Research

As the first crop of Gen Z talent joins the future workforce, new grads hold traditional work values with a digital spin. For the first time in years, there is an uptick in the number of new college graduates wanting to work for large companies. They are willing to commit and ready to roll up their sleeves. In return they want an engaging employee experience that takes full advantage of their degree, including the digital skills they bring to the table.

​For younger workers, the gap is widening between what responsible companies should achieve and what businesses’ actual priorities are. The good news, according to the 2018 Deloitte Millennial Survey : Business leaders have an opportunity to turn things around—and win back millennials’ loyalty.

Today, access to information is unprecedented, consumers are empowered to make smarter buying decisions and marketers have amassed immense quantities of data about consumers. Technology has transformed many industries permanently, but perhaps none as much as marketing.

Until recently, Facebook had dominated the social media landscape among America’s youth – but is no longer the most popular online platform among teens, according to a new Pew Research Center survey. Today, roughly half (51%) of U.S. teens ages 13 to 17 say they use Facebook, notably lower than the shares who use YouTube, Instagram or Snapchat.

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Amid widening gaps in politics and demographics, Americans in urban, suburban and rural areas share many aspects of community life

Eight of the 15 cities or towns with the largest population gains were located in the South in 2017, with three of the top five in Texas, according to new population estimates released today by the U.S. Census Bureau.

ThinkNow announce that Jannet Torres has joined the company in the newly created position of vice president, custom research. Torres will have national responsibility for building ThinkNow’s market research and consumer insights team and will be based in Los Altos, Calif.  

Young people are having a moment. Parkland survivors are demanding a national conversation on gun violence and are refusing to back down. The International Indigenous Youth Council, which grew out of the Dakota Pipeline protests, works to inspire, organize, and empower young leaders. Black Lives Matter youth groups have spent the last six years fighting for justice for young people of color.

A Cultural Re:Evolution reveals that U.S. Latinas have reached the tipping point where professional identity takes precedence over other roles in Latinas’ lives and represent a new chapter in the evolution of a complex woman who is at the forefront of a cultural, political and generational shift.

A while back I wrote about the need to break out of the comfort zone in order to create brand growth. The scary thing is that data can be one of the things that helps create the comfort zone. Our data becomes the lens through which we see the world and the real opportunities lie outside our view.  by Nigel Hollis

The apparel market hasn’t reached crisis mode, but shopping behavior has changed in ways that are affecting clothing retailers. Yoga pants are now just pants, fewer consumers have separate work and leisure wardrobes, and younger shoppers are supposedly less materialistic (or maybe just poor), embracing experiences instead of goods.

Marketers seek more customer data, but many struggle to make sense of what the numbers are telling them.

Data is still core to being a successful marketer, but there’s a more tangible consumer resistance rooted in privacy as a result of the recent Facebook issues. So where does that net out for marketers?

According to Asian-Americans: Digital Lives and Growing Influence, a Nielsen report released, Asian-American consumers are growing faster than the general population and maintaining income and education rates higher than any other racial or ethnic group. Asian-Americans continue to make gains as tech-enabled influencers with unlimited potential. As the fastest growing ethnic group, Asian-Americans’ consumer buying power has grown exponentially to $986 billion, up 257% since 2000, versus 97% for the total U.S.

Millennials’ behavior is among the most scrutinized, but don’t be too quick to stereotype this generation.

Cigna released results from a national survey exploring the impact of loneliness in the United States. The survey, conducted in partnership with market research firm, Ipsos, revealed that most American adults are considered lonely.

TBWA’s cultural insight studio, Backslash, released a report identifying a new modern era of American activism, coined Pan Activism. In a nationwide research study, conducted with strategic brand research consultancy Hall & Partners, it was found that 85 percent of Americans took some form of activism in the past year, such as conversing with those who have differing beliefs or donating to a local business or national tragedy. The findings indicate that modern activism is no longer defined by fringe groups with singular big battles but it is more mass and characterized by small, everyday actions.

How much time do American consumers spend each day with their multimedia devices, tablets, computers, AM/FM radio, TV, or their smartphones?  By Pierre Bouvard

As the percentage of Hispanics who speak Spanish begin to decline and immigration slows, it begs the question among market researchers, “do I still need Spanish-dominant sample as part of my U.S. sample frames?”