Unfold the future: Future Generation Lab
COVER STORIES
Unfold the future: Future Generation Lab
Diverse, purpose-driven, with a digitally-native upbringing, Generation Zs (or Gen Zs for short) are shaping the future of commerce. It’s about time brands recognise the immense potential of this unique consumer demographic. And Samsung did.
With the goal of establishing a stronger brand persona in the hearts and minds of Gen Zs, Samsung’s Future Generation Lab was born. Meet Rachel, Isaac, Mallorie, Thaddus and Wan Ting – the pioneering members behind the Future Generation Lab in Southeast Asia and Oceania. Each flaunting a unique educational and professional background, learn their story and find out how these young go-getters come together to close the distance between Samsung and the younger generations of our time.
With the goal of establishing a stronger brand persona in the hearts and minds of Gen Zs, Samsung’s Future Generation Lab was born. Meet Rachel, Isaac, Mallorie, Thaddus and Wan Ting – the pioneering members behind the Future Generation Lab in Southeast Asia and Oceania. Each flaunting a unique educational and professional background, learn their story and find out how these young go-getters come together to close the distance between Samsung and the younger generations of our time.
Tell us more about Future Generation Lab. What sets it apart from the rest of the team at Samsung?
The Future Generation Lab is Samsung’s new global initiative, designed with a mission to introduce new energy and momentum in connecting Samsung to Gen Zs and future generations.
Consisting of 5 employees under the age of 30, our Lab digs deep into the behaviour of Gen MZs (Gen Z & Young Millennial), employing a “for Gen Z by Gen Z” approach in the co-creation of social content and marketing activations to better resonate with our generation.
What sets our Lab apart from the rest of our organisation is the extent of free reign we’re afforded. Samsung has boldly embraced the Gen Z values of authenticity, creativity, and diversity, and this is strongly manifested in their celebration of the Lab’s disruptive, bold, and unconventional voices.
Typical to many large organisations, it is not uncommon to see some red tape around engagement and outreach to consumers. However, at the Future Generation Lab, we’re encouraged to think out of the box, explore uncharted waters, and be agile. This is unprecedented, and a testament to Samsung’s commitment in advocating for and authentically connecting with our generation.
The Future Generation Lab is Samsung’s new global initiative, designed with a mission to introduce new energy and momentum in connecting Samsung to Gen Zs and future generations.
Consisting of 5 employees under the age of 30, our Lab digs deep into the behaviour of Gen MZs (Gen Z & Young Millennial), employing a “for Gen Z by Gen Z” approach in the co-creation of social content and marketing activations to better resonate with our generation.
What sets our Lab apart from the rest of our organisation is the extent of free reign we’re afforded. Samsung has boldly embraced the Gen Z values of authenticity, creativity, and diversity, and this is strongly manifested in their celebration of the Lab’s disruptive, bold, and unconventional voices.
Typical to many large organisations, it is not uncommon to see some red tape around engagement and outreach to consumers. However, at the Future Generation Lab, we’re encouraged to think out of the box, explore uncharted waters, and be agile. This is unprecedented, and a testament to Samsung’s commitment in advocating for and authentically connecting with our generation.
What are the goals/objectives of Future Generation Lab?
Broadly, our goal is to strengthen brand perception and affinity with our Gen MZ audience by positioning Samsung's brand and products in a relevant and authentic manner.
We need to engage our young audiences with product features that would meet their needs, help them overcome challenges, and enhance their daily lives. By demonstrating that Samsung cares deeply about their values, needs, and aspirations, we want to inspire confidence in Gen MZs toward our brand.
Through bold experiments, genuine conversations and grassroots discovery, our goal is for Samsung to be at the forefront of young people’s minds, and for this to translate to long-term brand love and loyalty.
How would the team go about achieving them?
With many exciting products being released this year, we’re already waist-deep in preparation for campaigns by diving deep into understanding Gen Z drivers and behaviours, keeping pulse on the competitive landscape, and following trends closely. We spend as much time in the office brainstorming as we do on the ground, listening to what real Gen Z consumers have to say.
