April 2-3, 2019

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Redefining Success for Millennials and Gen Z Today

Room 2 | 11:30-12:00 | Wednesday, April 3, 2019

A quantitative analysis of U.S. Millennial and Gen Z shifts in attitudes and behaviors toward success, lifestyle and brands that help them thrive compared to data collected by Insight Strategy Group six years previously. This research will examine how success itself has been redefined for these cohorts, influenced by cultural context and macro pressures of modern American life. Based on their new definition of success, we’ll look at how brands should prepare to stay relevant as priorities and needs shift significantly.

Presentation type:

  • Research Report

Subjects covered:

  • Business-to-business research
  • Behavioral economics
  • Ethnographic/observational research


Attendees will get to review the quantitative analysis of U.S. Millennial shifts in attitudes and behaviors toward lifestyles, relationships and brands compared to data collected five years previously. The presenter will speak to insights that brands and teams need to be thinking about as they try to stay relevant to Millennials and Gen Z during different life stage changes. This research will examine the shifts the Millennial cohort have undergone as they transition into full “adulting” and what that means for effectively targeting these individuals.


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