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Activities At Home

... share the same interests as other residents | Living where I have different interests than other residents Half of Trendsetters in the U.S. and 39% in the UK participate in regular/annual activities or events in their neighborhood (e.g. trivia night, food festival).ELECTION PARTICIPATIONWhich of the following, if any, are true for you?Please select all that apply I plan to vote in the next national election in my country | I plan to vote in the next local election in my neighborhood/community ...

Community At Home

... somewhere that I know my neighbors than where I don't | It's important to me to put down roots/settle in an area | I am an active member of my community (e.g., volunteer locally, attend community events) 79% of Trendsetters in the U.S. and 71% in the UK feel they are part of more than one community.A SENSE OF COMMUNITYWhich of the following places, if any, help you feel a sense of community where you currently live?Select all that apply Restaurants | The neighborhood | Shops I frequent ...

Brands & Marketing

... holidays (e.g., Ben & Jerry's Free Cone Day) | I wish more brands gave me a reason to celebrate ordinary days IN-STORE EXPERIENCESWhich of the following statements, if any, do you agree with?Please select all that apply. I feel more connected to brands that have a physical presence (i.e., a store) | I wish brands would do a better job of informing me of in-store events | I would be willing to pay for a ticket to attend a special event in a store 1 in 3 Trendsetters in the U.S. and UK are more ...

Brands

... spent with the brand | The brand responds to my feedback/questions | Aligns with my values | Feeling a personal connection with the brand | Personalized attention | Access to exclusive events | Other thing(s) | Nothing BRAND LOYALTY & TRYING NEW BRANDSWhich of the following, if any, are true for you?Please select all that apply. I tend to try the products and services that I hear others talking about | I'm overwhelmed by the number of options of brands and products when I'm ...

Sports Spectatorship & Engagement

... Young people are highly engaged in sports and consider it an important way to connect with others. ATTENDING SPORTING EVENTSYoung adults in the U.S. and UK frequently attend a wide variety of sporting events. More than a third of young people in the U.S. have attended a school-related sporting event that is not college level, with slightly fewer attending this type of event at a college level every six months or more. In both the U.S. and UK, more than third of young people and nearly half ...

Sports & Spending

... Young adults are shelling out their money towards sports, justifying it as a worthwhile category to spend—and even splurge—on related products and experiences. SPENDING ON EVENTS & MEMORABILIAYoung adults in the U.S. who have spent money on sports memorabilia or souvenirs say on average the largest amount they have spent on these things is just over $200. For their counterparts in the UK, the amount is just over £140. In the U.S, those who have spent money on tickets ...

Socializing At Home

... party in my home | Attended a party in a public space (e.g., bar, park) | Hosted a party in a public space (e.g., bar, park) | None of these HOSTING EVENTSWhile they could spend a large amount hosting parties at home, young people see doing so as a means to keep the cost of socializing down. A third of Trendsetters (34% in the UK and 32% in the U.S.) prefer to host parties at their home to save money because it is cheaper than going out. Another reason to host events at home is to be in control ...

Sports & Food & Beverage

... Young generations of foodies prioritize this category at sporting events, and are also spurring a growing market for food and beverages that help with their own athletic pursuits.53% of U.S. youth and 44% of UK youth say food and drinks are the best part of sports.SPLURGING ON FOOD & BEVERAGEAs discussed in the TasteMakers macro, young adults happily spend what they consider to be a lot of money on food and beverages. It’s fitting then that 42% of U.S. youth and 62% of U.S. Trendsetters ...

Retail

... | Alcoholic beverages not at a bar/restaurant (e.g., wine, beer, hard liquor) | Shoes | Dining out (e.g., restaurants, takeout, fast food) | Accessories not including shoes (e.g., wallet, jewelry) | Groceries | Beauty/grooming (e.g., hair care, makeup) | Traditional media (e.g., books, DVDs) | Nonalcoholic beverages (e.g., coffee, soda, energy drinks, juice, water) | Entertainment events/ experiences (e.g. theater, concerts) | Bars/clubs | Tech and accessories (e.g., mobile device ...

Brands & Marketing

... you most prefer brands featured in their ads? Professional athletes | Olympic athletes | Former athletes (no longer playing) | Fitness instructors /personal trainers | Amateur athletes OPINIONS ON ADVERTISING STRATEGYYoung adults in the U.S. have a more favorable opinion of brands that sponsor or advertise during the Super Bowl, Olympics, and World Cup more so than when they advertise or sponsor other events. In the UK, young people have the most favorable opinion of brands that sponsor or ...