Changing Tastes: Non-Alcoholic Beverages

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Whether you’re five or ninety-five, you probably drink at least one non-alcoholic beverage per day. Despite this, the non-alcoholic beverage industry has seen a steady decline over the past few years. Is this driven by more interest in healthy foods, a change in tastes, or something else? Our latest total market study was designed to learn more about consumers’ beverage preferences and uncover the drivers behind the trends.

Multicultural Consumers are More Loyal

Hispanic and African-American consumers typically stick with their favorite brands when shopping for non-alcoholic beverages. They’re less likely to be swayed by a sale or coupon. On average, 27% of consumers say that  they purchased a non-alcoholic beverage because of a sale.

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Quick chart: How Patriotic are Gen-Zers and Millennials?

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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?

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Quick chart: What Gen-Z & Millennials Really Want in Life

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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.

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Quick Chart: What Social Media Platforms do Gen-Z and Millennials Love Most?

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There’s a lot of press around the demise of Facebook. While we’re not jumping on the “Facebook doesn’t matter” train, it’s clear that there are major changes in preferences around social media platforms among the youngest generations.

We asked social media users, “What is your favorite social media platform?” – only allowing them to select one.

The results were jaw-dropping.

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Mythbusters: Millennials Live in Cities

Much has been made of millennials’ preference for cities. For a long time, the prevailing narrative was that they favored urban spaces relative to the white picket fences of the suburbs. Although there’s been a shift in the narrative as some begin to take a closer look at the millennial urban dynamic, there’s still a view of of, for lack of a better term, of white Brooklyn hipsters.

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Quick Chart: Gen-Z and Millennial Smartphone Usage

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The world is going mobile. Smartphones are changing the way we communicate, the way we shop and look for information, and remaking entire industries. However, just how prevalent are smartphones across gen-Zers, millennials, and older generations?

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Hispanics Unbanked: Huge Opportunities for Financial Services

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The mandate to drive sales and build loyalty among Hispanic consumers holds true across all industries. This is felt acutely in the financial industry. Driven by economic, cultural, and language factors, Hispanic consumers significantly under-index on banking status and financial products usage. This represents not only huge business upside for financial services companies, but also a human opportunity to increase access to historically underserved consumers.

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Hispanic Millennials: Top 5 Insights and Strategies

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Millennials are young, influential, digital natives. They constantly multi-task, and, yes, also shamelessly take “selfies.”  Marketers often paint millennials with a broad brush, yet “The Selfie-Generation” or other narratives are too simplistic to articulate exactly who millennials—and in this case Hispanic millennials—really are.

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Targeting Super Influencers

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Hispanics are not just interesting because they’re growing fast, but because they lead the cultural conversation. In our latest in-depth study, Hispanic respondents were 54% more likely to be in the top quartile of cultural openness than total market, and 12% more likely to be in the top quartile of influence. This means that Hispanics are critical cross-cultural influencers. In other words, marketers can think of them as cultural force multipliers.

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