Marketing with people, not always at them.

This is especially true for Gen Z, a generation raised to sniff out inauthenticity. 68% prefer user-generated content over polished brand ads, trusting a peer’s TikTok review more than a slick corporate spot. In other words, your customers trust each other more than they trust your marketing – so why not include them in it?

At Livity and krow, we’ve seen co-creation’s power first-hand. With CoppaFeel!, young people helped shape everything from the playful tone to the tactile logo, turning a serious subject into something relatable and engaging. In our work with the Labour Party and Unison, co-designing with young voters and grassroots members created messaging that sounded authentic because it came directly from lived experience. And when building youth-focused strategies for brands, inviting communities into the room has consistently sparked ideas that would never have emerged in an office alone. 

The co-creation approach becomes even more powerful when it’s guided by behavioural science; it moves beyond surface opinions and uncovers the psychological drivers of behaviours. 

Drawing on insights into cognitive bias, motivation and group dynamics ensures sessions are structured to get to the, often hidden, “why” behind responses. That makes the creative output not only more intuitive and authentic, but also more predictive of how people will behave in the real world.