Generational Research: Gen Z | Collage Group | Collage Group

Generational Research | Gen Z

Collage Group’s Gen Z research helps brands understand differences in spending, passions and trends as compared to other generations: Millennial, Gen X and Boomer. Understanding intrinsically diverse Gen Z consumers is critical to your brand’s growth, and their interests and values are evolving.

Fill out the form to view the webinar replay of, “The Evolution of Gen Z Passions & Values,” and read below for all the latest insights on this segment.

Who are Gen Z?

Like Millennials, Gen Z consumers are highly invested in their beliefs and passions and orient toward inclusion and diversity not seen in older generations.

However, Gen Z consumers are different from Millennials in unique ways – from trends and experiences to expression and entertainment.

Cultural fluency is key to engaging authentically with Gen Z consumers as they are developing their tastes and brand loyalties. Part of the New Wave, consumers aged 18 – 39, Gen Z consumers are among the first in American history to be defined by the multicultural experience.

Products & Services

Consumer Research Platform

Access 50+ million data points in our frequently updated online member platform.

Custom Market Research

Tailored solutions delivered by our full-service, in-culture qualitative and quantitative teams.

Cultural Fluency Roadmap

Use culture to connect efficiently and effectively across segments.

The Latest in Gen Z Consumer Trends

Snapshot of American Women: Engage Women’s Cultural Traits

April 5, 2021

Our new Women Cultural Traits research provides powerful new insights into this critically important demographic.

Five Essential Things To Know About Gen Z Consumers in 2021

March 31, 2021

Want to better connect with Gen Z? Read on for 5 takeaways and a presentation centered on enhancing your brand’s ability to authentically connect with the Gen Z generational cohort.

Five Things You Need To Know About Hispanic Consumers in 2021

March 25, 2021

Want to better connect with Hispanic Americans? Read on for 5 takeaways and a presentation centered on enhancing your brand’s ability to authentically connect with the U.S. Hispanic segment.

Reach Cultural Fluency Through LGBTQ+ Cultural Traits

March 11, 2021

The LGBTQ+ community is growing, skews young, and has tremendous buying power in the U.S. (estimated at $1 trillion).

How to Create Culturally Fluent Ads: Five Lessons

March 8, 2021

Using our CultureRate database, we analyzed over 100 ads gathered across the last 12 months to identify key lessons from “Culturally Fluent” ads that were best across all segments of the “New Wave” of younger Americans between 18-39.

Four Group Traits That Best Characterize Asian American Consumers

March 4, 2021

Collage Group’s latest consumer report on Asian Cultural Traits provides powerful new insights into this critically important demographic. Fill out the form to download an excerpt specific to the expertise-seeking cultural trait.

LGBTQ+ & Gender Program Launch: Spotlight on Women

February 24, 2021

The LGBTQ+ & Gender consumer research program is the latest offering from Collage Group. Watch a replay of the webinar and view the data from our women’s consumer research.

Measuring the Cultural Fluency of Ads: Subaru

February 16, 2021

CultureRate:Ad and CultureRate:Brand are major initiatives that provide a research solution to members’ mounting need for comprehensive, ongoing analysis of the cultural fluency of branding and advertising.