The Center for Generational Kinetics

What The Center for Generational Kinetics does

The Center for Generational Kinetics (CGK) is an Austin, Texas-based research and consulting firm founded in 2011 by Denise Villa, PhD (CEO) and Jason Dorsey (President) that specializes in generational dynamics — the behaviors, attitudes, and trends of Gen Z, Millennials, Gen X, Baby Boomers, and Traditionalists as employees, consumers, and trendsetters. The firm's core technology is a set of proprietary quantitative and qualitative research methodologies, anchored by the Generational Context™ trademark and an 8-step custom research formula (scoping → questionnaire development → programming/testing → fielding → multivariate analysis → generational contextualization → presentation → ROI translation) that turns raw survey data into actionable business recommendations, typically delivered to clients within a 90-day engagement window. CGK's flagship data asset is the State of Gen Z® annual research study series, which has run continuously since 2016 with 1,000+ Gen Z respondents per wave and forms the backbone of the firm's thought-leadership content.

The company's product portfolio is divided into two monetized channels plus a content/brand layer: (1) Custom Research Services — PhD-led, client-specific primary research engagements sold directly to enterprise buyers (CHROs, CMOs, CXOs) and culminating in findings the client owns outright; (2) Speaking Services — customized keynotes (four core programs: Crossing the Generational Divide, Selling to Each Generation, Zconomy, and How Leaders Can Drive Innovation) plus tiered Executive Sessions (2-, 3-, and 4-hour formats), all booked direct rather than through speaker bureaus and led by Dorsey, Villa, and certified speaker Alicia Rainwater; and (3) the Zconomy book (Forbes Top 10 Business Book of 2020, translated into seven languages) and the Generations Hub online portal, which function as top-of-funnel content assets feeding the research and speaking pipeline.

CGK serves 700+ enterprise clients globally — including PepsiCo, Mercedes-Benz USA, Toyota, Cisco, Visa, Adidas, Hyatt, Hilton, Taco Bell, Cox Enterprises, Kraft, GM, the U.S. Army TRADOC, and Alkami Technology — and reports research output of 200+ studies and audience reach across 100+ countries. The firm has been bootstrapped with no disclosed external funding rounds, no acquisitions, and no parent-company ownership; both co-founders remain actively involved in operations and external representation. Distribution is entirely direct-to-enterprise, primarily through an inbound motion (earned media, the Gen Update newsletter to 20,000+ leaders, blog content, and search) supplemented by proactive outreach to corporate event organizers and research buyers, with all engagements quoted individually on a project basis.

Name

The Center for Generational Kinetics

Legal name

The Center for Generational Kinetics LLC

Website

https://genhq.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

CGK is an Austin-based research and consulting firm that runs custom quantitative generational studies (delivered in ~90 days) and delivers customized keynotes and executive sessions for enterprise clients, helping organizations recruit, retain, and market across Gen Z, Millennials, Gen X, Boomers, and Traditionalists.

Ownership category

akta.pro rank

Product category

Market Research and Consulting Services

NAICS

Research and Development in the Social Sciences and Humanities (54172), Marketing Research and Public Opinion Polling (54191)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

akta.pro secondary industries

Change Management & Transformation Leadership (EDABAAAD), Workplace Culture, Engagement & Wellbeing Training (EDABAIAG)

Keywords

• Generational research consulting
• Custom market research
• Keynote speaking services
• Workforce demographic insights
• Consumer behavior research

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Custom Research Studies: CGK conducts custom quantitative research studies for clients over approximately 90 days. Clients include Fortune 500 companies seeking generational insights specific to their industry, workforce, or customer base. Studies are custom-designed and clients own all findings.
2. Keynote Speaking Engagements: CGK speakers (Jason Dorsey, Alicia Rainwater) deliver customized keynote presentations and executive sessions to corporate clients. Keynotes range from standard presentations to full-day executive programs. Pricing is quote-based and varies by event scope and customization.
3. Book Sales (Zconomy): Sale of the bestselling book 'Zconomy: How Gen Z Will Change the Future of Business' co-authored by Denise Villa and Jason Dorsey. The book is available at major retailers including Amazon and Barnes & Noble.
4. Thought Leadership Asset Development: Optional add-on services including research-based white papers, influencer infographics, interactive webinars, and earned media packages created from study findings.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

