Our newly updated Millennial Cultural Traits provides powerful new insights into America’s largest generation and one of its most diverse.
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 Generational Passion Points research specific to Gen Z and Millennials and read below for all the latest insights.
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.
The Latest in Generational Consumer Trends
Our Gen Z Cultural Traits research provides powerful new insights into America’s youngest and still-emerging consumer demographic.
From sexuality to star signs, Gen Z self-identifies in more ways than older consumers. Here’s what brands need to know to activate on the many ways America’s youngest consumers self-identify.
Three factors are leading us to change our research model to put your category, brands and ads at the center of everything we do.
The New Wave—the young, diverse segment of Americans aged 18 to 39—value word-of-mouth and engage it more than older Americans. In this study, we share two steps and five tactics that brands should leverage to drive word-of-mouth in this segment.
Our post-Superbowl survey on the halftime show found that Hispanic, Black, and White consumers in the “New Wave” (ages 18-39) are receptive to Hispanic culture and messaging.