Chicago

April 2-3, 2019

Chicago
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Growing Up

A quantitative analysis of U.S. Millennial shifts in attitudes and behaviors toward lifestyles, relationships and brands compared to data collected by Insight Strategy Group five years previously. This research will examine the shifts the Millennial cohort have undergone as they transition into full “adulting” – first mortgages, children, weddings – and how their experiences have differed from the linear path expected while still satisfying these desires. Additionally, we will compare and contrast Gen Z in the U.S. today to see how similar/different they look today and what future scenarios brands should prepare for to stay relevant as they hit similar life stages.

Presentation type:

  • Research Report

Subjects covered:

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

Takeaways:

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.


Speakers:

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