the trendera files

T H E T R E N D E R A F I L E ST H E

T R E N D E R AF I L E S

THE FUTURE OFV o l u m e 9 , I s s u e 1 , J a n u a r y 2 0 1 8

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THE TRENDERA FILES: THE FUTURE OF

THE FUTURE OF YOUR CONSUMER

Is It Over Yet?

Your Consumer In 2018

Values & Goals

Dating

Entertainment

Technology

Retail

Money

Significant Differences: Coastal vs. National

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C O N T E N T S

Lifestyle

Gender

Power, Influence & Celebrity

Entertainment

Social Media

Technology

Fashion

Retail

Marketing

Work

2017 IN MEMES

THE FUTURE OF. . .

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INTRO

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STILL GOING STRONG 11

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Lifestyle

Entertainment

Digital / Tech

Retail / Fashion

What’s Hot: Gen Z 8-12

What’s Hot: Gen Z 13+

What’s Hot: Millennials

Trendera Class of 2018

Digital Download

Know the Slang

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TABLE OF CONTENTS

NOW TRENDING 112 STATISTICS 155

THE HOT LISTS 131

STANDOUT MARKETING 126

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If you’re reading this, congratulations are in order—you survived 2017!

We knew this year was going to be a doozy, and boy was it. Having endured a trifecta of some of the worst natural disasters and mass shootings on American soil, an outpouring of sexual harassment scandals, and global nuclear annihilation looming closer with every presidential tweet, it’s no wonder 2017 left so many of us physically, mentally, and emotionally exhausted.

When even Taylor Swift has taken a turn for the dark, it’s clear that a seismic mood shift has occurred within American culture. Thankfully, the new year is here just in time to inspire us and redirect our focus. While we may not be as passionate about rainbows and unicorns, this year will be one of more substance: we’ll see people become much more intentional and informed while also carving out moments of genuine happiness in their lives and going to extremes to let loose. As you read our predictions for the most important trends for 2018, you’ll likely notice this delicate balancing act, with consumer sentiment and behavior becoming at once more serious and subdued yet more fulfilling and fantasy-driven.

Always our favorite issue of the year, the January edition of The Trendera Files is packed from cover to cover with our newest macro and micro trends, favorite marketing campaigns, and curated roundups on who, what, and where is on the rise. We’re also keeping tradition by showcasing our latest survey results by comparing nationally representative respondents to those who live in coastal cities.

Despite its predecessor, we believe 2018 will be an incredible year and hope this issue empowers you to make it one of the best yet—for yourself, your company, and your consumers.

TRENDERA

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THE TRENDERA FILES: THE FUTURE OFTHE TRENDERA FILES: THE FUTURE OF

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2 0 1 7 I N M E M E S

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2017 IN MEMES

J U L 2017 |

S E P 2017 | M A R I A H C A R E Y

N O V 2017 | 10/31 V S . 1 1 /1

AU G 2017 |

O C T 2017 | F I R S T O F A L L . . .

D E C 2017 |

N OT H I N G B U T R E S P E C T F O R MY P R E S I D E N T

I F YO U P L AYT H I S S O N G .. .

D I S T R A C T E DB OY F R I E N D

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S T I L L G O I N G S T R O N Gi n 2 0 1 8


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As Gen Z becomes the first generation with a multicultural majority, they are pushing for mainstream pop culture as well as brands to reflect the world that they live in. For many younger consumers today, being “just” white is considered boring and carries a stigma of being ignorant and privileged, while being multicultural and having many ethnic elements as part of one’s identity is considered a status symbol.

Perhaps a result of the above, unlike the past, when marginalized groups depended on a mainstream white culture and big brands to lend them a voice, the democratization of social media has now given underserved groups a platform to speak for themselves, which has created a new set of expectations. In 2018, we’ll see people become even more thoughtful about not only the stories that are being told, but who is telling them as well.

We’re rapidly moving toward a future of assigning metrics to everything and everyone. Avid Trendera Files readers will remember when we wrote in 2015 about China’s proposed “Social Credit System,” which would factor in online activity, purchasing behaviors, financial history, and more to give citizens a score in “trustworthiness” to be used for everything from obtaining loans to making travel plans. We’re sorry to say that this will become a reality by 2020, and in the meantime, 2018 may be the year that ratings become a dominant form of assessing taste, preference, and influence.

Artificial intelligence and machine learning seem to be driving the conversation around how to improve virtually everything these days. With AI shaping everything from recommendations and search to facial recognition and personal assistant bots, 2018 may very well be the year that society invites robotic intelligence into all aspects of daily life.

Sometimes we surprise even ourselves when it comes to predicting long-term trends. Here are a few we have discussed before that are still going

to be important for the year ahead.

M U LT I C U LT U R A L C O O L

D I V E R S I F I E D S T O R Y T E L L I N G

T H E R AT I N G G A M E

M AY A (I ) H E L P YO U

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Also spurred by the 2016 Presidential election, people have been actively trying to expand their perspectives to see other points of view. While the movement originally began as a reaction to social media bubbles and skewed online news, expect to see the search for conflict and “reality” popping up in work, school, entertainment, and beyond this year. At the same time, don’t be surprised to see people, particularly peace-seeking Millennials, grow increasingly frustrated when agreeing to disagree is a lot harder than they thought.

Between natural disasters, political instability, and simply trying to get through a news cycle without worrying about the apocalypse, many people are feeling a lack of control every day, resulting in growing territorialism among people of various groups and ideologies. Both a driver and a consequence of the 2016 Presidential election, the desire to band together is amplifying ongoing movements of populism, nationalism, and tribalism both stateside and beyond in 2018.

We are living in a post-viral age, where “viral” is not a descriptor of the process, but the product. Thanks to the ever-increasing sophistication of niche audiences and distribution channels, future crazes will have massive reach but the mark they make will be more fleeting than ever. In short, if you aren’t doing something RIGHT NOW, you aren’t relevant to today’s consumers. The good news is that it’s never too late to become relevant.

We’ve reported at length about the rise of health and wellness before and this trend is only going to continue. Consumers of all ages are thinking about their wellness holistically and incorporating even more spiritual (not religious) practices into their lives in 2018. After all, when Urban Outfitters is selling out of crystals, dried sage bundles, Palo Santo sticks, and tarot cards, it’s safe to say this trend has gone mainstream. Spiritual wellness will continue to be particularly influential in the fitness industry, where we’re moving beyond Soul Cycle cults to truly transcendent sweat fests.

S E A R C H I N G F O R M O R E

F E A R FA C T O R

T H E P O S T V I R A L A G E

M O D E R N A L C H E MY

STILL GOING STRONG IN 2018

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THE TRENDERA FILES: THE FUTURE OFTHE TRENDERA FILES: THE FUTURE OF

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T H E F U T U R E O F . . .

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L I F E S T Y L E

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Anxiety is one of the biggest buzzwords of the moment. The Oxford Dictionary defines it as “a feeling of worry, nervousness, or unease about something with an uncertain outcome,” as well as a “nervous disorder marked by excessive uneasiness and apprehension.” According to the National Institute of Mental Health, anxiety affects almost one-third of adolescents and adults and, in our opinion, is a good descriptor of our cultural mindset in general these days. From insecurity in our personal lives to expecting the worst from the world around us—terrorism, climate change, etc.—feeling anxious is something that people of every age are well familiar with right now.

The most affected by anxiety, though, may be Generation Z. Attributed to smartphones, foreboding news headlines, and huge expectations of success, the Gen Z Anxiety epidemic demonstrates how more

and more kids and teens are feeling like they can no longer cope with life’s challenges. Older generations are dealing with anxieties in the domestic sphere, and we’re seeing how people are Rethinking Infidelity to reconsider their ideas of family, marriage, and sexual desire. With many of society’s institutions unstable, Faith Takes Center Stage as Christianity has a big impact on pop culture, inspiring people to reflect on how to hold onto hope amidst challenges. Instead of opting into faith, others are dealing with their anxieties by preparing for the worst, Doomsday Stockpiling in preparation for emergencies and natural disasters. But it’s not all doom and gloom. Perhaps one good thing to come out of this age of anxiety is that mental health has taken prime importance. A new philosophy that being Mentally Strong Is the New Strong is driving people to take their mental health seriously, setting time aside for clarity and reset.

A G E O F A N X I E T Y

THE FUTURE OF. . . LIFEST YLE

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G E N Z A N X I E T Y

A N X I E T Y O N C O L L E G E C A M P U S E S

Today’s youth faces unprecedented pressures to be academically, socially, and professionally successful. This, along with growing awareness and understanding of anxiety as a mental disorder, has caused anxiety to overtake depression as the most common reason college students have for seeking counseling. The American College Health Association found that 62% of college students reported feeling “overwhelming anxiety” in 2016—a 12% increase from 2011. Similarly, the Higher Education Research Institute at UCLA found that 18% of students “felt overwhelmed by all [they had to do]” in 1985, 29% said the same in 2010, and a whopping 41% in 2016.

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R E T H I N K I N G I N F I D E L I T Y


E S T H E R P E R E LBelgian psychotherapist Esther Perel has become such a recognized face and voice lately that she’s earning a reputation as the Marie Kondo of love and relationships. Perel is notable for exploring infidelity—more specifically how human relationships are full of tension between our need for security and our need for freedom. Her philosophy and wisdom around reframing marriage, partnership, sex, eroticism, and desire has found a cult following, as single and coupled people alike are flocking to her TED Talks, new book The State of Affairs: Rethinking Infidelity, and podcast Where Should We Begin?

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F A I T H T A K E S C E N T E R S T A G E

M I R A C L E S F R O M H E AV E NFaith-based films are doing well in the box office, as evidenced by the success of recent film Miracles from Heaven (2016). Based on a true story about a mother and daughter who survive an accident that not only leaves them unscathed but heals the daughter’s previously incurable stomach disorder, the Christian drama even inspired starring actress Jennifer Garner to open up about her own faith and experiences with the United Methodist Church.

C H R I S T I A N YO G AMany Christians feel uncomfortable practicing yoga because of its non-Christian roots, leaving a huge opportunity for people to bridge the divide. Schools, programs, and video series like Holy Yoga, BodyInUnity, and Foundations of Yoga are quickly showing Christians how to practice yoga from a Christian perspective, incorporating elements like prayer, Bible study, and scripture.

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D O O M S D A Y S T O C K P I L I N G

P R E P P I N G C U LT U R EAs people feel the world is going out of control, their lack of trust in the government is driving them to focus on self-reliance. A recent piece by Bustle revealed that while the stereotype of “preppers” is usually conservative and male, in reality, a large part of the prepper community is female, liberal, and diverse—people who simply value being organized and prepared. Citing reasons such as climate change, the possibility of financial instability, and failing government and medical systems, these women are stocking up on everything from foodstuffs, medical supplies, and water, to backup generators, first-aid kits, and books on emergency medicine. The community shares tips online too, using the hashtag #PrepperTalk on Twitter and websites like The Organic Prepper.


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M E N T A L L Y S T R O N G I S T H E N E W S T R O N G

P R I O R I T I Z I N G M E N TA L H E A LT HMadalyn Parker, a web developer at the company Olark, went viral on Twitter last year when she posted her boss’ email response to her needing a few days off work to “focus on mental health.” Olark CEO Ben Congleton became a minor internet celebrity not only for agreeing to the proposition, but going so far as to thanking and applauding Madalyn for helping “cut through the stigma” around talking about mental health.

T H E C L A S SMentioned in previous Trendera reports, the new form of exercise based on the belief that mental health should be treated with equal importance as physical health is taking LA by storm and will become even more relevant in 2018. Taryn Toomey’s The Class is a workout for feelings, combining cardio, yoga, meditation, body conditioning, crystal healing, and yelling (yes, yelling) for a “cathartic mind-body experience.” Most unique is the class’ emphasis on sound and releasing energy—yelling, moaning, shaking, breathing—to help participants let go of stress, anger, and anxiety. The result is an experience that’s part exercise and part therapy session.

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M E N T A L L Y S T R O N G I S T H E N E W S T R O N G

THE FUTURE OF

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G E N D E R

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For the last few years, most of the conversation about gender identity has been framed around women, and this trend will continue to amplify in 2018. We’ll see more women tapping into their anger this year, having become fed up with years of doing more than their share of Emotional Labor to cater to their male counterparts. After decades of trying to gain equality in environments that treated them as less than, women are Reimagining The Boys’ Club for themselves rather than trying to gain access to the old ones. We’re also in the midst of a reckoning, as the #MeToo and #TimesUp movements have emboldened society, women in particular, to speak out and support those taking to task the men and institutions who have abused their power, tearing down the broken system in the process.

You may be wondering, what (and who) will be left? In 2018, the conversation will be about what this new system should look like as well as the role men have to play in it. It’s clear that the gender norms of the 20th century are no longer applicable nor are they inclusive of the world today, yet all signs point to the feminization of society. Historically, the world has been dominated by and catered to men, and while they still control much of the power at the highest levels, public opinion is more important than ever. Women are taking advantage of this, yielding their emotional and interpersonal intelligence to reeducate the world and change the way it is run, creating a reality in which, to quote the wisdom of Beyoncé, girls truly do “run the world.”

T H E R E C K O N I N G

THE FUTURE OF. . . GENDER

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E M O T I O N A L L A B O R

“W O M E N A R E N’T N A G S –W E ’R E J U S T F E D U P ”This Harper’s Bazaar piece by freelance writer Gemma Hartley went viral because it resonated with so many women. Hartley describes an experience many have had but have lacked the words to express: the toll of “emotional labor.” Also called “invisible work” (which includes coordinating and planning, teaching and explaining, and general caretaking of others), emotional labor has been a topic of discussion in feminist circles for a while now, but Hartley’s piece made the topic accessible to the mainstream.

