GEN Z Born after 1997, Generation Z is larger, more diverse and vocal than their predecessors, the Millennials. While young, the world is already seeing their oversized impact. We’re so passionate about Gen Z that we founded ZSpeak, a sub-brand pioneering research and thought-leadership on this generation and launched the #1 Amazon best-selling book on Zs, Generation We.

Millennials For over two decades, we’ve been studying how this cohort eats, drinks, sleeps, grooms, dresses, works, creates “home”, approaches health & wellness, and prioritizes time/money. Importantly, we understand how Millennial values evolve as they move through coupledom, parenting and now, begin entering middle-age.

Adulting Less career stability and post-Covid work/lifestyle shifts are changing definitions of what “adulthood” looks like. The path is far less linear, with different priorities, less ownership (from homes to cars), lower incidence of children and recalibrated future aspirations. We’ve studied how home and possessions are redefined, how living, cooking and entertaining are evolving, and the faces of the modern “family” are changing. It's evident how skill and time deficits are influencing growing needs for outsourcing and a shared economy model.

Aging Re-Defined Gen X and Boomers, combined with advances in healthcare and cultural shifts, are redefining what aging looks like. We’ve delved into the future Xs/Boomers want, working with healthcare companies on emerging approaches to health & wellness, beauty companies redefining mature beauty and the world’s largest in-home care provider on the future of senior care.

The New Workplace Covid dramatically upended the very fundamentals of what work looks like, where it takes place and employee/employer priorities. We’re studying this, along with the impact of the exploding gig economy and AI, to help organizations prepare for what’s next.

Women Now Issues of gender equality, sexism and harassment continue, while women work to boldly elevate their role in the world. We’re studying expanding definitions of “feminism”, and women’s evolving attitudes around work, parenting, role at home and the re-definition of beauty. We’ve even worked with a presidential candidate to illuminate women’s priorities.

Man Evolved Cultural forces are impacting definitions of “masculinity” and how men show up at work and at home. We’ve talked to men about life priorities, career trajectories, evolving work culture, changing family dynamics, what being a dad looks like in 2023, upping the game in male grooming, what they eat/drink and new health & wellness products/approaches.

Beyond Gender Young generations are creating nothing short of an identity revolution, exploring and advocating for a broader range of identity and expression than ever before. We’ve worked with thousands of young people to understand how gender identity and expression are changing and how companies can honor this.

Future of Food How, what & where we eat is being remade. Advances in consumer knowledge and food science are fueling innovation that brings healthier options to busier lifestyles. We’ve worked with consumers and innovation teams (from Big Food to start-ups) to understand the next gen of food, exploring emerging nutrient-rich ingredients, cleaner labels, plant-based products, food as medicine, bio-hacking and the growing importance of localization, sourcing & sustainability.

Wellness Nation Wellness has exploded, with health viewed more holistically and the US population investing at an unprecedented level on their physical, mental, social and spiritual health. We’re experts on how people move along the wellness trajectory and our work has driven innovation for companies addressing longevity, mental health, the microbiome, natural energy/performance, new supplementation, sleep, stress & even wellness tourism.

All Things Natural Increasing concern for the health of our bodies, homes and planet continues to propel demand for everything natural (or at least “more” natural). We’ve studied evolving priorities & requirements in natural products across categories, the balance with efficacy, value and end-to-end transparency. We’ve proudly helped our clients successfully launch/relaunch natural products in beauty/skincare, food/beverage, healthcare, household (e.g.: cleaning products, pest control), personal care and pet care.