Beneath the Trend

Understanding generational attitudes toward the holidays is key to developing messaging that will break through the clutter. Learn what people really value, and how they plan to spend their time and money this holiday season.

How does a brand generate perceptions of authenticity? Follow these rules and consumers will think you’re the real deal.

Among Gen Z, they’re knowledgeable, trusted friends who provide a sense of fun and entertainment. Meanwhile, Millennials are more likely to look to them for product and service referrals. See who the most popular social media influencers are today.

As Gen Z begins to infiltrate the real world of “adulting,” this tech-savvy generation is already feeling stressed out. Learn what’s driving their stress and what they’re doing to cope with it. Is this cohort really any different than we were at their age?

The national debate surrounding athletes kneeling during the National Anthem escalated to new heights when Nike released their ad campaign featuring Colin Kaepernick. Learn how people really feel about brands taking a stand on social issues. Is it good for business?

Is there an online equivalent to the coveted in-store end-cap display? See what we learned about impulse purchases in e-commerce environments, and why we now believe they’re more like a treasure hunt than an impulsive decision.

We know brick-and-mortar retailers continue to lose share to eCommerce, but there is an emerging trend in social selling that can threaten both. Learn what drives people to purchase products through friends and social channels versus traditional retail outlets.

The majority of Millennials have lost trust in the healthcare industry and see pharmaceutical companies as a “necessary evil.”  Learn what this generation is doing to take control of their health — and what’s motivating them to do it.

A deep-dive into how fans (mostly men) really feel about football — and how they fill their time in the off-season.