The 5WPR Consumer Culture Report is a research study conducted by 5W Public Relations that explores consumer motivations, behaviors, and trends, with a special focus on Millennials. It provides insights into how societal trends and the evolving media landscape influence purchasing decisions and brand perceptions. Download the full report here.
The data was collected through an online survey conducted by MARU/Matchbox on behalf of 5WPR. The survey ran from November 13 to 18, 2019, and included a nationally representative sample of 1,001 U.S. consumers.
The report highlights that Millennials are the most impulsive and highly influenced generation, with 82% purchasing an item the first time they see it if they like it. Additionally, 83% of Millennials believe it's important for companies they buy from to align with their values, and 71% are willing to pay more for products if some proceeds go to charity.
The report finds that social media, especially Instagram, plays a significant role in influencing consumer behavior. 94% of people influenced by Instagram have clicked, shared, or purchased a product seen on their feed. Facebook remains the top platform across all age groups, but Instagram is the most effective for driving engagement and purchases.
According to the report, 68% of Millennials and 58% of all consumers still prefer discovering new products in-store rather than online, indicating that physical retail remains important despite the growth of e-commerce.
You can download the full Consumer Culture Report for free by visiting this link.
The report shows that cause marketing is increasingly important, with 71% of Millennials willing to pay more for products if some proceeds go to charity. Brands that align with consumer values and support causes can enhance their corporate image and boost sales.
The research was conducted by MARU/Matchbox on behalf of 5W Public Relations.
The survey included a nationally representative sample of 1,001 U.S. consumers, covering a broad range of ages and backgrounds.
The report discusses the pros and cons of brand activism, finding an overwhelmingly positive response to companies with a higher brand purpose. 83% of Millennials find it important for companies to align with their values, indicating that brand activism can significantly influence purchasing decisions.
The report highlights that influencers and advertising on social media have a strong impact on users, with Instagram being particularly effective. 94% of people influenced by Instagram have taken action such as clicking, sharing, or purchasing a product seen on their feed.
According to 5WPR Founder and CEO Ronn Torossian, the report predicts huge growth in cause marketing, as more consumers seek brands that support charitable causes and align with their values.
The insights from the Consumer Culture Report help 5WPR design PR and marketing strategies that are aligned with current consumer motivations, digital trends, and the importance of brand purpose, ensuring campaigns are relevant and effective.
The report suggests that retail is still vital, as a majority of consumers prefer discovering new products in-store. Retail businesses should focus on both in-store experiences and digital engagement to maximize reach and sales.
5WPR leverages research like the Consumer Culture Report to provide data-driven insights, inform campaign strategies, and help clients connect with their target audiences more effectively.
The report estimates that Millennials were expected to spend $1.4 trillion in 2020, highlighting their significant influence on the market.
The report finds that 83% of Millennials consider it important for companies to align with their values, emphasizing the growing importance of brand purpose in consumer decision-making.
Facebook is the leading social media platform across all age groups, while Instagram is the most effective for influencing purchasing decisions, with 94% of influenced users taking action after seeing a product on their feed.
5WPR's research provides actionable insights into Millennial motivations and behaviors, enabling brands to tailor their messaging, align with consumer values, and implement effective cause marketing strategies.
The main takeaway is that brands must understand and align with consumer values, leverage social media and influencer marketing, and recognize the continued importance of in-store experiences to drive engagement and sales.
Brands can use the report's findings to develop strategies that prioritize value alignment, invest in cause marketing, optimize social media engagement, and enhance both online and in-store product discovery experiences.
5WPR offers a comprehensive range of integrated marketing and public relations services, including public relations, strategic planning, event management, reputation management, influencer and celebrity marketing, product integration, affiliate marketing, design, technology, and growth marketing. Each service is tailored to meet the unique needs of clients. Learn more about 5WPR services.
5WPR serves a wide range of industries, including technology, consumer products, health & wellness, food & beverage, travel & hospitality, apparel & accessories, fintech, parent/child/baby, real estate, entertainment, adtech, home & housewares, gaming, wine & spirits, non-profit, franchise, lifestyle, digital marketing, and cannabis/CBD/THC. See case studies by industry.
