Client Name

National Foods Limited

Faculty Advisor

Dr. Farah Naz Baig

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

Consumer Tensions & Motivations: Uncovering Gen Z's frustrations, needs, and triggers aligns with studying behavior and the psychology behind consumer decisions.

Emotional Triggers & Brand Perception: Understanding how Gen Z connects with food, trends, and influencers fits well within behavioral studies, which focus on emotional and cognitive factors driving behavior.

Social Media & Influencer Impact: Evaluating the influence of social media and influencers on Gen Z's purchasing behavior adds a strong behavioral component to the study, as it looks at external influences shaping internal decision-making processes.

Food’s Social & Emotional Role: Investigating how food impacts Gen Z’s happiness, nostalgia, and identity further emphasizes the intersection of behavior, lifestyle, and emotion in consumer habits.

Aligned SDGs

GOAL 12: Responsible Consumption and Production

Aligned SDGs Justification

Responsible Consumption and Production: By identifying what Gen Z values in their food choices, such as sustainability and food origins, your research can help businesses produce more environmentally responsible products. For example, insights from your study could lead to the development of products that use sustainable ingredients or packaging, supporting SDG 12.

NDA

No

Abstract

Abstract
This study investigates how Generation Z in Pakistan navigates food choices, emotional wellbeing, and brand engagement in a fast-paced, digitally saturated world. The research aimed to explore consumer motivations, emotional triggers, lifestyle patterns, and the impact of social media and influencers, while also identifying opportunities for meaningful brand connection. A mixed-method approach was used, incorporating surveys, focus group discussions, in-depth interviews, and retail visits to gather comprehensive insights.

The findings reveal that most members of Generation Z experience a persistent sense of stress, driven by academic demands, social expectations, and constant exposure to digital content. Very few participants expressed satisfaction with their daily routines. Instead, many reported feeling emotionally drained and disconnected. In such a climate, food is not just nourishment, it becomes a tool for comfort, self-expression, and micro-escapism.

Importantly, traditional advertising narratives fail to connect with this audience. Generation Z no longer responds to idealized, polished content. They are drawn to authenticity, imperfection, and emotional honesty. Many express frustration with overly curated influencer content and instead value creators who are open about their struggles and real-life experiences.

Based on these insights, the campaign concept "Not Your Basic Sauce for Not Your Average Life" was developed. Drizz’l sauces are positioned as emotional companions that offer small moments of relief and control in chaotic routines. The strategy includes humorous, emotionally resonant activations, such as limited-edition packs and user-generated content. By aligning the brand with Generation Z’s desire for authenticity and emotional support, this campaign creates a more relevant and lasting connection.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

Download

Share

COinS