Briefs, Case Studies, and News
Gen Z
How Gen Z Is Shaping the Next Generation of Dating Platforms
Gen Z isn't quiet quitting. They're side hustling
As AI's novelty wears off, workers want it to be better
Brief • 2 min Read
The Future Feels Out of Tune: How Americans Are Navigating AI, Anxiety, and Change
The future is knocking, but the sound is strangely out of tune. We’re mourning what’s fallen away—stable careers, predictable markets, even aesthetic originality—while trying to decode what comes next. New Harris Poll research reveals a generation that feels both electrified by possibility and unnerved by the speed of change. Download the Report The Promise and […]
Brief • 3 min Read
Canadians Are Prioritizing Value and Product Quality When Shopping for Gifts This Holiday Season
Competitive deals (59%) and product quality (50%) are the top leading considerations for Canadians overall when shopping for holidays followed by wide product selection (44%). However, speed matters more to younger shoppers. Gen Z (40%) and Millennials (38%) are significantly more likely than Boomers+ (16%) to prioritize fast & reliable delivery. Conversely, older shoppers place […]
Keep your finger on the pulse with the latest trends in business, culture, and more.
20 brands catching Gen Z's attention right now
Alcohol Still Leads Restaurant Beverage Orders, According To New Harris Poll—But Gen Z Isn’t Buying It
Opinion | Why Gen Z Is Resurrecting the 1990s
Brief • 2 min Read
Cheers to that: Are Americans ordering alcoholic beverages when eating out?
Whether with family, friends, or your significant other, eating out is a festive experience, and begs for a beverage to match! Over a third (36%) of Americans say alcohol is their go-to drink when ordering at a restaurant, edging out soda (29%) and water (21%). However, a recent Harris Poll run in partnership with eMarketer […]
Brief • 6 min Read
ChatGPT - Can the Hottest AI Outlast the Hype?
ChatGPT is a phenomenon. Not just an AI breakthrough — a brand phenomenon. And QuestBrand now measures it in 21 countries worldwide. In the U.S., my relationship with it evolved fast. First, it was my writing partner — sharpening memos, rewriting decks, and turning half-baked thoughts into something you’d actually want to say in a […]
94% of Gen Z want to hit financial independence before 55 — and they're planning to use side hustles to get there
Brief • 4 min Read
Brand Equity Breakouts: 6 Gen Z Favorites Dominating Right Now in 2025
Companies capturing Gen Z’s attention right now aren’t just lucky; they’ve mastered authenticity, innovation, digital-first strategies, and immersive storytelling. These strategies have paid off for these twenty brands according to Ad Age’s latest Gen Z Brand Tracker. Below we will explore a few of the brands climbing in Brand Equity and why. Managing Director of […]
Brief • 3 min Read
How do changing travel trends signal a new consumer mindset?
