DATA
By Date
A&S Brands and Marketing
SUMMER / FALL 2015
A quantitative overview of youth's opinions of and preferences regarding brands and marketers' depictions of adulthood.
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A&S Education
SUMMER / FALL 2015
A quantitative overview of youth's attitudes and preferences surrounding education, specifically college.
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A&S Dating And Relationships
SUMMER / FALL 2015
A quantitative overview of youth's attitudes and behaviors surrounding friendship, dating, relationships, and marriage.
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A&S Home and Family
SUMMER / FALL 2015
A quantitative overview of young adults' attitudes and behaviors surrounding home and family.
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True To Self
SUMMER / FALL 2015
The concept of digital identity is changing for today’s youth, as their emerging behaviors on social media reflect a newfound self-awareness.
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Duty Free
SUMMER / FALL 2015
Young consumers are redefining grown-up responsibilities, and, in doing so, they are finding time for a new set of adult priorities.
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Open House
SUMMER / FALL 2015
As Ys are less likely to be homeowners than were their predecessors, they’re seeking aspects of home in other ways that better address their generational needs.
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No Kid(ding)
SUMMER / FALL 2015
A growing number of Ys are choosing a child-free lifestyle and are reshaping adulthood to focus on areas other than child-rearing.
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For Love And Money
SUMMER / FALL 2015
At work, young people’s quest to “make meaning” is being
overtaken by a burgeoning desire for high salaries.
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Dollars And Sense
SUMMER / FALL 2015
Traditional financial institutions aren’t speaking to young adults in relevant ways, causing them to seek alternative fiscal tools.
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The Optimization Generation
SUMMER / FALL 2015
Young people are optimizing the ways they work, socialize, and shop in
a shift that signifies a newfound self-awareness.
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Soloists
SUMMER / FALL 2015
Spending time alone in public has become a key marker of adulthood as young people increasingly see it as an opportunity to build independence.
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Friends With Benefits
SUMMER / FALL 2015
Ys approach friendship with deeper commitment and are seeking more support from friends in return as they navigate adulthood on their own terms.
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The New Age
SUMMER / FALL 2015
Young adults are squashing preconceptions of age by engaging in behaviors associated with both those younger and older than them.
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All In Good Time
SUMMER / FALL 2015
Young adults understand that “having it all” requires ongoing flexibility and constant tradeoffs, and they recalibrate their goals accordingly.
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