WRM launches Gen Z research lab for brands and businesses 

WRM’s Capital Z is a research-based service lab to help build brand intelligence by structured decoding of Gen Z’s social and commercial sensibilities.

White Rivers Media recently rolled out its proprietary generation-focused research service lab ‘Capital Z’. It aims to offer nights on evolved values and needs of the next-gen power buyers, that is Gen Z. 

Capital Z and its bouquet of primary and secondary research services, aim to strengthen impact across multiple sectors including Media/Entertainment, Banking, Insurance & Finance, Real Estate, Sports & Fitness, D2C to name a few. Capital Z has onboarded some initial sets of key brands. 

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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.” 

Team Capital Z works closely with the stakeholders at the business end to identify trends, insights and behavioural patterns to curate a Gen Z first brand strategy. 

“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," said Mitesh Kothari, Co-founder, and Chief Creative Officer, White Rivers Media on the launch of Capital Z.