B I T C H M O V I ESubversive horror-comedy film Bitch (2017) tells the story of a woman who cracks under the burden of the emotional labor of taking care of her children as well as her philandering husband and begins acting like a dog (hence the title). Written by, directed by, and starring Marianna Palka, the film chronicles what happens when her bizarre condition forces her family to fend for themselves causing them all to realize just how much she does for them.

F R E E E M O T I O N A L L A B O R C LU BNow that people are starting to recognize the importance of emotional labor and make attempts to more evenly distribute this important work, many are asking the question, who should perform this labor? One Facebook group is offering a solution. The Free Emotional Labor Club Facebook group is a forum for people to get others to do a little bit of the heavy lifting. Focusing on issues of politics, social injustice, and philosophy, the Free Emotional Labor Club is a group where people can ask their questions without the judgment they would find on other platforms where the response to questions of this nature is often, “Google it.”

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R E I M A G I N I N G T H E B O Y S C L U B

J U S T S C O U T SIn 2017, the Boy Scouts made the historic move of allowing girls to join for the first time in the organization’s 107-year history. But for many, the move was too little too late, with executives in the Girl Scouts organization even suggesting that the decision was more of a strategic business move than a genuine desire for inclusivity and equality. Vice News explored this topic on their HBO series, Vice News Tonight, outlining the decline in Boy Scouts membership and how allowing girls into the scouts would be a suspiciously convenient solution for the financially struggling male only organization in desperate need of enrollment. Despite the motives for the decision, it’s raised a lot of questions and sparked discussion about the role of gender specific organizations in a time where everyone is so focused on equality.

C O M E DYThe entertainment industry has a long history of being a male dominated universe where women are often treated poorly, paid poorly, and–as recent scandals and events have shown–even systematically abused. Women in comedy have an especially challenging time and the genre has a known history of being toxic for women between harassment from male comics and battling against the stereotype that women simply aren’t funny. To combat this, female comics have taken to making a concerted effort to cater to their target demographic–women. Comedian Iliza Shlesinger, who is quickly becoming one of comedy’s biggest stars and just released a book called Girl Logic: The Genius and the Absurdity, hosts “Girls Night In” a standup show where the audience is made up exclusively of women. Similarly, the Denver Center for Performing Arts hosted “Girls Only: The Secret Comedy of Women” a show with all female performers and catering to a mostly female audience.

F E M A L E-O N LY S PA C E SFemale only spaces have been garnering a lot of buzz recently with the likes of The Wing, a female-only work/meeting space and social club for female professionals in New York. Meanwhile in Sweden, there is a forthcoming female-only music festival “until men learn to behave themselves,” created in reaction to the cancellation of the country’s largest music festival Bråvalla, during which 4 alleged rapes and 23 alleged sexual assaults were reported in 2017. However, many argue that separation by gender is not the path to equality and while such spaces are important and can help the cause, they are treating a symptom of a larger problem and are by no means a cure.


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# M e T oo

T H E M O V E M E N TVoted the most influential people of the year, the women behind the #MeToo movement gained traction when actress Alyssa Milano suggested women start posting just the hashtag “#MeToo” to indicate that they have been a victim of some form of assault or harassment. The idea was to allow women to show how widespread the issue of sexual assault is without having to go into detail about their stories, which can often be wrought with trauma and difficult to tell. However, the #MeToo campaign has been around for decades and is the work of activist Tarana Burke and was about showcasing the stories of marginalized girls of color whose struggles with sexual violence are often overlooked by the media and even people in their lives. While Hollywood hijacked the movement in the wake of the allegations against Harvey Weinstein, Burke is optimistic that this larger platform can help #MeToo serve its original purpose to help victims of sexual assault find their voice and be heard.

R E T R O A C T I V E C O N TA M I N AT I O NFrom Cosby to Weinstein to Spacey, Hollywood is cleaning out its closets and the pile of skeletons is downright shocking as women are coming forward to expose years of predatory and systematic sexual violence. For the most part, the industry has acted swiftly in ousting the men who have committed these crimes, but for many within Hollywood these allegations were common knowledge and the reactions to them long overdue. They’re also paying the price in cancelling hit TV shows–Netflix is concluding House of Cards amid the Kevin Spacey allegations of pedophilia and sexual assault–and reshooting or even scrapping movies–Louis C.K.’s already controversial film, I Love You, Daddy, was cancelled completely after The New York Times expose into his long-rumored predatory behavior. The current reckoning has also raised questions around what happens next as audiences are now faced with a potential ethical decision. Every time they go see a movie or watch a show, viewers face the question, “How many women were harmed in the making of this film?” Furthermore, this new information fundamentally changes the audience’s relationship with the actor’s existing body of work in what some are calling “retroactive contamination,” where users can’t enjoy what was once their favorite show knowing the truth about the creators or actors.

T R I PA D V I S O R S E X UA L A S S AU LT B A D G EAfter catching flack for repeatedly censoring a customer review that detailed her story of rape at the IBEROSTAR Paraíso Maya resort in 2010 as well as similar comments about several other Mexican resorts, TripAdvisor has done a complete 180. The site has added a new feature to their listings that explicitly warns their users if they’re considering making a reservation at a location where sexual assault has been reported. TripAdvisor says that flagged businesses will have a badge on their account for a minimum of three months and hopes that this will encourage them to make changes to better protect their guests.

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# M e T oo S P E C T R U M

L G B T Q + C O N T E N TCondé Nast’s Teen Vogue has been a shining example of how to transition into the 21st century and has even made the move to purely digital content. Largely credited to digital director Phillip Picardi, the publication has been highly praised in recent years for effectively engaging their audience through high quality, relevant, and “woke” content online. Now, they are one step ahead yet again with them., a new LGBTQ-focused publication, platform, and brand from Picardi and Condé Nast. Debuting late last year, them. takes a similar approach to Teen Vogue offering relevant and well-written cultural commentary with an LGBTQ+ lens. Not to be outdone, Hearst launched Here, a platform under Seventeen magazine also dealing with LGBTQ+ content. Both Here and them. are examples of how publications must tell stories of and highlight people who were once sidelined to resonate with today’s audiences.

S A M E N E S SThe more things change, the more people become the same, at least as far as clothing is concerned. Androgynous, unisex, genderless—whatever the moniker—clothing lines made to be worn by both men and women are increasingly common and making a name for themselves as the next big thing in fashion. One such brand is LA label 69, which isn’t falling into the trap of simply labeling clothes made to fit men “unisex” but taking a step back and “designing for the species” rather than a gender. 69’s approach is self-described as “non-demographic” a term that alludes to an often-overlooked factor in unisex clothing, it’s not just about changing the clothes, it’s also about changing the way customers shop for them. What does marketing look like in a world where the product is the same for both genders? When stores serve both male and female customers with the same product how is it organized? How do the fitting rooms work? And what about sizing? If women and men become the same and their sartorial choices converge, retail as we know it will fundamentally change.

T H E T H I R D S E XAt birth, humans assign one of two genders to children based on their sex organs. Until recently, the two-gender system was so rigidly accepted that babies born with ambiguous traits were assigned a gender and underwent major irreversible surgery to “correct” the “problem” despite being completely healthy. With notions of gender changing to encompass a broader, more inclusive definition, eight countries and some US states are allowing more flexibility rather than just checking the male or female box. Most notably, Germany recently made headlines for becoming the first European nation to officially recognize a third sex.


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P O W E R ,I N F L U E N C E

& C E L E B R I T Y

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There’s no doubt that tech companies currently hold a lot of power, from playing a heavy hand in politics to determining today’s “It-people” to creating the biggest lifestyle trends. They have also ushered in a rapid toppling of old structures across culture at large, with different groups rising to the top of influence and visibility and everyday people feeling empowered to drive this change en masse—but in 2018, people will start to wonder who is really calling the shots? In some ways, technology has enabled and advanced mankind, but as evidenced by the rise of #FakeNews and its role in the Presidential election, the opportunity for undue influence has amplified thanks to bots, foreign parties, and beyond. Whatever the cause, people from all walks of life are becoming empowered to decide for themselves who gets a say in what—for better, or for worse.

One of the most obvious examples of the new order is New Patriotism. Represented by the recent #TakeAKnee movement quickly politicizing what used to be America’s favorite pastime: sports. Here, athletes become activists and what used to be a solely recreational and commercial endeavor has become polarizing and divisive. In the world of social media, revelations of Foreign Influences are showing how our opinions, conversations, and information can be manipulated by opaque, outside forces, making us question what we think we know. In pop culture, we are seeing the rise of New Faces of Influence, groups and group members of communities that were previously marginalized or considered alternative (or not considered altogether), that have now made their way onto the main stage.

P O W E R T O T H E P E O P L E O R I S I T ?

THE FUTURE OF. . . POWER, INFLUENCE & CELEBRIT Y

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N E W P A T R I O T I S M

#TA K E A K N E EThis hashtag movement saw one athlete quietly speaking out quickly snowball into a huge collective protest. The catalyst was (unsurprisingly) triggered by comments made by President Donald Trump at a September rally in Alabama, calling Colin Kaepernick (the former 49ers quarterback who began kneeling during the National Anthem in 2016 to protest police brutality and the oppression of black people) a “son of a bitch” who should be “fired.” The comment moved more than 130 players to kneel or sit during NFL games in support of Kaepernick’s right to free speech, with support across Twitter for #TakeAKnee coming from athletes, coaches, and team owners alike.

P U B L I C O P I N I O NThe #TakeAKnee movement has divided sports fans, as supporters of the President have begun to boycott the NFL due to the controversy. According to a study by FiveThirtyEight, public opinions on the incident are highly divided by race, party, and varies dependent upon whether questions on the topic are focused through the lens of patriotism, free speech, or race relations.

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F O R E I G N I N F L U E N C E S

R U S S I A N I M PA C T O N G O O G L ERecently, Google revealed that the company discovered that Russian operatives spent tens of thousands of dollars on YouTube, Gmail, and Google Search ads to impact the 2016 U.S. presidential election. This led Google to begin investigating its advertising system more closely, but did little to assure consumers of the tech giant’s commitment to transparency.

T W I T T E R & FA C E B O O KRussian operatives are also suspected to have influenced the election through Twitter and Facebook using content farms in Russia that purchased ads and posted content to sway voters. Researchers found that most of the content that was posted was falsely posted as coming from U.S. or European citizens. Military personnel, veterans, conspiracy theorists, and ring-wing sympathizers were also targets of false information. According to The New York Times, Russian-backed posts have reached 26 million Facebook users, and resulted in 131,000 messages on Twitter, and 1,000 videos on YouTube. As a result, Facebook has pledged to be more transparent.

THE FUTURE OF. . . POWER, INFLUENCE & CELEBRIT Y

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E N T E R T A I N M E N T

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The entertainment industry has gone through numerous shifts over the past few years and how we consume stories today is changing faster than a Snapchat story disappears. But plenty of innovation and change still lies ahead. Content will continue to reflect our anxieties about the world, while changes in storytelling techniques and how the industry functions will reflect developments in our broader society. As has been the trend, entertainment consumers are becoming more and more empowered to choose what they watch, voice their opinions, participate in entertainment, and even shape the industry to reflect how they think it should be.

In examining the kinds of stories that audiences are increasingly attracted to, it is illuminating to focus on those featuring Infinite Possibilities and Addiction to Escapism. Through these stories, we can see concerns about the state of the world as well as pessimism about its future manifested. Creators are continuing to experiment with telling stories in new ways, often giving more power to viewers. This has resulted in a new generation of Control Freaks, audience members looking to influence the nature of content or even the industry itself, making their everyday entertainment choices akin to conscious consuming. Lastly, the continued refinement of Social Crossover is showing how intertwined reality television is becoming with social media.

I N F I N I T E E S C A P I S M

THE FUTURE OF. . . ENTERTAINMENT

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I N F I N I T E P O S S I B I L I T I E S

R I C K A N D M O R T Y We’re beginning to see more and more stories that take place in worlds that allow for multiple worlds within. This is the opposite of the popular “one universe”concept readily seen in superhero movies, in which audience members delight in seeing characters from different comics meet in the same “world.” Instead, in stories featuring infinite possibilities, there are no universal laws or systems, and viewers must shift perspectives quickly to understand what’s going on. The most popular example of this is Adult Swim’s Rick and Morty, which features an alcoholic scientist and his grandson traveling across different planets, dimensions, and existences, each with their own history and set of rules. By showing many different realities, the show has a quiet message of nihilism and existential dread that many viewers are attracted to and entertained by.

N O M A N’S S K YThough players of this exploration and survival video game participate in a shared universe, No Man’s Sky is notable because it takes place in an infinite, “procedurally generated” galaxy (meaning that the galaxy is created with algorithms instead of directly by the game’s designers). The result is a universe with over 18 quintillion (quintillion!) planets—each with their own sets of flora and fauna—that players can explore on their own. The concept received a lot of hype pre-release, but after a challenging debut, its creators are updating the game to improve the user experience.

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A D D I C T I O N T O E S C A P I S M

R E A DY P L AY E R O N EWe’re pretty much swimming in stories involving dystopia and the apocalypse these days, and it’s safe to say that everyone is envisioning a pretty bleak future. What is new, however, is one idea about how we might deal with this future: addiction and escapism. Stories are popping up about a future in which people are addicted to things that distract them from and help them deal with reality. Ready Player One, one of 2017’s biggest books and likely to be one of 2018’s biggest movies, centers on a post-apocalyptic world in which the physical world is completely wrecked. In this world, however, everybody logs into a virtual reality world, “the OASIS,” where they form their main identity and do everything from socialize to work to receive an education. To the characters of Ready Player One, life would be completely unlivable without escaping to their VR realities.

17776Sports-centric website SB Nation recently received attention for 17776, an experimental interactive fiction, an online story that takes place in the year 17776. In this world, people have become immortal, and to entertain themselves, people in the U.S. have turned to watching long, huge football games that reach across the country from border to border.


