Research Projects
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Expertise, credibility, and the power to sway. That’s how the new generation defines influence. It may have once been defined as having millions of followers, but that was in the past. In the wake of these rapidly changing times, consumers hold a deeper, more nuanced definition of influence. It must be earned, it doesn’t come with popularity like it used to. Consumers are buying from brands they trust. They’re holding brands and people to higher standards. They’re doing research and expect the same from the brands they love. With influence comes power and Gen Z knows just how to leverage this control. Download Complex Collective's latest report to learn more about the Future Of Influence.
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It’s been two years, and COVID-19’s presence continues to influence how we live, work and connect with one another. In light of the pandemic, brands and creators are still questioning how Gen Z and Millennials feel about IRL and virtual experiences. Is the fear of standing shoulder-to-shoulder in a crowd of thousands still keeping them in? Has the fatigue of staring at a screen for the last two years created an unflappable apathy for logging in to another virtual experience?
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web3 is undeniably already reshaping the future as we know it. For context, web1 began in the ’90s with the emergence of read-only websites. web2 followed with the advent of social media and e-commerce platforms like Facebook, YouTube, and Amazon, allowing individuals to read and create a more user-generated and participatory internet. Now, with the arrival of blockchain technology, cryptocurrency, non-fungible tokens (NFTs), and decentralized autonomous organizations (DAOs), individuals can read, write and own pieces of the web. Musings on web3 often center on how blockchain will revolutionize the future of work and finances, the decentralization of everything, and a life lived in the metaverse. This study, however, is not here to argue or speculate if these things are true. Rather it proves that the next 20 years will not reach web3’s fullest potential unless the people - all people - are on board.
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The S&P 500 fell 21% in the first half of 2022.
We are clearly in the beginning stages of economic uncertainty. Gross domestic product (GDP) has declined and climbing prices have increased sensitivity and fears of a recession. Our audiences are beginning to react to the pressure and uncertainty of this challenging dynamic and the results are just as volatile as the financial landscape.
How are diverse youth feeling about their financial goals and the possibilities of Wealth? How are the standards of Wealth changing? What is the GenZ consumer's debt outlook in 2022, and beyond?
This study empowers brands and marketers to dig into the diverse consumers’ perceptions of wealth and financial wellness. Learn how to communicate and realign with distressed consumers by reevaluating how they earn, how they spend, and how they allocate their money. Some highlights from this research:
• The availability of Financial Literacy is mistimed and misaligned with your consumer.
• Self-employment is not just increasingly viable but may be a preferred lifestyle.
• Consumers are worried about far more than just rising prices.