Introduction to Good Conversations: Generation Z Co-Creation Programme

The Generation Z Co-Creation Programme is the first of many immersive audience deep-dives we’re calling Good Conversations. These conversations are designed to offer charities a collaborative and cost effective opportunity to deeply engage with a key audience, while answering strategic questions and providing a forum to co-create actionable outputs that will have an impact across an organisation. The hybrid programme centred around an ‘always-on’ 3 month online co-creation community, with 100 carefully selected Gen Z participants, enriched by an immersive offline Inspiration Safari.

Chapter 1: Purpose Exploration (sector focus)

During the first 5 weeks of the programme we explored broad and general attitudes to giving while getting to know our Zoomers and their lives. We dived into their hopes, dreams and aspirations as well their fears, worries and concerns to uncover powerful insights that will help you become more relevant and find a place in their lives.

Chapter 2: Cause Collectives (cause focus)

During weeks 6-10, we divided our Zoomers into interest driven Cause Collectives, or sub-section of the community, each relevant to one or two charities from the collaboration (e.g. Homelessness; Children). With fewer participants (c. 16 in each group) we had a more in-depth discussion about each cause, the charity landscape within that cause, and each partner charity in more detail.

Chapter 3: Co-Create (charity focus)

Finally, during the final 2 weeks of the programme, each charity got the opportunity to co-create with a smaller group (8-10) of cause aligned Zoomers. Each partner charity defined the activities within this chapter themselves, using the opportunity to get valuable feedback and input into things like potential new comms, ideas and services or initiatives, as well as deep diving into specific themes of interest.

Download the Recruitment Spec and Activity Plan below.