Sandwiched between silver sneakered Boomers and digitally savvy Millennials, Gen X gets lost on the consumer continuum, only to be upended again by youth, as Gen Z becomes the next media darling. Described as the “ignored generation,” Gen Xers, born between 1960 and 1982, are often accused of contributing less to culture and society.

But is that true? (more…)

The pandemic has accelerated the shift from traditional in-person gym memberships to broader acceptance of at-home connected fitness equipment. But a recent ThinkNow study shows that the gym isn’t dead, and connected fitness has a long way to go.

For our 2021 ThinkNow Smart Fitness Report, ThinkNow conducted a nationwide online survey of American adults ages 18 to 64 to understand consumer usage of internet-connected fitness equipment and perceptions of connected fitness brands. (more…)

The death care industry is evolving to keep pace with how consumers perceive death and experience grief today. Expensive funerals with caskets and traditional burials are being replaced by body composting (green funerals) and memorial stones made from the remains of loved ones. Among the innovators in this space are tech startups, more specifically, death tech startups, like Lalo. (more…)

When consumers have a good experience, they tell three people. When they have a bad one, they tell ten. Doing a deep dive into conversations taking place on the ground is essential to identifying and combating false narratives that can derail a multicultural marketing campaign. This is especially important when that campaign is in the interest of public health. (more…)

Diversity and inclusion initiatives are beginning to gain real momentum in America. Beyond the empty statements many companies issued following the murder of George Floyd, we’ve seen a significant uptick in the number of companies putting in the work to develop and implement sustainable programs. Tactics include everything from more inclusive marketing to diversifying corporate boards and leadership teams. (more…)

Marketers adept in multicultural marketing have mastered the use of the refrain: “They are not a homogenous group.” While well-intentioned, this phrase typically refers to Hispanic and Asian consumers and perpetuates a glaring omission: African Americans. Like Hispanics and Asians, African Americans are diverse — from skin tones to language, culture rules and mores to folkways. (more…)

Cultural conversations thrive at the intersection of social media and search. Some consumers use social media to engage in external dialogue in the “public square” of society. While others look to validate their points of view without public scrutiny by typing inquiries into search. Collectively, these shared experiences provide a window into factors driving cultural shifts that impact consumer behavior and, ultimately, purchase decisions. (more…)