Taking a Stance: Examining Millennial and Gen-Z Political Views

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By the midterm elections this November, Americans born after 2000 will be eligible to vote for the first time. As gen-Z comes into political maturity, it’s important not only for politicians, but also corporations, to understand where these newly-independent consumers stand on a host of socio-political issues.

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Gen-Z, the Future of Parenting has Arrived

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Collage Group recently partnered with BabyCenter to place gen-z alongside current millennial moms to offer an early look at how this young generation of digital natives will prioritize, shop, communicate, and connect when they become parents.

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It’s Not All Bad. How a Digital Life Really Affects Wellness for Younger Americans

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There’s much consternation about the role of smartphones and social media on young people’s lives. From unrealistic beauty standards to the quantification of likes, some have gone so far as to say “smartphones are ruining a generation.” But what’s the real effect of the digital revolution on gen-Z and millennials wellness?

Feel Good, Look Good. New Millennial and Gen-Z Beauty Behaviors

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Consumers are increasingly paying attention to wellness and mindfulness. So how can brands best position themselves to capitalize on these trends? Our latest study takes a look at how wellness influences beauty behaviors for gen-Z and millennials, and what that means for marketers.

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Is That Organic? How Millennial Food & Beverage Choices are Quickly Changing

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Consumers of all ages have begun to pay more attention to their health and wellness. So how can brands position themselves around these trends? Our food and beverage deep dive takes a look at how gen-Z and millennials’ conception of health and wellness influences their behaviors.

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What Older People get Wrong about Social Media’s Impact on Gen-Z

Claims that the industry has ruined teens’ sociability and wellness may be rooted in generational bias more than reality.

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Advertising that Works with Gen-Z & Millennials (Part 2)

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In the first part of this series on standing out and winning with young Americans, we confirmed that millennials and gen-z are in fact harder to engage through advertising. In part 2, we’ll touch on some elements that actually work to increase engagement.

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Breaking through the Clutter: Advertising that Works with Gen-Z & Millennials (Part 1)

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By nature the digital world is a fractured ecosystem. The proliferation of screens, rise of social media, and creation of new digital media outlets have converged to create unprecedented stimulation. This is acutely felt for gen-Z and millennials.

So how do brands break through the clutter? In the hyper-competitive landscape of screens and messages, how do they stand out and win with young Americans. This is the question at the core of Breaking through the Clutter, the latest work unveiled at our executive roundtables, co-hosted by Google and A+E Networks.

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Digital Takes a Back Seat in Gen-Z Shopping Habits

One of the most surprising findings in our latest work on helping brands get inside the minds of gen-Z shoppers, is the role of digital. Despite their digital fluency, this generation isn’t taking online shopping by storm.

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Getting Inside the Mind of the Gen-Z Shopper

Today’s youngest consumer generation—gen-Z—is uniquely heterogeneous, with 13-year-olds relying on weekly allowances and 21-year-olds about to graduate college. Yet despite being in varying life stages, they share a consumer naïveté that binds them together as they explore and develop their emerging shopping independence.

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