Volunteering
WINTER / SPRING 2016
Young adults see volunteering as the best way to better the world; they readily donate both their time and money and expect brands to do the same.
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Involvement In Social Causes
WINTER / SPRING 2016
Young people get involved in social causes because they care, and they believe true involvement requires sacrifice and action.
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Young People And Social Causes
WINTER / SPRING 2016
Young adults strive to learn about and support social causes, and they direct their efforts toward key issues to have a global impact.
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Political Preferences
WINTER / SPRING 2016
There are no clear cut political preferences for today’s youth who tend to identify as ‘moderate.’
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Political Information Sources
WINTER / SPRING 2016
Although they use a variety of news sources to get political information, young adults wish they were more knowledgeable about politics.
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Young People And Politics
WINTER / SPRING 2016
Young adults are only moderately interested in politics and few are actively involved in this arena, distrusting both the political system and politicians themselves.
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Liberals vs. Conservatives: CHAID
WINTER / SPRING 2016
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Fear
WINTER / SPRING 2016
While aware of the dangers of the world, young adults are not letting these fears hold them back from living their lives.
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Trust
WINTER / SPRING 2016
Trust is important to today’s youth, but few have trust in politicians or the media, and many even doubt non-profit organizations.
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State Of The Union
WINTER / SPRING 2016
Young adults have a relatively bleak outlook on the world’s future, but they are trying to maintain their optimistic outlook and proactively seek to improve the situation.
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Sense In Sensitivity
WINTER / SPRING 2016
Lessons for brands on how to respond in times of tragedy.
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Buy Not
WINTER / SPRING 2016
Mounting self-awareness of materialism is giving rise to an anti-consumerism movement.
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Demo Real
WINTER / SPRING 2016
Young people are adding in-person protesting to their activist repertoire as a social and engaging way to further their digital efforts.
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Good Vibes
WINTER / SPRING 2016
Youth regard kindness and compassion as social causes and want brands to advocate for such just as they do themselves.
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CHANGEables
WINTER / SPRING 2016
The popularity of causes can rise and fall, and as young people shift their attention from one to another, they rarely see the results of their efforts.
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Clear Consciousness
WINTER / SPRING 2016
Young people’s desire for social consciousness from companies is expanding to include a more pressing desire for corporate transparency and innovation.
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Love Brands and Marketing
FALL / WINTER 2015
Brands have an opportunity to play a larger role in romance, both in their depiction of it and in their involvement in young people's lives.
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Love Social Norms
FALL / WINTER 2015
While young people are progressive in their views of who they should and shouldn't date or marry, they still prefer to adhere to a traditional path of dating, marrying, and having children.
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Love Sex
FALL / WINTER 2015
Current youth are fairly traditional when it comes to their views on sex, both in and out of relationships.
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Love Relationships
FALL / WINTER 2015
Relationships are highly important to young people; they celebrate their love and strive to make it last.
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Love Dating
FALL / WINTER 2015
Young people are romantics at heart and believe, contrary to media reports, that dating as more about getting to know people than it is about sex.
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Love Landscape
FALL / WINTER 2015
Global youth are largely hopeful about love and romance, and they are willing to put in effort to find relationships and make them work.
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The One
FALL / WINTER 2015
To get consumers to fall in love with a brand and stay committed, marketers should take an approach similar to that one would take with a romantic partner.
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Show Me Love
FALL / WINTER 2015
Young people are prioritizing their relationships with themselves and expect brands to reflect this as an essential form of love.
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