NEW REPORT
Why Generation C(ovid) matters to brands and our world.
Our latest study explores Gen C, the teenagers in their critical developmental years during the pandemic. Learn how Covid indelibly shaped and changed this group’s worldview, values, habits and preferences – and ways your brand can connect with this key segment.
Meet Gen C(ovid).
Consider everything that mattered to you when you were a teenager: the need to be more independent, to rebel, to explore the world, to experiment and be adventurous, to focus more on friends, to party, to dream.
And then, imagine that right at that time in your life, you were required to stay home, wear a mask, attend school online and skip many of the experiences that shape the journey to adulthood.
Our hypothesis that Covid shaped this group, separating it from Gen Zers, led us to survey over 1,000 teens across the country and conduct in-depth interviews with 32 teens and 12 parents in partnership with Sago. You’ll find the research results and key findings in this report, which delves into the depths of Gen C’s psyche, exploring the pandemic’s lasting influence on people’s life choices, behaviors and aspirations.
Download the Gen C Report:
Tips for how your brand can connect with Generation C(ovid) to drive growth.
A new study uncovers what drives the young people who stepped into their formative years amid the tumult of the pandemic. Download the report to discover…
The reality is that every brand (yes, our competition) is fighting to win with today’s young adults. The risk is that it’s too late by the time they act. Studies like this help us get a competitive edge by understanding who’s next and how their unique experiences require tailored strategies and executions.
Kyle Papanikolas, US Strategic Insights, McDonald’s
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More of our latest thinking…
A GUIDE FOR RESEARCHERS
Welcome to Gen Alpha’s world.
Who are the digital natives shaping our future? Our resident Gen Alpha experts ran a session with insights leaders on how to build strong relationships and engage with the youngest generation. Here are key learnings for you and your brand.
THE NEXT GEN CUSTOMERS
How McD’s reaches Gen Z.
Find out how C Space helped McDonald’s understand not just Gen Z’s choices and behaviors, but who they really are with an 18-episode, virtually-shot TV series to bring the McDonald’s team closer to a key consumer target.
INCLUSIVE INSIGHTS ADVISORY
The case for inclusive insights.
The US population is diversifying, which means our research practices need to shift to ensure we’re hearing all voices. To help brands remain competitive, insights leaders need to approach every step of the research process with a DEI lens.
