The Human Algorithm

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Generation Z doesn’t trust ads or corporations, they don’t always believe that sophisticated algorithms are serving up what they really need (just more of the same!), and they reject the notion that big data defines them. So where are young people turning to learn about brands and products?

60% of Americans say they trust their own personal experiences to inform purchasing, while 61% say they trust a ​“person like me.” Meanwhile, Gen Zs are three times more likely to trust a product recommendation from a friend or family member than a traditional ad. For brands, trust is one of the most important factors impacting the bottom line.

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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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