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M O S A I CConsumers are increasingly empowered to shape the stories they consume with projects like Mosaic, an interactive mini-series by Steven Soderberg and HBO that allows audience members to choose their own path within the story with clips ranging in length from just a few minutes to the length of a standard TV show. Through the app, viewers can follow different characters’ experiences three months before the release of the full show, making different choices to build a different story.

T H E H A R V E Y W E I N S T E I N E F F E C TViewers are also attempting to reshape the entertainment industry itself. Allegations of sexual assault, harassment, and rape against Weinstein Company co-chairman Harvey Weinstein—and the resulting wave of similar allegations against other men in entertainment—has resulted in a desire amongst consumers to change the culture of Hollywood. In an interview with Refinery29, Cristina Escobar of the Representation Project recommended people fight back by prioritizing seeing movies directed by women in theaters on opening weekend and by seeking out projects, TV shows, and films by women. Johanna Blakley, Deputy Director of the Norman Lear Center, an entertainment research and public policy center, even recommended avoiding movies that the Weinstein Company will benefit from, offering examples such as The Current War (2018), The Upside (2017), and Mary Magdalene (2018).

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T H E V O I C E O N S N A P C H ATSocial media platforms are starting to play a major role in reality TV, spreading existing content to new audiences. Snapchat recently received its first Emmy nomination for the ‘creative achievement in interactive media within an unscripted program’ category for its social media version of The Voice. Since the show’s debut in 2016, social media users have been able to submit performances for the chance to appear in the five-episode Snapchat miniseries.

G L A M M A S T E R SSocial media is also being used to recruit talent for programs. Kim Kardashian West recently took to Twitter to announce her new show Glam Masters, a competition show to be the newest member of her beautification squad. The tweet included a link to a questionnaire application, encouraging any beauty bloggers or makeup artists to apply for a spot.


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S O C I A L M E D I A

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We used to think of social media platforms as the Wild West where anything goes, a place with few rules and plenty of opportunity to strike it rich. Now everyone takes Self-Branding so seriously, the FCC is cracking down on ads and the influencer landscape has become extremely crowded, making it harder than ever to rise to the top without tools, time, and even training camps. Meanwhile, the medium continues to pioneer new forms of entertainment: for digitally native Gen Zs, social media is simply a part of life so fully integrated into their social experience that they think nothing of the huge role it plays in their day-to-day.

For them, tuning into the new crop of Serialized Social Media Shows on their mobile device is as natural as sitting down to watch live TV, if not more so. On the user-generated side, social media has become a new Creative Hub where consumers of all ages go first for new ideas, inspiration, and content.

While at times it seems social media couldn’t have a stronger hold on society, our bet is that in 2018 these platforms will find a way to become even more relevant and vital to our daily lives.

T H E N E W T O B A C C O

THE FUTURE OF. . . SOCIAL MEDIA

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A P P A S S I S TWhether they have one hundred followers or one million, people take their personal brands very seriously. To ensure they are making the most of their social media channels, savvy social users are turning to technology. UNUM is an app that allows users to plan their posts to make sure that the photos they are posting look cohesive in their feed because it’s all about the #aesthetic. Meanwhile, Ask Lisa is an AI social media assistant app that helps consumers decide which photo they should post to maximize their likes. Ask Lisa even suggests some hash tags to help give the post a boost. As apps become less about sharing and more about optimizing the individuals’ brands, they are turning into mini marketers and want access to the tools to grow their channels.

C A M P S O C I A L S TA RWhile we constantly hear about the astronomical incomes of the top 1% of YouTubers, there’s still the other 99% striving to become the next Zoella, Tyler Oakley, or Jenna Marbles. Like the acting, dancing, and modeling classes of yore that promise to equip their students with everything they need for superstardom, there is a growing industry in the promise of social media celebrity training. At the Yiwu Industrial and Commercial College (YWICC) located in China near Shanghai, students are taught how to dress, how to style their makeup, and how to perform with dance lessons, interview training, and more. Meanwhile in LA, the Social Star Creator Camp is a 10-day sleep away camp charging between $400 and $3000, depending on the package, promising to be “the fast track for new and early social media content creators, true entrepreneurs, who are completely dedicated to learning the best practices for exceptional platforms that result in earning money and viral fame!” In 2018, the camp is going global with programs in Melbourne and London.

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FA C E B O O K I N F LU E N C E R A P PIn attempt to woo influencers from YouTube and their subsidiary app, Instagram, Facebook is creating tools with them specifically in mind. At the “Future of Facebook Video” panel at VidCon 2017, the social network announced a standalone app exclusively for influencers. In addition to a community tab that will make it easier than ever for influencers to connect with their Facebook followers not only on Facebook, but on sister apps Messenger and Instagram, the app will also offer more in-depth insights and a “creative kit,” giving them access to tools to make content creation via Facebook more seamless.

PA I D P R O M O T I O N P O L I T I C SInstagram users will notice that their favorite influencers’ posts may now be labeled as promotional more loudly than ever before. No longer is “#ad” added to the end of a glowing caption about a brand, product, or service enough as the FFC is cracking down on these partnerships. New regulations require influencers to explicitly call out these partnerships as “paid promotions” and influencers aren’t happy. Making their livings off curating lifestyle and product recommendations, influencers will sometimes strategically partner with brands they genuinely love who pay them to reach said influencer’s audience in an authentic way. In their eyes, because they vet the brands and products before giving them their seal of approval and agreeing to promote them, labeling their posts on the behalf of these brands as “paid promotions” demeans their endorsement, weakens their influence, and thus cuts into their bottom line. As budgets for influencer marketing are growing exponentially, the FCC is facing increasing pressure to regulate this burgeoning business, but not without a fight.


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N E W SE! News was one of the early adopters of the Snapchat show with their weekly pop culture and celebrity commentary, The Rundown. Hosted by Erin Lim, a silly and charming Millennial, The Rundown mixes celebrity gossip with internet culture cutting between the “news,” reaction gifs, and memes. As the show gained traction the network decided to bump the show’s frequency up to twice a week. Both the show and Lim’s popularity has continued their steady growth and the network is now bringing new episodes to Snapchat three times a week every Monday, Wednesday, and Friday, and has even landed Gen Z favorite guests such as Kylie Jenner and Charlie Puth.

S O C I A L M E D I A I N T E G R AT I O NIn Spain, new hit show If I Were You takes a choose-your-own-adventure aspect utilizing social media to vote on Facebook for what should happen next after each 10-minute episode. As fan theories, fan fiction, and fan opinions in general become more influential to plotlines of hit TV shows, If I Were You seems like a natural progression putting the control into the hands of the audience. Some shows are even hosted on viewers’ mobile devices: the brand-new game show app, HQ, allows viewers to participate in real time and has millions of viewers tuning in day after day.

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I N S TA P O E T SFurther proof that all content is becoming bite-sized, the poetry currently resonating with Gen Z can be consumed in the same amount of time as a meme. Canadian Rupi Kaur, the bestselling poet behind the celebrated anthology milk and honey, not only accurately summarizes the thoughts and feelings of young people today, but also does it in a form they understand—in a riff off memes. In her latest book, the sun and her flowers, Kaur’s poems often span just a few lines, allowing ther to speak directly to the Snapchat generation. Kaur’s understanding of her audience even extends to her design capabilities, with books so highly Instagrammable they’re being peddled by Urban Outfitters and have become a must-have for any Instagram flat-lay. But perhaps the biggest testament to Kaur’s influence is the copies she has inspired, which can best be described as fan-fiction. College students around the country have taken to imitating Kaur’s style, creating short poems with accompanying illustrations about college life, launching a whole new art form within itself.

A R T I S T S I N R E S I D E N C EIn 2017, the Los Angeles County Museum of Art–better known as LACMA–announced their first-ever Instagram artist in residency, Guadalupe Rosales. The LA-based artist and archivist is known for her work preserving the rich history of Latin culture in LA and curates two Instagram accounts on the topic, @veteranas_and_rucas and @map-pointz, which boast 119k and 15k followers respectively. The residency marks a significant shift for the museum world as it recognizes new art forms ushered in by technology and social media. Rosales’ work with LACMA is part of a larger trend of Instagram as a platform for the curation of archives with accounts like @oneofakind.archive, which acts as a digital representation of One of a Kind’s physical archive, or @ninetiesmoments which serves up 90s fashion and photography to its following of over 17k. As more and more is experienced online, the line between a highly-curated Instagram account and museums will continue to blur and, to Gen Zs, potentially become almost interchangeable.

W E B S E R I E S A R E T H E N E W P I L O T SSome of the most buzzed about TV shows right now started out as web series, from HBO’s Insecure and High Maintenance to Comedy Central’s Broad City. What makes these shows special is that, before they have been green lit by an executive, they have already resonated with a sizeable following, showing their potential to strike a cord with larger audiences. Much of this conversation is framed around the amazing opportunity these adaptations are for the content creators like Issa Rae, Ilana Glazer, and Abbi Jacobson. Series creators are granted access to a much larger production budget and the opportunity to reach a larger audience, and because they have an established audience, the network can’t dilute their ideas. Meanwhile, networks have just as much to gain from these projects: the adaptation of web series offers them the chance to challenge themselves to produce content outside of their comfort zone without the gamble. They know it probably will work because it already has.


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T E C H N O L O G Y

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It’s safe to say that the (rather short-lived) time when we thought Silicon Valley could solve all our problems is officially over. These days, the names Facebook, Google, Amazon, and Apple bring both admiration and anxiety to the minds of many consumers. From Facebook’s role in the presidential election, to the lack of diversity in tech, to the unprecedented reach of digital advertising, recent debates have made it clear that while these companies certainly make lives easier, they also have unprecedented power and knowledge of what we buy, how we get information, and how we communicate—making them the monopolies of the 21st century. It’s time to say goodbye to technology’s image of scrappy startups and friendly products saving the world, and hello to a new picture: mega-companies with complicated, opaque agendas.

As a result, tech companies are fighting for a positive image as consumers assess and reassess their relationship with them, trying to decide whether they are Friend or Foe. To win back users’ hearts, tech companies are making moves For the People to demonstrate that they are prioritizing the interests of their users as well as the interests of humanity at large, driving many large-scale altruism efforts. But their users are not the only people that need convincing; on the other side of the battlefield is a growing global interest in placing Legislative Restrictions on tech companies’ far-reaching abilities. In the coming year, expect discussions surrounding the reach and responsibility of technology companies to be officially on the table. .

T E C H ’ S I M A G E P R O B L E M

THE FUTURE OF. . . TECHNOLOGY

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T H R E AT T O D E M O C R A C YThe line between whether tech companies are friend or foe has become an incredibly blurred one. Arguing for foe is Pierre Omidyar, founder of eBay, who recently wrote that social media has become a threat and that its “monetization and manipulation of information is swiftly tearing us apart.” After investigating the topic, he has found six key threats social media poses to democracy: (1) echo chambers, polarization, and hyper-partisanship, (2) false and misleading information, (3) conflation of virality and popularity with legitimacy, (4) political manipulation of social media conversations, (5) targeted advertising and online monetization systems, and (6) amplification of intolerance and hate speech.

T H E F R I G H T F U L F I V EThe dark cloud over tech’s image has resulted in an equally dark umbrella name for the companies Amazon, Apple, Facebook, Microsoft, and Alphabet (the parent company of Google): “The Frightful Five.” As explained in The New York Times, “we are, all of us, in inescapable thrall to one of the handful of American technology companies that now dominate much of the global economy [...] The five are among the most valuable companies on the planet, collectively worth trillions.”

. . .Y E T A P P R O VA L R E M A I N S H I G HDespite public controversies, debates, and criticisms, research has shown that public approval of tech companies and the general use of their products and services remain high. According to Wired, research firm Morning Consult measured the “net favorability” of tech companies (the difference between the percentage of respondents who view the company positively minus the percentage that view it negatively), finding that Google came in at a whopping 83%, Amazon at 77%, and Facebook at 60%. YouGov also found that tech companies have now become some of the most popular brands in general, with seven of the top ten most popular brands coming from the tech sector. From these numbers, we can see that negative headlines have yet to outweigh the usefulness of and excitement around tech products.

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F R I E N D O R F O E ? F O R T H E P E O P L E

P R I O R I T I Z I N G P R I VA C YTech companies are starting to visibly prioritize their users’ privacy to appeal to consumers and show they are working for them. In 2017, Apple announced new cookie-blocking technology that will be integrated into Safari 11, the latest version of their internet browser. This will limit how advertisers and websites track users and place a 24-hour limit on ad retargeting. The bold move has made advertisers so concerned that trade groups recently banded together to release an open letter declaring that the change will damage the internet’s infrastructure and will result in generic advertising. Despite this, Apple has continued to stand up for users’ privacy, and hopes to earn their trust by not letting third parties track their online activity.

TA K I N G A S TA N C ETech companies are also trying to work for the people by taking stances on political and ethical issues. Cloudflare, a company that helps protect websites from hackers, recently made the decision to take away its services from The Daily Stormer, a neo-Nazi site. Additionally, Twitter has begun unverifying white naionalist and anti-muslim activists.

N AT U R A L D I S A S T E R SNatural disasters around the world have provided tech companies with an opportunity to step in and demonstrate how equipped they are to solve problems. These attempts, however, have only ranged from disappointing to vaguely promising. Mark Zuckerberg had to apologize for broadcasting a cartoon version of himself digitally exploring Puerto Rico after Hurricane Maria after accusations of tasteless rubber-necking. Facebook has, however, donated significant amounts of money to aid organizations in Puerto Rico and has worked on bringing connectivity back to the affected areas. Elon Musk also received high public approval for his plan to help Puerto Rico by sending Tesla battery packs and solar panels. Companies like Airbnb, Uber, and Lyft have also received attention for their donations and transportation/shelter contributions to post-hurricane areas.

