The OmniLocal Consumer Study

Mapping the shifting perception of local in the minds of Millennial and Gen Z consumers.

The digital economy has disrupted consumer behavior in innumerable ways. Mitchell's OmniLocal report maps consumers' evolving perception of 'local'. The definition of “Community” has evolved for Gen Z and Millennials. A mix of digital and physical motivations leads these generations to engage with brands in distinct and complex ways.

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