Company
Cartier
Asia Pacific office
Project
Generation Z in the workforce
Impact
Intergenerational
Co-collaboration
The challenge
Founded in 1847, Cartier is renowned globally for its luxury jewellery and watch creations. As a brand that has established itself as a symbol of elegance and craftsmanship, Cartier sought to deepen its understanding of changing generational demographics and trends in the diverse Asia Pacific market. The goal was to identify unique insights and strategies to strengthen its presence, connect and attract younger generations across the region.
Our approach
Our approach to addressing Cartier’s challenge involved a deep dive into the intergenerational insights, that combined data-driven research with on-the-ground expertise. Our comprehensive approach included:
A. Intergenerational Insights
B. Future of Work trends
C. Values and Employee Journey
We examined the core values that matter to the new workforce, including authenticity, inclusiveness, and, autonomy. Furthermore, we analysed how these values influence the employee journey map, from recruitment strategies to employee well-being and support.
D. Leadership and Wellbeing Culture
We discussed Gen Z’s expectations in the workplace, their preferences for leaders, and their prioritization of well-being culture over hustle culture.
E. Intergenerational
Buddy System
As a proactive solution, we introduced the concept of an intergenerational buddy system, fostering collaboration and knowledge exchange between Gen Z employees and their more experienced counterparts. This innovative idea received enthusiastic support from all regional teams.
Results
Our research and strategic discussions yielded significant outcomes that are poised to transform Cartier’s approach to engaging Gen Z talent in Asia Pacific:
- Tailored Regional Strategy: We equipped Cartier with a comprehensive understanding of Gen Z’s values, expectations, and unique needs. This knowledge forms the foundation of a regional strategy that ensures Cartier remains relevant to this demographic.
- Intergenerational Buddy System Implementation: The intergenerational buddy system, which we proposed during our engagement, was met with unanimous approval and enthusiasm from Cartier’s regional teams. It will now be integrated into the regional strategy to enhance collaboration and knowledge sharing.
- Alignment with Gen Z Values: Cartier is well-positioned to align its workplace culture with the values that matter most to Gen Z, fostering a sense of purpose, trust, and inclusivity.
Conclusion
Cartier’s journey in understanding and connecting with Gen Z in Asia Pacific is a testament to its commitment to adapt and innovate while maintaining its legacy of luxury and craftsmanship. With a strategic focus on intergenerational insights and the introduction of the intergenerational buddy system, Cartier is poised to attract, nurture, and retain top talent from the Gen Z demographic, ensuring a bright future for the brand in the region.
This case study underscores the importance of staying attuned to the evolving preferences and values of emerging generations in the workforce and highlights the power of collaboration and innovation in addressing these shifts successfully. Cartier’s proactive approach ensures its continued relevance and success in the dynamic Asia Pacific market.