2020 is a year like no other. As we wrap it up, we want to share a recap of ENGINE’s year in the news—from consumers’ thoughts about COVID-19, generational differences, CTV trends and opportunities, and the impact of 5G on Ad Tech, to the pandemic’s effect on the creative process.
CASSANDRA’S “LIFE INTERRUPTED” REPORT FINDS GEN Z AND MILLENNIALS FEELING AIMLESS IN AGE OF COVID-19
Life Interrupted Report Helps Brands Connect with Young Consumers During Unprecedented Time
New York, April 1, 2020 – Cassandra, ENGINE’s insights and strategy group that studies trendsetting young consumers, announced today the release of Life Interrupted: A Cassandra Special Edition, a bi-weekly report providing insights into how Covid-19 will impact Gen Zs and Millennials, including their values, behaviors, and how the culture will move forward and evolve.
Covid-19 is already emerging as the defining event for today’s Gen Zs and Millennials. There is a need for brands to understand what is going on right now in the minds of young consumers so they can better connect and communicate with them effectively during these scary and challenging time, and understand the long-term impact of this crisis.
One of the key findings from the “Life Interrupted” report is that Gen Zs and many Millennials are currently feeling aimless. This can be explained in that Gen Zs are more likely to be students, who now have their classes canceled. Also, many Gen Zs and Millennials are workers in service industries that can’t shift into working from home. Additionally, Millennials and Gen Zs are gig economy workers – and are now experiencing a lower demand for their services.
“In 2019, we found that only 40% of Gen Zs and Millennials reported feeling bored daily, but it has been a recurring theme in our research on the effects of the pandemic,” said Kathy Sheehan, Senior Vice President of Cassandra.
So how are Gen Zs and Millennials filling their empty time? Cassandra found that they have taken up crafting, are more active on social networks like TikTok and are challenging themselves with personal goals including fitness/working out, learning new languages and how to cook. They are also catching up on their backlog of movies and shows to watch on streaming services such as Netflix and Hulu, and listening to podcasts.
“In order for brands to succeed with Gen Zs and Millennials not only now, but in the future, they need to better understand which attitudinal and behavioral changes will be permanent, have an awareness of developing cultural movements, and the foundational values emerging for each generation going through Covid-19. This is what the ‘Life Interrupted’ report findings offer to brands,” said Kathy Sheehan.
Life Interrupted: A Cassandra Special Edition draws upon the insights of The Cassandra Collective™ an exclusive, always-on online community of creative, passionate, and trendsetting Millennials and Gen Zs. The Special Edition is available to clients and is posted on the Cassandra website. Take a look at the Infographic here.
Contact firstname.lastname@example.org for more information, or to inquire about custom research or the full Special Edition collective findings.
We empower companies to See Tomorrow® through trend forecasting, research, brand strategy, and consulting services that drive innovation and build deeper engagement with youth. Cassandra is an insights and cultural strategy group within ENGINE, a global, full-service media and marketing and services company. As the leading experts on young consumers and the cultural forces shaping their lives for nearly 20 years, Cassandra is the foremost authority on Millennials and Generation Z. Membership includes a 12-month engagement with our insights platform where you will have access to the leading syndicated study of the behaviors, mindsets, and preferences of young consumers as well as cross-industry examples and implications to inspire your brand. To learn more about the Cassandra Report® and the benefits of becoming a Cassandra client, please contact us. https://cassandra.co
ENGINE is a global, full-service media and marketing services company that unites culture and commerce to move brands forward faster. We are: Driven by data. Fueled by imagination. Powered by technology. Founded in 2005, ENGINE has global headquarters in New York and 16 offices across North America, the UK, Europe and Asia-Pacific. ENGINE empowers clients to outperform in the present and win in the future with its vast range of marketing solutions including – insights, creative, media, data and technology. Find out more at enginegroup.com and follow @engineworldwide.
Unprecedented, upsetting, unusual? What are the words you use to describe 2020? Throughout the year, Cassandra has studied the impact of today’s extraordinary times on Gen Zs and Millennials, and their values, aspirations and behaviors. These are the terms that we believe most define our times and our culture, as well as help point us to what may be ahead.
NEW YORK – December 9th, 2020 – Cassandra, ENGINE’s insights and strategy group that studies trendsetting young consumers,today announced the appointment of Chanon Cook as VP. Cook will be responsible for leading in the development of Gen Z and Millennial research and insights, strategy, and client relationships.