age group
See what's shifting for Gen Z, and why
See what's shifting in the moment
Core topics are tracked twice monthly, so a shift for emerging consumers shows up within weeks.
Get the why behind the what
Video open ends go deeper to explain trends and motivations in the words of real young consumers.
Apply the findings
Applicable for product, brand, communications, experience and strategy teams, as benchmark for your own consumers, and to ground your AI.
Insight on topics shaping the reality of emerging consumers
Key topics tracked the same way in all 24 waves a year so that changes show up immediately.
Rotating topics to keep the survey engaging for busy youth.
A syndicated source of Gen Z context
Real human context for AI solutions
Pressure test synthetic audiences, digital personas and AI models against the Emerging Consumer Index to keep AI generated conclusions grounded in real human experience, not just assumptions.
Get the breadth and depth you need on emerging consumers habits and motivations
All syndicated Gen Z research gives the numbers, the emerging consumer index goes further into the people, thoughts, and emotions driving every current trend.
Video verified respondents
Every wave is fielded to verified members of Rival's proprietary panel of real, human respondents.
Conversational methods
Mobile first surveys mimic messaging apps which results in more thoughtful responses and more video submissions.
A live knowledge base you can talk to
Insights link out to numeric and open ended findings as evidence that can be explored with an AI copilot.
What the first waves are already showing
When money is tight, emerging consumers make trade offs, they don't stop spending.
of respondents say they are being careful but still spending on what matters to them. Around 85% are careful or cutting back, and only 3% have pulled back across the board.
"Which best describes how you are approaching spending right now?" "What are you spending more on?" "What are you cutting back on?"
Source: Emerging Consumer Index, waves 1 and 2 · n = 1,244
Book a chat to learn more
Tell us about the decision you are facing and we will show you how the Emerging Consumer Index can help.
