Entries by Katie Hockstein

The Food and Beverage Revolution: Unlocking Younger Consumers’ Preferences

The food and beverage industry is seeing shifting consumer behaviors, particularly among younger consumers. These consumers—Gen Z and Millennials—differ from older generations in three main ways. First, they are more informed. For example, younger generations grew up in the information era and had exposé documentaries on the food industry baked into their middle school and high school […]

Is What You Think of Trump’s Fan Base Fake News?

Election results are rolling in as we go to print, but in all likelihood you are reading this in the wake of the historic midterm election results. Our stock in trade is Multicultural, Gen Z and Millennial research, but in this post we take a Total Market view to anticipate the election results, with a […]

2017 American Community Survey: First Look

The U.S. Census Bureau recently released preliminary estimates from the 2017 American Community Survey. We’ve been digging through the data to identify and analyze demographic changes likely to impact your markets, and uncovered a few interesting nuggets. Key takeaways include: • The US population grew by 2.6 million people in 2017 • Asians and Hispanics […]

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gen-Z “Family Values” offers new ground for marketers tapping into cultural themes

In Taking a Stance: Examining millennial and gen-Z political issue positions, we established that despite being more likely than millennials to self-identify as conservative, gen-Z is decidedly progressive in its political leanings. It is possible, however, that gen-Z’s flavor of conservatism is distinct from that of millennials, and it will be important for brands to […]