We’re also gradually building up an active presence on Gen Z-dominated platforms like TikTok by creating authentic, organic content regularly so that young consumers can grow familiar with and embrace this fresh Samsung voice.
There are a ton of exciting plans in store for the Future Generation Lab. This will be our first year as a fully operational team, and we’re excited to bring these plans to life with the support of our leadership, as well as the broader team at Samsung.
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How did all your journeys with Future Generation Lab begin?
Rachel: I was given the opportunity to lead the Future Generation Lab after a rigorous selection process. My experience in marketing agencies and consulting firms have given me the creative acumen to bring bold ideas to life, and a keen eye for content that thrives among Gen Zs on social media shapes my greater goal to connect our brand with the young well.
Isaac, Mallorie, Thaddus, and Wan Ting: We’re all graduate associates in the Corporate and Digital Marketing departments, each contributing full-time in specialised functions such as Media & Marketing Investments, Consumer & Market Insights, Brand Marketing, CRM, and Performance Marketing, while also serving as core members of the Future Generation Lab. Besides being some of the youngest employees at Samsung, we were strategically elected into the Lab with the synergy of our roles, skills, and interests in mind.
The team at Future Generation Lab is a diverse one, featuring different disciplines, passions, skill sets and cultural backgrounds. How did all your unique qualities aid in your work at Future Generation Lab?
With such varied profiles, this prevents the Future Generation Lab from becoming an echo chamber. Instead, we get the chance to listen to and learn from perspectives and ideas that are different from our own, cultivating an environment that supports critical thinking and creative ideation within the Lab. We then channel this energy into helping us better understand and resonate more deeply with the Gen Z cohort.
Broadly, our goal is to strengthen brand perception and affinity with our Gen MZ audience by positioning Samsung's brand and products in a relevant and authentic manner.
We need to engage our young audiences with product features that would meet their needs, help them overcome challenges, and enhance their daily lives. By demonstrating that Samsung cares deeply about their values, needs, and aspirations, we want to inspire confidence in Gen MZs toward our brand.
Through bold experiments, genuine conversations and grassroots discovery, our goal is for Samsung to be at the forefront of young people’s minds, and for this to translate to long-term brand love and loyalty.
How would the team go about achieving them?
With many exciting products being released this year, we’re already waist-deep in preparation for campaigns by diving deep into understanding Gen Z drivers and behaviours, keeping pulse on the competitive landscape, and following trends closely. We spend as much time in the office brainstorming as we do on the ground, listening to what real Gen Z consumers have to say.
We’re also gradually building up an active presence on Gen Z-dominated platforms like TikTok by creating authentic, organic content regularly so that young consumers can grow familiar with and embrace this fresh Samsung voice.
There are a ton of exciting plans in store for the Future Generation Lab. This will be our first year as a fully operational team, and we’re excited to bring these plans to life with the support of our leadership, as well as the broader team at Samsung.
How did all your journeys with Future Generation Lab begin?
Rachel: I was given the opportunity to lead the Future Generation Lab after a rigorous selection process. My experience in marketing agencies and consulting firms have given me the creative acumen to bring bold ideas to life, and a keen eye for content that thrives among Gen Zs on social media shapes my greater goal to connect our brand with the young well.
Isaac, Mallorie, Thaddus, and Wan Ting: We’re all graduate associates in the Corporate and Digital Marketing departments, each contributing full-time in specialised functions such as Media & Marketing Investments, Consumer & Market Insights, Brand Marketing, CRM, and Performance Marketing, while also serving as core members of the Future Generation Lab. Besides being some of the youngest employees at Samsung, we were strategically elected into the Lab with the synergy of our roles, skills, and interests in mind.
The team at Future Generation Lab is a diverse one, featuring different disciplines, passions, skill sets and cultural backgrounds. How did all your unique qualities aid in your work at Future Generation Lab?
