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Sports & Entertainment

... an enjoyable form of family-friendly entertainment. Moreover, the majority of young people in both the U.S. and UK find the stories around sports to be just as interesting as the games/events themselves. Young people like sports-related entertainment so much that half crave even more options in this genre. Young men and Gen Ys are significantly more likely than young women and teen Zs respectively to enjoy sports-related entertainment content.How strongly do you agree or disagree with each of the ...

Personal & Professional Betterment

... /cognition PROFESSIONAL SKILL EXPERIENCESNearly nine in 10 U.S. and UK Trendsetters currently have or want to have skills geared towards financial investing/budgeting/trading, public speaking, and networking. Men in the UK (74%) are more likely than UK women (68%) to have or want financial investing, budgeting, and trading skills.For each of the skills below, please tell us your experience with them.I Currently Have/Want To Have This Skill Summary Financial investing/budgeting/ trading | Public speaking ...

Gender Love/Sex/Dating

... partners, it has also dissolved longstanding conventions of courtship—leading 50% of women and 38% of men to say that dating is harder today. Compared to previous generations, do you think the following are easier, harder, or the same today? Career | Work/ life balance | Parenthood | Marriage | School/ education | Dating | Friendships Dating today is more complicated than ever. With the shift towards virtual dating, conventional dating has become nearly impossible. We are constantly bombarded ...

BMS Brands and Marketing

... | 151 BRAND EXPECTATIONS Ys and teen Zs are skeptical of brands that jump on the latest health craze and claim to care about wellness, revealing the importance of brands embracing it as part of their core mission. Three-quarters of Ys say the products they buy need to contribute to their personal wellbeing, and even brands that are “unhealthy” are now expected to provide healthier options. Those that comply will earn consumer respect and patronage, especially from men. How strongly do you agree or ...

Media Mix

... number one quality that young adults believe makes entertainment great is humor. Many also consider great entertainment to be inspiring, have outstanding performances, and stir emotions. Trendsetters are significantly more likely than young adults overall to enjoy entertainment content for all these reasons. Women are more likely than men to say great entertainment needs to encompass nearly all of these attributes. Teens Zs also have greater expectations of good content than Ys for nearly every ...

Gender Women

... A quantitative overview of of modern female identity.WOMEN TODAY Both men and women feel that women today have more professional opportunities, are more open to expressing their sexuality, and are more powerful than were previous generations of women—and nearly three-quarters also think women today have more body image issues. One-third think there is more pressure on women to be a breadwinner, and one-half think today’s women have a harder time balancing parenting and career. Compared to ...

A&S Home and Family

... and culture Veering from traditional norms, 67% of young adults and 73% of Trendsetters believe it’s important for someone to live with their partner before getting married. TYPECAST Although huge strides have been made for gender equality in society, many traditional gender roles still come into play in the home. This is perhaps because many young adults grew up in households where women assumed certain responsibilities while other tasks were the domain of men. For instance, Gen Y men who are in ...

Building Brand Loyalty

... of in-store events NEATLY PACKAGEDPackaging is important to young adults, but their preferences vary by gender and age. Women like simple and clean branding more than men do, while teen Zs are more likely than Ys to want creative or limited-edition packaging. Trendsetters are more likely than adults overall to like clean and limited-edition packaging. Which of the following statements, if any, do you agree with?Please select all that apply. I like simple and clean branding on ...

Political Preferences

... There are no clear cut political preferences for today’s youth who tend to identify as ‘moderate.’POLITICAL PARTY U.S.Perhaps due to frustration with the government or the state of politics, there is no clear-cut favorite political party in the U.S. The plurality of young adults (28%) identify as Democrats, while 18% affiliate themselves with the Republican Party (men more so than women). Another 14% are Independent. A third say they are undecided, hesitant to put a label on their ...

POP Play

... A quantitative overview of gaming preferences and habitsPLAYERSBecause gaming is much more accessible today via mobile and handheld devices, it’s easier than ever for young people to game. Only one-quarter of 14- to 34-year-olds and 10% of men consider themselves “not a gamer.” On the opposite end of the spectrum, two in 10 consider themselves hardcore gamers, while the majority fall near the middle. On a scale of 1-5, where 1 is ‘Not a gamer’ and 5 is ‘Hardcore gamer,’ what type of gamer are ...