Pharma Council Future Health Perspective: Health, Rewired
Analysis of generational change can help make accurate forecasts about trends in consumer behavior – but only if done right. Read more »
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baby boomers
TV Deconstructed: Generational Trends in TV Usage (June 2025)
Analysis of generational change can help make accurate forecasts about trends in consumer behavior – but only if done right. Read more »
Member Only AccessTV Deconstructed: Adults 50+ in a Converged TV Landscape (April 2026)
Analysis of generational change can help make accurate forecasts about trends in consumer behavior – but only if done right. Read more »
Member Only Access- Past Event Highlights
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Proving Influencer Success with RCTs and Brand Lift Data
Analysis of generational change can help make accurate forecasts about trends in consumer behavior – but only if done right. Read more »
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- Past Event Highlights
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Proving Influencer Success with RCTs and Brand Lift Data
Analysis of generational change can help make accurate forecasts about trends in consumer behavior – but only if done right. Read more »
Member Only AccessARF KC Deep Dive: Performance of Channels by Age Segments
Analysis of generational change can help make accurate forecasts about trends in consumer behavior – but only if done right. Read more »
Member Only AccessThe ARF 8th Annual Privacy Study (2025)
Analysis of generational change can help make accurate forecasts about trends in consumer behavior – but only if done right. Read more »
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- Targets & Segments
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Privacy, Trust & AI: How U.S. Consumers Are Rewriting the Rules of Advertising
The ARF’s latest privacy study shows that U.S. consumers are more informed, more trusting and more engaged with artificial intelligence than ever before—yet still cautious about how it and other technologies use their data. Drawing on responses from more than 1,200 adults, the 2025 study reveals rising openness to data sharing when clear benefits exist, persistent skepticism toward certain targeting practices and growing expectations for transparency, especially around AI. For advertising researchers, the findings highlight a shifting privacy landscape where relevance, trust and first-party data strategies are increasingly intertwined.
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