Observed Signal · Jul 28, 2026 · Campaign Launch · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Customer Experience (CX) / Voice of Customer (VoC) Market: Lenovo CMO: Market With Gen Z Through Co‑Creation
Lenovo Chief Marketing Officer Emily Ketchen argues that brands should partner with Gen Z through active listening and co-creation rather than top-down messaging. Lenovo uses a Gen Z Advisory Board to inform product storytelling, creator selection and campaign strategy. The company cites Harris Poll data showing many young consumers want brands to create spontaneous, real-world connections. Lenovo highlights prior initiatives—its 2021 Work For Humankind program and a recent Your Club Your Canvas campaign (debuted June 30) that partnered young creatives and Becky G to co-design grassroots soccer kits with proceeds returning to local communities—as examples of turning insight into action.
Practical brand marketing guidance on co-creation and voice-of-customer approaches relevant to marketers and creative teams, but not a major platform or policy change for the wider AdTech ecosystem.
Key Takeaways & Evidence Grounding
- Emily Ketchen is Lenovo’s Chief Marketing Officer and senior vice president for the Intelligent Devices Group and International Markets.
- According to The Harris Poll cited in the article, 82% of Gen Z and Millennials want brands to bring people together in spontaneous ways; 76% say the best social media trends are those that show up in real life.
- Lenovo has created a Gen Z Advisory Board to capture direct insights from young consumers and feed those insights into product experiences, storytelling and creator partnerships.
- Lenovo launched its tech-for-good initiative Work For Humankind in 2021.
- Lenovo’s Your Club Your Canvas campaign debuted on June 30 and partnered young creatives with musician and Angel City FC investor Becky G to co-design limited-edition grassroots soccer kits, with all proceeds returned to local communities.
Connected Companies & Entities
2 Entities mappedLenovo
Global technology manufacturer of PCs, devices and enterprise hardware.
“At Lenovo, we have designed ways of listening specifically to improve how we connect and reach consumers, particularly Gen Z....”
Motorola
Lenovo subsidiary selling Motorola smartphones, mobile devices and accessories.
“She leads global marketing strategy and execution across Lenovo’s Intelligent Devices Group and Motorola—driving growth in brand and product...”
Ontology Mapping & Concepts
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