Zeno Group Updates & Poland Looking For Publicity
Poland seeks Global PR firm to enhance reputation
As reported by the Financial Times, Warsaw has contacted several PR firms based in London for help with crisis communication to improve their reputation that has been trending downward recently. That is after the U.S, the U.K., Germany, and the European Commission have started investigating the rule of law in Poland.
They are looking for help as the new administration is dealing with criticism from international allies, mass public protests, and foreign investors who are getting nervous.
Almost a year ago, the Venice Commission, a human rights advisory body of the Council of Europe requested the government respect the country’s Constitutional Tribunal and a rule they issued after the court rejected reforms approved in parliament by the Law and Justice’s majority. The Law and Justice party later won the general election in October, and the European Commission started their probe in January.
After much negative PR, Foreign Minister Witold Waszczykowski had an extensive article published in many international media sources such as The Guardian and The New York Times, where he claimed democracy in not threatened in Poland.
The Human Project™ Released by the Zeno Group
The full name of the research being released is The Human Project™: Global Research Findings and Insights into the World’s Most Influential Generation and How Brands Can Connect with Them. The study is primarily based on those born between 1991 and 2001, dividing them into two groups, “Gen WE” (14-20 year olds) and “Gen Z” (21-24 year olds). The study was a group effort between the Zeno Group and CEB Iconoculture. Their test group held more than 5,000 people in Australia, India, China, Canada, the U.S., and the U.K. It also included the parents of the youth.
Therese Caruso, Managing Director of Global Strategy and Insights for Zeno Group, said, “There has never been a youth generation that looks and acts like this one, and that wields more influence. They are shaping the global conversation and workplace of the future. The only way for brands to connect is to act like a best friend – the values young people assign to their deepest relationships are the same values they want to see in brands. The Human Project connects brands through shared values and beliefs and tells the story about what compels this audience to become advocates and evangelizers.”
The most recent The Human Project found seven global truths uniquely characteristic of the two age groups and how their influence shapes our world.
Powerful Influence. These two age groups have a powerful influence on the outside world as well as within families as approximately 78% of families with children in these age ranges say their children have more say in what happens in the family than the parents had when they were children.
Leadership. This generation looks more at leaders as those who lead from the front with example. Beyond that, leadership ranks as #65 of 92 values while equality ranked #2 for those in the U.S., the U.K., Australia, and Canada.
Friendship Built on Values rather than Shared Interests.
Technology. Global Youth work for balance, not dependence, on tech, knowing it works both for and against them.
Health Aware and Guided by Balance. Global Youth are interested enough in all-around health and wellness to research and educate themselves for better results.
Happiness Equation. Global Youth see “happiness” as equal-parts success, purpose, and balance.
Youth vs. Brand as Status Symbol. To earn this group’s trust, money, and loyalty, brands need to understand youth’s personal goals and the way they see the world.
