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Work Life & Friendship

... A quantitative overview of how work life blends into social outings. 37% of U.S. and UK Trendsetters share similar professional interests with their friends.7 in 10 young people, including 8 in 10 U.S. Trendsetters, prefer to go home after work first if they plan on going out that night.AFTER WORK SOCIALIZINGFor those who plan on going out after work, there are a few things they do to get ready before meeting up with friends. Among U.S. Trendsetters, 79% want to change their outfit ...

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 ...

Brands & Advertising

... ., satisfying videos) 82% of Trendsetters in the U.S. and 74% in the UK agree shopping helps them relax.OVERWHELMED BY ADS & BRANDSWhich of the following, if any, are true for you?Select all that apply. I feel overwhelmed by the number of advertisements/commercials I see on a daily basis | I feel overwhelmed by the number of options for brands and products to choose from SEEKING OUT BRANDSWhich of the following, if any, are true for you?I seek out brands that... Make my life easier (e.g., make your ...

Rent Or Own

... A quantitative look at the home ownership and rental status of today’s youth, as well as their attitudes towards renting vs. owning overall.RENTERS VS. OWNERSThe same number of young adults (27%) rent their room/home as the number who live with their parents and do not pay rent, largely driven by Zs. Slightly fewer (24%) own their own home, with Ys being significantly more likely than Zs to be homeowners. Those in the U.S. are more likely than those in the UK and AUS to own a home. Fewer than ...

Gen Z & Personal Care

... A quantitative overview of Gen Zs’ grooming habits and preferences, including the personal care products they use and resources they consult.26% of young people in the U.S. and 20% in the UK are making an effort to relax more. This number is more than double among Trendsetters. PERSONAL CARE PRODUCTSFemale Zs are more likely to use personal care products than their male counterparts, as are Trendsetters versus gen pop. The most commonly used products among Zs are body care related (62% in ...

Sports & Tech

... Technology is an integral part of modern sports fandom, from how young people are watching and interacting with games, to connecting with each other and athletes. DEVICES USED TO CONSUME SPORTSYoung adults in both the U.S. and UK are most frequently watching/ consuming sporting events on TV. In the U.S., second to using their TVs, young people are using their mobile devices to watch/consume sporting events, using mobile devices slightly more often than their computers. In the UK, the ...

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 ...

Athletes, Teams, & More

... Young fans are very passionate about their favorite athletes and teams, but there are numerous factors that would affect their allegiance overtime. U.S. YOUNG ADULTS’ TOP 10 FAVORITE SPORTS TEAMS 151 | 151 | 151 | 151 | 151 | 151 | 151 | 151 | 151 | 151 UK YOUNG ADULTS’ TOP 10 FAVORITE SPORTS TEAMS 151 | 151 | 151 | 151 | 151 | 151 | 151 | 151 | 151 | 151 LOYALTY TO TEAMSYoung adult in the U.S. and UK are loyal fans of their favorite teams. More than half of young people ...

For The Love Of The Game

... Sports plays an important role in young adults’ lives, providing them with joy, reasons to celebrate, and a means for connecting with others.The majority of U.S. and UK Trendsetters say they are addicted to sports.64% of U.S. Trendsetters and 59% of those in the UK say their interest in sports is an 8, 9, or 10.IMPORTANCE OF SPORTSSports are an integral part of young adults’ lives, whether it be watching or playing sports, or following their favorite teams or players. In fact, young men in both ...

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 ...