Gen Alpha’s Influence on Consumer Spending
New research indicates that children’s impact on purchases is not only decisive but also growing and widening. Read more »
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parents & families
Big Picture, Strategy and General Trends for 2026
While most of the issues addressed in these analyses have always been important to marketers’ success, we find that 2026 forecasts are dominated by the expected (or assumed) impact of AI. Thus, AI is widely seen as the main reason for re-examining issues considering a changed environment and fluid consumer behaviors. Read more »
Member Only AccessThe Importance of Understanding Consumers (and Women’s Sports Fans)
This research demonstrates how important it is for content providers and advertisers to gain a deep understanding of their audiences’ and consumers’ motivations. Case in point: women’s sports. Read more »
Member Only AccessMarketing to Today’s Families
Parenthood and families are changing as people in many countries are delaying parenthood and having fewer children. The implications for marketers are complex. Read more »
Member Only AccessGetting to Know Your Youngest Customers
“The Rise of Alpha” is the title of a new study that alerts us to the need to understand the cohort of kids under age 12. Read more »
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