THE FUTURE OF. . . TECHNOLOGY

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E U R O P EWhen it comes to trying to control the power of tech companies, Europe is currently setting the agenda. An E.U. antitrust ruling made global headlines when it fined Google a record $2.7 billion for making its own products and services more visible than those of its rivals. In Germany, a new law called “NetzDG” makes it possible to fine social networks for not taking down hate speech. The U.K. is also reportedly working on limited tech companies, as a spokesperson for Prime Minister Theresa May recently announced that the government was looking at the “roles, responsibility, and legal status” of Google and Facebook.

T H E U.S .In the U.S., there is a growing notion in government that something should be done about tech companies, but exactly what to do is still unclear. Up to this point, tech giants have mostly avoided government scrutiny, but some are starting to speak up against this. Lina M. Khan, a legal fellow at Open Markets Project, has argued for a rewriting of antitrust laws to stymie the rapid rise of Amazon’s market power.

“ WH AT WE NE E D TO A LWAYS R E ME MB E R I S TH AT WE ’ R E N OT

J U S T ME RG IN G WITH M ACHINE S , B UT WITH THE COMPA NIE S

TH AT RU N THE M ACHINE S .”– Franklin Foer in the book World Without Mind : The Existent ial Threat of Big Tech

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F A S H I O N

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It’s an exciting time to be a fashion lover. After years of restrained style, “natural” beauty, and Scandinavian minimalism, the pendulum has swung in the opposite direction. This year, expect to see all the fashion rules go out the window and people getting more bold and unabashed with how they adorn themselves. Perhaps this shift is a response to the very serious and dark world around us, making us realize how necessary color, fun, and hype are. The fashion world will be taking a page from Mark Manson’s The Subtle Art of Not Giving a F*ck: A Counterintuitive Approach to Living a Good Life this year, going all in on dressing ostentatiously, faster technology, trends, collaborations, and product releases. It’s time to pile it on.

One of the most important trends going into this year is Maximalism, a direct countertrend to minimalism, which has held strong for so many years. Across fashion, beauty, and design, we’re seeing people embrace unexpected colors and textures. The world of fashion trends is also becoming even faster thanks to AI Design, which takes fashion designers out of the equation and replaces them with algorithms. With this new technology, trends will build off each other with unprecedented speed, perhaps freeing consumers from needing to follow everyone. In streetwear, Collab Culture continues to hit new levels of excitement, with collaborations “dropping” every week and lines forming around every corner. This culture of hype is completely reshaping the luxury sector, and certain global brands are starting to stand out as leaders in Gen Z Luxury.

T H E F A S H & T H E F U R I O U S

THE FUTURE OF. . . FASHION

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A L L D R E S S E D U PThe ruffles, patterns, and unconventional layering that became popular last year is trickling into a broader mentality about how to dress. The site Man Repeller, a thought leader on how to dress unconventionally, recently published an article titled “The Case for Getting All Dressed Up for No Good Reason,” calling on fashion lovers everywhere to wear that dress that’s waiting in the closet for an event that will never happen. Wear a ruffle dress to breakfast, or a sparkly gown to get coffee—who cares?

@D E C O R H A R D C O R EThis Instagram account has become popular for its snaps of kitsch, glam, and colorful interiors. Run by Berlin-based Ksenia Shestakovskaia, the maximalist Instagram has caught the attention of Gucci’s Alessandro Michele, who hired her to promote a collection of eye-catching Gucci watches.

@U G LY D E S I G NThis Instagram account is tackling the maximalist trend from a more humorous angle, curating out-there images like a Louis Vuitton logo-printed toilet and furniture made from neon tennis balls.

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A M A Z O N L A B 126Amazon is making big moves in fashion. The company’s research and development team has created an algorithm that will be able to spot, react to, and even create fashion trends by simply analyzing existing social media images. Though the technology is just in its beginning stages, it has the potential to make the fashion industry even speedier and more responsive.

R E A D I N G G A R M E N T SUniversity of Maryland professor Tim Oates is behind a system that can transfer a style from one piece of clothing to another. With this, people will be able to create new pieces or adapt pieces to fit their personal style.

B I T O N T I T E C H N O L O G YStudio Bitonti’s latest venture, Bitonti Technology, is working on algorithms that can learn and create lattice patterns and topology for mass-produced goods.


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K I T HIn today’s streetwear culture, designers know that it’s a collab or it didn’t happen. Partnering with others creates an urgency amongst fans that is hard to come by otherwise, and the master of this fact these days is Kith. The brand recently released “drops” with Nike, nonnative, and adidas, but more impressively, it just opened a flagship in NYC’s SoHo, a massive store featuring even more collaborations with brands like Champion, Coca-Cola, and Disney. The store even has an ice cream stand with “Kith Treats” designed by it-people like Vice’s Action Bronson, football player Victor Cruz, and artist Daniel Arsham.

H I R O S H I F UJ I WA R AA known legend to anyone interested in streetwear, Hiroshi Fujiwara is the brain behind the most hyped collabs. His company, Fragment Design, recently collaborated with Starbucks as well as Louis Vuitton; the latter saw pop-ups at luxury stores around the world featuring pieces inspired by an imaginary rock band.

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S S E N S ELuxury is a tricky thing these days, but Ssense is one online retailer that has no trouble attracting the wallets of savvy (and affluent) Zs and Millennials. The Canadian retailer says 80% of its customers come from these coveted demographics.

S M E T SThis Luxembourg outfit has a team dedicated to their social media followers, sending them exclusive previews and giving them access to hyped products from Balenciaga to Vetements.

M A C H I N E-AAccording to Business of Fashion, U.K.’s Machine-A attracts Zs by offering a unique mix of high and low. This means an inventory that stocks brands ranging from Maison Margiela to Vans. Founder and director Stavros Karelis correctly explains, “Millennials love to shop the investment statement pieces, while Gen Z love affordable limited drops and collaborations.”


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R E T A I L

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In a time when consumers can get whatever they want online, faster and cheaper than ever before, those in the business of selling anything, from established brands to trendy newbies, are rethinking the retail Experience with a capital ‘E.’ This means a willingness to try everything, from providing an unexpected alternative to the digital or giving people exactly what they want: that post they saw on Instagram. New bridges are being built across the physical/digital divide, and brands are fixated on experimenting with that divide more than ever before.

Expect to see Big Brands Bet Big in this coming year. This means established brands on the wane will be testing new concepts and incorporating new technologies to make the shopping experience more convenient, intimate, fun, and personalized. There is also a lot of attention on bringing the Store to Your Door, as brands and innovators think up new ways to get their goods into the hands of consumers as quickly as possible. Thanks to the domination of Instagram, retailers have learned that they must convince shoppers that there’s Something to See, designing in-store and in-restaurant experiences specifically to provide something Insta-worthy. For the amateur photographers flocking to these places, the possibility of good photos is worth making the trip.

E X P E R I M E N T A T I O NF I X A T I O N

THE FUTURE OF. . . RETAIL

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T E S T M A R K E T, U S AAs reported by The New York Times, Columbus, Ohio has become established as the place where brands go to test their newest ideas. As market researchers already know, Columbus has always been a key area for brands to glean insights about consumers due to a unique combination of demographics, geography, and size. Examples in Columbus include a DSW “lab store,” where shoppers can enjoy shoe rentals, cobbler services, and a nail salon, Lane Style Studio, Lane Bryant’s personal shopping program, and a Wendy’s that offers visitors physical menus, digital ordering kiosks, table servers, and counter seating.

A I M I N G F O R M I L L E N N I A L SBloomingdales is betting big on Millennials this year, hoping to attract young beauty shoppers with their new Glowhaus concept that replaces the traditional intimidating beauty counter with iPads and testing stations. Housed in the department store’s Contemporary section, Glowhaus will offer 800 products from 30 trend-focused brands, all priced under $100.

G O I N G S M A L LBrands are also betting big on going small, downsizing experiences to pursue a more intimate relationship with the customer. Examples include Sephora Studio, the makeup brand’s smaller “boutique” concept focused on offering custom makeovers and consultations, and Nordstrom Local, Nordstrom’s new café-sized, merchandise-free showroom in LA where people can drop by for manicures, get alterations, pick up online orders, or enjoy a drink at the bar (read more on p.123).

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F E A S T YO U R E Y E SBeing “Instagrammable” is now key to being a successful eatery, as restauranteurs have found that many customers discover them on Instagram first and visit to get their own snaps. This has resulted in a general trend towards bright spaces, witty signs, eye-catching typography, colorful walls, unique floor tiles, and the most important thing to photography: good lighting. Design and branding agency Paperwhite Studio is behind two of the most Instagrammed restaurants in NYC, Jack’s Wife Freda and by Chloe., which both boast an impressive Instagram following and plenty of geotagged photos of their menu items. Social media success even helped Jack’s Wife Freda score a cookbook deal, that features even more beautiful photographs.

O P T I C A L I L LU S I O N STile company Casa Ceramica recently went viral on social media and design blogs for its entrance floor, which uses the company’s tiles to create a bold optical illusion to be enjoyed by store visitors.

L E G O H O U S EThe amusement park Legoland in Denmark is now home to the new Lego House, a 12,000-square-meter playhouse for visitors that looks like huge Lego bricks stacked on top of each other from the outside. The playful spirit continues on the inside, too, where Lego fans will find play areas, stores, exhibition areas, and restaurants.


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S T O R E T O Y O U R D O O R

C Y B E R M O N D AY M A D N E S SThe importance of e-commerce in general has amplified to an unprecedented scale. Case in point is this past Thanksgiving, which saw the biggest Cyber Monday event in history. According to an Adobe report, 2017’s online shopping event brought in a record $6.6 billion, making it the largest online shopping day in U.S. history. Adobe found the most popular Cyber Monday items to include the Nintendo Switch, Apple AirPods, and streaming devices like Google Chromecast and Roku. E-commerce platform Shopify reported over $1 billion in sales from just their merchants within the period from Black Friday to Cyber Monday. According to the company, Shopify merchants brought in $1,138,574 per minute (the number was $555,716 per minute in 2016), and shipped packages over a total distance of 12.6 billion miles, which is more than the distance from Earth to Pluto. In their report, Shopify also revealed that this was the most mobile-based Cyber Monday, as well as an increasingly global event.

S H A D O W H I L LThis Los Angeles brand has teamed up with Postmates to deliver orders, allowing customers to receive their sweatshirts, tees, and jackets just a few hours after ordering.

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S T I T C H F I XThis data-driven online subscription and personal shopping service made headlines for going public in the first tech IPO led by a woman this past year. The service uses algorithms and stylists to pick out outfits based on their users’ taste and history, mailing the goods straight to subscribers’ homes so they can try on the clothes and consider buying the pieces.

W H E E LY S ’ M O B Y M A R TThis invention is a self-driving, staff-less, 24/7 supermarket on wheels that is being beta tested in Shanghai. If that isn’t enough keywords already, the store is also drone-equipped and solar powered. Interested customers simply hail the store using an app and shop by scanning the items they want with the app, which instantly charges their credit card.


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M A R K E T I N G

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Like what’s happening in retail, the advertising industry has had to step outside of its mainstay product—ads—and rethink how to get modern consumers to take notice. The divide between physical and digital has become completely fluid in this industry, as brands have become more and more nimble across both to meet customers where they are. A lot of experimentation is afoot, as well as increasingly intelligent tools that learn how to target with more specificity and feed information back to advertisers to help them be more effective in the future. Thanks to data, artificial intelligence, machine learning, and some plain old creativity, marketers are quickly learning how to create 360-degree brand experiences that feel exciting to the customer while also bringing in sales and brand affinity.

Expect Filmvertising to gain steam this year as brands tap into filmmakers and artists to create memorable and beautiful stories around their products. Marketers will also continue to go through a massive Experiential Takeover, with brands becoming more and more willing to invest in connecting with customers through in-person events. Back on the digital side, a growing suite of tools are allowing brands to be Hypernimble, targeting and customizing ads for specific audiences in new ways never seen before. Gen Z is also leading the way in marketing; amongst this younger demographic, next Gen Brand Reps have become a normalized way for brands to reach new eyeballs and spread awareness like quick-fire.

G E N E R A T I O NM O N E T I Z A T I O N

THE FUTURE OF. . . MARKETING

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F I L M V E R T I S I N G

G E O F F T H E F I L M

Kraft Heinz Australia has been attracting new fans thanks to a three-minute animation and campaign. Made for the brand’s new range of Heinz beans that come in differently sized cans, the adorable, feel-good film follows Heinz employee Geoff as he goes through youth, marriage, and fatherhood. With each life stage, he invents a different Heinz Beanz can size, pushing home the message that there is a Beanz option for every Aussie. Online, the ad has been divided up into shorter snippets, giving people a taste of the heartfelt story while surfing the web. But they are far from the only ones: Mars, H&M, and Burberry have also captivated consumers with their filmvertising feats this year.

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F I L M V E R T I S I N G E X P E R I E N T I A L T A K E O V E R

A G R O W I N G I N D U S T R YBrands are investing more in experiential marketing and small, creative agencies face fierce competition as demand goes up. Because today’s consumers prefer to skip TV and online ads, companies are taking money from media budgets and putting it into events, which consumers consciously opt into and are often excited about rather than passively consuming. Data is also starting to come in from events as more sophisticated technology develops to understand how experiences make money and event-goers become more willing to provide personal information.

B L A D E R U N N E R 2049 @ C O M I C-C O NThis year’s Comic-Con in San Diego featured a 12,800-square-foot experience by Johnnie Walker dedicated to immersing visitors in a Blade Runner world. Fans could walk through the experience, which was filled with actors and scenery including fake dirt, snow, and sand. More exciting features included a VR car chase, vending machines dispensing posters and t-shirts, and real LAPD officers that took photos of guests using “Replicant Eye Scanners.” Every guest wore a RFID wristband that was scanned at each touch point, providing a seamless experience for the visitor while feeding information back the event creators about who was doing what inside the event.

