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Popular Culture Overview

... | Dance | Celebrity culture (e.g., movie stars, social media stars) | Drinking (e.g., cocktails, beer, wine) | Magazines | Podcasts | Nightlife (e.g., clubs, bars, discos) POPULAR CULTURE POSITIVESFour in 10 youth across the globe like popular culture for its ability to help them learn about different lifestyles, relax, feel informed about what’s going on in the world, be more creative, feel happier, and avoid boredom. Women outweigh men in seeing these benefits from popular culture. Those ...

Gaming

... , especially men, are most commonly playing football (50%), basketball (40%) and soccer (36%). Young adults in the UK are mostly playing soccer (58%), tennis (23%) and boxing (21%). Trendsetters in both countries who play these types of video games are more likely than the general population of young adults to play nearly every type of game. Which of the following sports-related video games do you play?Those who have played sports-related video gamesPlease select all that apply. Football (American ...

Popular Culture & Brands

... EVENTSAmong youth globally, brand sponsored music festivals (32%) are more favored than brand sponsored sporting events (29%). Women are more likely than men to want brands to sponsor music events, while men are more likely than women to prefer brands sponsoring sporting events. Nearly half of Nigerian youth like when brands sponsor either, by far more than any other country.Which of the following, if any, are true for you?Please select all that apply. I like when brands sponsor music festivals | I ...

Home Life

... A quantitative overview of the living situations and communities of young adults.Zs (36%) are more likely than Ys (28%) to say they will always consider their parent’s house their home.WHO THEY LIVE WITHOnly 12% of today’s youth live alone, with men being more likely than women to do so. Among those aged 14-20, 69% live with their parents, with 25% of those 21-34 also saying they live with their parents. Another 32% of Ys live with their spouse and 11% live with someone they are romantically ...

Love Social Norms

... still largely prevalent around the world. For example, social stigmas around women being single when they are older and men being unsuccessful professionally still exist globally. Additionally, even with large strides being made toward gender equality, being single is thought to be worse for women than for men.To what extent do you agree/disagree with each of the following statements?Strongly/Somewhat Agree Summary There is a social stigma attached to older single women | There is a social stigma ...

For The Love Of The Game

... Sports plays an important role in young adults’ lives, providing them with joy, reasons to celebrate, and a means for connecting with others.The majority of U.S. and UK Trendsetters say they are addicted to sports.64% of U.S. Trendsetters and 59% of those in the UK say their interest in sports is an 8, 9, or 10.IMPORTANCE OF SPORTSSports are an integral part of young adults’ lives, whether it be watching or playing sports, or following their favorite teams or players. In fact, young men in both ...

Work Life & Loyalty

... % are searching for work while 10% are not. Men are more likely than women to be employed full-time, while women are more likely to be employed part-time.Which of the following best describes your employment status?Please select one. Ever Had A Job (NET) | Employed (NET) | Full-time employed | Part-time employed | Unemployed (NET) | Unemployed – and searching for work | Unemployed – and not searching for work | Retired | Never Had A Job (NET) | Never had a job (aside from babysitting ...

Work Life & Friendship

... , 61% change their shoes, 58% do their hair, and 51% put on makeup. Among Trendsetters in the UK, 71% change their outfit, 66% do their hair, 57% change their shoes, and 52% put on makeup. In both countries, women are more likely than men to make updates to their appearance before meeting up with friends.On a work night, which of the following, if any, do you do after work before you go out socially?Please select all that apply. Change my outfit | Change my shoes | Do my hair | Shave | Put on ...

Betterment & Mindfulness

... devices | Use apps/websites to help me be more mindful | Use tools/devices to help me be more mindful DIGITAL MINDFULNESSThree-quarters of U.S. youth agree it’s important to take time each day to disconnect from digital devices, as do 81% of U.S. women compared to only 68% of U.S. men. Nearly six in 10 U.S. and UK youth believe that digital devices/screens negatively affect their mental wellness.How strongly do you agree or disagree with each of the following statements?Strongly/Somewhat Agree ...

Gen Z & Personal Care

... | I think women should wear makeup | I feel self conscious if I do not wear makeup | I spend a lot of money on beauty/ grooming products/ services | I think men should wear makeup My appearance is very important to me (e.g., grooming) | I feel pressure to look and dress a certain way | I prefer my look to be natural (e.g., not much makeup, not doing anything fancy with my hair) | I watch beauty/ grooming tutorial videos | I spend a lot of time on grooming (for example, skin, hair ...