Generational Research | New Wave

Through our market research we have identified an intrinsically diverse market segment of consumers born 1980 – 2004, referred to as the New Wave. Our research dives deep into this segment’s spending, passions and trends.

Fill out the form to download an excerpt of our Top Ten Brands for Gen Z and Millenials report and read below for all the latest insights on this segment.

Top Ten Brands for Gen Z and Millenials - deck sample

What is the New Wave?

The New Wave includes both Millennial and older Gen Z consumers who represent an intrinsically diverse market segment of consumers born 1980 – 2004. These consumers are among the first in American history to be defined by the multicultural experience.

New Wave consumers are highly invested in their beliefs and passions, and orient toward inclusion and diversity not seen in older generations. Cultural fluency is key to engaging authentically with these consumers as their tastes and brand loyalties continue to evolve.

Our CultureRate:Brand and CultureRate:Ad studies, specifically, dig deep into this consumer segment, revealing essential insights on trends, preferences and more.

New Wave Insights

The Latest in Generational Consumer Trends

Black man getting mental health counseling

Pulse Check on Health in America: Generational Consumers

Reading Time: 4 minutes. Learn how Americans across generations engage with health and wellness, including the impact of finances on health, the growth of holistic wellness and self-care, and the destigmatization of mental health.

Three Gen Z multicultural women sitting in a field of flowers

Top Ads for Gen Z

Reading Time: 3 minutes. Culturally fluent ads use culture to efficiently and effectively connect across segments. In this report, we share the topmost culturally fluent ads for Gen Z consumers through our CultureRate:Ad methodology.

Two women wrapped in an American flag

America Now 2023: Harnessing American Identity to Navigate Social Issues

Reading Time: 4 minutes. America Now is Collage Group’s signature research report identifying the national zeitgeist and how brands can build for growth within a complex national environment. America Now was first published during the pivotal year of 2020 and has since carved out a yearly, data-backed roadmap for greater brand engagement and consumer loyalty.

Two black Gen Z women laughing

Engage Black Gen Z with Intersectional Group Traits

Reading Time: 3 minutes. Discover Black Gen Z consumers’ unique intersectional Group Traits, including their joyful, spiritually-inspired ambition and an elevated awareness of themselves and the world around them.

Products & Services

Use culture to connect efficiently and effectively across segments

Assess the cultural fluency of your ads and brands with CultureRate:Ad & CultureRate:Brand.

Tailored solutions delivered by our full-service, bilingual Qualitative and Quantitative research teams.

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