How and why Gen Z and Millennials are navigating a new era of social media use in light of the pandemic, BLM, and an election year

Exploring how today's young adults are using various art and entertainment mediums to get their message across

The key things brands need to know

Four macrotrends emerging from the Covid-19 pandemic

Young people are making changes to their daily habits during the pandemic—some intentional and some forced—and these will have a significant impact on the CPG category.

Young adults are taking time to reevaluate their goals and desires when it comes to work, education, and their overall success and life path.

An exploration of how Covid-19 is inducing new consumer behaviors and perspectives around media & entertainment

The ways that young people connect, feel a sense of togetherness, and maintain relationships will evolve rapidly in the wake of Covid-19 and create unprecedented opportunities for brands.

Consumer attitudes were sure to be disrupted in the wake of Covid-19, but brands can prepare now for emerging trends around Millennials' and Gen Zs' habits, attitudes, and preferences when it comes to shopping and spending.

Millennials and Gen Zs face new mental health needs in the era of Covid-19 due to emerging challenges, behaviors, and trends that will affect them now and in the future.

Discover how we are approaching and uncovering nascent trends around polarization, and how Covid-19 plays a big part in this.

Explore the intergenerational conflict between modern youth and older generations to understand the root of the issue and the ways in which Gen Z compare and contrast to Baby Boomers when Boomers were coming of age.

Gen Zs’ approach to activism is informed by their realistic outlook and self-awareness, which brands need to understand in order to engage in social causes and issues in a way that resonates with this cohort.

See how social and political polarization is impacting how youth approach their personal relationships, their consumption of news media, and emergent cultural events.

Find out if Gen Zs and Gen Ys actually care when brands get involved in social causes or political issues, as well as differences in how each generation perceives such brand initiatives.

In an increasingly crowded space of brand purpose, the pivot to being a purveyor of trusted information can be the opportunity for a brand to stand out.

Implications of Purpose & Polarization on categories

Discover whether influencers actually possess influence or if they’re merely a channel for brands, and learn about the qualities that draw young people to the influencers they admire.

Take a deep dive into stan culture and cancel culture, and explore how the evolution of social technologies and the democratization of social voice has resulted in the formation of these Internet-based hive minds.

Trends across the influencer landscape are shifting—especially with the rise of micro-influencers who have more engaged, niche audiences—prompting brands to evaluate their specific goals when tapping into influencer marketing.

Influencers are oversharing as a means to entertain their followers and create a space for people to feel seen and represented. Brands can take a page out of the influencer playbook on how to overshare with a purpose in order to create a genuine connection with modern youth.

Young consumers have a complex and multifaceted relationship with the influencers they follow, especially in the wake of increasing influencer backlash. Brands need to understand this landscape in order to partner with influencers who can deliver the greatest ROI for their efforts and authentically connect with young consumers.

The following piece compares the influencer categories modern youth follow against the categories in which they make purchases to provide insight on how your brand can tap into new areas of interest and drive ROI.

The following piece features Q&As from experts in the influencer marketing industry and will shed light on influencer trends, the future of the industry, and the culture of influence.