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A look at what's ahead in consumer culture.

THE CURVE is a trends and consumer insights practice focused on what’s ahead in consumer culture. This site contains a curated synthesis of ongoing qualitative and quantitative research about 18-to-49-year-old adults from NBCUniversal’s Content Innovation Agency department.

The trends, experts, data, and films tell the story of what’s influencing consumers today and what’s shaping culture next, and we highlight actionable insights and opportunities for marketers and brands. By bringing consumer culture to life creatively and quantitatively, The Curve is our starting point for ideation, and we hope it inspires fresh ideas for your businesses as well.

CURVE FILMS is the in-house production arm of NBCUniversal Content Innovation Agency, dedicated to portraying consumer culture in a way that is as entertaining as it is informative. The films use documentary storytelling techniques to convey information and insights from The Curve Report in a way that provides a deep understanding of and connection to the subject matter.

NBCUNIVERSAL CONTENT INNOVATION AGENCY works with you—our advertiser partners—to build innovative and creative marketing campaigns across our vast portfolio of properties. Our work is fueled by a passion for your business, a deep knowledge of our own and, most importantly, an obsession with our shared audiences. It’s what fuels hit television shows and engaging digital experiences and forms the basis of every creative campaign we develop. Simply put, there is no better way to drive real results.

We look forward to working with you to incorporate the insights from The Curve into breakthrough marketing campaigns that resonate with your customers.

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Trends

The Trends are a thematic selection of what's new and noteworthy in consumer culture.

VIEW ONLY TRENDS
Experts

The Experts are leaders in influential fields who inform our insights.

VIEW ONLY EXPERTS
Data

A collection of stories told through statistics that say something powerful about consumer culture.

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Films

Curve Films use documentary storytelling techniques to convey trends in consumer culture.

VIEW ONLY FILMS
News

Breaking stories and new information that you need to know.

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Volume 2
Gen X And Gen Y
Volume 1
Volume 3
Apps
Mobile
Technology
Media & Entertainment
Video Super 8
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The Gen Y Report
The Digital Edition
The Reinvention Issue
Video's Super 8
Volume 4.1: American Man
Volume 4.2: American Woman
Curve Volume 5: America Now
Curve Volume 6: CultureFirst™

American Woman

The Curve, Volume 4.2, 2015 – Meet Althea, Kit and Brooke, three women whose diversity lies less within their demographic profiles (all are college-educated, early-30s millennials) than in their vastly different definitions of happiness and success. According to them, the North star in life ranges from having no kids (Kit) to eight (Alethea); the city (Brooke) to the suburbs (Alethea); health (Alethea) to hedonism (Kit); jet-setting (Kit) to settling down (Brooke); and entrepreneurship (Brooke) to everything (Alethea, nurse-artist-teacher).

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The profoundly universal story among these women—and the hundreds of others we spoke with and surveyed across the country—is just how many options exist for women today and the diversity of paths women are choosing to take. This is a far cry from just a generation ago, when a majority of women pursued the same North star: career, marriage, kids (having it all). While having more opportunities is obviously a wonderful thing, it’s not without confusion, quandaries, slipups, missteps, and sacrifices. We have to thank Alethea, Kit, and Brooke for not only telling us about all of their successes but also for getting real about what it’s like to walk out on a bad job, go back to school as an adult, be the breadwinner, look for love, and more, as an American woman today.

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“I wing it all the time. It has led to all kinds of great adventures.”

-Althea

The Indie Woman

“Having thousands of internet friends doesn’t help when you’re sick at home and just want someone to come over with soup and watch a movie.”

—Kit

American Hustle

There’s no guarantee anymore – if you want to have the same lifestyle as your parents, you have to hustle.”

-Brooke

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THE CURVE is a semi-annual report about what’s ahead in consumer culture. It’s a curated synthesis of social shifts, industry trends and quantitative and qualitative research that tells a story of what’s influencing consumers today, what’s shaping culture next, and the actionable insights and opportunities for marketers/brands.

Access will be granted at the discretion of NBCUniversal.

The Curve Report is a great resource to have on hand when you're looking for inspiring ideas.

THE CURVE REPORT is a semi-annual trends and insights book about what’s ahead in consumer culture. It’s a curated synthesis of social shifts, industry trends and quantitative and qualitative research that tells a story of what’s influencing consumers today, what’s shaping culture next, and the actionable insights and opportunities for marketers/brands.

Books will be distributed based on availability and at the discretion of NBCUniversal.

The Curve is NBCUniversal Content Innovation Agency’s trends and consumer insights practice. We invest in this work because we believe it will fuel the best ideas for our advertiser partners.

Questions? Suggestions? Want to talk about what this all means for your business? Get in touch!

INFO@THECURVEREPORT.COM

MARKETING
Christine Escribano
212-664-4625
Christine.Escribano@nbcuni.com
RESEARCH
Yatisha Bothwell
212-664-4901
Yatisha.Bothwell@nbcuni.com
PRESS
Michelle Alban
305-8897585
Michelle.Alban@nbcuni.com
CONTENT INNOVATION AGENCY
Catie Liken
212-664-2089
Catie.Liken@nbcuni.com

How to use this site and becomereally smart in a hurry.

A look at what's ahead in consumer culture.

My Account.

Reset Your Password.

Trends

Experts

Data

Films

News

Try searching

Gather research from

American Woman

“I wing it all the time. It has led to all kinds of great adventures.”

“Having thousands of internet friends doesn’t help when you’re sick at home and just want someone to come over with soup and watch a movie.”

There’s no guarantee anymore – if you want to have the same lifestyle as your parents, you have to hustle.”

RELATED CONTENT

Get all the info. Please register.

The Curve Report is a great resource to have on hand when you're looking for inspiring ideas.

MARKETING

RESEARCH

PRESS

CONTENT INNOVATION AGENCY

How to use this site and become
really smart in a hurry.