Generation Nation: Redefining America’s Boomers, Xers, Millennials & Gen Z

Uncover wide-ranging and data-driven generational insights of Boomers, Xers, Millennials, and Gen Z in post-Obama America


747 Insights


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No question: America is changing. Generational values are shifting, too. To remain fresh and relevant, marketers need to re-frame how they think about and speak to these four U.S. cohorts.


  • To confirm or debunk commonly held perceptions of these four cohorts.
  • To deeply understand the fundamental values of each of these generations to communicate resonantly with each and to develop products and brands that are appropriate and welcomed.
  • To learn whether to direct your brand’s efforts based on generation, lifestage, and/or mindset.
  • To reveal whether actual behaviors are consistent with each of these cohort’s professed value sets (i.e., do they “talk the talk” but not “walk the walk”?).
  • To redefine these four cohorts based on current times and current events.


What are the distinguishing values of U.S. Boomers, Xers, Millennials, and Gen Z in today’s post-Obama America? That’s what this first wave of “Generation Nation” will reveal. After all, to truly understand any one of these cohorts, you need to do so within the context of making sense of all four. Only “Generation Nation” provides this scope of generational insight.

“Generation Nation” reveals the essence of each cohort. You’ll learn whether to direct your brand’s efforts based on generation, lifestage, or mindset. And, what generational lines you can safely cross.


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