{
  "docId": "019dd923-5ca1-7489-b635-42fe1c307f9d",
  "docSlug": "a0ef4bc87395dabe",
  "documentTitle": "How Can US Brands Reach Gen Z",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.91,
  "pageNumber": 4,
  "pageCount": 8,
  "prevPage": 3,
  "nextPage": 5,
  "slideType": "key_takeaways",
  "function": "analyze_data",
  "density": "balanced",
  "nDataPoints": 36,
  "notes": "Source: BCG Gen Z Survey, May 2023. Notes: Respondents were asked to select from a scale of 1 to 7 on which 1 was “significantly less likely to purchase” and 7 was “significantly more likely to purchase”; net influencer or net dissuader scores were calculated as the percent of respondents selecting 6 or 7 (influenced) and the percent of respondents selecting 1 or 2 (dissuaded). Gen Z n = 317; millennials n = 284; Gen X n = 73; boomers n = 75. Question was asked only about the apparel, footwear, and accessories category.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "line_chart",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b635-42fe1c307f9d/4",
  "deckHref": "/decks/019dd923-5ca1-7489-b635-42fe1c307f9d",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b635-42fe1c307f9d.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b635-42fe1c307f9d#slide-4",
  "components": [
    {
      "bbox": {
        "h": 0.7,
        "w": 0.5,
        "x": 0.45,
        "y": 0.15
      },
      "kind": "chart",
      "text": "Dot plot comparing purchase influence factors across Gen Z, Millennials, Gen X, and Boomers.",
      "attrs": null,
      "subkind": "dot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0d043ee4-c685-4f80-a11f-e5fe51062060",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Net Influencer score: 41%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acba-7384-b6aa-774b5e42dec6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.5,
        "x": 0.45,
        "y": 0.05
      },
      "kind": "paragraph",
      "text": "Q: Think about brands in the apparel, footwear, and accessories category. How does the following affect your likelihood of purchasing from the brand?",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6d2ac348-564e-4f81-8acd-e7d8a77f4f29",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.35,
        "x": 0.05,
        "y": 0.8
      },
      "kind": "source-note",
      "text": "Source: BCG Gen Z Survey, May 2023. Notes: Respondents were asked to select from a scale of 1 to 7...",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "669e1ae2-d722-4e6b-ac13-4cc813409ba3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.35,
        "x": 0.05,
        "y": 0.2
      },
      "kind": "title",
      "text": "Gen-Zers are inspired most by people they trust and those involved in their lives",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7a89ecc5-688b-433c-b0bb-a127b85b6701",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Net Influencer score",
      "numberRaw": "41%",
      "numberKind": "percent",
      "actionTitle": "Gen-Zers are inspired most by people they trust and those involved in their lives",
      "calloutText": null,
      "numberScale": null,
      "numberValue": 41,
      "metricFamily": "index_score",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Contrast Pairs",
      "slug": "contrast-pairs",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019dd95a-13ee-7068-978b-049557739c5c",
      "evidence": "Chart opposes 'Net Dissuader' (red) vs 'Net Influencer' (green) zones.",
      "confidence": 80
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-13ee-7068-978a-f859ac62a15b",
      "evidence": "Title states the insight: 'Gen-Zers are inspired most by people they trust and those involved in their lives'.",
      "confidence": 95
    },
    {
      "name": "Annotation",
      "slug": "annotation",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-13ee-7068-978b-02fd247e76b6",
      "evidence": "Direct '41%' callout pinned to the top Gen Z point ('recommended by friends').",
      "confidence": 85
    },
    {
      "name": "Audience Definition",
      "slug": "audience-definition",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "1f8e6e9c-493b-44e0-bab3-a407f19b9612",
      "evidence": "Gen-Zers are inspired most by people they trust and those involved in their lives",
      "confidence": 0.7
    },
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-13ee-7068-978a-fd317ecfc06b",
      "evidence": "Slope/dot chart spans 'Net Dissuader' to 'Net Influencer' axes — fits a comparative ranking.",
      "confidence": 85
    },
    {
      "name": "Color Strategy",
      "slug": "color-strategy",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-13ee-7068-978b-0e5b73fab2f0",
      "evidence": "Red shading = dissuasion, green shading = influence — sentiment encoded by hue.",
      "confidence": 75
    },
    {
      "name": "Data Story Arc",
      "slug": "data-story-arc",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "d937f6a5-11e8-415b-bd4a-30646000e9d5",
      "evidence": "Dot plot comparing purchase influence factors across Gen Z, Millennials, Gen X, and Boomers",
      "confidence": 0.6
    },
    {
      "name": "Visual Hierarchy",
      "slug": "visual-hierarchy",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-13ee-7068-978b-083efb9660ba",
      "evidence": "Pull-quote left panel (white on green) makes the headline insight unmissable.",
      "confidence": 80
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 7,
      "from": 3,
      "beatId": "019dd95a-0702-74a3-87dc-e9fae825e6ca",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": "triple-take-the-facts-what",
      "evidence": "Five data-driven insight slides each surface a single Gen Z behavioral fact.",
      "position": 1,
      "confidence": 55,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [
    {
      "to": 8,
      "from": 3,
      "name": "Pattern Hunter",
      "slug": "02-pattern-hunter",
      "bestFor": "Time-pressed audiences, building consensus, when data is strong",
      "matchId": "019dd95a-088b-72c8-b7e4-9efec70263f6",
      "evidence": "Six contiguous data slides (p3-p8), each opening with 'Gen-Zers are...' and presenting one parallel evidence piece — classic evidence-stacking with no synthesis slide.",
      "position": 1,
      "objective": "Stack six independent Gen Z evidence points until the pattern 'Gen Z is a fundamentally different brand audience' becomes undeniable.",
      "structure": "Evidence A -> Evidence B -> Evidence C -> Pattern/Conclusion",
      "confidence": 75,
      "description": "Group multiple pieces of evidence that together point to a pattern or conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}