Podcast Summary: The CPG Guys – "Consumerism From The Lens of Gen Z with Shaan Modi"

Release Date: May 5, 2025

Introduction

In this insightful episode of The CPG Guys, hosts Shree Rajagopalan and Peter V.S. Bond delve into the evolving landscape of consumerism through the unique perspective of Shaan Modi, a senior high school student and the first Gen Z guest on the show. Recorded at the Mass Market Retailer (CAGNY) flagship store on 6th Avenue, the conversation unpacks how Gen Z consumers interact with brands and retailers in a digitally driven world.

Meet Shaan Modi: A Gen Z Perspective

Shree Rajagopalan introduces Shaan, highlighting his longstanding engagement with industry conferences since childhood and his keen interest in consulting and private equity. Shaan’s attendance at CAGNY 2025 was driven by a desire to understand company strategies and offer Gen Z insights to the CPG industry.

Shaan Modi [04:42]: "I'm really interested by company strategy... I wanted to see how companies talk about and present their strategies."

Shifting Perspectives on Frozen Foods

One of the standout moments in the discussion centers on Shaan’s experience during the ConAgra presentation. Traditionally, Gen Z associates frozen foods with low quality and unhealthiness. However, ConAgra’s emphasis on quality sourcing and partnerships with renowned restaurants like Wendy's and P.F. Chang's reshaped Shaan's views on frozen ready-to-eat meals.

Shaan Modi [07:02]: "Seeing how they really cared about the quality of the food... changed my perspective on frozen ready to eat meals."

Peter V.S. Bond and Shree Rajagopalan emphasize the importance of authentic representation in marketing, noting that exaggerated portrayals can deter Gen Z consumers.

Peter V.S. Bond [10:54]: "If you're a CMO... you probably need to look for a new line of work."

Authenticity and Influencer Marketing

Shaan underscores the critical role of authenticity in marketing. Gen Z consumers are adept at distinguishing genuine brand messages from forced or overly polished ones. He highlights the effectiveness of influencer collaborations when they resonate authentically with the audience.

Shaan Modi [20:47]: "We can tell when something's forced versus genuine... Podcasts are really key to genuine marketing."

The hosts agree, stressing that brands must engage with social media trends and influencers authentically to capture Gen Z’s attention.

Shree Rajagopalan [20:48]: "We got to scratch our heads. But wait, there's another message I took away..."

Viral Trends and Brand Adaptation

Shaan discusses the Dubai Chocolate trend—a viral social media phenomenon involving the layering of pistachio cream and pastry threads with melted chocolate. He suggests that brands like Hershey and Mondelez could capitalize on such trends by either developing their own products, creating DIY kits, or merchandising necessary components together.

Shaan Modi [31:18]: "They can merchandise it together with the chocolate, the pastry thread, and even..."

Peter V.S. Bond agrees, highlighting how quickly trends can peak and the necessity for brands to act swiftly to harness their potential.

Peter V.S. Bond [22:12]: "...they just need to advertise and leverage their existing products on the trending usage occasions."

Personalization and AI in Marketing

The conversation shifts to the role of AI and data-driven personalization. Shaan expresses comfort with brands using his data to tailor marketing efforts, provided it enhances his consumer experience.

Shaan Modi [35:35]: "We are much more comfortable than generations have been in the past with giving away our data as long as we're able to get something out of it."

The hosts discuss the balance brands must maintain between leveraging consumer data for personalization and respecting privacy concerns.

Future Trends and Recommendations

Looking ahead, Shaan advises brands to embrace co-creation with Gen Z and leverage AI to track and respond to viral trends in real-time. He emphasizes the importance of maintaining product quality and authenticity to sustain engagement and loyalty.

Shaan Modi [37:23]: "If companies were able to market behind trends, they could keep it alive longer."

He also recommends that brands engage directly with Gen Z through interactive social media campaigns, such as polls to choose new flavors or products.

Key Takeaways and Conclusion

Shaan Modi provides a fresh lens on how Gen Z perceives and interacts with brands, emphasizing authenticity, trend responsiveness, and personalized experiences. The hosts, Shree Rajagopalan and Peter V.S. Bond, acknowledge the necessity for the CPG industry to evolve by integrating Gen Z insights into their strategies.

Shree Rajagopalan [44:52]: "If there was a one last message... as a Gen Z wearing the Gen Z hat, what would that be?"

The episode closes with encouragement for brands to engage more thoughtfully with younger consumers and to adopt agile, data-driven approaches to stay relevant in a rapidly changing market.

Notable Quotes

• Shaan Modi [07:02]: "Seeing how they really cared about the quality of the food... changed my perspective on frozen ready to eat meals."
• Peter V.S. Bond [10:54]: "If you're a CMO... you probably need to look for a new line of work."
• Shaan Modi [20:47]: "We can tell when something's forced versus genuine... Podcasts are really key to genuine marketing."
• Shaan Modi [31:18]: "They can merchandise it together with the chocolate, the pastry thread, and even..."
• Shaan Modi [35:35]: "We are much more comfortable than generations have been in the past with giving away our data as long as we're able to get something out of it."
• Shaan Modi [37:23]: "If companies were able to market behind trends, they could keep it alive longer."

Conclusion

This episode of The CPG Guys offers invaluable insights into Gen Z consumer behavior, highlighting the need for brands to prioritize authenticity, agility, and personalization. Shaan Modi's perspectives serve as a crucial reminder for the CPG industry to adapt and innovate in alignment with the evolving expectations of younger consumers.

For more content from The CPG Guys, visit cpgguys.com. To engage with the hosts or suggest topics, email contact@cpguys.com.