions for the second half of 2025
5 influencer marketing predictions for the second half of 2025
As marketing budgets tighten, brands are pouring more money into influencers who can not only drive reach, but host IRL events, fuel cultural relevance and deliver measurable ROI.
Why brands are turning to local leaders—not just social stars—to build trust and connection
Why brands are turning to local leaders—not just social stars—to build trust and connection
Today's most valuable influencer might be the founder of a local run club, the organizer of a weekly dinner party or the host of a neighborhood dad walk.
Should brands fear the ‘underconsumption core’ trend, or lean into it?
Should brands fear the ‘underconsumption core’ trend, or lean into it?
Emphasizing durability and versatility over fast-fashion may strike a chord with those buying less.
The 10 Beauty Brands That Ruled Among Gen Z This Summer
The 10 Beauty Brands That Ruled Among Gen Z This Summer
Data from Dcdx shows Charlotte Tilbury, Rhode and Sephora were among Gen Z's top 10 brands by organic UGC engagement and consistency.
Want Monday off every week? This firm has been doing just that
Want Monday off every week? This firm has been doing just that
Can Gen Z advisory boards help brands stay relevant? - The Hustle
Can Gen Z advisory boards help brands stay relevant? - The Hustle
Corporations are embracing young voices to stay ahead of the curve.
McDonald’s won over Gen Z by bringing back Grimace
McDonald’s won over Gen Z by bringing back Grimace
Explore the latest news and expert commentary on Quick Service, brought to you by the editors of Nation’s Restaurant News
Hinge Launches Phonebook to Encourage Gen Z to Connect IRL for Global Day of Unplugging
Hinge Launches Phonebook to Encourage Gen Z to Connect IRL for Global Day of Unplugging
Hinge is on a mission to help Gen Z tackle their feelings of loneliness with its social impact program, One More Hour, aimed at helping them add more in-person connections to their lives. In celebration of Global Day of Unplugging (sundown March 1 to sundown March 2, 2024), Hinge is empowering young adults to get off their phones by releasing a pocket-sized Phonebook filled with over 100 pages of free ideas and inspiration for in-person connection time.
The Screen Time You Shouldn't Feel Bad About
The Screen Time You Shouldn't Feel Bad About
How Gen Z became so nihilistic about money
How Gen Z became so nihilistic about money
The "buy everything, own nothing" generation has seen the cost of living soar. They're "vibing" their way into adulthood, and some experts say they've got it right.
HINGE’S PHONEBOOK IS A GUIDE FOR GEN ZERS LOOKING TO UNPLUG
HINGE’S PHONEBOOK IS A GUIDE FOR GEN ZERS LOOKING TO UNPLUG
Abercrombie Won by Leaving Teens Behind. Sibling Brand Hollister Is Taking the Opposite Approach.
Abercrombie Won by Leaving Teens Behind. Sibling Brand Hollister Is Taking the Opposite Approach.
Abercrombie & Fitch Co. wowed Wall Street when it turned around its namesake brand, partly by shifting its focus from teenagers to adult women. Now the company will find out if it can give a similar boost to its Hollister brand as it sticks with high-schoolers.
Fast Company feature!
Fast Company feature!
Andrew Roth, founder of research firm Dcdx, talks about how virality and instant gratification have fundamentally changed the way young people interact with brands.
WSJ: More Chicken, Lighter Beer, Pink Drinks: Companies Craft New Products for Gen Z Tastes
WSJ: More Chicken, Lighter Beer, Pink Drinks: Companies Craft New Products for Gen Z Tastes
People Want More Protein. Even at Dessert.
People Want More Protein. Even at Dessert.
Managing Gen Z: Fast Company’s 142-point guide for leaders
Managing Gen Z: Fast Company’s 142-point guide for leaders
No job? No shame. Younger workers are opening up about unemployment.
No job? No shame. Younger workers are opening up about unemployment.
Whether they’re taping layoffs or documenting their job searches, Gen Z and younger millennials are bringing candor to joblessness.
NYT: Lawmakers Want to Ban TikTok. Here’s What Users Say Is at Stake.
NYT: Lawmakers Want to Ban TikTok. Here’s What Users Say Is at Stake.
6 Things Gen Z Want From Their Employers To Flourish In Their Careers
6 Things Gen Z Want From Their Employers To Flourish In Their Careers
BBC: How Gen Z are disrupting the definition of ‘prestigious’ jobs
BBC: How Gen Z are disrupting the definition of ‘prestigious’ jobs
What’s the deal with ‘lazy girl jobs’? (Hint: It’s not laziness.) - The Boston Globe
What’s the deal with ‘lazy girl jobs’? (Hint: It’s not laziness.) - The Boston Globe
Gen Z Pivots from Accounting, Pursues Creative Freedom and Entrepreneurship
Gen Z Pivots from Accounting, Pursues Creative Freedom and Entrepreneurship
Gen Z Fast Food Trends Are Not Looking Good For Big Chains
Gen Z Fast Food Trends Are Not Looking Good For Big Chains
How Gen Z Entrepreneurs are Reshaping Workplace Dynamics
How Gen Z Entrepreneurs are Reshaping Workplace Dynamics
Fast Company: The definitive ranking of 2023’s best and worst branding
Fast Company: The definitive ranking of 2023’s best and worst branding
Digiday: Why Spotify makes Wrapped its annual marketing moment
Digiday: Why Spotify makes Wrapped its annual marketing moment
Inc Magazine: Brands are Hiring Gen-Z Advisory Panels to Help Them Appeal to Younger Demographics. Is It Worth It?
Inc Magazine: Brands are Hiring Gen-Z Advisory Panels to Help Them Appeal to Younger Demographics. Is It Worth It?
Report: As Gen Z Ups Screen Time, Their Sadness Stats Rise
Report: As Gen Z Ups Screen Time, Their Sadness Stats Rise
Forget About Labor Trends: Here’s What’s Important to Gen Z Workers
Forget About Labor Trends: Here’s What’s Important to Gen Z Workers
Here's what the major platforms Meta, Digiday: TikTok, Twitter, others are likely wishing for this holiday season
Here's what the major platforms Meta, Digiday: TikTok, Twitter, others are likely wishing for this holiday season
Business Insider: Advertisers have long struggled to capture Gen Z's attention. Here's how brands can cut through the noise using online education tools.
Business Insider: Advertisers have long struggled to capture Gen Z's attention. Here's how brands can cut through the noise using online education tools.
dcdx | LinkedIn
dcdx | LinkedIn
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