company

the connected brandThe Reach Group is a boutique consultancy that provides fresh insights and clear thinking about the Connected Generation—a powerful, technology-fluent group of change agents that are connected to their social and professional networks around the clock.

A new marketplace is under construction and the connected generation is wearing the hard hats. The Reach Group has discovered a clear map to this quickly evolving business environment that will save companies time, money and unnecessary mistakes.

As members of the Connected Generation we are actively engaged in this community and have organically gathered a nationwide network of inspiring leaders, quirky innovators, black belt shoppers, media mavens, imaginative problem solvers, and interesting friends who keep us laughing and guessing over coffee.

Strategically staffed and partnered with a team that understands the new marketplace, we allow our clients to exhale while we equip them with essential skill-sets, trusted resources and prioritized options to navigate their own path to success.

Through our books, blogs, research, speaking, consulting and content strategy boot camps, we help you mix a potent cocktail of content, community and commerce that will engage the modern marketplace.

Our History

The Reach Group began in 2000 with Reach Women, a respected source of market intelligence on female consumers. Founded by author and marketing expert Lisa Johnson, Reach Women helps leading brands understand and build relationships with women, primarily young professionals ages 18-35.

In 2004, Reach Women conducted a groundbreaking, two-year qualitative study on connected women that revealed an emerging consumer group defined more by their relationship to technology and less by their gender. This connected generation included both men and women with a technology-driven lifestyle and a fresh worldview that shaped the way they interacted with each other and the brands they love.

The investigation also surfaced maverick new connected companies that were experiencing unprecedented success, fueled by the loyalty and passion of this young, technology-fluent consumer group.

The findings of this study led us to:

  1. Expand our research focus to include both genders of the connected generation – an influential group that many brands were scrambling to understand.
  2. Refine Reach Women as a company that deeply understands the young, technology savvy women of the connected generation.
  3. Form the Reach Group, in order to help companies understand this new consumer segment and develop into connected brands.