Chicago, IL, September 12, 2017 – With certainty of change its premise, 747 Insights today released “Generation Nation: Values and Attitudes,” a far-reaching inaugural study intended to help businesses, associations and non-profit organizations make more meaningful connections with Generation Z (born 1998 or later), Millennials (1981 – 1997), Generation X (1965 – 1980) and Baby Boomers (1946 – 1964).
Despite many cross-generational themes, the study found significant disparity when it comes to the notion of American exceptionalism. Only 15% of Gen Z and 18% of Millennials consider themselves “patriotic,” compared to 27% of Xers and 42% of Boomers. Similarly, less than a third (32%) of Gen Z and less than half (47%) of Millennials believe the U.S. is the greatest country in the world, compared to roughly two thirds of Xers and Boomers (63% and 68%, respectively).
This finding of disparity in attitudes toward the U.S. extends beyond the flag and into the marketplace. When asked to respond to the statement, “I prefer to buy products that are made in the USA,” the following numbers agreed:
- 29% of Gen Z;
- 52% of Millennials;
- 61% of Gen X; and
- 74% of Baby Boomers
“It’s little surprise that younger generations don’t fully subscribe to the nationalistic views of most of their parents” said Michael Wood, principal of 747 Insights. “In addition to being the most ethnically diverse generations in American history, Gen Z and Millennials have made online connections with peers from across the globe and have a strong affinity toward people from all countries and cultures.”
Added Mr. Wood: “Inclusive to their core, young people have far less tolerance for intolerance. They truly believe there’s room at the table for everyone, except for those who preach against inclusion.”
Mr. Wood and Kate Danaj, co-founders of 747 Insights, partnered with Collaborata, the market-research marketplace, to launch and distribute Generation Nation. They surveyed 4,150 respondents, split equally among the four generations, between June 9 – 19, 2017. The results were analyzed throughout the summer, leading to today’s release.
Generation Nation surveyed respondents across eight distinct subject matter areas:
- Money & Spending
- Family & Relationships
- Technology & Media
- Education & the Workplace
- Health & Wellness
- Politics & Social Issues
- Life & Psyche
- Hopes & Aspirations
NOTE: If you are a member of the media and would like to view a PDF of any of the subject areas above or the complete study, please contact Karen Baratz (email@example.com/301-404-6977) or Jim Boyle (firstname.lastname@example.org/ 571-213-3979).
About 747 Insights: 747 Insights is a boutique research firm that helps businesses, associations, and educational institutions better understand and make meaningful connections with Boomers, Generation X, Millennials and Gen Z. Founders Kate Danaj and Michael Wood first collaborated as senior researchers at TRU, the pioneers in youth research. With more than 25 years’ collective experience studying these cohorts, they reteamed to form 747 Insights. Together they bring a unique depth of generational expertise based on their vast experience consulting with the world’s leading brands and organizations across numerous product and service categories. In addition to the “Generation Nation” series of syndicated studies, 747 Insights also offers full custom research capabilities. To learn more, visit www.747insights.com.
About Collaborata: Collaborata is the first global platform connecting research buyers in order to crowdfund research projects executed by vetted experts. Founded in 2016, the Chicago-based startup has already launched close to 100 critical research studies by bringing the sharing economy to marketing research. Clients included world-class brands, top marketing agencies, and innovative NGOs. To learn more, visit www.collaborata.com.