When Stephanie Capuano’s sons hit their teens, she scoured the market for grooming products that were clean and chemical-free, but cool enough for them to agree to use. She drew a blank.
So armed with a track record in pharmaceutical PR as well as luxury fashion and travel, she decided to tackle the brief herself. The result is 31st State, a clean, natural eco-friendly brand that also delivers on style and aspiration.
Yet 31st State is a brand for generation Z in a truly holistic sense. Young people are the face of the brand and the voice that guides it. The have their hands on the creative reins and even help to shape strategy. Central to Stephanie’s vision is the desire to give this generation a genuine platform, and to make sure its voice is heard.
It’s this approach that led to Gen Z, The Corona Diaries, an open, global platform hosted by 31st State that allows gen Zers around the world to share their thoughts and feeling as they experience a profoundly life-changing event.
Wunderman Thompson Intelligence caught up with Stephanie in London, to hear how 31st State has built a unique relationship with generation Z, and what the brand has learned about the impact of the pandemic on its young audience.