About The Center for Generational Kinetics

The Center for Generational Kinetics (CGK) is dedicated to discovering new insights and solutions that drive measurable results for leaders.

CGK’s P.h.D-led research team separates myth from truth through original research. We have worked with over 700 clients.

CGK is a trusted research partner and advisor to CEOs, corporate boards, global brands, trade associations, institutional investors, non-profits, and the media. We love sharing our discoveries and solutions.

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Can you tell us about The Center for Generational Kinetics?

Absolutely! The Center for Generational Kinetics (CGK) is a leader in generational and behavioral research, strategy, and solutions. CGK leads statistically-accurate research for clients (and ourselves!) around the world. This ranges from global quantitative studies for the biggest brands in the world to unique research that informs a company’s product roadmap and institutional investor decisions. What makes CGK different is our unique Generational Context™ approach and commitment to specific, measurable solutions that our clients can put into use right away.

CGK studies all four generations as part of our behavioral and trends research:


  • Boomers: 1946–1964
  • Gen X: 1965–1976
  • Millennials: 1977–1995
  • Gen Z: 1996–2015



We study each generation as customers, employees, and trendsetters. Our client work is all custom research, so every project is designed specifically to solve a client’s exact generational challenge or opportunity. We are experts in adapting to each client’s frontline realities and priority constraints, such as working in highly-regulated industries including financial services and healthcare.

In a given week, CGK might be working with:

  • Global Automakers
  • Financial Institutions
  • Insurance Companies
  • Hospital Systems
  • Retailers
  • Technology Companies
  • Consumer Brands
  • And many more!

State of Gen Z 2021-2022 Ad - Download your free reports

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Do you lead CGK? (Not the answer you’re expecting)

I am asked this question a lot—except by our employees!

CGK is led by our CEO and co-founder, Dr. Denise Villa. Dr. Villa brings a powerful research-driven perspective and bold vision to CGK’s services and solutions. She is the first in her family to graduate from college. She then went on to get her master’s and doctorate degrees. Dr. Villa was previously a science teacher and administrator for middle schools and a high school. Her perspective, education, and experience are hugely valuable as our research team studies Gen Z and Millennials in the context of other generations. We are proud that CGK is a majority woman- and minority-owned business.

What are three fun facts or cool things about CGK?

  • At an employee’s three-year work anniversary, they earn a “Live Your Dream” gift. This is $3,000 they can put toward living a dream they’ve always had, such as a dream vacation. We love seeing what they do!
  • Upon starting work at CGK, each employee receives money to decorate their office space in a way that represents them. This is why our office has all kinds of cool art and unique workspaces.
  • We run an internship program for first-generation college-bound students. Dr. Villa launched this program to help more students prepare for and succeed in college and their careers. Now, these students are graduating from college and coming back to visit us! We love celebrating their success.

The State of Gen Z 2021-2022, Our New 3 Part Study

How can we contact CGK for more information?

Contact our friendly office at +1 (512) 259-6877 or [email protected]

You can also visit CGK’s website at GenHQ.com.

We look forward to hearing from you!

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