Empowering tomorrows’ leaders – Youth Advisory Groups
CLIENT – ARLA
Harnessing the power of youth perspective
To innovate future-facing products and experiences, Arla Innovation wanted to get inside the mind of the next generation. So we created the Youth Advisory Group (aka YAG), partnering with Fryshuset to build a diverse advisory group to co-create and learn from, with and for.
Vision and goals for our YAG
Identify youth specific needs, challenges, and opportunities
Co-create and test ideas and prototypes
Build trust and understanding with this key customer base
Develop dynamic content and insight
Build an engaged network of youth advocates
Empower youth by sharing tools, showing respect and transferring knowledge
Go slow to go fast
From our experience with Youth2030 and Reach for Change we know how to work with this specific target group — and how important it is to get it right.
Setting up this team in the right way was key — to establish trust and forge a format with youth that went way beyond user-testing to a place of knowledge sharing, openness and creativity to understand the reality of youth today.
Meeting every few weeks in tailored formats to support our innovation process, their personal schedules and Arla’s focus areas. Sessions included testing new product concepts, sharing insights + developing briefs, filming content, co-creating ideas, the brand look and feel, and designing a experience.
Interacting daily with the youth and their network to gather insights, organise events and test ideas via social channels, digital surveys, sessions in our studio, test events at schools, lots of pizza.
Key stakeholders from PostNord’s production unit were involved. We conducted interviews, ran design sprints, and tested prototypes, going from visual concepts to clickable applications.
An essential tool for key insights
The Youth Advisory Group became an essential tool for gaining insights from this often hard-to-grasp target group. An engine for testing ideas, future products and deeping innovation impact in collaboration with this group of brilliant individuals. Humbling, delightful and extremely insightful.