T H E G PJ E X P E R I E N T I A L E C O S Y S T E MExperiential marketing agency George P. Johnson has teamed up with software company RainFocus to create a new data aggregation platform to help brands measure how their experiential marketing efforts impact sales, purchase decisions, brand affinity, and engagement.


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H Y P E R N I M B L E

YO U T U B E ’S D I R E C T O R M I XGoogle recently announced a new suite of tools for YouTube ad marketers. Their new technology, called Director Mix, allows brands to upload different voiceovers, backgrounds, and copy, and Director Mix will create thousands of different ads from the pieces, tailored for different audience segments. A Campbell’s Soup bumper ad targeted to users watching Orange is the New Black clips, for example, may read, “Does your cooking make prison food seem good?” Another example features the bumper ad “Dinner for One?” for those watching Beyoncé’s “Single Ladies” music video.

G O O G L E ’S C U S T O M A F F I N I T Y AU D I E N C E SAn update to this Google offering allows advertisers to reach people not only based on their Google searches, but also on their Google Maps data (what places they look up or visit) and even what apps they’ve downloaded on their smartphone. Google has found from early testing that this can improve ad recall by 20% and brand awareness by 50%.

T W I T T E R ’S #F U E LTwitter has put together a service called #Fuel, made up of a small internal team dedicated solely to creating short spots for advertisers optimized for the platform. Converse is one of many brands that has taken advantage of the service, using it to create a series hosted by artist Miley Cyrus and actress Maisie Williams. They also generated 30-second ads using clips from the show to promote it on Twitter.

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H Y P E R N I M B L E N E X T G E N B R A N D R E P S

C A M P U S A M B A S S A D O R S

Campus ambassador programs have been around for almost two decades now, but they’ve grown so much with the advent of Instagram and young people’s massive social media followings that they’ve become the new celebrity endorsements. Brands like Aerie, PINK, LIKEtoKNOW.it (an Instagram shopping app), ASOS, and adidas are known on university campuses across the country for their large teams of student ambassadors recruited to help spread awareness and drive sales. Recruited for their social network sizes, these reps host events and post regularly on Instagram and YouTube about the brand. PINK’s Campus Rep program recruits two reps for every college, and they in turn create their own team of volunteers. Another program, “LIKEtoKNOW.it Loves,” chooses 40 reps from applicants across the country for its monetization platform that allows reps to earn commission from retailers by helping spread LIKEtoKNOW.it.


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W O R K

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Remember when we used to just poke fun at Millennials? Well, now they’re not so funny anymore, because they’re pulling their weight in the workplace and rapidly changing mainstream work culture. Yes, we know, you’ve heard it all before—but we’re not talking about urban Millennials in startups and freelancing. The Millennials are older now; they’re finding major roles in larger, established companies and opting for professional lifestyles that are suitable to their current life stage–starting families. As they become established figures in the workplace, Millennial values—diversity, problem-solving, team spirit, health—are also becoming appreciated and adapted.

This generational shift is being facilitated by Millennial Mentors, internal Millennial employees who mentor higher-ups using their youthful point of view. In this role reversal, Millennial staff have become one of companies’ key assets for staying relevant and attracting Millennial talent. Perhaps the most telling evidence of the changing roles of Millennials is the fact that many companies are Bringing Back the Suburban Office to attract them. That’s right, thirty-somethings and older twenty-somethings with families on the mind are starting to work in suburban areas that offer more living space and good schools, but still have a quick commute into nearby cities. Millennial Values are infiltrating the workplace as Millennials ascend, updating old concepts and completely changing notions of what a workplace can look like on an industry level.

T H E M I L L E N N I A L SA R E H E R E

THE FUTURE OF. . . WORK

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M I L L E N N I A L M E N T O R S

A R O L E R E V E R S A LMillennial mentors are a new formalized practice that bigger companies such as MasterCard, Mars Inc., and Deutsche Bank are employing to help people in senior positions understand the modern mindset. Internal Millennials are proving to be an asset, as they’re being paired with managers to mentor them on areas ranging from market trends to new product ideas to how to attract Millennial employees to just being glorified tech support.

G E N Z C O N S U LTA N T SWith Millennials an established part of the workplace that bosses can readily tap into, Gen Zs are stepping into their old shoes to educate on their new generation. A new flock of Gen Z consultancies led by teenagers and college students are connecting brands with everyday teens, with examples such as Zebra Intelligence (run by Tiffany Zhong, the youngest venture capitalist in Silicon Valley), JÜV Consulting, and YouthLogic.

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B R I N G I N G B A C K T H E S U B U R B A N O F F I C E

C I T Y-L I K E , B U T N O T T H E C I T YMillennials have long been associated with city living and staying at the center of culture. But as they get older, begin starting families and taking out mortgages, many have become attracted to jobs in the suburbs that offer the best of both worlds. Companies like Marriott and Caterpillar Inc. are choosing new suburban worksites in Bethesda, MD (suburb of Washington D.C.) and Deerfield, IL (suburb of Chicago), respectively, that are near public transit and have walkable sidewalks to attract Millennials with this mentality.

F O C U S O N A M E N I T I E SThese companies are also showing that they know that it’s the amenities that truly attract. Van Vlissingen & Co., a real-estate developer in the suburb of Chicago, for example, has instated Millennial-friendly fitness centers, food trucks, and monthly concerts for their employees.

THE FUTURE OF. . . WORK

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M I L L E N N I A L V A L U E S

C U LT U R A L C O N T R I B U T I O N V S . C U LT U R A L F I TMillennials have long been advocating for change within traditional work culture. One of the keys to change is having diversity, something that Millennials know intuitively. Diego Rodriguez, EVP at Intuit, recently went viral for his article on LinkedIn that takes on this topic. In “Hiring: It’s About Cultural Contribution, Not Cultural Fit,” he challenges the established notion of “cultural fit” that is often used to keep the workplace homogenous. Instead, he calls for putting people together from different academic backgrounds and life experiences to move your company in a new direction. He writes, “I try to envision a future where this person’s unique point of view has shifted how we work and what we value. I hire for an individual’s potential cultural contribution.”

W E WO R KWeWork is demonstrating that it is betting big on the Millennial mindset. The office-sharing and leasing company has made its biggest investment to date with a $32 million Series B funding round for The Wing, New York’s ultra-trendy, women-only social club and co-working space. WeWork, a community with an 8,000-person waitlist and a presence in cities around the world, is showing that it’s not just taking work seriously but also living and learning in general, as The Wing places a heavy emphasis on events, panels, and socializing on top of networking. The news follows the recent opening of Rise by We, WeWork’s gym and spa housed inside one of its offices. There, WeWork members can refresh or unwind from work with yoga, kickboxing, meditation, and strength training.

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T H E F U T U R E O Fy o u r c o n s u m e r

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T H E F U T U R E O Fy o u r c o n s u m e r

Unless specified otherwise, statistics refer to national respondents 8-50.

M E T H O D O L O G Y

N ATIO N A L S A MPLE:

N =818Nationally Representative Consumers

8-50 yrs old, evenly distributed

204 GEN Z (8-12: children and

parents of children 8-12, due to legal

restrictions)

205 GEN Z (13-21) 205 GEN Y (22-37) 204 GEN X (38-50) Male/female split for each generation

COA S TA L S A MPLE:





restrictions)


CITIES SURVEYED: Boston, Charleston, Houston, Jacksonville, Los Angeles, Miami, New Orleans, New York, Philadelphia, San Diego, San Francisco, Seattle, Tampa/St. Petersburg, Virginia Beach, Washington D.C.

ETHNICITY, INCOME, AND LOCATION DISTRIBUTION BASED ON U.S. CENSUS.

T R E N D E R A S U R V E Y E D 1633 C O N S U M E R S I N D E C E M B E R 2017.The survey was distributed online and via mobile phone.

The respondent breakdown is as follows:

V S

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I G N O R A N C E I S B L I S S

80%O F CO N SUME R S WO U LD R ATHE R B E

the H A PPIE S T person in the world than the SM A R TE S T. This is

significantly higher than last year, when only 57% said they would rather be

happiest than smartest.

T WE NT Y- ONE PE RCE NT O F CO N SUMER S 8-50 AVO ID THE NE WS ,

S AY IN G IT ’ S too depressing.

I S I T O V E R Y E T ?

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O N LY 10% O F C O N S U M E R Shave faith in people

in general.

D O OMSDAY

During these fraught times, Gen Zs 13+ are significantly more likely

than older generations to think THE WO RLD WILL E ND within

their lifetimes (the next 50 years): 18% Gen Z, 13% Gen Y, 13% Gen X.

c cxx xxx xx xx

xx

L O V E T H Y N E I G H B O R ?

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78% 59%52%51%50%49%

42%40%39%39%38%37%

55% 47%4 4%37%35%35%

34% 33%

Technology

Shopping experience

Gender equality

Education

Entertainment

Health and wellness

Healthcare

Marketing

Race relations

Fashion

Financial stability

Work / life balance

The environment

Government

The world in general

The economy

Immigration

Parenting

Marketing

Relationships

WH AT ’ S G E T TIN G B E T TE R IN THE NE X T 20 Y E A R S

G E T TIN G WO R S E IN THE NE X T 20 Y E A R S:

S TAY IN G THE S A ME IN THE NE X T 20 Y E A R S:

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TO LE R A N CE TRUMP S P O LITIC S

The aftermath of the 2016 Presidential Election continues to affect people’s perception of the government, politics,

and America’s place in the world.

The majority of consumers 8-50 (55%) would rather live in

C E N S O R S H I P than in poverty.

J U S T 46%O F G E N Zs A R E P R O U D T O B E A N A M E R I C A N

compared to 51% of Gen Ys and 63% of Gen Xers.

38%of consumers 13-50 say you can’t count on the

government to look out for society’s best

interests.40%of Gen Zs believe the

presidential election was corrupt, compared to

one-third of Gen Ys and Xers. 1 I N 3

consumers 13-50 say our political system needs to be completely restructured for

the modern age.J U S T 11%of Gen Zs are happy with the presidential election results, compared to 19% of Gen Ys and 28% of Gen Xers.

O N LY 20%of Gen Zs say America is the best country in the

world, compared to 28% of Gen Ys and 46% of Gen

Xers.

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56%56%52%

Consumers 8-50 say the top 3 best people to run our country would be...

In 2018, people are demanding more open-mindedness and acceptance from others.

The majority of consumers 8-50 agree:

As a society we should accept all people no matter how different they are

I deserve to live whatever life I want

People today need to listen more to those with different opinions

45%A normal person who understands regular

problems

39%An older

person with more experience

38%A politician

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Y O U R C O N S U M E R I N 2 0 1 8

AT A G L A N CE

YO U N G ER

G EN Z:

O L D ERG EN Z:

G EN Y:

G EN X:

60% happy

43% happy

39% happy

38% happy / open-minded

48% smart

32%stressed / smart /

open-minded

36%open minded

31% relaxed

46% fun

36% mature

35% smart

30% active

Their general outlook:

Notably, in last year’s results (fielded before the presidential election)

“O P E N-M I N D E D” did not land in the top responses for any segment.

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WH AT THE Y ’ RE WO RKIN G O N

YO U N G ER

G EN Z:

O L D ERG EN Z:

G EN Y:

G EN X:

50% having fun

51% having fun

41% having fun

52% physical health

27% physical health /

continuous learning

30% finding myself /

living life to fullest

36% physical health / financial security

48% financial security

22% living life tothe fullest

39% physical health

35% living life to

fullest 37%

raising a family

In these troubling times, younger consumers are

seeking outlets for fun and positivity.

37% O F G E N Z S 13+are currently working on finding their purpose and 32% are working

on their mental health.

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H A KU N A M ATATA

62% family

60% family / getting a

good job

50% family

55% family

40% getting good

grades

53% getting good

grades

48% debt

54% debt

36% friends

50% friends

42% physical health

53% physical health

What consumers worry about day-to-day:

YO U N G ER

G EN Z:

O L D ERG EN Z:

G EN Y:

G EN X:

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Gen Zs 13+ are significantly more likely than older generations to worry about:

49% 28%25%

45% 27%20%

42% 16%15%

48% 23%23%

42% 24%17%

16% 19%15%19% 8%5%

Gen Z

Gen Y

Gen X

Gen Z

Gen Y

Gen X

Gen Z

Gen Y

Gen X

Gen Z

Gen Y

Gen X

Gen Z

Gen Y

Gen X

Gen Z

Gen Y

Gen X

Gen Z

Gen Y

Gen X

AG E O F A NXIE T Y

T H E I R A P P E A R A N C E :

M A K I N G A L O T O F M O N E Y:

F I G U R I N G O U T W H O T H E Y A R E :

T H E I R S E L F-I M A G E /S E L F-E S T E E M :

F I N D I N G T H E I R P U R P O S E :

G E T T I N G A G O O D J O B:

G E T T I N G P R E G N A N T / A N S T D :

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KE E PIN G THE FA ITH?

Not surprisingly, Gen Ys are more likely than other generations to have faith and assume the best across the board. They are significantly more likely to have faith in:

7% 13%8%

4% 12%5%

4% 10%4%

6% 10%8%

3% 11%6%

Gen Z

Gen Y

Gen X

Gen Z

Gen Y

Gen X

Gen Z

Gen Y

Gen X

Gen Z

Gen Y

Gen X

Gen Z

Gen Y

Gen X

P E O P L E I N G E N E R A L :

T H E G O V E R N M E N T:

P O L I T I C I A N S :

T H E N E W S :

C O R P O R AT I O N S :

T H E M A J O R I T Yof consumers 8-50 have faith in God (57%) and their parents (54%); however

only 48% have faith in their partner and 10% for people in general!

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72%

63%

60% 65%

54%

60%

52% 55%

46%

59%

48% 54%


VA L U E S A N D G O A L S

S IG N S O F SU CCES S

Despite being two cohorts who (in the past) couldn’t be more different, Gen Ys and Gen Xers are aligned when it comes to their

top signs of success. Meanwhile, we continue to see Gen Zs 13+ placing more importance on their jobs than older generations.

