Generational Research | New Wave
Through our market research we have identified an intrinsically diverse market segment of consumers aged 18 – 39, 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 – 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.

The Latest in Generational Consumer Trends

Amplify Word-of-Mouth Impact in the New Wave

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.

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Motherhood in the Age of Social Media

While consumers of all ages and backgrounds engage in social media, Millennial and Gen X moms participate in specific social media behaviors that marketers and insights professionals need to understand.

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