CENTENNIALS

Raised in a culturally fractured, economically divided and politically polarized

time, Centennials are showing a distinct set of values, attitudes and
marketplace expectations unlike those of their Millennial predecessors. As a
result, Centennials are reinventing what it means to be young in America.

AGES
0-21 28% 90.8 51%
IN 2018 OF U.S. POPULATION MILLION PEOPLE NON-HISPANIC WHITE

WORDS THEY LIVE BY:

Create a workaround

82%
You do you
Find your purpose
Plan for the future
Tech is life and life is tech
Be an agent of change

RESILIENCE “IT IS IMPORTANT FOR ME

Coming of age during an TO TRY THINGS I HAVE
NEVER DONE BEFORE,
era of disruption, EVEN IF THEY MAY NOT
Centennials recognize grit LEAD TO A SUCCESSFUL

83%
OUTCOME.”
as a key to success, and
pick themselves up when
things don’t go as planned.

OPENNESS
“BEING OPEN TO
As a global generation,
CORE
VALUES
NEW IDEAS IS
IMPORTANT TO MY Centennials seek
PERSONAL IDENTITY.”
inspiration and ideas
from a variety of sources,
and embrace the
differences that make
everyone unique.
REALISM
Attuned to social, political “WHEN I’M WITH FRIENDS
and economic realities, WE OFTEN TALK ABOUT
WHAT’S GOING ON IN
Centennials have a hopeful THE WORLD.”
yet level-headed view of (vs. 46% of Millennials)
their future.

STANDING OUT
“IT’S IMPORTANT THAT
58%
OTHERS SEE ME AS
SOMEONE WHO IS
WILLING TO DEFY
CONVENTION”

ON
THEIR
MINDS CONNECTING WITH THEM
67% IMPACT Respect their
knowledge, passion
Stick to your purpose and
pursue it relentlessly
and tech-savvy
“MAKING A Create the work arounds
DIFFERENCE IN MY Stay transparent about Centennials desire
LOCAL COMMUNITY IS your practices and
challenges Embrace and reflect a
58% IMPORTANT IN MY diverse and inclusive
PERSONAL LIFE TODAY” ethos

Kantar Consulting has been on the forefront of generational and social values for 50+ years. Find out more about how your brand or business can take
advantage of consumer dynamics in the marketplace by emailing casey.ferrell@kantarconsulting.com.
SOURCE: KANTAR CONSULTING U.S. MONITOR