Discover how understanding the nuances of each generation can help your brand better engage consumers and prepare for the future.

A snapshot of each generation, including who they are, what they value, and how brands should perceive them.

Brand loyalty is achieved and expressed differently among older and younger generations, and brands can’t take a one-size-fits-all approach to earn consumers' support.

A deep dive into how each generation perceives technology and how they live on and with digital devices.

An exploration of what’s socially acceptable in the eyes of each generation and how brands can help achieve social progress.

Each generation has distinct stresses and anxieties, as well as methods for coping, shaped by the culture in which they grew up; by understanding their specific fears and approaches to dealing with them, brands can play a key role in mitigating them.

By learning how each generation approaches TV and movies, music, and gaming, brands across industries can better engage with their consumers through entertainment.

Discover the differing retail preferences and habits of Boomers, Xers, Ys, and Zs.

A snapshot of each generation's luxury purchases and why they're splurging in these areas.

Discover what Baby Boomers, Gen Xers, Gen Ys, and Gen Zs expect of brands across all industries, along with tips for implementation.

While Gen Ys and Zs are the most digitally connected cohorts, they're struggling to find their sense of belonging in person, as evidenced by their approach to home and travel, creating a need for brands to help them obtain it. 

A visual representation of where Gen Ys and Zs in the U.S. and UK live currently, and where they envision themselves living in five, 10, and 20 years.

Cities and suburbs are becoming increasingly similar, altering the ways in which people live, work, and play, and thereby the ways in which they interact with brands.

Modern youth are moving more often than their predecessors in order to find opportunities, including jobs and passions, rather than community.

Young people are seeking out IRL community outside of their neighborhoods and creating new means to obtain it, presenting a key opportunity for brands to help them foster meaningful interactions with other like-minded people.

An ethnography of modern youth’s physical, online, and brand communities, demonstrating how they create their personal communities in today’s phygital world.

Youth are proudly displaying where they’re from, as they're less likely to feel a connection to the communities where they live in adulthood.

Young consumers prioritize travel so much that they're making concessions in other areas of their lives in order to have the money and/or time to go away.

Travel is becoming the new impulse purchase for modern young adults, as they tend to book trips spontaneously upon finding a good deal, disrupting loyalty in this category in the process.

Young travelers are looking to tools and services that help alleviate the burden of planning a trip and allow them to focus on the joys of traveling.

When it comes to travel, modern youth are elevating the journey, presenting an opportunity for brands to help them create memorable experiences when in transit to their destination.

Young people are transforming downtime in the airport into an exciting and entertaining experience, as well as giving rise to genres that reflect their behaviors when it comes to travel and community.

Retailers are reaching people where they live and travel in new ways by focusing on the spaces where there are captive consumers: airports and co-working spaces.

Young people are improving their work lives by combining their jobs with their passion for travel and streamlining their commutes.