Gen Z is far more complex and resourceful than popular stereotypes suggest — intimate conversations with young people show us how they're navigating an increasingly challenging world. Their attitudes towards work, creativity, and personal fulfillment tell us a lot about how this generation is forging its path.

In this episode of In the Demo, host Adam Pierno speaks with filmmakers Branden Mayer and Max Goldstein about their documentary ‘Wasted’. The film explores the lives of Gen Z individuals in Vancouver, challenging common misconceptions about their work ethic and aspirations. Mayer and Goldstein discuss their research methodology, the process of building trust with their subjects, and the unexpected revelations that emerged during filming. They also reflect on how their findings apply to broader generational trends and the evolving nature of work in today's economy.

Resources

'Wasted’ - documentary by Further&Further

The View - (ABC) — clip features the Joy Behar moment referenced in the documentary and our interview

Rick and Morty (Adult Swim) — trust us, you'll like it

Our Guests

Branden Mayer – Film Director

• Branden has over eight years of experience directing, editing, and producing video content, including interviews, event coverage, short documentaries, and scripted productions. Most recently, Branden has worked as a videographer for brands such as Amazon, Ford, and Pfizer. Branden is dedicated to creating authentic and powerful documentary films with Further&Further.

Max Goldstein – Creative Producer / Research Associate

• Max joins F&F with an insatiable curiosity and love for people. Most recently, they worked as a Creative Producer for a boutique agency in Chicago, where they booked talent for their entire roster of brands. Max has been a fixture in various creative communities for 10+ years. Their band, Yoko and the Oh No’s, started in Chicago’s DIY music scene, and they’ve carried that DIY mentality into everything they do.

Your Host

Adam Pierno is an author, strategist, and managing director of brand strategy at Arizona State University. He is also the founder of Specific Branding and Research, where he helps brands understand customer habits and create effective growth strategies. With 25 years of experience, Adam has written two books on marketing. Discover more at adampierno.com and find Adam on LinkedIn.

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