The Fresh Start Generation

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As the pandemic continues to be a part of everyday life, expect Generation Z to approach their routines, priorities, future plans — and relationships with brands — with newfound perspectives and sensibilities. 

For brands, this reshuffling of routines, relationships, and priorities among young consumers means they'll also have to approach the market as a blank slate. Gen Zs will likely be motivated to try out different brands that are more aligned with the current cultural climates, or simply more convenient in their new lifestyles. Like consumers, brands will have to embrace flexibility as they navigate the next normal.

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Archrival ALMANAC is our deep dive into the consumer shifts pushing culture forward.


Ongoing quantitative and qualitative research is foundational to our understanding of young people, allowing us to track who they are today and anticipate where they’re headed next.


Through viral TikToks, tweet threads, industry reports, boots on the ground investigation — whatever it takes! — we stay tapped into the cultural conversations most relevant to young people.


Our national panel of Millennial and Gen Z respondents are culturally attuned, thoughtful, articulate and engaged. That’s because they’re handpicked by our in-house recruiters, field and influence teams.

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