GfK Helps Brands Target a New Generation of Consumers at CES

At CES, GfK presented exclusive research into the Now Generation (ages 15 to 25) to help brands succeed with tomorrow’s most valuable consumers. More than just “mini-Millennials,“ the Now Generation are clearly different in taste, lifestyle, and self-image. Those are the distinctions that GfK was the first to identify and define.

GfK’s Kathy Sheehan (EVP, Consumer Life) and Karen Ramspacher (SVP, Innovation and Insights, GfK MRI) explore Now Generation traits that have implications for a variety of brands. At the presentation they have discussed this group’s unique views and desires, and the types of messages that can reach and inspire them.

GfK’s presentation included brand new findings about the Now Generation’s perspectives on AI, privacy, digital security issues, and Net Neutrality. Sheehan and Ramspacher also revealed how these young consumers feel about having the latest brand-name items, the value of convenience in shopping, binge viewing, streaming video, and cord cutting.