Americans are heading into the second half of 2025 with mixed emotions: economic uncertainty, a growing appetite for escape, and rising expectations for the brands they choose. In a recent panel, I unpacked four cultural and behavioral shifts that are reshaping consumer sentiment and spending. What do these trends mean for your brand? They’re not […]
20 brands catching Gen Z's attention right now
Forget quiet quitting—4 in 10 millennials are taking ‘quiet vacations’ and checking out of work (and the country) on company dime instead
The Big Unplug: Gen Z favors digital detox in pursuit of IRL workplace connections
Brief • 3 min Read
Gen Z's fascination with secondhand apparel: Depop sees large brand equity gains among younger consumers, according to Ad Age - Harris Poll brand tracker
Based on data from QuestBrand by The Harris Poll, Ad Age released their quarterly Gen Z Brand Tracker in May. This ongoing brand tracker ranks the top 20 brands with quarter-over-quarter brand equity growth among Gen Z adults (ages 18-28). From Q4 2024 to Q1 2025, the secondhand apparel marketplace Depop experienced a +12.0% brand equity lift […]
20 brands catching Gen Z's attention right now
Brief • 2 min Read
LTOs, chicken nuggs, and nostalgia: Gen Z’s Taco Bell order is a whole mood
Taco Bell’s energy? Straight Gen Z core. Using data from QuestBrand by The Harris Poll, we can see how Taco Bell’s push towards nostalgia, chicken, and LTOs strongly resonates with this generation. Throughout the last quarter of 2024, Taco Bell’s brand equity lifted among Gen Z adults, and remains high into 2025. What is Taco […]
Nearly half of Gen Z and millennials say college was a waste of money—AI has already made degrees obsolete
Gen Z is interested in blue-collar work—but not necessarily manufacturing
Gen Z demands accountability amid corporate DEI rollbacks
Spring Break Marketing—How Brands Can Navigate The Generational Travel Divide
Case Study • 1 min Read
New Balance Case Study
Dad shoes are cool again How New Balance successfully won over Gen Z. Using data from QuestBrand, we explore how New Balance — once the go-to sneaker for dads everywhere — was able to successfully catch Gen Z’s attention. Download the case study to see how leveraging digital engagement and meaningful strategic partnerships can pay […]
Most Americans want to leave the country and live overseas. Many say cost of living is the top reason why
25 Brands That Gen Z Says Are On The Way Up
Brief • 3 min Read
Dad shoes are cool again: How New Balance successfully won over Gen Z
Haven’t you heard? The “dad shoe” is back in style! Using data from QuestBrand by The Harris Poll, Ad Age released their quarterly Gen Z Brand Tracker in February. This tracker ranks the top 20 brands with quarter-over-quarter brand equity growth among Gen Z adults (ages 18-28). New Balance ranked first on this quarter’s list. Brand equity measures […]
Gen Z workers feel isolated by tech and crave more in-person interaction, survey says
Marketing to Gen Beta, Gen Alpha, Gen Z, Millennials, Gen X And Boomers - What Brands Need To Know In 2025
Brief • 2 min Read
Gen Z’s Sriracha fandom skyrockets amidst a serious hot chili sauce shortage
Huy Fong’s Sriracha Hot Chili Sauce ranked 6th in our latest AdAge-Harris Poll Gen Z brand tracker with a 5.5% brand equity increase from Q2 (46.7) to Q3 (52.2). This quarterly index uses data from QuestBrand by The Harris Poll to rank the top 20 brands by brand equity growth among Gen Z adults (ages […]
Brief • 3 min Read
Can Facebook Marketplace be Meta’s answer to reeling in younger users?
Facebook was one of the first, and most impactful, social media platforms in the early 2000’s. It was the most downloaded mobile app of the 2010s and is the third-most-visited website globally as of just two months ago. However, it has been impossible to ignore the lack of attention Facebook has received from Gen Z […]
The End Of Management? Gen Z Faces New Challenges In 2025
Company holiday parties are falling out of fashion
IRL Premium? Study Finds Out Of Home Ads Are Most Effective For Younger Demos
Mattel's Porn Mistake Bothers Gen Z More Than Others - How 'Wicked' Packaging Errors Is Affecting Consumers
The American Dream failed millennials and Gen Zers - even DINKS earning over $100,000 say they can't afford kids
America's new 1%: Gen Z and Millennial DINKS spending big on vacations and takeout, survey finds
The soft skills crisis: 1 in 4 execs wouldn't even think of hiring an entry-level Gen Z grad
Brief • 2 min Read
Empowering with authenticity: Dove attracts Gen Z consumers with compelling campaigns
