Alongside a theory exam where I achieved 92%, I worked in a consumer insights team ‘Pause & Reflect’ to produce a documentary style video and accompanying key findings infographic on the sustainable shopping behaviour of Gen-Z. Focusing on the following questions: 

 

• How do Gen Z engage with ideas of sustainability and fashion? 

• How do they research or decide to choose what they purchase and do they consider sustainability in that process? 

• What are their values around this? 

• How do these values manifest in their actual purchasing behaviour? 

• Do their values really translate into action? If not, why not?

• How does this generation deal with ‘divestment’? In other words, how do they dispose of items in their wardrobe? Do they even think about it?

• Key takeaways and learning from the research and how might these be helpful for fashion brands?

 

This team working exercise taught me how to communicate market research information in a written / visual format, use theoretical models to underpin approach to primary research and gain insight into the motivations and behaviours of a specified target consumer / audience within a team-setting. I’m confident in my interpersonal communication skills, emotional intelligence and flexibility.