Generation Nation 2018: 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


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100% funded

10% for you,
10% for your friend


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” unveils. 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.

Methodology: Quantitative

Quantitative Design

Number of Interviews: 4000

Interview Length: 20 minutes

Design Rationale:

747 Insights has conducted numerous qualitative and quantitative studies focusing on generational cohorts, with a particularly emphasis on youth. A major goal of this research is to understand each of these cohorts more insightfully within the context of all four generations. Significant qualitative experience informed the questionnaire and the analysis. This study has been designed to be repeated and expanded through Collaborata. We invite you to collaborate with us in this important discovery.

How Sample will be Segmented:

4,000 total respondents -- 1,000 representing each of the four covered cohorts: Boomers, Xers, Millennials, and Gen Z.

Gen Z: 13-19
Millennials: 20-36
Gen X: 37-52

Sample Source:

The sample came from several of Researchscape's trusted partners. (Researchscape was responsible for the programming and data collection)

Quantitative Research Target

Gender: 50% Male, 50% Female

Ethnicity: Approximates national population distribution

Ages: 13 to 71

Additional Demographic Screening:

Each cohort is representative of the US population.

Gen Z: 13-19
Millennials: 20-36
Gen X: 37-52
Boomers: 53-71

Geography: US Only; Approximates national population distribution



Presentation: Web-based

Additional Deliverables:

- Each co-funder receives a one-hour telephone consultation with 747 Insights to walk through the findings and to discuss implications into activating these findings within the client's company.

- Buy a second share and receive an in-person presentation of findings at your site (travel expenses billed separately at cost)

Timing: 7 weeks from funding to delivery of final report


Company: 747 Insights and Quester

Previous Projects: 3


Supplier's Qualifications:

747 Insights is a boutique research firm that helps clients better understand and make meaningful connections with Millennials and Generation Z. Simply put, we know these generations. And, we’re thrilled to be partnering on this project with other generational experts in order to bring greater insight to understanding these two younger cohorts by examining them within the context of four current American generations.

Founders Kate Danaj and Michael Wood first collaborated as senior researchers at TRU, the pioneer in youth research. With more than 25 years’ collective experience studying these cohorts, they’ve re-teamed to establish 747 Insights. Together, we bring a unique breadth of expertise based on our vast experience consulting with the world’s leading brands and organizations across numerous product and service categories.

Supplier's Team:

Michael Wood leads "Generation Nation" on behalf of 747 Insights. 747 partnered on this study with Researchscape for programming, data collection, and summary analysis. Jeffrey Henning and Tony Cheevers are leading this project for Researchscape. Peter Zollo, founder and former CEO of TRU (and co-funder of Collaborata) consulted with this team on design and analysis.


• Buy 2 shares and receive an in-person presentation of findings at your site (travel expenses billed separately at cost)

• Want category exclusivity? Make an offer! Simply define your category and name your price (minimum offer $8,950, which is only $2,000 more than the base price) by emailing

• Purchase “Generation Nation” together with another Collaborata project that focuses on generations, “Hacking Longevity,” and receive $1,000 off of each project

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Check out this article by Collaborata's Ben Graham, pulled from "Generation Nation" data:


"Generation Nation" has successfully funded. Stay tuned for updates from 747 Insights. And, click on "Refer This Project" to recommend it to friends. If your friends become co-sponsors, you'll get 10% of their spend.