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#Following

... | Religion/spirituality AREAS/TOPICS #FOLLOWING AMONG ATHLETESWhich of the following types of people, if any, do you follow in the areas/topics below? (Athletes)Select all that apply. Volunteering | Professional growth | Activism (e.g., political, social) | News & Current Events | Entrepreneurship/ business | Politics & Social Causes | Climate change | Money/ finance | LGBTQ+ | Religion/spirituality FOLLOWING PREFERENCESWhich of the following statements, if any, are true for you?Select ...

Work & Life

... A quantitative summary of the working life of today’s youth, including their thoughts on work-life balance and motivations for working overall.66% of youth and 77% of Trendsetters think it’s possible to have it all in life.PRE-WORKPLACE EXPERIENCEOutside of traditional education, global youth believe there are a variety of things that can benefit someone in the workplace, namely prior hands-on experience. More than eight in 10 young people also think both informal and formal professional ...

Getting Canceled

... shamed | Compared to 5 years ago, celebrities/influencers/ athletes act differently now to avoid being publicly shamed SUPERFAN CULTUREHow strongly do you agree or disagree with each of the following statements?Strongly/Somewhat Agree Summary Superfans blindly support celebrities/ influencers/ athletes | Superfan culture is toxic | Superfans (or “stans”) have become too demanding of celebrities/influencers/ athletes | Fans today show their love and support for a celebrity/ influencer/ athlete ...

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 ...

The Future Of Innovation

... A quantitative overview of youth’s perceptions toward the future of innovation and technology.1 in 3 UK and 1 in 5 U.S. Trendsetters do not want to get the first version of a new technology.OUTSIDE INTERESTSOnce portrayed as far-fetched ideas in sci-fi movies, space travel and traveling at the speed of light are now becoming IRL innovations for Gen Ys and Gen Zs. Nearly half of U.S. and UK Trendsetters are interested in space travel/tourism, and another four in 10 are also interested in hyper ...

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 ...

Rent Or Own

... residence | I live in corporate/military provided housing RENTING HOMES AND PROPERTY Nearly half of young adults have already rented out or are interested in renting out their personal equipment, such as lawn mowers and bicycles. Zs are significantly more likely than Ys to do so, likely because they are always looking for ways to earn money. Another 45% of young people have rented out/would be interested in renting out their home, for example through Airbnb, and 40% say the same about renting ...

Childcare

... While parents take on the lion’s share of responsibility when it comes to raising their child(ren), many also turn to friends and family to help with childcare and for support.Most parents share parenting responsibilities equally with their spouses/partners, though moms are more likely than dads to say they are the lead parent (45% U.S. moms, 46% UK moms).More than nine in 10 parents have help caring for their children.CARE-FULLParents follow the mantra, “It takes a village to raise a ...

Current Events & Issues

... platforms/services that you use to educate yourself on political/social issues. Which of the following factors determine whether or not you trust that source?Select all that apply. Uses expert or well researched sources | It goes into issues in-depth | Includes a diversity of opinions | It is easy to understand | Reflects the opinions of diverse populations (e.g., race, gender, age) | It uses raw or uncensored content | Its content is well curated | Is not-for-profit | It is ...

Innovation & Distribution Mediums

... among Trendsetters in the U.S. and $13 in the UK.  Within the U.S., Trendsetters spend roughly $14 on podcast and/or news subscriptions each month and $12 on book subscriptions. Trendsetters in the UK spend $10 or less on each of these additional subscription services, which poses an opportunity for brands to entice more young people to take part in each of these subscription types. 151 Video subscription(s), not including cable TV (e.g., YouTube, Twitch, Netflix) - Mean $ | Game ...