What matters most to American consumers across generational segments? Collage Group’s latest study reveals their preferences towards movies, food, music and travel.
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 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.
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The Latest in Generational Consumer Trends
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.
Want to better connect with Gen Z? Read on for 5 takeaways and a presentation centered on enhancing your brand’s ability to authentically connect with the Gen Z generational cohort.
Our newly updated Millennial Cultural Traits provides powerful new insights into America’s largest generation and one of its most diverse.
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.