Emma Holmes

About my project:

A Communications Guide for Cosmo-Millennial Brand Collaboration

This project aims to address the rising regressive social behaviour and the disconnection between cosmopolitan millennials and millennials living on the outskirts of cosmopolitan life, mentally and physically.  Human-centered design being at the heart of the project, I allocated 75% of my primary research to face-to-face sessions with young cosmo-millennials from London, this included focus groups, one-to-one interviews and a prototyping session.  I used text based and statistical studies on preceding generations to create a contrasting analysis of London’s cosmo-millennials, and then cross-referenced this with my own primary research. The result: a communications guide for brands who wish to collaborate with cosmo-millennials on aiding social progression; opening and supporting dialogues on socio-cultural topics that are crucial to developing the mindsets of millennials. This guide includes a trend forecasting report and emotive consumer profiles, built with bitmoji.

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