Zeno Group has long been committed to understanding the human condition – the hopes, fears, and values that influence behavior – with our study of generational values known as The Human Project. Based on our new research, we know American values are shifting in ways not seen in more than a decade and reminiscent of past periods of economic and social upheaval, such as the Great Recession and Great Depression. Americans are reappraising what matters. Here is an up-close look at this values shift and what it means for communicators and marketers. Learn which values are rising fastest among Boomers, Millennials, Gen Xers and Gen Z. And hear why ‘Gen C’ is unlikely to mirror any of the generations who have preceded them.