Generation Shift

With the "Generation Shift" study series, we have been diving deep into the world of generations since 2023. In 2023, the main focus was on understanding the formative influences that make each generation so unique. For 2025, we are focusing on retail media and thus the questions: How do we really reach the generations and what influence do retail media touchpoints have on the customer journey?

Curious to find out? Just click through and discover more.

GEN SHIFT IGEN SHIFT IISHORT PROFILES & METHODOLOGY

Topic overview | GenShift II

Retail media is booming, but what really makes the generations tick in this context? In our new GenShift II study, we take a targeted look at the retail media environment.

Consumer electronics stores | Retail Media

What really works at the POS
Discover what influences your purchasing decisions in the consumer electronics store - from the initial inspiration to the full shopping cart. Coupons and tastings may be expensive, but they are unbeatably effective. Which displays catch the eye and who can't do without floor stickers?

Publication: 2025

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Topic overview | GenShift I

What shapes a generation? In GenShift I, we shed light on the formative influences that make each generation unique and what this means for brand communication.

Automotive

From dream to dream car
What really motivates you as a car buyer? Discover the influencing factors with our study results - from the initial inspiration to the final decision for your own dream car, from buying motives to the effect of advertising to e-mobility.

Publication: 2023

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Finances & Insurances

Financial security in turbulent times
Corona, inflation, uncertain times - how does this affect your finances? We show you how attitudes and financial decisions regarding investments and insurance are changing. What motivations can lead to taking out or canceling policies?

Publication: 2023

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Gaming

From casual gamers to e-sports pros
Who actually plays how, where and what? Dive into the world of video games and find out everything about gaming habits: from favorite genres to preferred devices and the triumph of VR glasses.

Publication: 2023

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Grocery shopping & nutrition

What counts when grocery shopping
Discover which factors influence our purchasing decisions, from the shopping list to the full shopping cart. Who prefers organic products or already uses food sharing? Our study results show food trends, shopping habits and the impact of food advertising.

Publication: 2023

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Media & Advertising

Generations in the media age
Who streams, who still reads newspapers and what does the digital divide between the generations mean for brand communication? Questions about the perception of advertising per advertising channel provide clues and offer opportunities for a personalized approach.

Publication: 2023

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Sustainability

Sustainability just a trend or a way of life?
In our study, we addressed questions on environmental protection and sustainability across all topics and can thus show how important this topic is in many areas of life - from the choice of means of mobility to its influence on purchasing decisions.

Publication: 2023

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Travel

Wanderlust & travel fever
Adventure vacation or wellness trip? We went on a journey of discovery and used the results of our study to reveal the travel preferences of each generation. We were interested in questions about the planning process, the decision-making criteria and the financial scope.

Publication: 2023

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Brief profiles & methodology

Brief profiles of the generations

What values drive the respective generations and how can companies use this knowledge for customer-centric communication? Baby boomers strive for financial independence, Gen X focuses on moral standards and political commitment, Gen Y seeks orientation in life, while Gen Z is demanding and sensitive.

Download short profiles

Our methodology

The combination of the qualitative-explorative approach and the quantitative survey provides a much more comprehensive picture of the target group(s) than either method could on its own. The "Generation Shift" study decodes the DNA of the generations - their values, attitudes and behaviors - and thus provides the key to success for advertisers. You can find more information about the study design here.

Methodology Gen Shift I DownloadMethodology Gen Shift II Download

Do you have any questions?

Would you like to find out more about the results? Or know what this means for your brand?

We look forward to hearing from you.

You are welcome to contact Marion Beckers or your known Publicis contact person.
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