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.
Studies & publications on Gen Z, Millennials & Co.
Always up to date: News remains relevant for GenZ (2025)
The white paper “Always up to date” provides the latest figures on news usage in Germany - and shows how media providers and advertisers benefit.
Neobroker (r)evolution: Millennial traders in times of crisis (2023)
How did the economic crisis situations in 2022 affect the financial attitudes and behaviour of millennial traders?
Allianz distraction study (2023)
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. (German only)
Study update: Values & Visions 2030 (2023)
GIM foresight's own study on various facets of changing social values.
What makes Germany tick? (since 2018)
Our large social study with a continuous survey regularly provides information about the mood of the population and shows breaks and changes over time. (German only)
Your contact
I will gladly advise you.
Dr. Jörg Munkes
Managing Director