Conducted on Rival's conversational research platform, this study draws on 878 participants from our proprietary panel, capturing quant and qual insights on what's changing, and why.
Where they stay
Just 14% of Gen Z choose where to stay for the brand name. Your hard-won brand equity may not be moving them.
The highlight reel
Your aspirational, picture-perfect campaigns are falling flat with a generation that values meaning over status.
Who stays home
Nearly 1 in 4 Gen Z didn't travel last year, and writing them off as uninterested misses the real reason.
One-size marketing
US and Canadian Gen Z want different things, so a single North American playbook leaves reach on the table
A syndicated intelligence offering from Rival Technologies focusing on Gen Z consumers in the U.S. and Canada.
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Examining the impact of conversational research approaches to engagement, depth and data quality.
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