ON Intern Take Home
Empowering the Most Informed Consumer yet.
Coming alongside Gen Alpha with products that they can trust on their mission to change the world.
Get to know Alphas
Alphas
Are:
Going to be the largest generation in the history of the world.
Digital natives.
The most diverse generation in history. 1
Outside in
Inside out
Technology happened kind of by accident here. We didn’t have tablets, but once the pandemic started and the kids were home, my husband and I were both home working we ordered the kids Kindle Fires because we needed help keeping them busy!”
–Parent of 8 yr. old girl | New York 2
"
Impacts of
COVID-19
"
40% of alphas have used a tablet before they turn 6.2
Over 30% of alphas want a career that creates a positive impact on the world.2
Only 15% of Gen Z future career choices creates positive impact in the world around them.
Believe there's value in being themselves. 2
They ranked fame and social media as the least important things in their life.
75% of
Alphas
Would rather go outside, exercise, or use their technology less when asked about managing their mental health. 3
Market Trends
66% of
Alphas
Prefer to buy from companies that positively impact the world.
According to Merkle’s Q1 2022 Media Insights Report,
Alphas often seek out reviews on social media when considering a purchase.
51% of
Alphas
first hear about a brand through YouTube.
Razorfish
Key Takeaways
1. Value-driven
2. Authentic
3. In the know
Insight
Alphas=The Most Informed Consumer (MIC's)
StyleTrends
The most informed consumer uses the breadth of the internet to curate look and feeling from a romanticized period. Then in the physical world they pride themselves in collecting pieces of clothing that reference they're particular vision of a perfect world.
ON DNA
Nothing is more authentic to On than the Cloud tooling.
Where does ON fit
People have closets full of shoes for a variety of activities and environments. Among the classics there are always some athletic training shoes people keep for running around. On's DNA is at the intersection of active but still stylish.
Cloudsurfer
Design an On Cloudsurfer with more prominent details and attitude while still being authentically On.
Ideation
1 foot away
10 yards. Away
10 feet away
Final Design
Dope-Dyed Polyester
Heat-Fused Vinyl
Reclaimed Nylon Webbing
Heat-Fused ON Logo
Heat-Fused O Logo
