LG Electronics Listening to Gen Z Insights... 'LG Crew' 4th Generation Activities Conclude

Participation in LG Electronics Customer Research Project
Collaboration with LG Electronics CX Center Researchers for 6 Months

LG Electronics announced on the 28th that it has concluded the activities of the 4th generation 'LG Crew,' a program for communicating with Generation Z.

LG Crew is a program that LG Electronics has been operating annually since 2021 to understand Generation Z, its future customers, and to share insights from the perspective of customer experience.

The fourth LG Crew, selected this year, participated in actual research projects conducted at LG Electronics' CX Center for about six months from March to this month. Divided into teams, they were involved in projects across various categories such as customer communication, products and services, and spaces, delivering insights and perspectives unique to Generation Z.

LG Crew 4th members are taking photos on the 27th at Ground220 in Yangpyeong-dong, Yeongdeungpo-gu, Seoul, ahead of the final presentation. [Photo by LG Electronics]

At the final presentation event titled "Meeting LG Electronics at Twenty-Three (Average Age)," held the day before at LG Electronics' YG (Young Generation) complex cultural space 'Ground220' in Yangpyeong-dong, Yeongdeungpo-gu, Seoul, LG Crew presented innovative ideas in various areas including product and service solutions and brand communication.

They proposed ▲ Generation Z's perspective on subscription services and differentiated service plans to convert Generation Z into subscription customers ▲ a new-concept refrigerator desired by Generation Z ▲ ways to communicate with Generation Z who have hobbies capturing daily life through photos and videos ▲ communication methods that can be loved by Generation Z ▲ and ways to promote Ground220 to Generation Z.

LG Electronics continues to communicate with Generation Z through LG Crew, the university student ESG Academy, and Ground220. It is also expanding its touchpoints with Generation Z through communities such as the home lifestyle community 'Lifezip' and 'Jammy,' which shares information about laptops and sneakers.

Kwon Hyuk-jin, Executive Director and Head of the LSR Customer Research Lab at LG Electronics' CX Center, said, "Through vivid and valuable insights gained by CX Center members and Generation Z LG Crew, sometimes joyfully and sometimes intensely, we will innovate future customer experiences."

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