Dove ranked 12th in our latest AdAge-Harris Poll Gen Z brand tracker. This quarterly index uses data from QuestBrand by The Harris Poll to rank the top 20 brands by brand equity growth among Gen Z adults (ages 18-27). Over the last 20 years, Unilever’s Dove has challenged stereotypical beauty standards by featuring real women […]
Brief • 3 min Read
A stress-free meal-kit plan that cares: HelloFresh catches Gen Z's attention
Using data from QuestBrand by The Harris Poll, AdAge released their quarterly Gen Z Brand Tracker in November. This tracker ranks the top 20 brands with quarter-over-quarter brand equity growth among Gen Z adults (ages 18-27). HelloFresh ranked second on this quarter’s list. Brand equity measures the value consumers see in a brand at a […]
Gen Zers are landing job interviews through TikTok
20 Brands Catching Gen Z's Attention Right Now
Gen Zers are most likely to lie about who they're voting for
America's youngest voters become major election liars
Quiet Vacationing And The Generational PTO Divide
How debt influences Gen Z and millennial career choices
Gen Z is breaking into the trade sector as college disillusionment rises
Broken taboo: Politics are coming up on first dates
Axios Event: Politics can influence who swipes right
Brief • 2 min Read
Unlocking the Power of Personalized Banking: Consumer Research Insights
In today’s rapidly evolving financial landscape, one thing is clear: Consumers across generations want personalized banking experiences. From Gen Z to Baby Boomers, banking preferences are more similar than we think. The Personal Bank: Delivering Personalized Experiences Across Generations reveals that across generations, consumers are aligned in their demand for more customized and responsive banking […]
Brief • 3 min Read
American Eagle's "Live Your Life" platform sparks enthusiasm among young shoppers
In July, American Eagle revived a 20-year-old slogan “Live Your Life.” This phrase was originally trademarked by the retailer in the mid-2000s, but was recovered earlier this year as American Eagle’s marketing platform. The Live Your Life platform encourages consumers to step out of the digital world and to engage with those around them IRL. American […]
Opinion | Gen Z Has Regrets
Brief • 4 min Read
What Gen Z thinks about its social media and smartphone usage
Recent conversations about the mental health impact of social media and smartphone usage on children have spurred efforts to curb access to both. Many policy reform efforts have included schools going “phone-free” during the school day, and others have sought to introduce minimum age limits for social media, similar to age limits for driving or […]
CEO's politics a deal-breaker for 40% of Gen Z and millennial employees, study shows
Brief • 2 min Read
Cost-conscious Gen Z shoppers look to Costco for supersized savings
In recent months, Gen Z has prioritized cost-conscious grocery shopping amid rising consumer prices. According to data from the Agriculture Department, Americans are spending more than 11% of their personal disposable income on food. Many young consumers looking to combat growing grocery bills have turned to buying in bulk at warehouse clubs, such as Costco. […]
Marketing Winners And Losers Of The Week
20 Brands Catching Gen Z's Attention Right Now
Gen Z: Many stuck in 'parent trap,' needing financial help from Mom and Dad, survey finds
Case Study • 1 min Read
Prime Case Study
The Light That Burns Twice As Bright… After a meteoric rise in popularity, can PRIME sustain its growth? Logan Paul and KSI launched PRIME Hydration in 2022. By 2023, PRIME was projected to reach $1.2 billion in sales. Despite their fast rise, the popular brand was hit by several class action lawsuits – alleging the […]
Axios Vibes: Gen Z, millennials' spending habits fuel dependence on 'Bank of Mom and Dad'
Bank of Mom & Dad
Opinion Letters | Should Social Media Come With Warning Labels?
What to know about ‘quiet vacationing,’ the new work trend infuriating bosses
Case Study • 1 min Read
Levi's Case Study
Shining In Celebrity Star Power Beyoncé’s Song “Levii’s Jeans” Positively Impacted The Levi’s Brand In March 2024, Beyoncé launched her first country-style album, Cowboy Carter, which includes the catchy song “Levii’s Jeans.” After the song’s release, the brand’s stock jumped 20%, and Levi’s experienced a 20% increase in foot traffic in their US stores. Using […]
Why 'quiet quit' when you can 'quiet vacation'? Millennials are taking time off without telling their bosses. Gen Z has a different tactic.
