DATA

By Date

Go Big Or Go Home

FALL/WINTER 2017

In an effort to optimize their social lives, young generations are increasingly choosing to either have exceptional social plans, or stay in and decompress for the next big adventure.

UnWasted Time

FALL/WINTER 2017

In a movement away from extreme drinking, youth are engaging in moderation and even abstaining from alcohol altogether, finding ways to socialize that don’t center around drinking.

The Age Of Innocence

FALL/WINTER 2017

Young adults are reimagining socializing and nightlife, gravitating toward tamer options that fit with their generational values and eschewing the drinking and drug cultures of the recent past.

Seize The Day

FALL/WINTER 2017

Young people are shifting their focus away from nightlife and toward daytime socializing, creating new opportunities for brands.

Anti-Social Media

FALL/WINTER 2017

Social media is losing its relevancy as a place to socialize as it continues to evolve into a modern media network dominated by entertainment and advertising, meaning brands must reconsider their digital marketing and influencer strategies.

Side Buy Side

FALL/WINTER 2017

Modern youth are more exposed to what brands their friends like than were youth in previous generations, and with this greater awareness comes greater influence.

DND (Do Not Distress)

FALL/WINTER 2017

As access to friends has evolved, young generations are seeking solutions to the many stresses of modern friendships while also taking more breaks from socializing.

No New Friends

FALL/WINTER 2017

Young people are gravitating to smaller, stronger friendship circles due to the significance friends play in their lives, and in doing so, it's becoming harder for new friendships to form.

(Net)Work Hard, Play Hard

FALL/WINTER 2017

Young adults are optimizing their time by incorporating more networking into their social lives. 

Dress To Thrill

FALL/WINTER 2017

Young people are seeking opportunities to elevate outings by participating in themed events where they can dress up in costume with friends.

Quality > Quantity Friendships

FALL/WINTER 2017

A quantitative overview of how smaller circles of closer friendships are emerging, even as there is more access to new people.

Mixing & Mingling

FALL/WINTER 2017

A quantitative overview of how youth spend their free time socializing with friends.

Shared Interests With Friends

FALL/WINTER 2017

A quantitative overview of how youth want friends who share similar interests in products and passions as themselves.

Deeper Connections With Friends

FALL/WINTER 2017

A qualitative overview of how romantic relationships and friendships are evolving.

Social Communication Preferences

FALL/WINTER 2017

A quantitative overview of how youth today are utilizing text chat and video apps to stay in touch with friends.

Social Media Habits

FALL/WINTER 2017

A quantitative overview of the attitudes and usage of social media platforms among youth.

Friends & Festivals

FALL/WINTER 2017

A quantitative overview of the perceptions and attitudes on music, food, and festivals among youth.

Drinking & Drugs

FALL/WINTER 2017

A quantitative overview of drinking and drug culture among youth of drinking age.

Work Life & Friendship

FALL/WINTER 2017

A quantitative overview of how work life blends into social outings. 

Socializing At Home

FALL/WINTER 2017

A qualitative overview of the role of home in socializing with friends. 

Friends & Gifting

FALL/WINTER 2017

A quantitative overview of gifting habits among friends.

Brands & Marketing

FALL/WINTER 2017

A quantitative overview of how consumers view advertising and the channels they want brands to use to communicate with them.

School Of (Work)Life

SUMMER/FALL 2017

Office jobs are increasingly providing a college/university-like experience, as young employees seek comparable social and emotional benefits from a work culture.

Build Your Own Career

SUMMER/FALL 2017

Young professionals are building their own careers by job hopping, creating hybrid roles, and amassing a wide variety of skills instead of following a clear-cut corporate path.