Quick chart: How Patriotic are Gen-Zers and Millennials?

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We live in an age when patriotism is expressed in various, sometimes divisive ways. Some people prefer traditional displays of flags and “The Star Spangled Banner.” While younger Americans may have a less tangible interpretation, focused on ideals and a way of life.

Does this mean that gen-Z and millennials are less patriotic than older generations?

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Case Study: Under Armour’s “I Will What I Want”

Most consumers viewed Under Armour as a brand built for men before 2014. Despite that, the company had been incredibly successful raking in $2.3 billion in sales in 2013. However, their product line for women only accounted for $500 million.

To address this, they launched a Total Market campaign targeting women, “I Will What I Want.” It features several female athletes of diverse cultural backgrounds, who speak to the hurdles they had to overcome to reach success.

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An Inside Look at the Hispanic Beauty Journey


Today’s beauty campaigns encourage consumers to embrace diverse beauty standards and think beyond stereotypes.  As the U.S. Hispanic population grows, it’s important to note key differences and similarities between Hispanic and non-Hispanic consumers.  To tease out the nuances of culture as it relates to beauty, we asked the women on our consumer panel about their shopping habits, product usage, and influencers in the category.

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