LG Electronics Asks 'Generation Z' for Customer Experience Innovation

Communicating with a University Student Design Crew for 6 Months to Understand GenZ and Discover Customer Experience Insights

Executives, including Jo Joo-wan, CEO of LG Electronics (second from the left), are communicating with the design crew and exploring the thoughts and ideas of Gen Z. / Source=LG Electronics

[Asia Economy Reporter Kim Pyeonghwa] LG Electronics focused on the thoughts and ideas of Generation Z (GenZ) to find new customer experience insights.

On the 23rd, LG Electronics held a session at its Seocho R&D Campus in Yangjae-dong, Seoul, to listen to GenZ’s thoughts from the Design Crew and examine the future concept products they proposed. The Design Crew is a group of 16 university students selected by LG Electronics’ Design Management Center based on creativity and logical thinking. Since 2021, LG Electronics’ Design Management Center has been collaborating with TBWA Korea to operate the Design Crew program, aiming to communicate with GenZ, understand their thoughts and lifestyles, and discover new customer experience insights.

The event was attended by LG Electronics’ CEO Cho Joo-wan, CTO Kim Byung-hoon, Chief Digital Officer (CDO) Lee Sam-su, other executives and members, as well as Park Woong-hyun, head of TBWA’s Organizational Culture Research Institute. The session was live-streamed online so that all members could hear GenZ’s thoughts and ideas. The Design Crew presented the results of their six months of communication and deliberation with LG Electronics employees.

The Design Crew emphasized that GenZ has a strong interest in eco-friendliness and advised that corporate eco-friendly marketing efforts must avoid becoming greenwashing cases. They also argued that as electronic product consumption increases, companies should take responsibility and engage in activities such as collecting electronic waste. They explained the need to continuously discover innovative ways to extend product lifespan.

Additionally, through communication with eight mentors from LG Electronics’ Design Management Center, they presented outcomes including future concept products and services, as well as storytelling-style content. They introduced appliances with storage and interior elements under the concept of a sustainable kitchen, and eco-friendly food waste processors. They also depicted GenZ’s perspectives on future homes and spaces.

Lee Cheol-bae, head of LG Electronics’ Design Management Center, said, “We have great expectations and excitement for the future journey that GenZ will open based on new, free, and creative ideas,” adding, “We will participate with an open mind and actively support efforts toward a better future.”

This content was produced with the assistance of AI translation services.