It looks like brands are slow to catch on women real needs and expectations not only as consumers but also as individuals facing several deep issues on a daily basis.
Then, why should brands redefine their guidelines when it comes to marketing to women ?
Keep yourself to yourself is now a trend. To decline an invitation to go out, turn off your notifications, stay away from social media and watch Netflix with TV dinner slumped on your couch ; here are the symptoms of JOMO. You might be infected.
People mistakenly think of Gen Z (or centennials) as a lazy, unstable and stubborn bunch of young reckless misfits allergic to authority. And yet, those young reckless people are also genuinely committed, ambitious and involved in worthy causes. They might be paradoxical but they never take action without thinking about the consequences.
Since it is a qualitative research method based on exploration and introspection within a sample group, organizing a focus group requires a good survey methodology. How do your potential consumers see and consider your product or service ? Why do they provide a good or bad opinion about it ? In what situation could they use it or ask for it ?