Glassbox is a recently created internal organization within Target —we’re talking spring of 2017-ish.
We act 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. Right now, in 2018, that Next Guest is 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 our members are Target employees and span across the company, from HQ to stores. Oh, and we all graduated college between 0-5 years ago.
My role in the organization has shifted since its inception, but throughout the past year or so I’ve helped name and brand it; created style guides and designed promotional material; developed and led four company-wide events; and continue to edit a monthly (internal) newsletter.