Generational Research | New Wave
Through our market research we have identified an intrinsically diverse market segment of consumers aged 18 – 40, 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 Generational Passion Points research specific to Gen Z and Millennials and read below for all the latest insights.

Engage Gen Z and Millennial Passion Points

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 – 40. 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.

The Latest in Generational Consumer Trends

Principles for Engaging Younger, More Diverse Consumers: Deep Dive into Gen Z

One in five Americans are part of this generation and it is the second largest: at 75.6 million people, Gen Z is only slightly smaller than the Millennial generation at 75.8 million. Read on the learn why these younger consumers, now 8-to-23 years old, are highly invested in their beliefs and passions, and orient toward inclusion and diversity not seen in older generations.

Read More »