To understand how different generations, races, and ethnicities are shaping new identities, Assembly partnered with ThinkNow, a minority-owned, cross-cultural research firm, to conduct a study among 1,200 Americans across all demographic groups.
Through this proprietary research, Assembly found that Gen Z is forming communities that transcend race, ethnicity, and even generations.The reason? Gen Z have experienced countless “once in a lifetime” identity shifts over the past 10-15 years: a great recession, natural disaster, and COVID. Also: the smart phone boom, social media adoption, and AI is just getting started.
Previously, these once-in-a-lifetime shifts shaped our collective identity. However, in this massive pace of change, we need to rethink how people identify and how brands can target them effectively.
Download the report to uncover more.