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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 ...

Gender Image

... A quantitative overview of self-image has relevant to gender.TEEN GIRLS MOST UNHAPPY WITH APPEARANCE Men are slightly happier with their appearance than are women. Only one-third of teen girls claim to be very happy with their looks. How happy are you with your looks/appearance in general? Top 2 box (Net) | Completely happy | Very happy | Moderately happy | Bottom 2 box (Net) | Slightly happy | Not at all happy ONLY 18% OF WOMEN STRONGLY AGREE WITH THE STATEMENT, "I CONSIDER MYSELF ...

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 ...

Gender Marketing

... A quantitative overview of marketing and advertising preferences and perceptions, as relevant to gender.MISUNDERSTOOD & MISREPRESENTED Both men and women feel that their gender is misrepresented in ads, with only 13% of women and just over a quarter of men deeming portrayals of their gender to be accurate. On a scale of 1-5, how accurate are portrayals of your gender in most of the ads that you see?“Extremely interested” and “Very interested,” 5-point scale 5 (Extremely Accurate) | 4 | 3 | 2 ...

Athletes, Teams, & More

... sponsor the athlete. Trendsetters are more likely than young adults overall to agree with both statements making brand sponsorship's of athletes increasingly risky. Men are more likely than women to stop supporting an athletes’ team and even the sport itself, if an athlete did something bad.Which of the following, if any, would you do if an athlete does something "bad"? Stop supporting...Please select all that apply. Him/her as an athlete | Brands that sponsor him/her | His/her team | His/her ...

BMS Overview

... , taking naps, and praying at least once per week. Men are more likely than women to engage in wellness activities. Age also plays a factor: older Ys are more likely to take supplements and visit spas, while younger Ys are more likely to nap and spend time in nature, and Zs are more likely to play games and pray. How often, if ever, do you do each of the following activities?Those who do these activities at least once per week Exercise | Play games | Take nutritional supplements/ vitamins | Nap ...

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 ...

Shopping Preferences

... (aside from social media sites) | Social media posts (not ads) | Significant other | Ads | Sampling programs (e.g., Birchbox, toiletries in gyms) | Media properties (e.g., TV shows, magazines) | Children | Celebrities/social media influencers | Co-workers/employer | Customer service representatives | Salespeople | Neighbors | Personal shoppers Men more so than women don’t trust themselves to make purchases without checking with friends or sales representatives (19% UK ...

Gender Story

... disagree with each of the following statements?“Strongly agree” and “Agree”, 5-point scale I fully support gender equalIty | Gender doesn’t defIne a person as much as It used to | Men and women don’t need to conform to tradItIonal roles and behavIors anymore | My generatIon Is pushIng the boundarIes of what It means to be femInIne and masculIne | Gender lInes are blurred today | Gender roles are confusIng today THOUGHTS ON GENDER TODAY I think the men of my generation have lost a lot of ground ...

BMS Body

... A quantitative overview of physical health and wellness habits and preferencesCONSCIOUS CONSUMERS Most Ys are thoughtful about what they put into their bodies, with Trendsetters and women being more likely than average to be conscientious about what they consume. Most Ys prefer to drink water rather than sports drinks when exercising, try to eat non-processed foods and home-cooked meals, and avoid fast food. Older Ys are particularly likely to watch what they eat, while younger Ys are ...