Three factors are leading us to change our research model to put your category, brands and ads at the center of everything we do.
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 CultureRate:Brand and CultureRate:Ad studies, specifically, dig deep into this consumer segment, revealing essential insights on trends, preferences and more.
Products & Services
The Latest in Generational Consumer Trends
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.
In a climate of increasing tribalism exacerbated by social media polarization, advertisers must appeal to the most complex mix of demographics in American history while steering clear of unintended backlash.
Learn about our Cultural Fluency Framework and how applying our three-part approach can help connect your brand equities more reliably to the Group Traits of these consumers.