The world of True Gen

In the first quarter of 2023, Beautiful Lives will conduct research into ‘True Gen’ – young Gen Z people between the ages of 18 and 21. Participating companies get to know this target group better on the basis of creative assignments and substantive discussions with these young people.

Dive into the world of True Gen with Beautiful Lives

The True Generation has a realistic attitude to life and have grown up in an uncertain world with a pandemic, war and economic crisis. But what do True Gen’ers think is important and how do you reach them?

Traditional marketing techniques no longer work. That’s because this generation looks at the world differently. They are pragmatic, feel free in their identity, make no distinction between online and offline and like to enter into a dialogue. They mainly communicate via apps such as Snapchat, TikTok and BeReal.

Online community and real-life meetup

To understand what drives them, we will spend a month in the first quarter of 2023 intensively with 50 different True Gen employees and participating customers. Online and offline. Together with these young people, we will develop creative assignments in our online community about their values, dreams and ambitions. This method ensures an in-depth dialogue with honest insights about their view of the world.

Then we invite participating customers to talk to True Gen’ers during the physical meetup. You get to know them even better and you can ask questions about what they find important in various areas, such as work, money and sustainability. The results are collected in a report, which provides in-depth insight into the target group.

Generation Swipe

In 2016, we successfully conducted a similar study of Generation Swipe, 16 and 17 year olds at the time. This gave organizations such as ABN Amro, Friesland Campina and ThiemeMeulenhoff useful insights into the needs and preferences of these young people as consumers and participants in the labor market.


Interested in participating? Request more information without obligation.