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.
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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.
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Seize The Day
FALL/WINTER 2017
Young people are shifting their focus away from nightlife and toward daytime socializing, creating new opportunities for brands.
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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.
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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.
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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.
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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.
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(Net)Work Hard, Play Hard
FALL/WINTER 2017
Young adults are optimizing their time by incorporating more networking into their social lives.
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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.
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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.
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Mixing & Mingling
FALL/WINTER 2017
A quantitative overview of how youth spend their free time socializing with friends.
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Friendship Goals
FALL/WINTER 2017
A quantitative overview of the responsibilities that young people feel as a part of modern friendships.
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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.
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Deeper Connections With Friends
FALL/WINTER 2017
A qualitative overview of how romantic relationships and friendships are evolving.
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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.
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Social Media Habits
FALL/WINTER 2017
A quantitative overview of the attitudes and usage of social media platforms among youth.
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Social Activities
FALL/WINTER 2017
A quantitative overview of the social activities youth take part in with their friends.
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Friends & Festivals
FALL/WINTER 2017
A quantitative overview of the perceptions and attitudes on music, food, and festivals among youth.
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Nightlife
FALL/WINTER 2017
A qualitative overview of youth's perceptions and attitudes toward nightlife culture.
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Drinking & Drugs
FALL/WINTER 2017
A quantitative overview of drinking and drug culture among youth of drinking age.
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Work Life & Friendship
FALL/WINTER 2017
A quantitative overview of how work life blends into social outings.
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Socializing At Home
FALL/WINTER 2017
A qualitative overview of the role of home in socializing with friends.
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Friends & Gifting
FALL/WINTER 2017
A quantitative overview of gifting habits among friends.
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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.
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