From Gen Z to Generation Alpha - young generations bring their own values, experiences and expectations to the table.
Our generational research dives deep into these different perspectives to give you a comprehensive picture of how young target groups think, feel and act and help you choose the right marketing communication.
What is generational research?
Generational research is a special form of target group analysis that focuses on investigating and understanding different generations and their behaviour, attitudes and preferences.
German publications on Gen Z, Millennials & Co.
Neobroker-(R)evolution: Millennial Traders in Krisenzeiten (2023).
[Neobroker (r)evolution: Millennial traders in times of crisis]. How did the economic crisis situations in 2022 affect the financial attitudes and behaviour of millennial traders?
Allianz Ablenkungsstudie (2023).
[Allianz distraction study]. Young drivers between the ages of 18 and 24 are particularly vulnerable to distraction: In a representative GIM survey for the Allianz Centre for Technology, 30 percent of this age group stated that they talk on their smartphone while driving.
Studien-Update: Values & Visions 2030 (2023).
[Study update: Values & Visions 2030]. GIM foresight's own study on various facets of changing social values.
Die Gen Z in Zeiten von Corona (2020).
[Gen Z in times of Corona]. A report on generation-specific shifts in values and personalities in times of the coronavirus pandemic, based on the results of the study "What makes Germany tick".
Digital Self vs. Real Self: Die Gen Z in den Sozialen Medien (2019).
[Digital Self vs. Real Self: Gen Z in social media]. Our own study shows that Gen Z presents itself completely differently digitally than in real life.
Wie tickt Deutschland? (2018).
[What makes Germany tick?]. Our large social study with a continuous survey regularly provides information about the mood of the population and shows breaks and changes over time.
Your contact
I will gladly advise you.
Dr. Jörg Munkes
Managing Director