We acted as a resource, sounding board and gut check for Target to understand the Next Guest, a term created to refer to the *next* generation of Target guests. In 2018, that Next Guest was Generation Z and Young Millennials, though it will continue to change as time goes on—we see you Alpha!

The group was created to ensure that Target can better prepare its business strategies and existing work to serve guests now and in the future. Glassbox isn’t an agency. All of its members are Target employees and span across the company, from HQ to stores. Oh, and they all graduated college between 0-5 years ago.

My role in the organization shifted since its inception, but throughout the my time in the organization I helped name and brand it; create style guides and design promotional material; develop and lead four company-wide events; and edit a monthly (internal) newsletter.

Glass[inbox] is a company-wide newsletter that dove into topics such as the diversity of Gap’s Bridge the Gap campaign or the ups and downs of maintaining multiple online personalities at such a young age. Proud to say that Target’s Chief Marketing Officer, Rick Gomez, received and read it!

We also included a word or phrase used by the young ’uns, plus the definition and a little history on its origin. Yes, we serve up new words and their etymology.

We also produced discussion-based events centered around the Next Guest’s expectations when it comes to representation, inclusion, mental health, sexual harassment, corporate responsibility, activism and everything in-between—anyone want to chat about woke TV? We did.

This clip (part of a much larger, inspiring talk) has become a fave of mine, and something we’ve shared quite often. It truly illustrates the *cravings* of the Next Guest, and encapsulates what I try to get across through my role in Glassbox.