Generation Nation 2019: Defining America’s Gen Z, Millennials, Gen X and Boomers

In a time of profound political, cultural, and technological change, the need for brands to truly understand generations of consumers is more critical than ever. Introducing "Generation Nation," the second wave of the most in-depth generational study ever. Whether you target by age, lifestage, or generation, this study -- now enhanced with qualitative "deep dives" -- gives you a rich, intimate portrait of your consumer.


747 Insights and Quester


100% funded

10% for you,
10% for your friend

What are the distinguishing values of Gen Z, Millennials, Gen X and Boomers today? And how does understanding the similarities, differences, and changes affect how and what you say to consumers?

Join other leading brands and organizations in sponsoring the second-annual wave of “Generation Nation,” as it unveils new, transformative generational insights. After all, to truly understand any one of these powerful cohorts, you need to do so within the context of making sense of all four.


  • Confirm or debunk commonly held perceptions of these four cohorts
  • Deeply understand the fundamental values that drive these four generations -- to allow you to better connect and communicate with your target
  • Track changes from one year ago and articulate the importance of those changes
  • Expand upon current intelligence about these four cohorts, cutting to the core of what it means to be an American in 2019


There’s no doubt that America is changing in profound ways. Generational values are shifting, too, at a faster pace than we've ever seen. To better connect with one or more of these four generations, brands need to fully grasp how and why Americans' values are changing. You'll be surprised. No study does this better -- with great richness and nuance -- than "Generation Nation."

To serve and succeed with one or more of these four cohorts -- Gen Z, Millennials, Gen X, and Boomers, you'll need the deepest, most current insights. Now, each year, this study tracks the impact of change, to give you the consumer intelligence to be fresh and relevant for your target today and tomorrow.

Only “Generation Nation” provides this scope of generational insight. Now tracked annually!


• Subscribe for two years and receive 10% off each year

• Subscribe to “Generation Nation” and “Hacking Longevity” and receive 10% off each study

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Lead researcher Michael Wood recently sat down with us for a brief Q&A. You can check out our discussion <a href=>here</a>