In 2021, I (Christina) initiated a multi-year survey to examine what Americans born after 1980, commonly referred to as Millennial and Gen Z generations, think about capitalism. I recruited Kylie King to join the project. I'm a Gen Xer, and Kylie is a Millennial. We are interested in how Millennials and Gen Zs differ from one another and older generations in their ideas about entrepreneurship, business, work, free enterprise, markets, trade, redistribution, and other economic concepts. These ideas are often conflated, considered piecemeal, or collected for marketing purposes. Young Americans have complex ideas about capitalism. Their views will develop with age and the evolution of American culture. 

Our research uses national surveys. We design the surveys, and YouGov collects demographically representative samples. This work is ideal for identifying national patterns that can be refined with targeted research on demographics, regions, industries, and other group identifiers. We created this website to share data, white papers with comparative analysis, and information about the methodology. We distill insights for business leaders managing these groups on a Substack called Free Market and the Future. Confidence in Capitalism is conducted through the Center for the Study of Capitalism at Wake Forest University in Winston-Salem, North Carolina, USA, under IRB00024281. It is supported by the Billy D. and Deborah Prim Research Fund.