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There is no other Cassandra Report, nor is there anything really like it. That’s because it’s been constructed with an intense blend of rigor, dedication, and love. And it’s why the Cassandra Report is the critical decision-making tool for the world’s top companies and brands seeking to reach and engage young consumers. But it’s more. It’s different. It’s a story, a long form narrative, created to breed new thinking, foster innovation, and spark positive change.

There are research studies aplenty, but the Cassandra Report, like the elusive young consumers it chronicles, is different. In some ways, it’s the anti-research report. Oh, we use research, alright. In fact, the Cassandra report is the product of four discrete data streams, melded to craft a clear roadmap for winning the hearts and minds of young consumers.

The latest edition of Cassandra is a profound exploration into the unique characteristics, preferences, habits, behaviors, and attitudes of Generation Z. We conducted 400 online interviews with 7- to 13-year-olds, all recruited through their parents, as well as gleaned qualitative input from parents and their children in our proprietary Cassandra Speaks online community in order to contextualize this generation’s behaviors and opinions.

Gen Z Cassandra Report Paints Portraits of Independent Rebel Kids with Purpose

Generation Z (those currently under 16 years old) may be young, but their pragmatism and independence makes them the most challenging generation yet for marketers, according to a new Cassandra Report survey of 7-13 year olds and their parents. Growing up constantly connected, members of Gen Z are practical, driven, curious and self-sufficient, due in large part to technology. As society's first true "digital natives," they feel empowered by their access to information and seek to influence the products and content they consume. Read the full press release here

2012 CASS AWARDS
THE YEAR'S MOST INSPIRED MILLENNIAL MARKETING INITIATIVES

In the spirit of awards season, the publisher of the Cassandra Report, The Intelligence Group (IG), has announced its picks for the best youth-focused marketing initiatives of 2012. As researchers, analysts and consultants who have been tracking young consumers for more than 15 years, IG released its first “Cass Awards” in the current Winter issue of the Cassandra Report to highlight which companies and brands were able to best capture the essence and imaginations of Gen Y through their marketing efforts this year.

“This is an exciting time for the advertising industry as so many brands are constantly breaking new ground in their efforts to engage elusive young consumers” said Joe Kessler, President, The Intelligence Group. “We felt that it would be worthwhile to take a step back and bookmark some of the cutting edge campaigns that are leading the way by putting their understanding of young consumers into play in daring and unexpected ways.”

The Cass Award winners were selected by a panel of IG research experts and trend analysts who have spent the last year investigating the most effective ways of engaging with young consumers. Read the full list of winners here.

GENERATION Y:
SLACKTIVISM OR SOCIAL CONSCIOUSNESS?

The Intelligence Group (IG) has released the results of a survey as part of its Cassandra Report series, called “The Good Guide,” in which it finds that members of Gen Y are not necessarily the “slacktivists" many have made them out to be. In fact, they display signs of heightened social awareness, are prone to activism (often of the digital variety), and are well positioned to have a growing and meaningful impact in today's technology-driven global society.

IG asked 900 18-34 year olds about issues related to their social consciousness, ranging from what concerns them most and how they will vote for President to their preferred platforms for advocacy and who they foresee creating positive change in their world.

Nearly three-quarters of them (73%) reflect the general tendency of their generation by saying that they will base their vote in November on who will make the world a better place overall, as opposed to which candidate is more likely to improve their personal situation. And two out of three think that "a person on a computer, being aware and spreading the word" can create more change than "a person on the street, rallying and protesting."

The report concludes, "It is clear that Generation Y, 80 million strong, has a social conscience - and its impact is just beginning to be felt." Read the full survey memo here.

TRUE STORIES

The Cassandra Report emerges every 90 days from an exacting process that yields a tome of deep insight, meaningful context, and powerful analysis. It shines with absorbing storytelling, stunning graphics, and relevant data. That you can use. Today.

So, put away those reams of data charts, arrest your analysis paralysis, and let the Cassandra Report tell you what’s really happening with young consumers today.
And why.

WHAT'S INSIDE

Inside every issue of the Cassandra Report, you’ll find a trove of information and insights, including:

MACRO TRENDS – the major social forces that are driving young consumer behavior

SPECIAL TOPICS – in-depth explorations ranging from digital media to innovation, social action, and periodic audience segment analyses

HOT TRENDS – emerging movements that reveal young consumers latest, and next, cultural tendencies and preferences

STRATEGIC IMPLICATIONS – suggestive takeaways that help put our insights into relevant context

EXAMPLES & DEMOS – scores of bleeding edge web platforms and apps, content plays, fashions, lifestyle pursuits, and best-in-class marketing tactics that are defining young consumers’ life experiences

CRITICAL STATS – highlights of our on-going Cassandra polling, placed into meaningful and easy-to-digest formats

The Cassandra Report delivers insights that lead to deeper connections and stronger engagement with young consumers through more effective marketing, content and product development, and innovation.