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Athletes, Teams, & More

... , especially men, say they are going to be a fan of their favorite team for life and that rooting for their favorite teams gives them a sense of purpose. Trendsetters, far more than the overall population of young adults, say that anyone who knows them knows who their favorite team is and admit to heckling/cheering against their team’s opponents. Nearly a third of Trendsetters have even cried when their favorite team has lost.Which of the following, if any, are true for you?Please select all that apply. I ...

Betterment & Beauty/Grooming

... A quantitative overview of youth attitudes on self-care and usage of grooming products.INNER SELF AND OUTWARD APPEARANCEAbout nine in 10 U.S. and UK Trendsetters agree that taking care of their physical appearance makes them feel better about themselves; more women than men feel this way. Additionally, seven in 10 youth across the U.S. and UK agree working on one's outer self is as important as working on one's inner self, and one is not their best self unless they look their best.How ...

Work Preferences

... they’d prefer to work for a company with a flat structure where everyone is equal rather than working for a company with a traditional hierarchical structure, with Zs being significantly more likely than Ys to prefer this. However, men go against the majority in both cases, being more likely than women to say they’d prefer to work at startups and prefer to work for companies with traditional hierarchies.Please select one statement from each pair below that you agree with more. I would rather work for ...

Financial Attitudes

... A quantitative overview of young people’s perspective on their current financial situation and financial future.FINANCIAL PRIORITIES While money is very important to global youth, most would not choose being wealthy over being healthy. This is especially true for women, who are also more likely than men to say it’s more important that they make a difference in the world than that they have a lot of money. Cassandra predicts this “do good” trend will grow as Trendsetters are significantly ...

Technology & Social Media

... video of themselves. A similar number of Trendsetters have shared videos of themselves singing, playing music, playing games, and lip-syncing. Young men in the U.S. are most likely to share livestreams and videos of themselves playing games and lip-syncing.Which of the following, if any, are true for you?Please select all that apply. I have uploaded or shared a livestream video of myself (e.g., Periscope, Facebook Live) | I have uploaded or shared videos of myself singing or playing music | I ...

Deeper Connections With Friends

... A qualitative overview of how romantic relationships and friendships are evolving.RELATIONSHIP STATUSWhen it comes to romantic relationships, 53% of youth in the U.S. and 42% in the UK are not in one, compared to just 36% of Trendsetters in the U.S. and 39% in the UK who are single. Men are less likely than women, across the board, to not be in a relationship. Which of the following best describes you?Please select one. Not in a relationship | In a relationship 37% of UK Trendsetters ...

Marketing & Advertising

... . Trendsetters are even more eager than the overall population of youth to crave entertainment from brands. Men in both the U.S. and UK are more likely than women to want brands to create more gaming content, whereas women are more likely than men to want more experiential entertainment (such as real life destinations and theme parks). Teen Zs are more likely than Gen Ys to want brands to create more social media-related entertainment.Which of the following, if any, are you interested in seeing brands create ...

Bingeing

... % of those in the U.S. and 63% of those in the UK citing entertainment value as their main motivation for bingeing. Gen Ys are more likely than teen Zs to binge for entertainment value, as are women in comparison to men. Youth who binge also do so to relax, to help them avoid boredom, and to have a form of escape.For which of the following reasons do you binge entertainment and/or media?Those who bingePlease select all that apply. It's entertaining | It's relaxing | It helps me avoid being ...

Brands & Marketing

... advertise during the Olympics, World Cup, and FA cup. Men in both countries are more likely than women to appreciate brands that sponsor or market during all types of sporting events.For each of the following major sporting events, please tell us if you have a more favorable opinion of brands if they advertise during these events or help sponsor the event?Please select all that apply. Super Bowl | Olympics | World Cup | NBA finals | World Series | College Football Playoff (American ...

Spending Behaviors & Attitudes

... %). Trendsetters, more so than the general population of young adults, are likely to spend beyond their budget on many things, as are women compared to men generally—however men are more likely than women to spend on things like electronics, alcohol, and food delivery services. Those in the U.S. are more likely than their UK and AUS counterparts to spend beyond their means on food and housing. Overall UK youth are least likely to spend beyond their means.On which of the following, if any, are you willing ...