How we perceive things and behave is influenced by when we’ve come of age; in other words, the generation we’re a part of – whether we’re a Gen Yer (Millennial), Gen Xer, or Baby Boomer. Through our research and as we observe people in day-to-day life, we explore the cultural context in which cohorts live, how each generation is shaping trends, and what motivates them to engage with brands.
Lazy, obese, and pampered. A few choice myths bandied around about my generation (Millennials). And, of course, then there’s reality. Our latest round of CultureQ (December 2012) reveals we’re actually a pretty earnest lot. Because we’re so uncertain about our futures we’re intent on staying healthy, completing our education, doing our best and working hard [...]
Insights from our CultureQ study this Fall revealed technology brands are setting expectations for brand leaders across categories. From industries as diverse as confectionery, retail, home cleaning goods, to make-up we’re seeing evidence of this. And speaking as a fluent digital native, or in other words a Millennial, I see opportunities out there for brands [...]
As we’re awaiting the final results of our end of year study to gain a more in-depth understanding of the Zeitgeist, we’ve been discussing what’s next for brands in 2013 based upon our learning from CultureQ over the past Summer and Autumn. As always, we’ve been reviewing the data from our research in the context [...]
