https://www.collagegroup.com/wp-content/uploads/2018/10/beautiful-cafe-close-up-248021.jpg10001500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2018-10-12 17:47:242019-01-02 14:58:15Blame Gen Z: why shopping experiences are becoming easier by the click, touch and tap.
In Taking a Stance: Examining millennial and gen-Z political issue positions, we established that despite being more likely than millennials to self-identify as conservative, gen-Z is decidedly progressive in its political leanings. It is possible, however, that gen-Z’s flavor of conservatism is distinct from that of millennials, and it will be important for brands to understand the nuances of gen-Z’s social divides.
Collage Group has sought to explain these differential outcomes, making them a core focus of our Ad Rating Survey. As part of the survey, we asked respondents to take an unambiguous stance on 13 selected social trends, in four categories:
After analyzing the results for both generations and race and ethnicity we found several interesting takeaways:
Rather than featuring a strict divide between liberals and conservatives, the generational ideological battleground has three categories.
The largest group is Social Liberal (44% of the population), which tends to approve of trends across all four categories, followed by Social Conservative, with 29% of the population tending to disapprove of all the mentioned trends. A third group, however, responded positively to trends regarding race, youth, and activism, but negatively on non-traditional family trends.
gen-Z consumers are substantially more likely to feature Family Values than Social Conservatism
While gen-Z is more comfortable with same-sex parents and interracial couples than millennials, they are more wary towards single mothers, stay-at-home dads, and unmarried partners. This implies that for gen-Z, Family Values is more concerned with family structure than family membership.
Women are at the center of youth Social Liberalism
Given the salience of the 2016 Women’s March, the 2017 #MeToo movement, and the surge of women running for political office in 2018, the importance of gender in discussions of social ideology cannot be ignored. Among gen-Z and millennial panelists, a strong majority of women are Social Liberal (58%), while only 45% of men fall into that category. Millennial and gen-Z women are more united in their liberal social leanings than men of the same age.
Understanding how Family Values shapes generational social views is essential for marketing to these fast growing and influential consumer segments. To learn more about how you can leverage these preferences to produce valuable brand outcomes, please complete the form below.
https://www.collagegroup.com/wp-content/uploads/2018/09/paul-hanaoka-608788-unsplash.jpg10001500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2018-09-10 19:27:592019-01-02 15:11:45gen-Z “Family Values” offers new ground for marketers tapping into cultural themes
https://www.collagegroup.com/wp-content/uploads/2018/08/gaming.jpg7581500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2018-08-22 15:01:072020-09-24 19:57:11Twitch: What Livestreaming Games and KFC Teach Us about Influencer Engagement
The pressure to compete for gen-Z attention on social media has accelerated the development of task-specific apps. As a result, gen-Z consumers build friend networks that are more focused on each app’s purpose and more independent of the app itself.
https://www.collagegroup.com/wp-content/uploads/2018/08/gen-z-social-networks.jpg8441500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2018-08-15 15:22:452020-09-24 19:55:53Gen-Z Social Networks are Fundamentally Different
By the midterm elections this November, Americans born after 2000 will be eligible to vote for the first time. As gen-Z comes into political maturity, it’s important not only for politicians, but also corporations, to understand where these newly-independent consumers stand on a host of socio-political issues.
https://www.collagegroup.com/wp-content/uploads/2018/07/gen-z-political.jpg10011500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2018-07-26 18:39:302019-01-02 15:25:19Taking a Stance: Examining Millennial and Gen-Z Political Views
As marijuana is legalized in an increasing number of states, the conversation continues around how it will affect the alcohol industry, and whether it will serve as a complement or substitute. How consumer attitudes towards health and wellness evolve will be an important determinant of its impact on the industry.
Collage Group recently partnered with BabyCenter to place gen-z alongside current millennial moms to offer an early look at how this young generation of digital natives will prioritize, shop, communicate, and connect when they become parents.
https://www.collagegroup.com/wp-content/uploads/2018/03/baby-gen-z-parents.jpg13332000Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2018-04-20 17:27:052022-09-30 15:25:04Gen-Z, the Future of Parenting has Arrived
Now that nearly all millennials are 21, we dig in to how they perceive and consume wine, as part of our larger study on millennial alcohol consumption. Learn how they compare to older generations, and discover their drinking habits and overall attitudes.
https://www.collagegroup.com/wp-content/uploads/2018/04/millennial-wine-trends.jpg10001500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2018-04-09 18:01:442019-01-02 15:41:55Wine Consumption and Trends Among Millennials
There’s much consternation about the role of smartphones and social media on young people’s lives. From unrealistic beauty standards to the quantification of likes, some have gone so far as to say “smartphones are ruining a generation.” But what’s the real effect of the digital revolution on gen-Z and millennials wellness?
https://www.collagegroup.com/wp-content/uploads/2018/03/gen-z-social-media.jpg10001500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2018-03-30 16:46:492019-01-02 15:42:55It's Not All Bad. How a Digital Life Really Affects Wellness for Younger Americans