As they embark on their college careers, a class of entering freshmen provide a microcosm of evolving attitudes.

Yes, they follow a century-old generation-and-distribution model. But they also juggle a complex, contradictory set of variables – and...

These financial realists avoid excess and debt – and don’t mind buying used or sharing instead of buying.

Generation X, born roughly between 1965 and 1981, bears the burden of following the Baby Boomers. In our Eco Pulse™ research, Gen Xers...

EMFs, GMOs, VOCs – and whatever happened to radon? Years of membership in the Fear of the Month Club have trained consumers to worry for...

Two marketing professors test the effects of social influences on the adoption of solar power.