Basis Signals

Sneak peek: Gen Z and the new rules of consumer behavior

Launching next month, our first edition of Basis Signals focuses on Gen Z — how they’re spending, living, deciding, and socializing differently, and what that means for your revenue targets.

Did you know…

3 in 4 Gen Z are more likely to buy if they can customize a product
67% more young couples are now living with friends and family
3 in 4 Gen Z consumers use AI chatbots when shopping online

Quick self-check: are you keeping pace with Gen Z?

Do you know where Gen Z actually goes to discover brands, products and services like yours?
Do you know what makes them choose one brand over another?
Do you know what shapes their buying decisions day to day?
Do you know where they find trustworthy advice when making decisions?
Do you know what brand loyalty looks like to Gen Z — and how it’s shown?
Do you know what spaces Gen Z sees as “community” — and why they’re not the ones you built marketing plans around?
Do you know how their experiences, expectations, and self-expression differ from Millennials or Gen X?

If you can’t answer these with confidence, it’s time to follow the right Signals.

What is Basis Signals?

Basis Signals is our new flagship foresight series for businesses who need to see what’s coming next.

Each edition tackles a major shift, unpacking the forces reshaping consumer priorities, the decisions that drive markets, and the strategies that unlock growth.

What makes it different? Our proprietary AI surfaces early cultural and consumer patterns from millions of real-time conversations and engagements. Our experts decode those patterns, frame their commercial impact, and test them through research — turning raw signals into foresight you can act on.

Signals goes beyond spotting trends. It shows you what’s coming next, and what it means for your business.

Get the first Signals report

Subscribe for early access to Basis Signals.