My name is Mario Xavier Carrasco. I am the co-founder and principal of ThinkNow Research. I’m excited to share with you a little preview of what my upcoming session at Qual360 North America will be about. “Cross-Cultural Gen Z – How to Think About Culture & Ethnicity with Gen Z” will be a conversation about the largest most disruptive generation that’s ever existed. Gen Z represents 26% of the U.S. population and is 47% cross-cultural by some definitions.
And we are at a historical tipping point:
• Gen Z will be the last non-Hispanic White majority generation
• Cross-Cultural Gen Z not only stands out in numbers but also purchasing power
• Estimates place total Gen Z at $44 billion in purchasing power
• Factoring their influence on parental decisions, Gen Z purchasing power jumps to $200 billion
So what are we doing as Qualitative researchers to engage this new generation effectively from a research standpoint? In my presentation, you will learn about how Gen Z thinks about products, services, and culture while giving you tools to better engage them in a qualitative research setting.
I look forward to seeing you all at Qual360 this year in Washington D.C. My session, “Cross-Cultural Gen Z – How to Think About Culture & Ethnicity with Gen Z” will take place on April 5th from 12 – 12:30 pm.
Here is a short video of my pitch!