Quiet vacationing: why workers are sneaking off on holiday without telling their boss
The GOP's deep generational split on immigration
20 Brands Catching Gen Z's Attention Right Now
Gen Z and millennials say streaming costs them too much
Case Study • 1 min Read
Lululemon Case Study
An Unconventional Show Of Brand Confidence Lululemon Leans Into Gen Z Culture With A “Dupe Swap” In May 2023, Lululemon hosted a “Dupe Swap” in Los Angeles. At the event, consumers got a free pair of Align leggings if they turned in a knockoff to demonstrate Lululemon’s superior quality. In all, Lululemon gave away $97K […]
TikTok Ban Threat - What Gen Z, Millennials, Gen X And Boomers Really Think Of The App
Gen Z just said it's sick of remakes. Here's why that's bad timing for Hollywood
Boomers are huggers, Gen Z fakes phone calls: How greetings differ across generations
1 in 5 Gen Zers haven't had a single conversation with someone over 50 in their workplace in the last year, LinkedIn research says
Brief • 2 min Read
Pinterest is not just for the Millennials, Gen Z is moving in
You may have thought that Pinterest was for Millennials, TikTok was for Gen Z, but the times they are a-changin’. Gen Z’s interest in Pinterest significantly grew throughout 2023, and they are currently Pinterest’s fastest growing user demographic. This youngest group of adults now accounts for more than 40% of Pinterest’s monthly active users worldwide. […]
'Ultrawealthy' Gen Xers are proving more resistant to returning to the office - but Gen Z and millennials are making it a priority
Brief • 2 min Read
Mirroring their favorite A-list celebrities, Gen Zers don Polo Ralph Lauren
The classic American brand, Polo Ralph Lauren, was launched in 1967. A staple in many consumers’ wardrobes, it was Polo Ralph Lauren that first popularized the iconic polo shirt. Despite its nearly sixty-year reign, Polo Ralph Lauren remains a popular brand with shoppers worldwide. At the end of 2023, we saw a surge in Gen […]
Brief • 2 min Read
They’re back! Gen Z is reviving UGG’s popularity
Using data from QuestBrand by The Harris Poll, AdAge released their quarterly Gen Z Brand Tracker in January. This tracker ranks the top 20 brands with quarter-over-quarter brand equity growth among Gen Z adults (ages 18-24). UGG ranked first on this quarter’s list, with a +11.9% increase in brand equity from Q3 to Q4 2023. […]
"AI native" Gen Zers are comfortable on the cutting edge
Meet Zillow rooms for rent: A Craigslist killer for the millennial and Gen Z set - and a symbol of the housing affordability crisis
20 Brands Catching Gen Z's Attention Right Now
Gen Z has no idea how to interact with their coworkers - and it could cost them a promotion
Managers' latest complaints about Gen Z: They lack soft skills and have unrealistic workplace expectations
Each generation thinks they hold the power in the office - but it's Gen X "quietly shifting" the future of work
Get ready to hear more about "pre-internet" times
Survey Sheds Light on How Leaders Can Earn America's Trust
All Gen Z Wants For Christmas Is Live Event Tickets
The Subscription Economy - How Brands Can Unlock Sustainable Revenue Streams
Gen Z may be on track to kill middle management
4 Gen Z Marketing Trends From 2023
Millennials, Gen Z, Republicans, and Democrats agree: The economy sucks.
Gen Z Is Leveraging Their Employee Power
Harris Poll: Gen Z and millennials are ready to splurge this holiday season
Delta Air Lines scores high with American travelers, but each generation has a different favorite
The Workplace is Becoming More Political as Gen Z Comes of Age
The worst part about air travel? You
Middle Class Americans Are Rattled by Fed's Fight Against Inflation
20 Brands Catching Gen Z's Attention Right Now
Most millennials and Gen Zers feel they have it a lot harder than their parents did in today's economy
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