Overview

Selected for UF's CJCxNYC PR & Ad Week immersion program, I served as team lead and directed our strategy, messaging, and final delivery. Our team built a framework for why Gen Z often criticizes brands publicly while continuing to buy from and engage with them. We presented the work at Burson's New York office after a one-week timeline that required ownership, fast decisions, and disciplined communication.

The Challenge

The central question: if public backlash does not always change consumer behavior, how should brands decide when to respond, when to stay quiet, and how to avoid appearing performative? The challenge was turning cultural observations and brand examples into a clear strategic point of view.

My Role

• Established the team's operating structure on day one, creating a FigJam workspace and workflow for research, ideation, and presentation development.
• Facilitated daily team meetings, coordinated responsibilities, and maintained momentum throughout the one-week timeline.
• Directed work based on each team member's strengths, availability, and progress.
• Conducted independent research into consumer responses to brand controversy and used findings to shape the core strategic framework.

Research & Insights

• Core tension: Gen Z can publicly criticize brands while still purchasing from and engaging with them.
• Cancel Culture: online criticism does not always create lasting behavioral change, as seen with brands such as Starbucks, Chick-fil-A, and Shein.
• Grey Rock Method: brands can reduce backlash by avoiding unnecessary emotional engagement. Brandy Melville served as a case example.
• Goldilocks Zone: brands should maintain a consistent voice without forcing themselves into every trend or conversation.

Presentation at Burson

Our team presented the final strategy at Burson's New York office in the World Trade Center. As Team Lead and Spokesperson, I shaped the presentation narrative, maintained a cohesive flow across team sections, and presented my research, findings, and recommendations to industry professionals.

Presentation Deck

The final presentation delivered to professionals at Burson's New York office in the World Trade Center.

Impact

• Delivered a research-backed strategy presentation to professionals at Burson's New York office.
• Developed a framework for understanding why Gen Z may publicly criticize brands while continuing to engage with them.
• Translated consumer behavior patterns into actionable guidance for brand response and reputation management.