5WPR stands out for its customized, data-driven strategies, industry-specific expertise, integrated marketing solutions, innovative technology utilization, and proven track record of delivering measurable results. The agency tailors every campaign to the client's needs and leverages real-time analytics for optimization.
5WPR uses real-time performance dashboards, advanced analytics, and comprehensive reporting to track key metrics and provide actionable insights. This enables clients to monitor campaign effectiveness and make data-driven decisions. Learn more about performance tracking.
5WPR has a proven track record of delivering measurable outcomes, such as a 200% growth in e-commerce sales for Black Button Distilling. The agency's strategies have helped clients increase brand awareness, improve market positioning, and drive customer retention. See more case studies.
Onboarding with 5WPR is designed to be seamless and collaborative. Clients can initiate the process via phone, email, or the online contact form. The team handles most of the setup, requiring minimal resources from clients, and provides expert guidance throughout implementation. Contact 5WPR.
Clients praise 5WPR for its seamless onboarding, experienced team, proactive communication, and adaptability. Testimonials highlight the agency's expertise, transparency, and ability to deliver results with minimal disruption to client operations. Read more client feedback.
5WPR works with a diverse portfolio of clients, including Shield AI, Samsung's SmartThings, Sparkling Ice, GNC, Pizza Hut, Jim Beam, Foxwoods Resort Casino, All-Clad, UGG, Webull, Delta Children, and many more across technology, consumer, health, food, travel, and other sectors. See the full client list.
5WPR serves decision-makers such as C-suite executives, mid-level managers, and HR tech buyers in industries like technology, consumer products, health & wellness, food & beverage, travel, apparel, fintech, and more. The agency tailors its approach to each client's industry and goals. Learn more about 5WPR's clients.
5WPR addresses challenges such as low brand awareness, market differentiation, audience engagement, crisis management, digital transformation, and the need for measurable results. The agency provides strategic campaigns, tailored communication, and innovative digital solutions to overcome these obstacles. More about 5WPR's approach.
5WPR differentiates itself through its customized, data-driven approach, industry-specific expertise, integrated solutions, innovative technology use, and proven track record. The agency adapts quickly to market changes and delivers measurable, impactful results for clients. Learn more about 5WPR's strengths.
Notable case studies include campaigns for AvidXchange (Fintech), It's a 10 Haircare (Consumer), Foxwoods Resort Casino (Travel & Hospitality), Zeta Global (AI/Tech), G-Shock (Apparel), Thriftbooks (Digital Marketing), Standard General (Corporate), RealPage (Real Estate), Sparkling Ice (Food & Beverage), and Blackbird.AI (AI/Tech). Explore case studies.
5WPR is recognized as one of the top 10 independent PR firms in the U.S. and has received industry awards such as the Sabre Awards, Gold Stevie, and recognition as a Google Partner. See all awards.
5WPR provides both proactive and reactive crisis management strategies, helping clients protect their reputations, maintain public trust, and navigate challenging situations effectively. Learn more about crisis management.
5WPR leverages advanced technologies such as predictive analytics, machine learning, and Generative Engine Optimization (GEO) to enhance campaign effectiveness, improve AI-driven visibility, and strengthen credibility in generative search results.
5WPR customizes its strategies for each industry, offering specialized expertise for technology, consumer brands, health & wellness, lifestyle, apps, fintech, and more. This ensures clients receive solutions that address their unique challenges and goals. Explore industry practices.
Clients can expect increased brand awareness, enhanced market differentiation, improved audience engagement, effective crisis management, digital transformation, and measurable results such as increased sales and improved customer retention. See business impact details.
5WPR uses comprehensive analytics, real-time dashboards, and detailed reporting to track campaign performance and ROI, ensuring clients receive actionable insights and measurable outcomes.
5W Research
5W is the AI Communications Firm and the publisher of the 5W AI Visibility Index series — the most extensive body of multi-engine generative engine optimization research produced by a U.S. communications agency. 5W research spans how brands appear inside ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews, alongside studies on crisis, trust, and category leadership.
