Free Gen Z report
Gen Z Insights 2026
10 learnings from the first six waves of the Emerging Consumer Index (ECI)
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About the ECI
ECI is Rival's syndicated research program tracking the attitudes, behaviors and everyday realities of consumers between 18 to 30 years old in the US and Canada. This report provides a preview of what we found from the first 6 waves.
Learning 09
What drives purchase?
Quality
31%
Price
26%
Trust
15%
Values
8%
Bars drawn to a 0–40% scale.Source: Wave 6 of ECI
69%
are "somewhat," "slightly" or "not at all" confident that they could handle a $500 purchase
Source: Wave 6 of ECI
48%
feel "very" or "somewhat" positive about the next 12 months
Source: Wave 6 of ECI
70%
hold an unfavourable view toward AI-generated content
Source: Wave 4 of ECI
What's inside
10 learnings across money, AI and trust
Covering topics like:
Money: financial pressures, housing costs, thin cushions and shifting spending
AI: how often Gen Z uses it and how they feel about AI-generated content
Trust and brands: who they trust, what drives purchase and loyalty, and where personalization hits a privacy ceiling
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Learn how young consumers feel today and see the type of insights you can get from ECI.