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.
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.
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.
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.
In part 1 of our series around youth and sports, we looked the importance of early engagement and participation to build fans from a young age. Now, we’re exploring perceptions around leagues and the rise of eSports among gen-Z and millennials.
Are young people playing the same sports as older generations did in their youth? Do young people consume sports in a different way than their older counterparts? In our latest study we answer these questions and more to see how sports leagues and brands can better market to, and ultimately create, young fans.
While political polarization has been on the rise in the U.S., in many ways the 2016 presidential election was a collective moment of realization of just how far apart Americans are.
Young vs. old, left vs. right, urban vs. rural – since the election, understandings of “other segments” are frequently discussed. However, many of these conceptions are constructed through stereotypes and anecdotes instead of data.
It’s no secret that the demographics of the United States are shifting. White Americans comprise just above half of the youngest two generations, while they remain a strong majority in older generations.
Never has the makeup of the country become such a core part of the national discourse as in the lead-up to the 2016 election.
We live in an age when patriotism is expressed in various, sometimes divisive ways. Some people prefer traditional displays of flags and “The Star Spangled Banner.” While younger Americans may have a less tangible interpretation, focused on ideals and a way of life.
Does this mean that gen-Z and millennials are less patriotic than older generations?
We are all human. Despite different traits and experiences, when it comes to basic desires most people want the same things. Of course priorities shift as we age, but fundamental values are more alike than you might think. In our latest study, we asked gen-Z and millennial consumers what they find most important in life – prompting them to rank their top five characteristics out of a list of 16.