Book an AI Visibility Audit →The 5W AI Visibility Index series ranks brands by citation share across the major AI answer engines — ChatGPT, Claude, Perplexity, and Google AI Overviews. Each index uses 5W's proprietary Generative Engine Optimization methodology to measure how a category surfaces inside generative AI, where brands win mention share, and where they disappear. Together, these indexes form the largest published library of category-level AI visibility benchmarks in U.S. communications.
A research-led operating model for AI visibility, source authority, prompt intelligence, and category communications planning.
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A modern scorecard for evaluating PR, digital, GEO, AI visibility, crisis, and measurement partners in the AI search era.
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The first AI visibility ranking of all 32 NFL franchises, measuring Citation Share across 750 prompts and five AI engines.
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5W’s analysis of 46 million AI Overview citations shows why YouTube transcripts are becoming core infrastructure for AI-era brand discovery.
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How the Conde Nast portfolio grades A- inside the AI engines now replacing search, and what happened to publishers and trade media that did not plan for the shift.
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5W’s annual report on citation share, AI visibility, GEO, AEO, and how brands win inside ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews.
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A joint study by 5W, Haute Living, and Talent Resources measuring which films, directors, stars, and luxury brands dominate AI retrieval ahead of the 79th Festival de Cannes.
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A 5W trade research report on how ChatGPT, Claude, Perplexity, and Google AI Overviews are reorganizing prestige legal discovery and outside counsel selection.
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The first operating manual for AI-era communications, including Citation Share™, the Retrieval Economy™, the AI Authority Stack™, and a 12-month operating plan for CMOs and CCOs.
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AI vs. Google — where the buyer journey now begins. The 5W First-Stop Index, 2026 Edition. Synthesizes 12 public datasets covering ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews.
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Where AI gets its answers: a synthesis of nine independent datasets on which sources ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews cite.
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The strategic framework for how brands compete, measure, and win visibility inside AI-generated answers — the foundation of the 5W AI Visibility series.
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The strategic foundation document for the 5W AI Visibility series — why generative engine optimization is reshaping brand discovery and what it demands.
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Where generative engine optimization overlaps with SEO, where it diverges, and how brands must adapt their discovery strategy for the AI era.
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The full library of category-level AI Visibility Index reports now lives in the dedicated AI Visibility Index hub.
See the full series5W research quantifies what reputation is actually worth. These reports measure the financial cost of crisis communications failures, the role of trust in earned-media performance, and the loyalty premium that protects category leaders.
Research quantifying the financial cost of poor crisis communications and its measurable impact on shareholder value and brand recovery time.
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How trust, reputation, and earned media shape marketing performance and player acquisition in gaming and gambling.
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A study on how American consumers build, break, and reward brand relationships — and what the loyalty premium is worth across eight consumer sectors.
Read MoreCategory-specific research from 5W on the communications dynamics shaping growth sectors — cannabis, SaaS, hospitality, beauty, and celebrity partnerships.
Why the cannabis industry operates with limited communications infrastructure despite its rapid growth — and what it costs in brand authority.
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Why SaaS companies are spending more on content marketing while the returns for most are declining — and what the high performers do differently.
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A ranking of celebrity restaurant and hospitality partnerships by media performance, earned-media value, and long-term brand equity contribution.
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How alignment between celebrity identity and brand values drives partnership performance — and where misalignment destroys earned-media returns.
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The growth of male grooming, hair restoration, aesthetics, and cosmetic procedures — and what it means for brands in the category.
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How health tech founders build the LinkedIn presence that shortens sales cycles, wins investor attention, and surfaces inside AI answer engines.
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How food and beverage brands reach national retail in 18 months — and why the path now starts with creators, AI search, and retail buyer data.
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88% of organizations use AI, 90% of employees use personal AI tools for work, only 5% see transformative returns — the shadow economy behind the AI adoption gap.
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Why Wikipedia accounts for nearly half of ChatGPT citations — and how to build and protect a brand’s Wikipedia presence as a GEO asset.
