New Brand Solutions Company Wildness Launches with a Revealing Look at How Generation Z is the Catalyst of the Cultural Revolution

Born from AwesomenessTV, Wildness unveils ground-breaking insights from its landmark research study

LOS ANGELES--(BUSINESS WIRE)-- Today, AwesomenessTV, a leading media company serving the global Generation Z audience, introduced Wildness- a new firm that offers research, insights and strategy services for brands that want to be relevant with youth culture.

Using primary research to build upon AwesomenessTV’s unparalleled experience and insights in reaching and influencing this critical demographic across all forms of media, Wildness will join forces with agencies, corporations, artists, writers, engineers and stakeholders alike to help brands resonate with and activate youth culture.

“Generation Z is redefining marketing and media as we know it today. It’s only logical that AwesomenessTV would take what we’ve learned from building our own brand that engages with this powerful audience to launch this new business that can guide marketers to do the same,” said Brian Robbins, CEO and founder of AwesomenessTV. “Independence is key so Wildness can ensure its partners a platform-agnostic approach, and we’re thrilled to have Margaret Czeisler join as the Chief Strategy Officer leading Wildness.”

Czeisler has spent her career pioneering innovative solutions for some of the world’s leading brands, agencies and executives, from experiential consumer experiences and activations to real-time marketing solutions. She most recently served as Global Vice President of Razorfish’s xLab.

“We recognize that today’s youth drive cultural change and are the keys to sustained business growth,” said Margaret Czeisler, Chief Strategy Officer of Wildness. “Wildness brings information, analysis and experience to brands looking to figure out why they need to reach this audience and also how to activate on it. Our differentiator is we’re able to leverage AwesomenessTV’s learnings and merge them with our unique insights about youth culture derived from our proprietary research.”

Wildness encompasses a team of cultural engineers that develop custom solutions to create targeted and authentic engagement between brands and fans, working across all platforms and partners. All of Wildness’ services filter through its unique perspective and expertise in youth culture.

Gen Z Primary Research FindingsWildness has released preliminary results from its exhaustive and sweeping mixed-methods research study on Generation Z. The study encompassed a nationwide survey of 3,000 respondents, ages 12 to 24, and in-depth interviews with teens, parents and teachers across eight U.S. cities, averaging over three hours per interview and yielding a treasure trove of data and insights. Some key findings include:

• Generation Z interacts with brands, retailers, celebrities and entertainment in a surprising way. Wildness refers to Generation Z as ‘Culture Collaborators’ who seek out partners that co-create, connect and reward them.
  • If left with only one device, zero out of 10 would choose to keep their televisions*.
  • 31 percent watch their favorite brands on YouTube.
  • 30 percent follow their favorite brands and view their posts on social media.
  • Nine out of 10 watch YouTube daily.
• While Generation Z tends to be connected 24/7, real life experiences still rule. These are what they “snap,” “gram” and “fav”.
  • 88 percent of respondents take intentional, digital breaks.
• Generation Z has a consistent stance against cruelty of all kinds, with the top 3 social issues being animal cruelty, cyber-bullying and discrimination and prejudice.

Wildness has also released “Wildness Issue One,” the first issue of its publication featuring the latest insights from its mixed-methods study examining 12 to 24 year olds’ attitudes, behaviors and relationships to technology, commerce, culture and media. Wildness has observed daily life in its rituals and practices in order to create a comprehensive picture of this generation. The team also captured stories through the power of film to further examine this generation’s ideas, connections and the everyday objects that define them.

Wildness Issue 1 will be available for purchase at www.thewildness.com.

About WildnessWildness provides research, insights and strategy services for brands that want to be relevant and meaningfully engage with youth culture. Wildness is a division of AwesomenessTV, a jointly owned property of DreamWorks Animation (NASDAQ: DWA) and Hearst Corporation. To learn more, please visit thewildness.com.

* Four percent selected to keep their television.

View source version on businesswire.com: http://www.businesswire.com/news/home/20150929005777/en/

Zeno Group
Vince Bitong, 310.566.3988
[email protected]

Source: Wildness

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