Overview
Brands spend millions to try to place themselves at the center of the cultural conversation, only to find that Gen Zs think they’re cringe. Our latest issue of ALMANAC uncovers a way to bridge this disconnect: community.
While marketers believe that 55% of their brand's ads and marketing campaigns are relevant to Gen Zs, just 42% of Zs agree. In fact, 70% of Zs say they struggle to find brands and products that are relevant and interesting to them.
To bridge this disconnect, Archrival and Tumblr conducted research with dozens of Gen Zs and their Millennial counterparts - as well as over 100 brand marketers. Our study deep dives into what the next era of culture and community will look like, how Zs are navigating this new landscape, and how brands can effectively tap into these dynamic spaces.
For more, check out The State of Community microsite, fueled by our research.
Explore Issues
Archrival ALMANAC is our deep dive into the consumer shifts pushing culture forward.
Proprietary
Research
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.
Cultural
Immersion
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.
Consumer
Panel
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.