We began our journey in 2001, helping companies uncover consumer trends. Along the way, we found that trends were greatly influenced by generational differences.
However, when we tried to understand generations through the traditional approach, we found that it simply didn’t work.
We took a fresh look at generations and what drives their behavior.
After years of research, we discovered that what drives generations is deep-seated and often unconscious values—values that were formed by shared experiences when they were growing up. And, if you understand each generation’s values, you understand how they see the world.
We shared this powerful discovery in our book, The Consistent Consumer, and in workshops and saw that it made a huge difference for our clients!