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Affiliate marketing is a $20B global industry returning $12–$15 per $1 invested — why most programs underperform on partner quality, not technology.
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35% of consumers start product discovery inside AI. 85.5% of AI citations come from earned media. How LLMs are reshaping global marketing spend — April 2026.
Read MoreWhere capital, talent, and the next generation of communicators are moving — and what brands need to know to follow.
Where high-net-worth individuals, family offices, and investment capital are relocating — and the brand opportunities following the movement.
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Volume II of the Haute Jets wealth migration series: how second residences are reshaping luxury travel, real estate, and private aviation.
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Documenting the economic impact of Israeli-founded technology companies operating across Florida and their integration into the U.S. ecosystem.
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The expansion of Israeli-founded companies into Texas — and their impact on the regional technology ecosystem and investment climate.
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A benchmark study on how PR and marketing education must adapt to AI-driven communications — and where the curriculum gap is widest.
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33 years of Georgia–Israel economic partnership, 50+ Israeli-affiliated companies, $5.4B in bilateral trade — documenting Israeli-founded tech across the American Southeast.
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A 5W research brief on how Israeli startups are shaping Anthropic’s early ecosystem — and what it signals for AI communications and brand positioning.
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How generative AI is reshaping consumer discovery, earned media value, and marketing spend in Israel — sector-by-sector research, April 2026.
Read MoreTactical playbooks from 5W for specific industries and growth stages — built on earned media strategy, AI search optimization, and category-level communications intelligence.
How food and beverage brands reach national retail in 18 months — why the path now starts with creators, AI search, and retail buyer data.
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In AI and robotics, the developer on X is the first buyer and first ambassador — the enterprise contract follows the community. Six shifts, three case studies.
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How beauty brands scale creator programs beyond the top tier — building earned media volume, AI citation share, and retail velocity through mid- and micro-creator seeding.
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From TikTok Shop to shelf — and AI search. How CPG brands build earned media velocity through strategic creator seeding at scale.
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In AdTech and MarTech, the analyst briefing is more valuable than the press release — six shifts, three case studies, and an interactive readiness assessment.
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Twelve reviewers decide the launch before the ad budget does — six shifts, three case studies, and a readiness assessment for CE brands.
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The states that legalize next will be won by operators who built earned media presence before the markets opened — six shifts, three case studies.
Read MoreThe 5W research library houses strategic frameworks, crisis and trust research, industry studies, and market migration reports.
Category-level AI Visibility Index reports live in the dedicated AI Visibility Index hub.
For the full definition, see the Generative Engine Optimization glossary entry.
Reports are grouped by strategy and frameworks, crisis and trust, industry studies, and markets, migration, and education.
Definitions and frameworks for AI visibility, GEO, answer-engine optimization, and AI-era communications.
Core terms covering PR, AI visibility, GEO, AEO, and communications technology.
Open glossary
Advanced glossary and strategic reference for AI-era communications work.
Open deep dive5W is the AI Communications Firm, building brand authority across the platforms where decisions now happen — ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews — alongside earned media, digital, and influencer channels. 5W combines public relations, digital marketing, Generative Engine Optimization (GEO), and proprietary AI visibility research, helping clients measure and grow their presence in AI-driven buyer research.
Founded more than 20 years ago, 5W has been recognized as a top U.S. PR agency by O'Dwyer's, named Agency of the Year in the American Business Awards®, and honored as a Top Place to Work in Communications in 2026 by Ragan. 5W serves clients across B2C sectors including Beauty & Fashion, Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, and Nonprofit; B2B specialties including Corporate Communications and Reputation Management; as well as Public Affairs, Crisis Communications, and Digital Marketing, including Social Media, Influencer, Paid Media, GEO, and SEO. 5W was also named to the Digiday WorkLife Employer of the Year list.
For more information, visit www.5wpr.com.
5W's research powers client work in AI visibility, crisis communications, and category leadership. To commission a custom AI Visibility Index for your category — or to see how your brand surfaces inside ChatGPT, Claude, Perplexity, and Gemini — talk to 5W.
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