As explored in the ProPlay macro trend in the Winter/Spring 2015 Cassandra Report: Gen Z, Gen Zs are increasingly taking a professional approach to the activities enjoyed in their free time, which is informing their future careers. Smart brands are speaking to this mindset by introducing initiatives for Z consumers that allow them to engage with their products while also learning new skills.
Häagen-Dazs: Earlier this summer in Mumbai, Häagen-Dazs partnered with parenting site Kidsstoppress to create “I am Chef Haagen-Dazs,” a 10-day workshop where children learned about one of their favorite subjects: dessert. Participants could enroll in one of two levels: basic, which taught the elementary skills of crafting ice cream, chocolate, and fondant, and intermediate, in which those more experienced learned cheesecakes, muffins, cupcakes, cakes, and brownies. At the end of the series, students constructed a three-tier wedding cake in a competition for the title of Häagen-Dazs Junior Chef—and the opportunity to create an original dessert that was made available citywide for a month.
American Girl and Williams-Sonoma: According to the Cassandra Report, 82% of Zs say that cooking skills are something they have or want. Moreover, 37% of them have recently cooked a meal from scratch. Looking to connect with these afterschool pastry chefs, American Girl is launching a branded baking line—including sets, utensils, food mixes, and a cookbook—at Williams-Sonoma this fall. To celebrate the launch, the brands are inviting girls to attend a series of in-store classes where they have the opportunity to learn how to make cookies, cupcakes, and French madeleines using the products. Students go home not only with new skills but also a co-branded gift bag.
Barclays: Earlier this year, Barclays introduced Code Playground, a website where children can find an introduction to basic programming skills. The beautifully designed site features novel animations, such as a giraffe, a rocket, and a baseball, which children can customize by engaging in simple coding activities—an enticing prospect given that coding is a skill two-thirds of Zs have or want. Additionally, site visitors can book a teaching session with a staff member from Digital Eagles, an initiative that Barclays launched to help clients, both young and old, enhance their technology literacy through two-hour, in-person coding classes.