With such varied profiles, this prevents the Future Generation Lab from becoming an echo chamber. Instead, we get the chance to listen to and learn from perspectives and ideas that are different from our own, cultivating an environment that supports critical thinking and creative ideation within the Lab. We then channel this energy into helping us better understand and resonate more deeply with the Gen Z cohort.
What are some of the initiatives the team has pushed out?
With Future Generation Lab activities in full swing this year, we have already produced comprehensive research pieces on Gaming, Music, and Food - Samsung’s Gen MZ passion points of focus for the year.
We have also supported key product launches through marketing activities and content creation.
For example, we honed in on the Galaxy S22 5G’s newest Nightography feature, as we knew it would resonate with mobile and photography-obsessed Gen MZs. We structured and pitched an evening activity idea, “Nightography Pro Shots”, which links up photography influencers with Gen MZ social media sign-ups. The participants will get professional, Instagram-worthy portraits taken, learn exclusive tips about Nightography, while experiencing the new flagship phone in a hands-on setting. This will be conducted in 5 local markets, including Bangkok and Kuala Lumpur.
To foster genuine conversations about and around Samsung, we also create organic content on our personal social channels to showcase our culture and products as Samsung advocates. Check out our TikTok pages here (Rachel | Isaac | Mallorie | Thaddus | Wan Ting)! Most recently, the team rode on the latest trends with a series of TikToks featuring the newly launched Samsung Smart Monitor M8, and even got some of our senior leadership involved!
With Future Generation Lab activities in full swing this year, we have already produced comprehensive research pieces on Gaming, Music, and Food - Samsung’s Gen MZ passion points of focus for the year.
We have also supported key product launches through marketing activities and content creation.
For example, we honed in on the Galaxy S22 5G’s newest Nightography feature, as we knew it would resonate with mobile and photography-obsessed Gen MZs. We structured and pitched an evening activity idea, “Nightography Pro Shots”, which links up photography influencers with Gen MZ social media sign-ups. The participants will get professional, Instagram-worthy portraits taken, learn exclusive tips about Nightography, while experiencing the new flagship phone in a hands-on setting. This will be conducted in 5 local markets, including Bangkok and Kuala Lumpur.
To foster genuine conversations about and around Samsung, we also create organic content on our personal social channels to showcase our culture and products as Samsung advocates. Check out our TikTok pages here (Rachel | Isaac | Mallorie | Thaddus | Wan Ting)! Most recently, the team rode on the latest trends with a series of TikToks featuring the newly launched Samsung Smart Monitor M8, and even got some of our senior leadership involved!
How has technology shaped your work at Future Generation Lab?
Tech has opened up many platforms for us to represent Samsung in our communication to digital-first Gen Zs; all these platforms are huge playgrounds for the Future Generation Lab to connect with young consumers.
With the recent launch of local TikTok channels in all 8 of our SEAO markets, and our entrance into the metaverse, we’re leveraging new digital touchpoints to “go where they go”.
Tech has also been instrumental in the operations of our Future Generation Lab, especially through this pandemic. It has helped to blur geographical lines so that we’re able to connect with our Future Generation Network members in our regional markets virtually. This has helped the 5 of us in Singapore capture important regional nuances in our work.
Tech has opened up many platforms for us to represent Samsung in our communication to digital-first Gen Zs; all these platforms are huge playgrounds for the Future Generation Lab to connect with young consumers.
With the recent launch of local TikTok channels in all 8 of our SEAO markets, and our entrance into the metaverse, we’re leveraging new digital touchpoints to “go where they go”.
Tech has also been instrumental in the operations of our Future Generation Lab, especially through this pandemic. It has helped to blur geographical lines so that we’re able to connect with our Future Generation Network members in our regional markets virtually. This has helped the 5 of us in Singapore capture important regional nuances in our work.
In creating a strong brand persona to attract younger audiences, what are some important factors to consider?
