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Youth Community dcdx Acquired
Research and strategy firm dcdx, whose community of Gen Z and Gen Alpha youth boasts more than 300,000 members, has been acquired for an undisclosed sum by Visible Ventures, a VC firm focusing on those generations. With the deal, former Google and Kantar exec Priti Mehra joins dcdx as CEO.
 dcdx - a name expressing the rate of cultural change - was founded in 2020 by Andrew Roth, who will continue to support the company as a Board Advisor while leading a new venture called Offline.
The firm uses a proprietary methodology called Brand Magnetism, and publishes two reports, the annual Gen Z Screen Time Report and the quarterly Magnetic 100. Visible says it will help develop a company which combines 'continuous, first-hand listening' to young people with the speed and scale of AI, 'so brands, founders, and investors can understand the next generation as it changes.'
Mehra joins after working as Global Head of Brand and Reputation Insights at Google and Managing Director of Kantar West Coast, and brings experience of building insights functions at global scale' Her remit is now to grow the dcdx community further, expand its client base and develop new methods combining human and AI.
Visible says it and its portfolio companies will gain 'independent insight into emerging behavior and a community to learn from and build with' However the firms stress that dcdx will keep its name, brand, and independent operations, with its client engagements and data kept confidential and separate from its new owner.
'dcdx was born six years ago with the commitment to make the future human,' says Roth. 'To give Generation Z - my generation - and the ones to come, a future built for people as humans, not just users. Perhaps there is no more critical time in the history of our world than today to listen to the real, raw voices of those humans who make up our future. As new technologies threaten to disrupt the fabric of our society, and as we face that future with uncertainty, I believe it is not just our job - but our responsibility - to stay firmly rooted in what makes us who we are: our ability to open up, to listen, and to connect.'
Web site: www.dcdx.co .
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