OUR WORK OUR APPROACH
We Don't Do Guess Work.
We Do facts.
GEN Z EXPERTS
The no.1 street culture specialist Gen Z marketing agency.
CULTURAL INSIGHTS
A global network of 200 local market cultural insiders.
IN-HOUSE BIG DATA
A global data pool of 20,000 inner-city youth consumers.
GEN Z MARKETING AGENCY
NERDS IS A CULTURE-FIRST GEN Z MARKETING AGENCY THAT COMBINES THE ROBUST APPLICATION OF CULTURAL INTELLIGENCE, BIG DATA AND GEN Z EXPERTISE. NERDS DELIVER THE REALEST CONSUMER-CENTRIC BRAND PROJECTS THAT DRIVE CULTURAL EQUITY AND ROI.
As the leading Gen Z marketing agency, we’ve noticed young people are less concerned with mass culture and mainstream expressions of identity. Instead, they choose to explore more nuanced and narrow niches of cultural interest, seeking like-minded people to share their lifestyle aspirations. They are also searching for like-minded brands that mirror their cultural ideology. NERDS can help orientate your brand in a way that increases its aspirational status and primes itself for adoption within these micro-cultural communities, enabling your brand to hold identity value in multiple spheres of cultural expression.
The Gen Z ‘identity’ fragmentation has been accelerated through new digital technology, providing opportunities for more profound self-discovery than ever before. This might explain why Gen Z prioritises brands that help project their cultural identity.
We can help brands navigate how to be credibly part of the incoming Gen Z dominated world and build meaningful connections within these youth communities. We focus on helping brands stay relevant through culture. We dont believe brands can survive trading solely on price, function, attributes and emotional benefits. We help brands transcend category limitations, moving from brand icons to cultural icons. Cultural iconic brands provide an opportunity to create meaning within the experience economy.
They enable Gen Z consumers to fit in with aspirational and influential cultural ideologies whilst expressing individuality. Cultural Icons speak to youth identity desires and are purpose-driven: resolving cultural tensions and becoming a short-hand signal for cultural status.
We always start with a culture-first approach, crafting unique cultural positioning that has high cultural resonance within Gen Z communities.
Why do we help brands move from a direct-to-consumer model to a direct-to-community model? Because we’re constantly seeing collectives of Gen Z cultural insiders intensely gathering on web2.5 social platforms like Twitch and Discord to build communities that are centred around a niche, cultural interest.
It's these cultural communities that influence mass behaviour.
These online platforms and IRL cultural congregation points help cement specialist group members' values, principles, interests and goals, further crystallising the communities purpose and membership consensus. NERDS can help evolve your brand positioning so you’re accepted into these identity-first niche communities that influence Gen Z consumer segments by driving your cultural equity and perceived social currency. NERDS will help your brand become a market leader through cultural-centric strategies that move beyond psychographics. We will help your brand explore community creation, leveraging the human need for community, a key driver of Gen Z psychology. What makes NERDS the number one Gen Z marketing agency is our ability to co-create purposeful brand-centric communities that deliver long-term sustainability and cultural relevance.
As the number one Gen Z marketing agency, we guarantee future-forward insights, accessed through hard-to-reach youth audiences, translated into authentic and engaging strategy and creative. Our projects are co-created with the GenZ communities driving the culture. Each project team is carefully curated from our extensive network according to the category of your challenge. We have helped brands like Nike, adidas, Puma, The North Face, Converse and Levi’s build compelling cultural identities that help differentiate their brand and create cultural kudos within Gen Z communities.
We never pitch. Instead, we collaborate with brands that share our passion for purposefully facilitating and propelling culture whilst supporting the Gen Z communities that fuel it.
Government investment in Gen Z programs and services has been reduced by 70% since 2010. NERDS stand by the idea that brands have the resources and means to create a positive change at the frontline of inner-city youth communities. These cohorts are responsible for generating the cultural currency most brands trade off.
Our mission is to help brands cultivate a purposeful connection with youth culture focused on marginalised, unrepresented and under-resourced youth.
