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

Drive Brand Relevance with Gen Z Consumer Essentials

Self-discovery isn’t slowing down as Gen Z ages into adulthood. Race, gender and sexuality are all increasing in importance as part of their sense of identity. Learn more about Gen Z Americans’ unique perspectives and motivations.

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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