Fill out the form to access an excerpt from, “Essentials of Gen Z and Millennial Marketing,” and read below for all the latest insights on the New Wave.
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 aged 18 – 39. 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 BrandRate and AdRate studies, specifically, dig deep into this consumer segment, revealing essential insights on trends, preferences and more.
Products & Services
The Latest in New Wave Consumer Trends
The coronavirus pandemic is fundamentally changing how American consumers gather for Thanksgiving and shop on Black Friday this year. Read on for insight into the consumer mindset and advice on how to best position your brand for success in this untraditional holiday season.
The multicultural population in the United States is transforming American culture. For the first time, the white population registered negative growth across the last five years of available data, meaning Multiculturals are now driving OVER 100% of growth and a major share of expenditure growth.
Regardless of the outcome of the 2020 Presidential Election, many Americans will not feel as if America’s political parties truly represent people like them. Here’s what we know about whether multicultural segments think either Democrats or Republicans have their best interests at heart.
Our latest AdRate study explores multicultural consumers’ reaction to USA Today’s official statement on Black Lives Matter.
Slow Improvement Amid Cultural Uncertainty: Updated Economic Forecast and Survey Results on Consumer Finances and Purchasing
Given all the uncertainty and stress of COVID, it’s more important than ever for marketers to keep a finger on the pulse of important consumer attitudes and behaviors.
In this BrandRate study for non-alcoholic beverage brands, we had the opportunity to test Mexican citrus soda brand Jarritos with multicultural consumers.