Learnings from The Quirk’s Event – LA 2025
The Quirk’s Event – LA featured presentations from a broad range of sectors within the insights industry. From technology to generational insights, there was a bit for every attendee. Learning about industry trends or how to navigate certain challenges directly from brands themselves is extremely valuable. While it is impossible to summarize each presentation in detail, below is a short compilation of a few standout sessions.
The American dream for Gen Z
Gen Z is not dreaming of success, instead they yearn for basic security. For Baby Boomers, stability meant owning a home and having a family. Similarly, 77% of Gen Z view stability the same way and hope to avoid living paycheck to paycheck. Luckily, the traditional path isn't the only way anymore. Gen Z has found alternative ways to create their own opportunities.
Contrary to popular belief, only 2% of Gen Z dream of being full time content creators. In the session “Reimagining the American dream: Gen Z’s reconstruction of success,” Andrea Scheuerman of Prodege and Raven Baker and Isobel Brown of Adolescent Content explained that most view social media as a way to build a brand for further success. Their intention is not to go viral for fame but to go viral to connect with new audiences. It is not about overnight fame, but about calculated career amplification.
Keeping adults 65+ in mind
Over 4 million Americans turn 65 this year and it is crucial to include this cohort when conducting research. This generation has a desire to feel heard. They will voice their opinions if they feel something violates their personal values or perspectives. Since this generation is more skeptical due to an increasing prevalence of scams in the U.S., researchers should offer a way to validate the authenticity of their surveys.
In the session “Innovating for inclusivity and impact: Exploring hidden opportunities in research among those age 65+,” Jessica Lopez of Viking encouraged designers to create surveys with those 65+ in mind. Implementing easy-to-use, mobile-first tech designed for larger fingers, poor eyesight and those less familiar with tech, offering the ability to review and confirm responses for important questions and minimizing questions about their personal details or sensitive topics help encourage older generations to participate in research.
How brands can stay culturally relevant
Gen Z grew up in a time of instability and crisis. Seventy-two percent say they feel constantly stressed and 77% are anxious about the future. As digital natives, Gen Z have an abundance of information at their fingertips. With endless amounts of content via music platforms, social media and streaming content, they have established a unique approach to life with standards companies should be aware of. In the session “How Beats by Dre uses Gen Z insights to stay relevant in culture,” Camille Barbier of Beats by Dre established three prominent Gen Z traits.
1. Gen Z want real
Gen Z grew up in a world of filtered images and fake news leading them to be skeptical about what is real. Gen Z embraces authenticity, transparency and vulnerability from brands and individuals, and 86% like when people showcase flaws and imperfections.
2. Gen Z reject categorization
With so much culture in the palm of their hands, Gen Z have complex tastes and amalgamated identities. While previous generations typically chose a subculture to be a fan of, Gen Z rejects labels and binaries. The refusal to fit neatly into one genre or category is a hallmark of this generation.
3. Gen Z are pragmatic
Gen Z takes a grounded and highly practical approach to life. With vast amounts of information at their disposal and so much chaos around them, they're analytical and discerning consumers who value knowing what is going on.
Gen Alpha: The top brands and the importance of individuality
With members of Gen Alpha already missing their childhoods, there is a strong indication that the nostalgia cycle will shorten in the future. Brands must prepare for expedited nostalgia cycles and stay aware of the aesthetics this cohort seeks out. In the session “Coolest brands for kids! Who makes the top 100 and what makes a brand truly cool for Gen Alpha,” Audrey Birner and Pete Maginn of Beano Brain listed the top brands for Gen Alpha and the attributes they value most.
Brands must be welcoming, inspiring and should respect their intelligence and sophistication. Additionally, brands must encourage them to express their individuality while fitting in with their friend group. Brands like Crocs and Nike rank high among Gen Alpha. Crocs offer Jibbitz, allowing a standard pair of Crocs to be customized to each individual while Nike’s endless backpack color and style options let children reflect their unique personalities while maintaining a culture uniform.
Creating authentic partnerships on TikTok
When creating a partnership, authenticity is key for both the brand and the creator. Instead of giving creators a default script for an ad, brands are encouraged to lean on them and understand that creators know their following best. Allowing creators to keep creative control over the content results in authentic ads that appeal to their viewers.
In the session “’TikTok’- famous brands? How social influencers/creators impact sales,” Jacqueline Cervantes of TikTok and Leabe Commisso of Ipsos, recommend brands to find a creator who aligns with their vertical. For example, an airline or hotel partnering with a travel influencer can result in an authentic, long-term relationship. TikTok has greatly altered the way we consume content, the way we communicate with brands and has given users a way to reach new audiences.
The Quirk’s Event – LA: Coffee, sorbet and puppies
Every Quirk’s Event is slightly different and each location brings a new set of experiences. While attending sessions was my priority throughout the two-day event, it was nice to take breaks to meet industry professionals and test out the new event badges.
I also enjoyed walking around the expo hall and seeing the unique experiences. The barista station and ice cream and sorbet bar were worth the wait in line, but what stood out to me most were Thursday’s puppies, visiting from Best Friends Animal Society, making the last day one for the books.