Perth-based creative agency Hypnosis has collaborated with international research firm Crowd DNA on a new research project that delves into the mindset of Generation Z in Western Australia (Z-West), exploring their differences from their eastern state counterparts and the implications for brands.

The research involved engaging with Z-West subjects in their own environments, covering a range of mindsets, genders, life stages, cultures, religions, politics, and sexualities. The findings were unveiled at Friday's Studio in West Perth, accompanied by a panel discussion and audience Q&A.

"It became evident when talking to these young people that it’s tough out there, being a Gen Z. But for every challenge they face, they’re tackling it head-on and growing their resilience. However, Z-West want brands to know they have a welcome seat at the table in their cultural lives," said Hypnosis executive creative director, Guy Patrick.

The research suggests that Z-West still hold onto the Australian dream of homeownership, with half of the respondents either saving for or actively seeking a home. Brands that resonate with Z-West are those that embody the spirit of the West, such as independent WA breweries, leveraging state pride, outdoor lifestyle, a sense of humour, and a casual tone of voice. Brands that contribute to the community in areas like sports, arts, or the environment also strike a chord with Z-West.

"The insights gained from this research project challenge existing beliefs about Gen Z-West and provide brands with a distinct advantage over their competitors. There's a lot of stereotypes and noise around this generation, so it was vital to go deeper and have a uniquely Western Australian perspective. We were blown away by the depth and openness of conversations we had that have resulted in actionable insights for brands, and encourage those that are interested in finding out more to get in touch," said co-founder of Hypnosis, Amber Martin.

This project follows Hypnosis and Crowd DNA's previous work, which includes research for Netflix’s 2022 reboot of Heartbreak High.