G EN Z 8-12

G EN Z 13+

G EN Y

G EN X

A happy family

Being a good parent / Helping others

Making the world a better place / Freedom to live as you please

A happy family

Loving your job

Making the world a better place / Freedom to live as you please

A happy family

Being a good parent

Helping others

A happy family

Being a good parent

Helping others

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THE IR VA LU ES

Consumers 8-50 say it’s very important for them to...

85%Be a good

person

71%Get a driver’s

license

67%Own ahouse

61%Work at a job

that gives them purpose

58%Have a

successful career

$$ $$

Gen Z teens are significantly more likely than older generations to say that M A K I N G L O T S O F M O N E Y I S V E R Y

I M P O R TA N T T O T H E M (54% Gen Z, 37% Gen Y, 25% Gen X)

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Gen Xers are more likely than younger generations to say...

Gen Zs are significantly more likely than older generations to say...

54%Gen X

38%Gen X

30%Gen Z

62%Gen Z

48%Gen Y

50%Gen Y

51%Gen Y

37%Gen Y

48%Gen Z

59%Gen Z

57%Gen X

28%Gen X

You don’t need a college degree to be successful today

I want to be a partof something larger

than myself

A simpler life is the easiest way to

happiness

I feel more maturethan other people

my age

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Gen Zs are significantly more likely than older generations to say...(continued)

The WORST thing a person can be is...

28%Gen X

26%Gen Z

32%Gen Y

18%Gen Y

45%Gen Z

3%Gen X

43% 24%17%3%3%2%2%1%

Physically abusive

Racist

Emotionally abusive

Sexist

Obese

Homophobic

Unpatriotic

Transphobic

You don’t need a college degree to be successful today

I follow influencers on social media that

show a lifestyle I want to live

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I S SU ES THE Y ’ RE MOS T PA S S IO N ATE A BO UT

W E ’R E S U R P R I S E D T O S E E A L L L I V E S M AT T E R I N T H E T O P 3 I S S U E S F O R G E N Z & G E N X .

There is a possibility consumers aren’t familiar with the official movement and are interpreting the phrase more literally.

G EN Z:

G EN Y:

G EN X:

54% Education

48% Freedom of

speech

38% All LivesMatter

42% Education

37% Freedom of

speech

30% Mental health

35% Education /

Freedom of speech

31% Homelessness

30% All LivesMatter

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Staying true to their reputation of being champions of social justice, Gen Zs are more passionate than other generations about:

Meanwhile, older generations are more passionate than Gen Zs about:

Younger generations are more likely than Xers to say that educated people’s opinions matter

more than others’ opinions (16% Gen X, 14% Gen Y, 12% Gen X)

• E D U C AT I O N

• F R E E D O M O F S P E E C H

• A L L L I V E S M AT T E R

• E N D A N G E R E D A N I M A L S

• M E N TA L H E A LT H

• H O M E L E S S N E S S

• R E L I G I O U S F R E E D O M

• G AY M A R R I A G E

• M A R I J U A N A L E G A L I Z AT I O N

• B L A C K L I V E S M AT T E R

• L G B TQ R I G H T S

• D I S E A S E R E S E A R C H

• G L O B A L WA R M I N G

• G U N R I G H T S

• C L I M AT E C H A N G E

• D I S A S T E R R E L I E F

• G O V E R N M E N T-F U N D E D H E A LT H C A R E

• C O N F E D E R AT E M O N U M E N T S

• W H I S T L E B L O W E R P R OT E C T I O N S

• A F F I R M AT I V E A C T I O N

• A B O R T I O N R I G H T S

• L G B TQ + A D O P T I O N R I G H T S

• P L A N N E D PA R E N T H O O D

• F E M I N I S M

• T R A N S G E N D E R S O L D I E R S

• G E N D E R I D E N T I T Y

• D A C A

• #TA K E A K N E E

• V E G A N I S M / A N I M A L C R U E LT Y

• D E AT H P E N A LT Y

• N E T N E U T R A L I T Y

• S A N C T U A R Y C I T I E S

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MO D E RN LOV E

According to consumers 13-50, the best ways to find someoneto date these days are:

52%of Gen Zs 13+ would rather

have a reputation for being

P R O M I S C U O U S T H A N A P R U D E .

41%of Gen Zs 13+ say people

their age don’t really date,

T H E Y J U S T H O O K U P.

• C O N F E D E R AT E M O N U M E N T S

• W H I S T L E B L O W E R P R OT E C T I O N S

• A F F I R M AT I V E A C T I O N

D A T I N G

61% Through friends

45% Hobbies & activities

50% Social events

40% Family

37% Work

56% of consumers 13-50 say marriage is still relevant and important today.

45% of consumers 13-50 say people have unrealistic expectations about marriage.

27% of consumers 13-50 consider porn just another form of entertainment.

LOV E , G E N Z

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Gen Zs 13+ are also significantly more likely than older generations to say that they would rather hook up with a close friend than

someone they want to date.

Gen Zs 13 and older were significantly more likely to list Instagram and Snapchat as one of the best ways to find someone to date.

The majority of Gen Zs 13+ say people

today are more sexually fluid and open to new

experiences (51%).

41%of Gen Zs 13+ also say that everyone has one

soul mate.

12% Gen Z 13+

7% Gen Y

7% Gen X

A9%Gen X

15%Gen Y

10%Gen Y

26%Gen Z 13+

22%Gen Z 13+

5%Gen X

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TRE ND IN G PE R SO N A LITIES IN 2018

Top Actors


Top: Dwayne “The Rock” Johnson, Johnny Depp, Leonardo DiCaprio, Kevin Hart, Will Ferrell, Ryan Reynolds

Bottom: Chris Pratt, Matthew McConaughey, Brad Pitt, Hugh Jackman, Matt Damon, Idris Elba

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Top Actresses

Top Influencers

Top: Jennifer Lawrence, Sandra Bullock, Jennifer Aniston, Angelina Jolie, Emma Stone, Reese Witherspoon

Bottom: Tina Fey, Anna Kendrick, Sofia Vergara, Meryl Streep

Top: Selena Gomez, The Weeknd, Gwyneth Paltrow, DJ Khaled, Chrissy Teigen, Jaden Smith

Bottom: Kim Kardashian West, Russell Westbrook, Kylie Jenner, Lauren Conrad

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T V

Favorite Reality Shows

Favorite Scripted Shows

Top: Jennifer Lawrence, Sandra Bullock, Jennifer Aniston, Angelina Jolie, Emma Stone, Reese Witherspoon

Bottom: Tina Fey, Anna Kendrick, Sofia Vergara, Meryl Streep

Top: America’s Got Talent, The Voice, Shark Tank, Hell’s Kitchen, Fixer Upper, Chopped, Pawn Stars, American Idol

Bottom: Dancing with the Stars, Diners, Drive-Ins and Dives, Undercover Boss, Lip Sync Battle,

Top Chef, Teen Mom, American Pickers

Top: The Walking Dead, The Big Bang Theory, Stranger Things, Family Guy, Game of Thrones,

Law & Order: SVU, The Simpsons, Modern Family

Bottom: Friends, Bob’s Burgers, American Horror Story, Orange Is the New Black, 13 Reasons Why, This Is UsTop: Selena Gomez, The Weeknd, Gwyneth Paltrow, DJ Khaled, Chrissy Teigen, Jaden Smith

Bottom: Kim Kardashian West, Russell Westbrook, Kylie Jenner, Lauren Conrad

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MOV IES

NE WS

Consumers 8-50 get their news from:

Gen Zs 13+ are significantly more likely than othergenerations to get their news from Snapchat.

The majority of consumers 8-50 see movies in theaters less than oncea month (58%), primarily because it’s too expensive (51%).

44% Facebook

37% Local TV

news

41% Friends /

family

26% National TV news

20% Radio

S U R P R I S I N G L Y S K E P T I C A L :

Compared to other generations, Millennials

are most likely to agree that most of the

news today is F A K E N E W S .

N E W S

16% Gen Z

22% Gen Z

3% Gen Y

4% Gen X11%

Gen X18% Gen Y

1 IN 4 Gen Zs 13+ feel

pressure to look a

certain way online

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SO CI A L ME D I A

1 IN 4 Gen Zs 13+ feel

pressure to look a

certain way online

69%of consumers 8-50 would

rather be famous on YouTube

than on Instagram

66%of consumers 8-50 would

rather only have Instagram than only

have Snapchat

Gen Ys are more likely than Gen Zs and Gen Xers

to want to take a

D I G I TA L D E T OX

G E N Z s 1 3 + A R E D O M I N AT I N G S N A P C H AT:

73% have a Snapchat account, compared to 37% of Gen Ys

74% 81%74%

Gen Z

Gen Y

Gen X

S N A P C H AT 30% of Gen Zs 13+ are using Instagram and Snapchat

more than they used to. 47% of Gen Zs 13+ say Snapchat is getting even more popular among people their age, and 34% say this is the platform that shows

the real them.

G E N Z S 13+ are more likely than Gen Ys and Gen Xers to say that technology makes their life more complicated (17%

Gen Z 13+, 15% Gen Y, 11% Gen X)

I N S TA G R A M40% of Gen Zs 13+ say Instagram is getting more

popular among people their age and 26% say this is the platform that shows the real them.

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Emerging technologies they’re most excited about:

Nearly 1 IN 4 consumers 8-50 have virtual assistants in their homes.

Average number of devices in consumers’ households:

1 2 3• desktop• smartwatch

• video game consoles • tablets• laptops

• TVs• smartphones

68%of consumers 8-50 would ratheronly have a smartphone foreverthan only have a laptop forever.

60%would rather send a text than talk on the phone.

T E C H N O L O G Y

45% 31%30%27%23%

Waterproof smartphones

Virtual reality

Self-driving cars

Flying cars

Personal robots

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FAVO RITE RE TA ILE R S

R E T A I L

N ATIO N A L

COA S TA L

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FAVO RITE A PPA RE L / ACCES SO RY B R A NDS

N ATIO N A L

COA S TA L

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FAVO RITE FO O D / B E V E R AG E B R A NDS

N ATIO N A L

COA S TA L

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FAVO RITE COSME TIC / TO ILE TRY B R A NDS

N ATIO N A L

COA S TA L

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M O N E Y

THE MA JORIT YOF GEN Xers

THE MA JORIT YOF GEN Ys

44% OF GEN Zs 13+

(51%)have less than $5000

in savings right now, and

31% have less than$1000.

(56%)have over $5000 in

savings right now, and

only 27% have less than$1000.

have over $5000in savings right now.

$$

$$

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S I G N I F I C A N T D I F F E R E N C E SC o a s t a l v s . N a t i o n a l

27%have a bachelor’s degree, compared

to 20% of National Respondents

12%have a graduate degree, compared to 8% of National Respondents

HAVE A SECONDARY EDUCATION

HAVE AN INCOMEOVER $100K (25% VS 18%)

BE SINGLE & INTERESTED

IN DATING(32% VS 26%)

D EMO G R A PHIC S

Compared to National Respondents, Coastal Respondents are significantly more likely to...

VA LU ES

Compared to National Respondents, Coastal Respondents are significantly more likely to say that TRANSGENDER RIGHTS (67% vs 63%) AND TAKING PRESCRIPTION DRUGS

RECREATIONALLY (18% vs 13%) SHOULD BE ACCEPTABLE IN SOCIET Y.

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Compared to National Respondents, Coastal Respondents are significantly more likely to worry about getting a good job (33% vs 29%), making a lot of money (36% vs 29%),

finding their purpose (31% vs 26%), and school cliques (8% vs 6%).

They are also significantly more willing to try an open relationship (17% vs 13%) and agree that marriage and monogamy are not natural for humans (11% vs 7%).

COASTAL RESPONDENTS ARE SIGNIFICANTLY MORE PASSIONATE THAN NATIONAL RESPONDENTS

ABOUT MENTAL HEALTH (35% VS 30%), GLOBAL WARMING (30% VS 24%), CLIMATE CHANGE

(30% VS 23%), GOVERNMENT-FUNDED HEALTHCARE (23% VS 19%), AND FEMINISM (21% VS 16%).

COMPARED TO NATIONAL RESPONDENTS, COASTAL RESPONDENTS WERE SIGNIFICANTLY MORE

LIKELY TO SAY THAT HAVING PETS (26% VS 21%) AND CHILDREN (20% VS 17%) WAS

NOT AT ALL IMPORTANT TO THEM.

COASTAL RESPONDENTS WERE SIGNIFICANTLY MORE LIKELY TO EQUATE A SUCCESSFUL LIFE WITH

STATUS SYMBOLS, INCLUDING MAKING LOTS OF MONEY (36% VS 31%), TRAVELING A LOT (30% VS

26%), OWNING YOUR OWN BUSINESS (29% VS 23%), LUXURY VACATIONS (19% VS 15%), A FANCY CAR

(16% VS 13%), BEING FAMOUS (11% VS 7%), AND OWNING DESIGNER APPAREL (7% VS 5%).

On the other hand, Coastal Respondents are significantly more likely than their National counterparts to say that smoking cigarettes (66% vs 61%), vaping e-cigarettes

(54% vs 47%), OWNING GUNS (45% VS 29%), tattoos / piercings (24% vs 18%), drinking soda (12% vs 9%), and eating meat (7% vs 5%) should be unacceptable in society.

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P O LITIC S

B R A NDS

E NTE R TA INME NT

Coastal Respondents are significantly more likely than National Respondents to say that the 2016 PRESIDENTIAL ELECTION WAS CORRUPT (37% VS 31%) and that RUSSIA SKEWED

THE ELECTION RESULTS (27% VS 22%). Surprisingly, they were also significantly more likely to say that the BEST PERSON TO RUN OUR COUNTRY WOULD BE A POLITICIAN (21% VS 17%).

