Sector:
Place Branding
Type:
Research | Social Innovation
Places 4 Us
The Impact of Cities on Gen Z Happiness
Places For Us, the first Brazilian agency specialized in Place Branding, launched a series of studies to explore the impact of living in big cities on people's quality of life and happiness. The series, titled "Oxytocity," merges the concepts of "oxytocin" and "city," reflecting the connection between urban environments and human well-being.
The first edition focused on Generation Z. The challenge was to understand how young people interact with the city, their dreams and aspirations, and how urban environments affect their well-being and happiness.
What:
Cultural Research and Insights
Place Branding
Lego Serious Play
Innovation Strategy
Solução estratégica
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To gain deep insights into Generation Z and their relationship with cities, we facilitated co-creation sessions using the Lego Serious Play methodology. This process enabled us to identify cultural codes and values, as well as to create shared models of the ideal city from the perspective of both individual participants and the group. Through this exploration, we were able to map out a collective vision of what cities need to offer in order for people not just to live, but to thrive.
By bringing these perspectives to light, we uncovered the needs, desires, and aspirations of this generation regarding urban life and its broader societal impacts.
Excecução
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The co-creation sessions generated valuable insights into how Generation Z perceives cities, their social connections, and their values. The Lego Serious Play methodology allowed us to go beyond surface-level responses, diving into the experiences and aspirations of these young people, and creating a collective vision for the future of cities.
The outcome was a shared vision of belonging and a strong sense of community, key elements for this generation's happiness and well-being.
These insights were instrumental in shaping place branding strategies focused on building cities that promote quality of life and happiness.
Outputs
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• Insights Culturais e Sociais: Compreensão profunda das aspirações da Geração Z em relação à vida urbana e seu impacto na sociedade.
• Place Branding Humanizado: Criação de uma visão de cidades que promovem pertencimento e felicidade.
• Co-criação e Pertencimento: Visão coletiva sobre o futuro das cidades, proporcionando aos jovens uma plataforma para expressar suas aspirações e sonhos.
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