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E287 | Unveiling How Brands Connect with the Digital Native Generation with Jay Richards

Are you tapping into the mind of Generation Z effectively? Have you considered the nuances of their consumer behaviour and their impact on your brand strategy? If you find yourself second-guessing or simply curious, this week’s episode of The Melting Pot is a must-listen for you.

This week, we learned from Jay Richards, the innovative entrepreneur behind the game-changing platform, Imagen Insights. Having been sought out by the NFL’s head of retail to craft a marketing campaign rich with Gen Z insights, Jay recognised a persistent challenge for brands: how to rapidly and effectively engage with this dynamic demographic. Out of this, Imagen Insights was born – connecting companies like Amazon, Google, Nike, and others with Gen Z to shape their product design, marketing strategies, and macro-level brand questions.

During their conversation, we’ll learn more about Jay’s innovative ‘’Imagen Index’, its applicability beyond the limits of social listening, and the nuanced dynamics it reveals within Gen Z’s political and social engagement, particularly in the context of the ongoing U.S. election cycle. They further discuss the pandemic’s lasting impacts on youth development, the rise of zero-party data, and the integration of AI within research methodologies.

For business leaders, marketers, and strategists seeking a rigorous, informed approach to engaging with Gen Z, Jay offers not only his perspective but also practical tools that eschew performativity for authenticity. 

Download and listen today!

On today’s podcast: 

  • Understanding Gen Z
  • The Imagen Index 
  • The role of social listening and social media
  • Gen Z’s core values and political views
  • Using AI in qualitative research

Follow Jay Richards:



Who is Jay Richards

Jay Richards is a dynamic entrepreneur, visionary speaker, and CEO at Imagen Insights on a mission to bridge the communication gap between brands and the influential Gen Z demographic. Armed with the insights and unfiltered feedback from the brutally honest Imagen Insights Gen Z community, Jay empowers some of the world’s most prominent household names with the knowledge and data they need to craft successful marketing strategies. 

From his early days as a rebellious school student, Jay’s journey has been nothing short of a testament to his hard work and dedication. Fast forward to today, and he stands as a Forbes 30 Under 30 entrepreneur, with an accolade for his accomplishments and groundbreaking work in the field of marketing and qualitative generational insights. In 2020, he was recognised as a Future Leader finalist by Mediatel, further solidifying his reputation as an industry trailblazer. Jay’s impact extends far and wide. Imagen Insights has played a pivotal role in assisting industry giants such as Amazon Prime Video, Google, and Unilever in effectively engaging their target demographic and driving innovation in their marketing strategies.

What you’ll learn from Jay Richards

03:12 – Why Imagen Insights Was Created

05:11 – Engaging Gen-Z For Brands: Cost-effective solutions

06:12 – What’s The Truth About Gen-Z 

07:18 – Understanding Trends Through Qualitative Research

08:18 – Finding Cultural Patterns and Trends Among Different Generations

09:45 – The Technology Replacing Social Listening and Focus Groups

12:13 – What Is Social Listening And The Role of Social Media

15:18 – Using Diverse Research Tools Provide Comprehensive Insights

18:30 – Gen Z’s Core Values and Political Openness In The US

20:29 – The Impact of COVID In Gen Z’s Views 

23:08 – Excitement About Zero-Party Data And Privacy

25:36 – Using AI As A Complementary Tool For Gathering Insights 

27:42 – Good Research Leads To Informed Decision-making

29:20 – Hire Slowly, Fire Fast

32:08 – Access To Diverse Experiences And Opportunities Helps Expand Your Horizons

34:18 – School System Is Designed To Create Employees, Not Thinkers

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