Coastal Respondents are significantly more likely to agree that YOU CAN ALWAYS FIND

SOMETHING TO WATCH ONLINE, SO WHY PAY FOR IT? (27% VS 23%).

THEY ARE ALSO MORE LIKELY TO GO SEE MOVIES IN THEATERS—27% attend two or more times per month, compared to 23% of National Respondents. They are more likely to cite

crowded theaters as a reason why they don’t go more often (14% vs 11%).

Coastal Respondents are significantly more likely than National Respondents TO GET

THEIR NEWS FROM YOUTUBE (22% VS 18%), INSTAGRAM (19% VS 15%), AND NEWS APPS (15% VS 11%).

Coastal Respondents are more likely than National Respondents to say that SOCIAL MEDIA ADDS A LOT OF STRESS TO THEIR LIFE (14% VS 10%).

Coastal Respondents are significantly more likely than National Respondents to follow BRANDS ON SOCIAL MEDIA THAT SHOW A LIFEST YLE (23% VS 19%) and say it is very

important to PURCHASE FROM BRANDS THAT ARE SOCIALLY RESPONSIBLE (26% VS 22%).

Savvy Coastal Respondents are also significantly more likely to say that CREATIVE MARKETING MAKES THEM LOYAL TO A BRAND (21% VS 17%).

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SO CI A L ME D I A

INSTAGRAM IS CLEARLY MORE INFLUENTIAL among Coastal Respondents, who were significantly more likely to say that...

They have an account

They check it every day

They follow / interact with brands

They use it more than they used to

It shows the real them

55% vs 50%

41% vs 33%

29% vs 25%

27% vs 19%

23% vs 19%

SNAPCHAT: Coastal Respondents are significantly more likely to say THAT IT IS GETTING

MORE POPUL AR AMONG PEOPLE THEIR AGE (32% VS 28%) and that they use it more than they used to (21% vs 18%).

YOUTUBE: Coastal Respondents are significantly more likely to say they have an account (63% vs 58%), THEY CHECK IT EVERY DAY (40% VS 35%), and they use it more than

they used to (34% vs 24%).

FACEBOOK: Coastal Respondents are significantly more likely to say that FACEBOOK IS

GETTING LESS POPUL AR AMONG PEOPLE THEIR AGE (29% VS 23%) and they use it less than they used to (25% vs 21%).

TWITTER: Coastal Respondents are significantly more likely to say that they have a Twitter account (46% vs 41%), THEY USE IT LESS THAN THEY USED TO (20% VS 17%), and it is

getting less popular among people their age (17% vs 14%).

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N O W T R E N D I N G

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While we are fortunate to live in a time when seeking mental health treatment is more encouraged than stigmatized, many marginalized groups are finding that their mental health treatment is not as simple as choosing a therapist covered by their insurance. In order to feel truly understood, members of these communities are now matching themselves with therapists whose core identity characteristics mirror their own. For instance, bi-sexual members of the LGBTQ+ community often encounter therapists who treat their fluid sexuality as “just a phase” either of brief experimentation or as a stop on the way to being gay or lesbian. As a result, many LGTBQ+ people are avoiding therapy despite it being potentially beneficial to their mental health. Another group experiencing a similar struggle when looking to therapy is the black community. HBO’s Insecure tackled this issue in the show’s second season, when one of the main characters, Molly, begins therapy and comments on how nice it is to see a black female therapist who “just gets it.” What the show is saying is that Molly doesn’t have to perform the emotional labor of educating her therapist on what it’s like to be a woman of color and the unique set of challenges and micro-aggressions she faces daily. For some, the perfect therapist is someone who will understand the importance of using the correct gender pronouns, while for others it’s someone who gets what it’s like to belong to a certain race. As mental health becomes even more top of mind, companies and professionals will need to better train themselves in the unique issues that different communities face in order to attract these groups and remain relevant.

Last year we predicted that weed would be the new rosé among women, and we were right: women of all ages (particularly Millennials) have taken to marijuana in droves not just as a leisure activity, but also for the wellness benefits of its calming CBD oil, which is being added to a variety health foods, beverages, and beauty products. Perhaps the biggest indicator of the drug’s popularity with women is the female-only weed camp, Ganja Goddess Getaway. Cannabis-loving women from far and wide are flocking to the overnight getaway to celebrate their love of marijuana and meet other like-minded women. Ganja Goddess Getaway views weed not just as recreational drug but as a therapeutic tool for self-improvement, connection to oneself and the world, and promoter of creativity. Created by women for women, Ganja Goddess Getaway goes to show how avidly this community has taken to cannabis.

I D E N T I T Y T H E R A P Y

W E E D C A M P

L I F E S T Y L E

NOW TRENDING

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In a world where people are marrying less, having fewer children, and living a more isolated, nomadic lifestyle, the rise of inanimate pets are a testament to people’s innate need for companionship. Fravel is the self-proclaimed “world’s cutest suitcase” taking the internet by storm. Funded by Kickstarter, the animatronic suitcase has ears that move when users pet the suitcase’s “head” (top) or walk with it and its wheels are even outfitted with little paws. In the same vein, Qoobo is a pet-inspired pillow outfitted with a wagging tail. Created by Yukai Engineering, which also brought the world products like the Necomimi Brainwave Cat Ears and the BOCCO family robot, Qoobo reacts to its owners’ petting, stroking, and patting and wags its tail when it has been left alone for too long. These “pets” offer some of the same sense of comfort without the commitment of a real animal while also serving a functional purpose.

I N A N I M AT E P E T S

We’ve seen U.S. marriage rates steadily decline among Millennials, yet there are myriad reasons as to why people aren’t tying the knot as frequently as they used to. There are the obvious factors, such as fewer stigmas surrounding cohabitation and having children before marriage, as well as increased financial independence among women who no longer need a husband to take care of them and simply saving up to afford the sort of lavish wedding that has become the new Instagram standard. However, we’ve noticed an uptick among people saying that the primary factor in delaying “I Do” is not their progressive politics or fairytale dreams, but their financial instability. With many in the Millennial generation starting their careers in the Great Recession, they are still recovering from years of being unemployed or underemployed, living paycheck to paycheck and still struggling to get their careers off the ground. With many in the Millennial generation starting their careers in the Great Recession, they are still recovering from years of being unemployed or underemployed, living paycheck to paycheck and still struggling to get their careers of the ground. As a result, we aren’t surprised to hear that many couples, long-term cohabitating ones included, are waiting to walk down the aisle until they have their finances figured out, creating an environment in which marriage is only accessible to their educated, high income counterparts. The irony of it all is that this privileged group is set to benefit further from marriage, with studies showing married people have more career success and the benefits of living in a two-income household. The result is that marriage is slowly but surely becoming a privilege reserved for those with a college education who are financially secure, while less educated or lower income individuals do not consider themselves in a position to wed.

M A R R I A G E A S A P R I V I L E G E

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Welcome back to geology class! Recently, we have become fascinated by the Anthropocene, a new epoch proposed by a group of geologists, chemists, environmentalists, philosophers, historians, and journalists that means the “Age of Man.” Coined by atmospheric scientist Paul Crutzen in 2000, the concept has been picking up steam, suggesting that the human species is now responsible for the planet’s rapid transformations and that we are living in an entirely man-made world. Proponents believe that these changes—spurred by activities such as nuclear bomb testing, carbon dioxide emissions, fertilization, burning fossil fuels, and plastic pollution—have been so great that humans have pushed the planet into an entirely new phase. The Anthropocene thus marks an unpredictable period marked by climate change, declining animal species, and nuclear fallout, a clear departure from the current Holocene epoch, which has been marked by stable, temperate climates. Though it has strong apocalyptic undertones, this change of thought is also spurring positive movements, such as a focus on how humans have encouraged the success of many species (such as crows, squirrels, rats, deer, and cephalopods), as well as a belief that the Anthropocene may also mark a new era of innovation in which we create technology that transcends human limitations in time and space. The interest in the idea is itself a political statement and signals our growing self-awareness of the effects of our everyday actions. We wouldn’t be surprised if the Anthropocene started influencing pop culture and entertainment as it takes hold of the public imagination.

The Feeld app isn’t the only place in NYC to have a threesome. Brooklynites looking for a different kind of ménage à trois need look no further than the Threesome Tollbooth, an itsy-bitsy bar located within a restaurant. Offering an intimate experience like no other, Threesome Tollbooth has just enough space for two patrons and the bartender. Costing upwards of $100 per person per hour, the experience isn’t cheap, but that’s because it’s more of an experiential art installation than a bar. Created by artist N.D. Austin, who customers must email to make a reservation, the space is not quite a speakeasy, but does conjure up a similar vibe. Visitors meet Austin or one of his associates outside of the restaurant and are then escorted down an alley to the tiny space. Austin says that responses and experiences have run the gambit, from people barely speaking to revealing a bit too much about their sexual history to pure amusement at the one-of-a-kind concept.

T H E A N T H R O P O C E N E

T H R E E S O M E

NOW TRENDING

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The growing consumer trend of genetic testing is encouraging people to ask themselves new kinds of questions: Where do I come from? What information is in my genes? And what should I do with this information moving forward? Companies such as 23andMe, Ancestry, and National Geographic are offering direct-to-consumer tests that allow users to understand their genetic roots and ancestry, as well as their risks for different genetic disorders. This latter phenomenon gained traction this year when Angelina Jolie wrote a New York Times op-ed about discovering her “faulty” BRCA1 gene and subsequent decision to have a double mastectomy. According to a 2014 study in medical journal Breast Cancer Research, Jolie’s announcement set off an exponential interest in genetic testing, thereby also creating a demand for genetic counselors, who advise people on this kind of testing and help them read their information. Genetic tests are also allowing couples to pre-plan and test themselves for diseases like cystic fibrosis, which is inherited by children only if both parents carry the gene. Genetic tests have also made headlines recently due to a more sinister trend of white nationalists using them to prove their “pure” racial ancestry. The influx of genetic data these companies have collected are allowing them to become researchers in their own right: 23andMe recently announced that it is studying the genetics associated with bipolar and depressive disorders, findings that may influence how these conditions are treated in the future. We expect that the growing popularity of genetic tests may spur a growing interest in what goes into them and education around how cautious to be of the information they may contain.

G E N E T I C T E S T I N G

Vacation and travel rental platforms seem to have replaced dating apps as the trendy type of startup, with newer and more niche options popping up all the time. Attributed to the rise of Airbnb and the subsequent departure from the traditional travel booking experience, travelers want increasingly specific options based on their interests and priorities. For example, PlansMatter recently debuted as a booking platform specifically for architecture enthusiasts. Started, of course, by two architects, PlansMatter specializes in listings of modern homes built by notable architects. In addition to the usual information about pricing and amenities, PlansMatter also lists nearby things to do, exceptionally beautiful shots of the properties that show off the design, and, when available, a floor plan. Gone are the days when the cheapest hotel was enough as travelers begin to expect more and more from their lodging.

A R C H I T E C T U R E E N T H U S I A S T S

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Buying furniture for pets has long been a thing for the rich and famous (we assume), but thanks to everybody’s favorite furniture purveyor, IKEA, pet owners from all walks of life can now also indulge. The new “Lurvig” collection is a line of beds and accessories (bowls, toys, dispensers, brushes) made just for cats and dogs, allowing pet owners to pamper their furry loved ones while keeping their homes aesthetically pleasing. Designed with both pet and pet owner in mind, many of the pieces can be collapsed and put away when not in use. The IKEA design team even worked with veterinarians to cater to the different needs and personalities of both cats and dogs, creating small, warm places for cats to curl up in, and beds and toys suited for dogs of all sizes. Most interesting, though, is that many items transform existing IKEA products into pet-friendly pieces, like a cat scratch mat that can be strapped onto any ordinary table leg, as well as an insert into the company’s “Kallax” storage system that turns an ordinary cubby into a comfy cat sleeping area. Innovative IKEA design aside, design for pets has also turned into a form of entertainment and marketing. In an effort to revamp the area’s once-prosperous furniture manufacturing industry, the city of Okawa recently created a “Craftsman MADE” campaign. The accompanying video, featuring cats on scaled down versions of real furniture designs, recently went viral and has succeeded in drawing renewed attention to the local traditional craftsmanship.

D E S I G N F O R P E T S

NOW TRENDING

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If eSports stars are the new jocks, indie gamers are the new alternative cool kids. Shying away from the popular fast-paced strategy and first-person shooter games that eSports athletes play, the indie game scene is more about exploring narratives and world building—and because many of the titles are not created for commercial gain, creators are allowed to push the boundaries of traditional gaming and fully embrace their creativity. These indie games range from realistic experiences, such as tragedy Fragments of Him, where players navigate through life after a friend’s fatal car crash, to surreal, like No Man’s Sky, where players must try to survive as they travel through space from planet to planet looking for the center of the universe. With affordable and easy-to download development tools, it’s easier than ever for someone to create their own video game and contribute to the thriving indie gaming scene.

Savvy about algorithms and fully aware of the influence they yield as a group, music fans have begun making concerted attempts to manipulate the charts in support of their favorite artists. Unsurprisingly, pop superstar Taylor Swift is at the center of the action. When Luis Fonsi’s summer hit featuring Justin Bieber “Despacito” threatened to dethrone Mariah Carey’s Billboard Hot 100 title for longest running single at #1 set by “One Fine Day,” Carey’s fans took to the Internet to throw their support behind Taylor Swift’s then unreleased single “Look What You Made Me Do” in the hopes it would beat the Luis Fonsi jam. As it turned out, Swift’s new single did end up debuting at number one, only to have a similar campaign launched against it as well. When Swift announced the release date for her newest album, Reputation, Kanye West fans were quick to notice that its November 10th release coincided with the anniversary of West’s mother’s death and were just as quick to label this move a calculated attempt to get back at him and his wife, Kim Kardashian West, for the infamous Snapchat incident of 2016. In retaliation, they organized an attempt to make “Hey Mama” the most streamed song on November 10th, creating a 24-hour playlist solely featuring the track and even creating a Facebook Event to which more than 3,200 people RSVP’d.

