Empathy Map Gen Z Towards Healthy Food: A Foodpreneur Design Strategy

Novena Ulita; Ath Thariq  Kartanegara; Jihan  Salsabila; Arifin  Saleh; Zabenaso Queen

doi:10.34306/att.v6i2.404

Authors

Novena Ulita Mercu Buana University https://orcid.org/0000-0002-4780-4386
Ath Thariq Kartanegara Mercu Buana University https://orcid.org/0009-0002-9778-7139
Jihan Salsabila Mercu Buana University https://orcid.org/0009-0008-3867-7902
Arifin Saleh PT Parara Bumi Nusantara https://orcid.org/0009-0009-8769-6197
Zabenaso Queen MFintee Incorporation https://orcid.org/0009-0003-0763-9931

DOI:

https://doi.org/10.34306/att.v6i2.404

Keywords:

Empathy Map, Design Thinking, Gen Z, Design Methodology, Design Strategy

Abstract

Healthy eating behavior is becoming increasingly prevalent in Indonesia, especially after the COVID-19 outbreak from 2020-2022, which highlighted the importance of diet for immunity. Generation Z, being a significant part of the Indonesian population, presents an opportunity for targeted public health promotions. This study aims to explore Generation Z attitudes towards healthy food to develop an effective Foodpreneur design strategy. Using a qualitative approach, data were collected through interviews and literature studies involving 29 Gen Z participants from various campuses. The research applied the design thinking method and the empathy map to derive a comprehensive strategy. The results revealed that while Gen Z acknowledges the importance of healthy eating for a balanced lifestyle, they face barriers such as economic constraints, taste preferences, and accessibility. However, there is a clear enthusiasm for promoting local and sustainable food practices. The findings suggest that an effective Foodpreneur design strategy should emphasize educating Gen Z on the benefits of local and healthy food, creating engaging and relatable promotional content, and leveraging social media to enhance awareness and accessibility. This approach can foster a culture of health consciousness and support local economies, aligning with Gen Z values and behaviors.

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