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.

Moms are essential to running their families, as well as driving brand growth. Dive into our research for strategic insights on how you can capture spending from moms across segments, as well as specifically resonate with Hispanic moms.

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.