As the most educated generation to date, they are more discerning than ever, or as the Gen Zs themselves would say, “woke”. Brands have to not only come across as authentic and transparent in its practices and communication, but should also invite their young consumers to participate in their product development/improvement and communication journeys.
Connected and globally-engaged, Gen Zs are also quick to jump into action where they feel social injustices are taking hold. Gen Z mobilisation on issues is fast and intense, and CSR and sustainability initiatives are table stakes for brands wanting Gen Zs on their side. Sitting passively on the side-lines is no longer an option; brands are expected to walk the talk and keep our promises.
Therefore, a pressing goal of the Future Generation Lab is to ensure that as a brand, we’re not talking at young people. Rather, we want to invite them into our conversations so that together, we can be better, and do better.
As the most educated generation to date, they are more discerning than ever, or as the Gen Zs themselves would say, “woke”. Brands have to not only come across as authentic and transparent in its practices and communication, but should also invite their young consumers to participate in their product development/improvement and communication journeys.
Connected and globally-engaged, Gen Zs are also quick to jump into action where they feel social injustices are taking hold. Gen Z mobilisation on issues is fast and intense, and CSR and sustainability initiatives are table stakes for brands wanting Gen Zs on their side. Sitting passively on the side-lines is no longer an option; brands are expected to walk the talk and keep our promises.
Therefore, a pressing goal of the Future Generation Lab is to ensure that as a brand, we’re not talking at young people. Rather, we want to invite them into our conversations so that together, we can be better, and do better.
How would the team evaluate Future Generation Lab’s progress so far?
Being fully operational for a couple of months now, we have made very good progress in laying the groundwork for our plans this year. Leaders at the company have been extremely supportive in giving us the platform to reinforce the agenda and objectives of our Lab, such as at our regional townhalls and key leadership meetings. We have been tasked with initiatives that are ranked top priority for the company this year, and we are definitely set to deliver.
We have also established meaningful relationships within our growing Future Generation Network across the region, made up of passionate young employees who often set aside time in their busy work schedules to contribute to the Lab and use their voice as a force for change.
Being fully operational for a couple of months now, we have made very good progress in laying the groundwork for our plans this year. Leaders at the company have been extremely supportive in giving us the platform to reinforce the agenda and objectives of our Lab, such as at our regional townhalls and key leadership meetings. We have been tasked with initiatives that are ranked top priority for the company this year, and we are definitely set to deliver.
We have also established meaningful relationships within our growing Future Generation Network across the region, made up of passionate young employees who often set aside time in their busy work schedules to contribute to the Lab and use their voice as a force for change.
What was the team’s biggest takeaway as members of Future Generation Lab?
Traditionally, many of our colleagues have specialised roles, focusing on a niche scope or product. However, the Future Generation Lab has the privilege of working on projects that span across all our business functions and product divisions, giving us both breadth and depth in the scale and scope of work we do. It has also been especially meaningful connecting with and working alongside senior leadership across the various teams. With most of us just starting out in our careers, they have helped us gain deeper insight, understand value propositions and know our products better.
Besides that, working with colleagues in our Future Generation Network across the region means that we get to not only forge meaningful friendships with other Gen Z employees in our neighbouring countries, but we also get to see trends, insights, and different cultures through their eyes. With the core team sitting in Singapore, the vibrant Network of Gen Z employees we have rallied across the region has been instrumental in allowing us to learn about different country nuances. We have fun discussions with them around topics such as Gen Z slang and TikTok trends, and we also have candid conversations about our brand, products, and culture, which we use to transform our ways of working, as well as inform the ideation and development of regional communications and activations. The Future Generation Lab and Network has given all of us a safe space, within a corporate environment, to be authentically Gen Z.
Traditionally, many of our colleagues have specialised roles, focusing on a niche scope or product. However, the Future Generation Lab has the privilege of working on projects that span across all our business functions and product divisions, giving us both breadth and depth in the scale and scope of work we do. It has also been especially meaningful connecting with and working alongside senior leadership across the various teams. With most of us just starting out in our careers, they have helped us gain deeper insight, understand value propositions and know our products better.