The Center for Generational Kinetics delivers custom generational research studies and keynote speaking engagements to enterprise clients. Its custom research services use an 8-step proprietary process to produce quantitative and qualitative insights about generational behaviors in the workforce and marketplace, typically delivered in 90 days with full client ownership of findings. Its speaking services feature customized keynote programs and executive sessions delivered by recognized generational experts to corporate audiences worldwide.

Product overview

The Center for Generational Kinetics operates as a research and consulting firm offering a portfolio of generational intelligence products. Core offerings include Custom Research Services (PhD-led studies solving client challenges in 90 days) and Speaking Services featuring Customized Keynotes (four main programs: Crossing the Generational Divide, Selling to Each Generation, Zconomy, and How Leaders Can Drive Innovation) plus Executive Sessions (Extended Keynote, Collaboration Program, and Innovation Program). The flagship product is the State of Gen Z® annual research study series (ongoing since 2016), complemented by the Zconomy bestselling book and the Generations Hub online resource portal. All offerings are grounded in original research spanning over 200 studies and serve enterprise clients seeking to understand generational dynamics in workforce, marketplace, and consumer contexts.

Differentiator

Problem solved

Functional benefit

Brands

• State of Gen Z: The annual flagship research study series on Generation Z behaviors and trends, conducted by CGK since 2016.
• Generational Context
• Zconomy

Products and services

• Custom Research Services

Quantifiable outcome

• Custom research studies completed in 90 days with clients owning all findings
• +4 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Gallup: Global analytics and advisory firm best known for workforce engagement and employee research. Comparable as a primary-research-driven advisory firm serving C-suite and HR leaders, though significantly broader in scope than CGK.
• Korn Ferry: Global organizational consulting firm with deep workforce, talent, and leadership research practices. Comparable in targeting HR and C-suite buyers with research-backed workforce and generational insights, though as part of a broader consulting portfolio.
• Bain & Company: Global management consulting firm known for consumer products and workforce research practices. Comparable as a research-led advisory serving enterprise C-suites, but operating across many industries and functions beyond generational dynamics.
• Ipsos: Global market research and consumer insights firm serving enterprises across industries. Comparable in custom consumer and segmentation research offerings and Fortune 500 client base, though operating at much larger scale than CGK.
• Deloitte (Insights): Big Four professional services firm with Deloitte Insights producing proprietary research on workforce, consumer, and generational trends. Comparable as a research-led advisory firm serving global enterprises, but with vastly greater scale and breadth.
• McKinsey & Company: Global management consulting firm with extensive research on workforce, consumers, and economic trends. Comparable in selling research-backed advisory to Fortune 500 C-suites, though as part of a much broader strategic consulting portfolio.
• Boston Consulting Group: Global management consulting firm with proprietary research on consumer segmentation, demographics, and workforce trends. Comparable as a research-driven advisory serving enterprise C-suites, though at significantly larger scale and broader scope than CGK.
• Nielsen: Global measurement and consumer insights firm with extensive consumer behavior data. Comparable as a research-led firm selling generational and consumer insights to enterprises, but with significantly broader portfolio and scale.
• Gartner: Global research and advisory firm serving enterprise executives across functions. Comparable in monetizing proprietary research through subscriptions, advisory, and speaking formats, though operating across many research categories beyond generational dynamics.

Direct peers

• Pew Research Center: Nonpartisan research organization that publishes widely cited studies on generational, demographic, and social trends. Highly comparable in research methodology, longitudinal study approach, and enterprise/media consumption of findings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GenHQ
• YouTubeyoutube.com/user/whatthegen
• LinkedInlinkedin.com/company/the-center-for-generational-kinetics-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Center for Generational Kinetics