Billie Eilish & Deutsche Telekom team up for Project Futureproof: A brand as a service platform that aims to inspire and support Gen-Z futures.
Publicis.Sapient — Creative Director
The Challenge
Research by Deutsche Telekom reveals that Gen Z feel anxious about their future prospects with over 54 percent unsure what careers may exist in the future.
The world of work will continue to be transformed by rapid digitization and we have a collective responsibility to help support the younger generation, as they find their way in a new and uncertain future.
Our Insights
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More than one in two European Gen-Z are concerned about their post-pandemic futures.
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In a post-pandemic world, there are many uncertainties the next generation are facing; culturally, socially, economically.
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Research by Deutsche Telekom shows 61 percent of European Gen-Z are anxious about their future job and career prospects.
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54% are unsure what careers will exist in the future, with 43% saying they are unsure if they have the qualities they need to succeed.
The Approach
Deutsche Telekom’s Project Futureproof aims to stand by Gen-Z and leverage digital optimism to help enable a successful future for the next generation and is supported by seven-time Grammy award winner Billie Eilish.
“The future feels uncertain but I’m always inspired by what our generation is able to achieve in the face of so many different challenges.”
Billie Eilish
Musician. Cultural Icon
Futureproof Film — by Rollo Jackson
An optimistic short film that invites young people to choose utopia over dystopia.
“We believe that it is our collective responsibility to help them navigate the opportunities and challenges they face. We want to show them that if they have a passion, they have a future.”
Ulrich Klenke
CBO @ Deutsche Telekom
Meet Gen-Z
Project Futureproof App
Project Futureproof has been developed in collaboration with Gen Z contributors and skills & employability experts.
At the heart of Project Futureproof is a free-to-access digital tool that helps Gen Z to better understand their abilities and how these are connected to future career opportunities.
01—Questionaire
Nerd Alert 🤓
The Futureproof App uses RIASEC modeling to assess professional interests, and help Gen Z's understand how their passions, skills, talents and personality are fundamental to shaping their future career, and how they best use them.
02—Profile
Unlike existing services, the app takes a uniquely Gen-Z perspective, identifying key trends & changes in the world of work, delivering insights through a personalised experience and an inspirational content feed.
03—Content
Custom content featuring Gen-Z creators, influencers, artists, musicians, and activists.
