Generational Research | New Wave
Through our market research we have identified an intrinsically diverse market segment of consumers aged 18 – 39, referred to as the New Wave. Our research dives deep into this segment's spending, passions and trends.

Fill out the form to access an excerpt from, “Essentials of Gen Z and Millennial Marketing,” and read below for all the latest insights on the New Wave.

What is the New Wave?

The New Wave includes both Millennial and older Gen Z consumers who represent an intrinsically diverse market segment of consumers aged 18 – 39. These consumers are among the first in American history to be defined by the multicultural experience.

New Wave consumers are highly invested in their beliefs and passions, and orient toward inclusion and diversity not seen in older generations. Cultural fluency is key to engaging authentically with these consumers as their tastes and brand loyalties continue to evolve.

Our BrandRate and AdRate studies, specifically, dig deep into this consumer segment, revealing essential insights on trends, preferences and more.

The Latest in New Wave Consumer Trends

The Multicultural Growth Opportunity: 2020 Update

The multicultural population in the United States is transforming American culture. For the first time, the white population registered negative growth across the last five years of available data, meaning Multiculturals are now driving OVER 100% of growth and a major share of expenditure growth.

Read More »