Exciting New CGK Research Studies – Now Available Online

Access our latest generational research discoveries from studies led during the COVID-19 pandemic

Exciting New CGK Research Studies – Now Available Online

Cover images of five CGK executive research reports

The year 2020 has been a whirlwind of uncertainties, challenges, and disruptions during the time of COVID-19. Leaders have faced ongoing headwinds as many organizations, stores, industries, processes, and business models were upended or even ended permanently due to the pandemic.

At CGK, we are continually leading original research to separate myth from truth when it comes to generations, from Baby Boomers to Generation Z. When the pandemic began, CGK saw the generational aspect of the pandemic unfolding and immediately started work on new studies to uncover the impact of the pandemic on each generation.

Our research team knows that in times of uncertainty and turmoil, it is essential for leaders to have access to statistically-accurate research to help make informed decisions—for employees and customers, family members, and neighbors. In fact, understanding and engaging customers and clients today has never been more important, challenging, or essential for organizational survival.

To help leaders understand, engage, and innovate to serve each generation during this unprecedented time, CGK has released several executive reports featuring the most important findings from our cross-generational studies during the COVID-19 pandemic. These studies are in addition to the extensive custom research we are leading for clients worldwide, from China to Germany.

Below are overviews of five publicly-available studies we’ve led during COVID-19 and links to download each of the studies’ free reports. These studies and their urgent findings are not available anywhere else. We are honored to be able to share them with you.


CGK Study Report 1: Leading Multiple Generations RemotelyCover image of CGK Leading Generations Remotely research report

In this 11-page executive report based on CGK’s national study, CGK’s team reveals unexpected insights into each generation of workers’ perspectives and leadership expectations in the time of COVID-19. This includes what each generation wants from managers and leaders and how they feel about working remotely during and post-pandemic (it’s probably not what you think).

This study is designed for leaders, executives, entrepreneurs, and managers at all levels who are navigating remote or hybrid leadership with multiple generations.

The research study reveals:

  • What each generation is experiencing when it comes to remote work, employee expectations, and workplace confidence
  • How leaders can attract, keep, and lead each generation of workers in remote work environments
  • What leaders can do to drive performance and the role of trust within remote work

Read more about our Leading Generations Remotely Study and download your free copy of the executive report at https://genhq.com/leading-generations-remotely-study/

About the Study: The report’s findings are based on responses from 1,000 adults ages 18 to 90 years old. The sample was weighted to the U.S. Census for age, gender, geography, and ethnicity. The margin of error is +/-3.1 percentage points.


CGK Study Report 2: Unexpected Consumer Insights and Generational Attitudes in this Unprecedented TimeCover of CGK Consumer Insights research report

In this 11-page executive report based on CGK’s national study, we reveal research-based insights into each generation’s consumer trends and financial attitudes during the pandemic–and what they anticipate for the future. These consumer insights are critical for understanding how each generation thinks about spending, saving, financial wellness, and more.

This study is designed for marketers, sales professionals, executives, innovators, and brand leaders seeking to understand, attract, and keep each generation of consumers during the pandemic.

The research study reveals:

  • How Americans are being financially affected by the multitude of changes brought on by the COVID-19 pandemic
  • How consumers are thinking about money, spending, saving, and their financial attitudes toward the future
  • How to understand and adapt to consumers amidst a pandemic causing store closings, social distancing, and quarantine measures

Read more about Unexpected Consumer Insights and Generational Attitudes and download the free executive report at https://genhq.com/unexpected-consumer-insights/

The 11-page report’s findings are based on our national study with responses from 1,000 adults ages 18 to 90 years old. The sample was weighted to the U.S. Census for age, gender, geography, and ethnicity. The margin of error is +/-3.1 percentage points.


CGK Study Report 3: The State of Gen Z® 2020: Gen Z as Employees and Emerging LeadersCover of CGK State of Gen Z 2020 Employees Executive Report

Generation Z, now up to age 24, is the fastest-growing generation of employees around the world. Understanding this new generation in the workforce, especially during the pandemic, is essential to unlocking their potential. Dive deep into the workplace and job mindset of Gen Z with our Ph.D.-led team by reading this 23-page report on the different expectations, norms, technology usage, and views Gen Z have about jobs, careers, and the future of work.

