White Rivers Media has rolled out a proprietary research service lab ‘Capital Z’.
The research lab aims to serve as a think tank to C-suite decision-makers, to decode Gen Z’s social and commercial trends.
Capital Z will provide primary and secondary research services to strengthen impact across multiple sectors including media/entertainment, banking, insurance and finance, real estate, sports and fitness, and D2C to name a few.
Shrenik Gandhi, co-founder and chief executive officer, White Rivers Media, said, “At WRM, we believe in ‘being the most’, and to make the most of the crest of Gen Z in the digital world, our new venture ‘Capital Z’ joins in. With an overwhelming supply of information at their fingertips, Gen Z is malleable regarding brand choices and quick to switch interests. It’s a walk on thin ice for brands to position themselves in this landscape—a problem that our new lab will resourcefully solve.”
Mitesh Kothari, co-founder, and chief creative officer, White Rivers Media, said, “Today, Gen Z makes decisions under the influence of their peers, opinion leaders, current fads, and pop culture. They believe in a two-way communication approach and value sustainable concepts. Considering this generation’s exponentially growing role in redefining the digital economy, it is the need of the hour that brands take a revolutionary, methodical approach to make a meaningful difference.”