Besides that, working with colleagues in our Future Generation Network across the region means that we get to not only forge meaningful friendships with other Gen Z employees in our neighbouring countries, but we also get to see trends, insights, and different cultures through their eyes. With the core team sitting in Singapore, the vibrant Network of Gen Z employees we have rallied across the region has been instrumental in allowing us to learn about different country nuances. We have fun discussions with them around topics such as Gen Z slang and TikTok trends, and we also have candid conversations about our brand, products, and culture, which we use to transform our ways of working, as well as inform the ideation and development of regional communications and activations. The Future Generation Lab and Network has given all of us a safe space, within a corporate environment, to be authentically Gen Z.
What kind of impact or legacy do you hope Future Generation Lab leaves behind?
The Future Generation Lab disrupts traditional ways of thinking and working at Samsung. The celebration of all voices, regardless of seniority or experience cultivates a healthy environment for free ideation, honest discussions, and bold experiments.
As pioneering members of the SEAO Future Generation Lab, it has been heartening to be supported with the tools and resources to unleash our potential. We’ve experienced first-hand that when everyone is given a platform to tap into their unique strengths and interests, and when every single voice is acknowledged and heard, we can do more, and do better.
We hope that this spirit of openness will not be confined within the four walls of the Future Generation Lab; that the Lab will be a catalyst to new ways of working as One Samsung.
The Future Generation Lab disrupts traditional ways of thinking and working at Samsung. The celebration of all voices, regardless of seniority or experience cultivates a healthy environment for free ideation, honest discussions, and bold experiments.
As pioneering members of the SEAO Future Generation Lab, it has been heartening to be supported with the tools and resources to unleash our potential. We’ve experienced first-hand that when everyone is given a platform to tap into their unique strengths and interests, and when every single voice is acknowledged and heard, we can do more, and do better.
We hope that this spirit of openness will not be confined within the four walls of the Future Generation Lab; that the Lab will be a catalyst to new ways of working as One Samsung.
What do you think is the next development or trend that’s going to be big within your industry?
In our view, Web 3.0 and the metaverse is the next big thing, with Gen MZs driving its growth and brands already boldly embracing this new wave. It has the potential to fundamentally change the way people interact with one another and our products; after all, as digital natives, the metaverse allows Gen Z consumers to live out their digital lives more fully.
At Samsung, we are making great strides in establishing our presence in the metaverse with the launch of Zepeto’s “My House” globally and rolling out product activations within this virtual world. This is just one of many examples of how we keep a pulse on, or even predict new trends and developments in order to better connect with our audience.
In our view, Web 3.0 and the metaverse is the next big thing, with Gen MZs driving its growth and brands already boldly embracing this new wave. It has the potential to fundamentally change the way people interact with one another and our products; after all, as digital natives, the metaverse allows Gen Z consumers to live out their digital lives more fully.
At Samsung, we are making great strides in establishing our presence in the metaverse with the launch of Zepeto’s “My House” globally and rolling out product activations within this virtual world. This is just one of many examples of how we keep a pulse on, or even predict new trends and developments in order to better connect with our audience.
What does ‘Unfold the Future’ mean to Future Generation Lab?
As our name implies, we have to be future-forward; beyond chasing trends, we want Samsung to define and direct the way current and future generations live and play. To “Unfold the Future” would mean to turn the tide and become a brand the young, bold, and creative are all proud to own.
As our name implies, we have to be future-forward; beyond chasing trends, we want Samsung to define and direct the way current and future generations live and play. To “Unfold the Future” would mean to turn the tide and become a brand the young, bold, and creative are all proud to own.
The views and opinions expressed in the article or video are those of the content contributors and do not reflect the official policy or position of Samsung. Any content provided by our content contributors are of their opinion, and are not intended to malign any religion, ethnic group, organisation, company or individual.
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