THERE IS A LIFE STAGE MARKETERS KEEP MISSING

They aren’t millennials and they aren’t Generation Z, but a unique life stage hidden between two different generations. Torn between two opposing sides, YAYA consumers both represent and defy generational stereotypes. They are complex individuals, both conflicted and unexpected.

THE 2018 STATE OF THE YAYA

Your tool to uncover what it takes to market to this life stage. Download our book and RSVP to our webcast below.

WHAT IS THE STATE OF THE YAYA?

The State of the YAYA is an annual, in-depth report compiled and written by MOJO Ad staff. The report is based on our national quantitative study. Each year, we help marketers understand and connect with YAYA consumers and their world. This report not only sheds light on who they are, it highlights their attitudes and behaviors on everything from snacking and relationships to news consumption and education.  

The YAYA demographic is a life stage, not a generation, and it is often overlooked by marketers. With 31 million of them in the United States, the YAYA population commands $82.4 billion in buying power. They are about to decide whether to stick with the brands they have used their entire life, or split off in another direction. If marketers fail to identify them, they could lose them forever.