This study is designed for leaders, HR professionals, managers, executives, entrepreneurs, and innovators that want to be able to effectively employ Gen Z now and into the future.

The research study reveals:

  • Gen Z’s workplace and career trends, behaviors, and preferences as they enter and emerge further into the workforce
  • Key insights into Gen Z, including what most attracts Gen Z to a new job, where they look for jobs, and the workplace benefits they most want
  • How soon they expect to get a raise and what makes them want to stay at a job

Download your copy of the State of Gen Z® 2020: Gen Z as Employees and Emerging Leaders executive report at https://genhq.com/generation-z-employee-research-2020/

The report’s findings are based on a national study with responses from 2,016 U.S. respondents ages 13-43, including 1,007 Gen Z (ages 13-24) and 1,009 Millennials (ages 24-43). The sample was weighted to the U.S. Census for age, region, gender, and ethnicity. The margin of error is +/-3.1 percentage points.


CGK Study Report 4: The State of Gen Z® 2020: Gen Z as Consumers, Influencers, and TrendsettersCover image of CGK State of Gen Z 2020 Consumers Executive Report

Generation Z is now the most important generation of consumers and trendsetters. Separating myth from truth about them as shoppers, influencers, and market-makers is urgent for brands and businesses worldwide. In this study’s executive report, CGK’s researchers uncover and explore Gen Z’s unique brand preferences, consumer perspective, and consumer trends. The findings are unexpected and highly actionable.

This study is designed for business leaders, brand managers, marketers, journalists, and entrepreneurs.

The research study reveals:

  • Changes that Gen Z are driving in the marketplace in the areas of shopping, buying, payment, and social causes
  • How COVID-19 affected Gen Z financially
  • Key insights into Gen Z as consumers, including how they learn about new brands, what makes them loyal to a brand, how they feel about brands that support social causes, what is most important to them in an online buying experience

Read more about Gen Z as consumers and market influencers and get the report at https://genhq.com/generation-z-consumer-research-2020/

The 24-page report’s findings are based on a national study with responses from 2,016 U.S. participants ages 13-43, including 1,007 Gen Z (ages 13-24) and 1,009 Millennials (ages 24-43). The sample was weighted to the U.S. Census for age, region, gender, and ethnicity. The margin of error is +/-3.1 percentage points.


CGK Study Report 5: The State of Gen Z® 2020 – The Impact of COVID-19 and Gen Z Looking AheadCover of State of Gen Z 2020 COVID-19 Executive Report

COVID-19 has deeply impacted Generation Z at this critical time in their coming of age experience. In this study, explore and be surprised by more than 50 statistically-accurate insights into how Gen Z is thinking about and reacting to the unstable world around them during this pandemic—and how they’re thinking about the future.

This study is designed for leaders at all levels, educators, employers, marketers, and parents.

The research study reveals:

  • Gen Z’s unique experiences and perspective during COVID-19 on important topics, including:
  • Their confidence in leadership
  • Living with their parents during the pandemic
  • Digital trends, including social media and gaming
  • Their health and wellbeing while coming of age in a COVID-19 world
  • Navigating the uncertainties of education and career
  • Views of government, politics, and the media
  • What they think about the future

Download the full Gen Z and COVID-19 research study findings report at https://genhq.com/generation-z-covid19-research-2020/

The report’s findings are based on national study responses from 2,016 U.S. respondents ages 13-43, including 1,007 Gen Z (ages 13-24) and 1,009 Millennials (ages 24-43). The sample was weighted to the U.S. Census for age, region, gender, and ethnicity. The margin of error is +/-3.1 percentage points.


Do you want to lead original, branded research that you uniquely own and share with the world? Reach out to the team at CGK and we can work with you to design and release your own study. We are passionate about collaborating on great research.

Amidst all of the current pandemic-related challenges, leaders need the latest, research-based insights about Gen Z and each generation to make key strategic decisions. At CGK, we deliver these missing insights and specific solutions through our interactive virtual keynote presentations, high-energy webinars, and custom research for clients around the world. Contact our friendly team to learn how we can be your trusted generational resource through this time of uncertainty.

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