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The Problem

Spotify wants to attract Gen Z to 
their new audiobook content.

The Insights

55% of Gen Z have mental health issues.

Almost half of Gen Z spend 10 hours or more online per day.

Photo-based platforms like Instagram and TikTok are linked to worsening body image issues in one-third of Gen Z.

Gen Z ranges from ~10-25 years old (ages of self-discovery).

The Solution

Audiobooks that are categorized
by theme, with books recommended based on a quiz that determines what the individual is struggling with.




Spotify partnered with Starbucks to spread the word about their new audiobooks.

Now customers can order one of 3 limited edition drinks named after book themes.

They can sip their drink while listening to an audiobook that resonates with them.

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