Gen Z Research

Gen Z is the largest generation segment in the U.S., making up 25% of the population and the most racially diverse in history, with nearly half identifying as other than non-Hispanic White

Gen Z is the most diverse generation in American history, with nearly half identifying as racial or ethnic minorities. This diversity is reflected in their values and priorities, as Gen Z consumers are more vocal about social justice and gender and identity nonconformity than previous generations. Digital-first, this generation has grown up in the age of social media, as evidenced by high consumption levels across multiple devices, often simultaneously.

Despite their independence, Gen Z consumers still look to their parents and friends for advice and guidance when making purchase decisions. This means that brands that want to reach Gen Z need to also focus on building relationships with their parents and friends.

• The Myth of Cultural Risk: What Los Angeles Consumers Reveal About Brand Representation
  For years, many brands have operated under a quiet assumption: The more culturally specific you are, the greater the risk. Traditional logic suggests that neutrality protects mass reach and that...
• The Future of American Soccer: Culture, Pathways, and the Rise of Black Fandom
  In the latest episode of The New Mainstream podcast, we sit down with Patrick Rose, leader of Black Star and cultural marketing at For Soccer, to examine a critical shift...
• ThinkNow Expands Operations in Brazil to Strengthen Access to Representative and Inclusive Data
  Brazil is one of the most dynamic and diverse markets in Latin America. Yet for many research and insights teams, achieving true national representativeness remains a challenge. At ThinkNow, we...
• The NFL’s Bad Bunny Bet: Culture, Risk, and Why Brands Played It Safe
  The reflections in this article are drawn from the latest episode of The New Mainstream podcast, featuring Michelle O’Grady, Founder and CEO of Team Friday. In the conversation, we explored...
• How Brands Can Win the 2026 World Cup
  3 Key Insights from the Study and Why Los Angeles Will Be the Ultimate Growth Lab The 2026 World Cup in the United States will bring together the most diverse,...
• Bad Bunny, When a Halftime Show Is More Than a Halftime Show
  Bad Bunny’s selection as the Super Bowl halftime performer raises practical questions for brands. Does his presence drive awareness and help sales? Does featuring an outspoken Latino performer during the...