The Unknowable Now

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Gen Zs exhibit disappointment, resilience, creativity — and even moments of joy — amid the COVID-19 pandemic.

Just weeks into the first COVID-19 lockdown, we spoke with hundreds of Gen Zs around the country to understand how this unprecedented event was impacting their lives and mindsets. As a first look, our findings garnered national press coverage, and has been a foundation for continued study.

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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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