I am an Adult
Bye bye Millennials ...
Hello Gen Z!
Irregular Labs is the first Gen Z-run think tank and studio dedicated to building and bringing the opinions, insights and imaginations of girl and gender nonconforming Gen Zs to the world.
With a founding team of “old” (not really) and young (aka Gen Z), Irregular Labs possesses an unmatched understanding of, credibility with, and access to 13-24 year-olds around the world. From brand strategy and trend reports to live events and talent management, Irregular Labs puts Gen Zs at the center as partners, creators, leaders and world-changers.
Quite simply, we are experts in Gen Z because we are Gen Z.
Our global Gen Z community is our secret weapon. With 3 Gen Z partners in the company, 4 Gen Z regional directors in Mumbai, London, New York and Los Angeles, 100+ global editors and a research network of 10,000+ girl and gender nonconforming Gen Zs whose collective reach exceeds 10,000,000 globally, Irregular Labs has a proprietary source of insights, data and ideas to help our clients make better choices.
Irregular Labs does three things: Insights, Experiences and Influencers. Through our Insights, we develop marketing and brand strategies that our Experiences division can test and refine, ultimately deploying on a larger scale and connecting with our Influencers to amplify. Every Irregular Labs project has a dedicated team of Gen Zs and adults because if you want to know what Gen Zs think, you need to ask them!
Our strategic brand and marketing consultancy works with brands, non-profits and political organizations leveraging our Gen Z community’s ideas, opinions and insights to help clients drive brand performance. Anchored in our biannual trend report, The Irregular Report, we connect clients directly to the most powerful generation today.
We develop and produce live properties where brands can engage with and market themselves to Gen Z. Through our annual Summit, Workshops and Brand Activations, Irregular clients can test strategies and concepts at small events and, once proven, deploy on a large scale.
We prefer the term ‘world-changer’ since that is exactly what a Gen Z “influencer” is doing. Irregular Labs represents future leaders in business, media and politics as well as the most culturally relevant properties, projects and companies targeting Gen Z. Our young thought leaders work with brands, non-profits and political organizations on collaborations and consultancies, endorsements and speaking engagements.
OK, does the world really need another trend report where adults are interpreting the ideas and opinions of Gen Z? No!
The Irregular Report is 100% created by our 10,000+ global community of girl and gender nonconforming Gen Zs in partnership with some seasoned adults. Teen Vogue meets Pew, our biannual trend report brings you quantitative data with qualitative content straight from Gen Z to you.
Understanding influence, knowing how to build it and, most importantly, how to use it is a critical part of any marketing and business strategy. But in the wake of Millennial culture, the words influence and influencer have become misunderstood, misused and ultimately, meaningless.
Our new insight report launching in January 2018 answers the question What Is Influence? in the world of Gen Z.
400+ pages of interviews, videos, thought pieces, case studies and the top 75 people, brands and experiences driving Gen Z culture around the world. 100% produced by our 10,000+ global Gen Z community.
The full report will be released in January 2018.
Molly Logan has spent her career building things—first for artists and now for girls. She is the founder of School of Doodle, a space that connects creative Gen Z girls with ideas, experts and, most importantly, each other. Launched in 2016 following a Kickstarter campaign that raised over $125k in its first week, SoD has been featured in WSJ, The New York Times, Teen Vogue, MTV, The Guardian, R29 and more.
Prior to launching School of Doodle, Molly spent 15 years navigating the worlds of art & commerce—curatorial assistant at the Metropolitan Museum of Art while pursuing her PhD in the History of Photography; Director of Books and Exhibitions for Richard Avedon; founder of FREDThinks, a cultural consultancy/studio that developed and produced programs with an interdisciplinary DNA— art, music and film, and commercially represented some of the most successful contemporary artists. She has produced first of their kind events that include Doug Aitken’s public art project Station to Station and WIRED’s WxD design conference as well as strategic and creative consulting for Sundance Institute and Film Festival, MAC Cosmetics, Comme des Garçons, Absolut, Google, Sephora, Airbnb, Art Basel, (RED) and FIAT.
Taylor Clark is an expert in Millennial and Gen Z trends, consumer behaviors and preferences. Most recently, Taylor led brand strategy for the Cassandra Report, a firm that specializes in generational research, trend forecasting and youth consumer insights. In this role, Taylor helped industry leaders across tech, entertainment, retail and CPG move beyond data-driven analyses to provide a more tangible understanding of the drivers behind young generations’ desires, attitudes and actions. Through her understanding of the evolving modern-day consumer, Taylor has provided strategic consulting for adidas, Anheuser-Busch, Disney, General Mills, Intel, Live Nation, Microsoft, Nordstrom, Red Bull, Sony, and Yahoo!—guiding efforts of business executives to connect with young consumers through innovative partnerships, product development, marketing, and HR strategies.
Throughout her career, Taylor has delivered over 300 presentations showcasing Millennial and Gen Z research findings, and inspired innovation for brands that include American Eagle, Chase Bank, Cole Haan, Comedy Central, Dentsu, ELLE Magazine, Google, Leo Burnett, NBC Universal, Target, Tumblr, YouTube, Ubisoft, Wrigley, and more.
A Brit who has called Hong Kong, Shanghai, Sydney and London home, Claire Hobson has spent the last 20 years working in brand, research and design industries building global businesses and driving client engagement. Most recently, Claire was the head of consultancy at The Future Laboratory and founder and investor in technology and productivity businesses.
Armed with a Master's degree in international Business Administration, Claire has dedicated her career to transforming teams as well as thinking and consumer insights into commercial successes. Her global experience and diverse perspective have helped some of the world’s strongest brands achieve growth against the odds in challenging economic times. Clients include: Pandora Jewelry, Estée Lauder, NARS, L’Oreal, Shiseido, Qantas airlines, Airbus, Howard Hughes Corporation, Lend Lease, VF Corporation, CocaCola, Jameson, Westpac Bank, Commonwealth Bank, HSBC, Westfield, Sunglass Hut, Panasonic, Starwood, Intercontinental Hotels. In addition, Claire serves as a board member of the global global beauty organization, Cosmetic Executive Women (CEW), which has fueled her curiosity about the role of image and identity in the 21st century.
Grey is an artist, writer, punk rock musician, and Instagram maniac! She is the creator of Grey Area HQ responsible for producing handbook Biting The Bisexual Bullet, the 1996 Shoppe, and much more! Grey worked as an editor and Community Manager at School of Doodle.
Sage Adams is a college freshman at Howard University majoring in political science. She’s is a co-founder for art movement @arthoecollective, an artist, writer (Fader, Dazed and Nylon), and an outspoken activist. Featured in the documentary 'All This Panic' and Essence Magazine's 'Black Girl Magic' as well as speaking at the Google+Geena Davis Institute for Research on Gender in Media symposium and Fast Company's Innovation Festival, Sage is an uncompromising voice of their generation.
Arianna is an entrepreneur and multi-media artist inspiring the future of youth to believe in the power of justice as the driving force behind cultural organizing. They studied jazz bass performance and politics at The Oberlin Conservatory of Music & College of Arts & Sciences in their double degree program, has toured internationally with SZA, assists musical programming at GHE20G0TH1K, and is the co-founder of BRUJAS.