DATA
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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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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By Date
Brands And Marketing
WINTER / SPRING 2016
Young adults hold brands to high standards and support those that do their part for the greater good.
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Religion And Values
WINTER / SPRING 2016
Many young people believe in the power of prayer and religious institutions as a means to improve the world.
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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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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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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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