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.
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.
Is your brand effectively appealing to the culinary and dining preferences and passions of Hispanic consumers? Food plays an important role in cultural identity among Hispanics. It combines historic flavors with current trends, creating a source of cultural pride and connection.
In this BrandRate study for personal care brands, we had the opportunity to test Fenty Beauty, a makeup line started by music superstar Rihanna in 2017.
American consumers are experiencing a cultural transformation of unprecedented scope and scale. The pressure is on to rethink marketing with a focus on authentic connections that tap into culture, identity and emotion. This rapidly evolving landscape requires a new approach to assessing and building brands, centered on what we refer to as Cultural Fluency.
The 2018 U.S. midterm elections saw a dramatic increase in voter participation for younger generations. Here’s what brands and companies need to know about Millennial and Gen Z voter turnout to build consumer equity through the 2020 election and beyond.
As the COVID-19 Pandemic tightens its grip on America, consumer attitudes regarding financial security and social activities continue to change. Here’s the latest information brands need to strategically prepare for both short-term needs and long-term expectations.
Many Gen Z and Millennial Americans are passionate about fashion. We’re providing a closer look at the shoe industry, a corner of fashion where iconic brand collaborations create a highly competitive market.
Public support for the Trump Administration risks serious consumer backlash across multicultural segments. Here’s what brands need to know about multicultural politics in 2020.
To genuinely reflect and connect with multicultural consumers, brands need to lead by example and take meaningful action.
Unleashing culture to drive brand growth
