• Experts

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

  • Data

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

  • Films

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

  • News

    Breaking stories and new information that you need to know.


Try searching

  • Volume 2
  • Gen X And Gen Y
  • Volume 1
  • Volume 3
  • Apps
  • Mobile
  • Technology
  • Media & Entertainment
  • Video Super 8
  • Video

Gather research from

  • 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™

The Z Factor

And Introducing the Centennials

The Curve, Volume 3, 2013 – It’s fitting that a generation thus far defined by the letter Z could mark the end of generations as we know them. As many researchers and marketers (including us) race to hypothesize what will shape and define the attitudes, behaviors, and lives of the 18-and-under set, the answer may be that Generation Z’s most defining characteristic is that it is the last to be defined at all. Here’s why it’s getting harder than ever to size up a generation, along with some of our best guesses as to who Zs may be. (Spoiler alert: Only 45 million strong, Zs aren’t likely to be “marketers’ darlings” as were the 76 million Gen Ys. But they can take solace in knowing that they’ll have a far better shot at getting into Harvard).

To see how brands are leveraging this Trend, skip ahead to Brand Examples.

Loading related content...

Want a look at what’s ahead in consumer culture? Register here.