T H E N E W G A M E R S

AT TA C K O F T H E FA N S


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Using mobile phones at concerts has been a hot-button issue for a while now, with some saying it detracts from the experience and others designing shows with mobile device integration. In a big win for the pro-mobile camp, a new creation by artist Cody Brookshire called Honeycomb allows the audience and their mobile phones to become an integral part of the performance. Honeycomb was designed specifically for classical music, whose attendees have been known to be among those most staunchly opposed to blending technology with the arts. Using SynkroTaktany technology that tracks any web capable device, Honeycomb syncs devices and plays them at a key moment in the performance for a one-of-a-kind audial experience incorporating hundreds of devices. The Yale concert band made waves last year when they opened their 2017 season playing Brookshire’s Honeycomb and we expect to see the technology continue to be used beyond the classical music scene as a compelling way to engage the audience.

Perhaps realizing that no amount of Scandinavian design or lifestyle inspo is going to be enough to get through these trying times, people are turning to a more metropolitan culture for their inspiration. From 6-year-old style star Coco who boasts over 200k followers on Instagram to the Genderless Kei leading the way in gender-neutral fashion, Japan is having its moment as a global hub of cultural influence. In TV, there’s Netflix’s Terrace House, which follows the trials and tribulations of a house full of twenty-somethings living under the same roof. Unlike similar American TV shows, the drama in Terrace House is more contained but addresses similar issues as any Americans of the same age face: relationships, school stress, and figuring out what they want to do as a career. Meanwhile, marketers have taken notice as well, with the Los Angeles Metro releasing off-beat Japanese-inspired commercial PSAs. The spots are designed to encourage better behavior on public transit and feature super hero “Super Kind” fighting “Rude Dude” who commits transgressions such as seat hogging, aisle blocking, eating, and more. Each adorable ad is complete with colorful graphics and a catchy song modeled after Japanese pop music. As people move away from minimalism in favor of maximalism, Japan’s over-the-top aesthetic sensibility will continue to be a source of inspiration.

H O N E YC O M B

J A PA N E S E I N F LU E N C E


NOW TRENDING

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Everyone knows that print magazines are on the decline, but when even culturally relevant publications like Teen Vogue are going purely digital (a smart move, may we say), many are wondering, “what’s next?” Recording artist and professional It-girl FKA Twigs offered up a possible answer with the debut of AVANTgarden, an Instagram-only magazine. As a public figure that has struggled with social media in terms of both discomfort with over sharing her personal life and dealing with being harassed, Twigs wanted to find a way to be creative with the platform without feeling like it was intruding into personal territory. She came up with AVANTgarden as a way to be creative and use her platform to tackle issues of identity. Twigs also pointed out that social media is becoming people’s source for breaking news, even news that is also in print: a celebrity may post that they are going to be on the cover of a magazine before fans see it in the store and it’s not uncommon for people to hear about current events on Twitter. Consumers of all ages are becoming digital first, thus content creators must leverage these platforms to pioneer new content mediums.

I N S TA M A G S

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Over the past few years, there’s been much debate about driverless cars, whether they’re a good idea, safe, and whether the pros outweigh the cons. A recent proposal from venture capitalist firm Madrona Venture Group is giving new life to the discussion. Their buzzed-about idea is to convert the I-5 freeway between Seattle and Vancouver into an “autonomous vehicle corridor” by 2040—in simple words, an entirely driverless highway. Madrona’s pitch includes gradually phasing in this reality by first creating a driverless carpool lane on the I-5, allowing autonomous vehicles to safely drive together without human interference. Though the jury’s still out on whether we will have a driverless future, nuanced ideas like this one help us envision what a driverless society could look like and help get the public interested in making that future happen.

D R I V E R L E S S H I G H WAY S

D I G I T A L / T E C H

NOW TRENDING

Insomniacs rejoice! There’s a new genre of podcasts successfully helping listeners hack their sleep. While most podcasts seek to entertain their audiences by creating content too interesting to ignore, popular podcast “Sleep With Me,” which has over 2.3 million monthly downloads, offers “lulling, droning, boring bedtime [stories] to distract [users’] racing [minds].” One of their segments, “Game of Drones,” purposefully and long-windedly recaps the hit HBO show in the most mundane way possible. The stories meant to relax baggy-eyed users are wandering, meandering, and, frankly, boring. Additionally, Calm is a website that provides fictional sleep stories, meditation techniques, and even sells a calming sleep mist made from lavender, chamomile, clary sage, and frankincense. Proof that digital natives are turning to technology to cure their ailments, these powerful hacks have created a dedicated fan base of well-rested devotees across the country.

H A C K I N G S L E E P

As Americans continue to increase their daily media consumption, they are also increasing the number of hours they remain stationary. One company, Multisensory Fitness Inc., is looking to challenge people to find entertainment in ways that get them on their feet. The first system of its kind, Multisensory Fitness combines both mental and physical fitness to make exercise enjoyable and stimulating. Their product, SMARTfit, is composed of gaming walls and training pods that can be implemented at

M U LT I S E N S O R Y F I T N E S S

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Notoriously blamed for email’s demise and widely being used at tech startups to make communication seamless and convenient, Slack is expanding into extra-curricular services. While the app’s dating channel has been popular for a while, new travel advice and booking service chats are popping up faster than a plane taking off. One of these channels is #nomads, an invite-only 3000-member group for business travelers to chat about life, work, and travel. Meanwhile, Travel Noire, an online community of black travel enthusiasts, has 300 members who pay $9 per month to access the subscription-based group. Lastly, startup Roomino is the first Slack team group that operates as a travel booking service. Roomino handles hotels, Ubers, flights, Airbnbs, and buses. With no need to secretively close tabs for fear of being discovered booking a vacation while at the office, these amazing travel integrations are changing the way young professionals plan travel.

S L A C K T R AV E L

Amazon has almost perfected speedy delivery and is now setting its sights on safety. Alongside the growth in online shopping “porch pirates” (those who steal packages from doorsteps) are becoming an increasingly regular occurrence inconveniencing consumers and creating a costly issue for Amazon. To combat this problem, Amazon is developing a series of innovative solutions. First, Amazon Key, a smart doorbell that authorizes drivers to safely deliver packages inside consumers’ homes by unlocking their doors for deliveries is now available for select qualifying Prime customers. Furthermore, there are rumors about Amazon partnering with Phrame, a smart license plate manufacturer that creates secure boxes that fit around a cars’ license plate and store a key. Phrame’s delivery drivers can unlock the box and use the key to leave packages in a customer’s trunk. As consumers make more and more of their purchases online, Amazon’s determination to solve problems and willingness to adapt will raise the bar for other online retailers to follow suit.

parks and rec centers, local fitness clubs, and YMCAs around the nation. With an updating scoreboard on the electronic gaming wall, players young and old can challenge themselves by throwing balls at electric targets that simultaneously play a happy tune. SMARTfit improves physical, sensory, and cognitive performance all at once and provides an out-of-the-box solution to a growing issue.

A M A Z O N T R U N K D E L I V E R Y

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NOW TRENDING

This past October on West Hollywood hotspot Melrose Avenue, Nordstrom launched concept store, Nordstrom Local. A conscious move away from the traditional inventory-driven shopping experience, the store itself has no actual clothing in stock, but rather offers consumers free consultations with personal stylists from Nordstrom’s Trunk Club service. With a glass of wine or an espresso in hand, consumers chat with their dedicated stylist, creating a streamlined process that Nordstrom believes reflects the way many people want to shop. The store also provides perks such as curbside pickup and manicures by appointment, which can be made online, over the phone, or in person. A drastic departure from sterile department stores and even more impersonal online shopping experiences, this central meeting space that asks consumers to trust an expert to select their items could save brick and mortar retail as we know it.

Gone are the days of ruining an outfit with spilled coffee. Fashion house Olderbrothers’ latest collection utilizes natural coffee dyes to create warm mocha and espresso-hued clothing basics. Appealing to the growing number of consumers who try to live as naturally as possible, the caffeinated collection is toxin-free, made completely from organic materials, reusable, and can even be composted in a garden. Additionally, the process of staining the garment involves a specialized pour-over method that founder Bobby Bonaparte says is done “with the panache of a virtuoso barista.” Built around staple pieces such as button-down shirts, sports coats, t-shirts, and trousers, the line is as timeless as the tradition of a morning cup of joe.

Originally an abandoned gas station, Napa Valley Tank Garage is a tasting room that features funky décor and has been attracting Millennial winos in droves. Owner James Harder stumbled upon the 1930s-abandoned station filled with old boxes in 2012 and from there his garage winemaking began. Specializing in unique blends that the “garagistes” concoct, the industrially designed bohemian tasting room is a small operation that sells mostly one-off blends in store and sometimes online. With over 400 wineries to choose from in Napa Valley, competition is steep, but this one of a kind experience has artisanal-obsessed Millennials dying to try a blend.

N O R D S T R O M L O C A L

C O F F E E C O U T U R E

G A S S TAT I O N W I N E

R E T A I L / F A S H I O N

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Recognizing the importance of innovation, Vans created an efficient and fast manufacturing process that enables consumers to customize their shoes with any pattern, photo, or design in just 15 minutes. While many other shoe brands like Nike and adidas are offering customization, Vans aims to beat them when it comes to both choices and speed. No stranger to listening and being receptive to implementing consumer ideas, Vans first began customization in 1966 when a consumer walked into the Anaheim, California location asking for a different fabric. Since then, the brand has worked closely with parent company VF Corporations Global Innovation Center to make sure their manufacturing is utilizing the latest technology available. A step forward for creativity and expression, fast customization is only beginning and will continue to pervade fashion and retail.

VA N S FA S T C U S T O M I Z AT I O N

Chances are you’ve noticed an inspirational lifestyle beauty blogger living their best (and highly Instagrammable) life in Salt Lake City, Utah. Maybe you’ve even seen more than one. It isn’t a coincidence that Mormon women have taken to blogging and Instagramming with such fervor, but a fortunate intersection of religious and cultural values. Women in Mormon culture are encouraged to journal and scrapbook as they grow up and their parents place huge emphasis on maintaining a wellness and beauty regimen. Additionally, Mormon parents also tend to place emphasis on gender normative activities and hobbies such as fashion and crafting for girls. The result is a group of women who have an arsenal of knowledge on makeup, hair, fashion, and fitness tips making them perfect aspirational social media personalities. With 1.3 million Instagram followers, Amber Fillerup Clark perfectly embodies this phenomenon. She is white, under 30, married, has children, and works from home. While her faith is never foreground, her enviable and aspirational lifestyle inherently normalizes Mormonism. Then there’s blogger slash professional dancer Whitney Carson, who has gained notoriety for appearing on ABC’s Dancing with the Stars, as well as Rachel Parcel of Pink Peonies, who has parlayed her online following into a clothing line. With the ability to market just about everything from shampoo to shoes on social media, the Mormon Beauty Blogger community is certainly worth watching as a new hub of influence.

M O R M O N B E AU T Y B L O G G E R S

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NOW TRENDING

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S T A N D O U Tm a r k e t i n g

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STANDOUT MARKETING

WHAT IT WAS: It may be 2018, but the 80’s are everywhere, from fashion to entertainment (hello 80’s glam and Stranger Things). On top of the trend, Spotify released their “Time Capsule” playlist feature, which feeds users with relevant and completely custom tunes from their teen years for the ultimate dose of nostalgia. Using birthday data given by users when creating their accounts, Spotify curates the playlist’s content based on age range as well as their listening habits. For example, a 29-year-old Millennial could receive songs from artists such as Usher and blink-182, while a college-aged Gen Z might be given a curated playlist with artists like Alina Baraz and G-Eazy.

WHAT IT WAS: Seven years after their last LP, the band Gorillaz released Humanz, an app that blends real world, augmented reality, virtual reality, and 360-degree environments. The app grants users access to explore their Gorillaz virtual “home,” and click on three-dimensional virtual objects that relate to song lyrics and Gorillaz mythology that transport them into different rooms within the house. Designed for long-term use, the app also allows users to interact with members of the virtual band 2D, Murdoc, Noodle, and Russel, thus strengthening their relationship with fans. Utilizing the app as a larger promotional strategy, the Gorillaz also held an augmented reality event called the “Humanz House Party” that was available in 500 locations worldwide, where fans were instructed to head to secret geolocated spots in their city for a AR album listening experience.

S P O T I F Y T I M E C A P S U L E

G O R I L L A Z A R H U M A N Z H O U S E

WHY WE LIKE IT: These fun and timely playlists showcase Spotify’s continued commitment to serving their users highly curated content that keeps digitally-obsessed Millennials and native Z’s hooked.

WHY WE LIKE IT: Not only did the app bring the Gorillaz closer to their fans, it also leveraged advancements in mobile technology proving that while they were out of the spotlight for a time, they are still very much in touch with their fan base.

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WHAT IT WAS: Available for free on iOS, Android, Gear VR, and Google Daydream, AMC launched a VR app that serves as a hub for immersive videos and extended bonus scenes. The app was initially released after the 100th episode of The Walking Dead and allowed fans the opportunity to immerse themselves in an all-encompassing VR experience where they could join the zombie herd and feast in the carnage. Additionally, AMC packed the app with fun extras, such as a four-part series of The Walking Dead experience called Attacked, a virtual reality “fight camp” featuring the stars of Into the Badlands as well as a project tied to a new AMC original series, The Terror.

WHAT IT WAS: For the 2017 holiday season, Virgin Atlantic launched the “Where I Want for Christmas” campaign. The marketing initiative encouraged people to ask friends and family to crowdfund their holiday travel in place of giving them gifts. Consumers were prompted to sign up on the campaign website, select their desired destination and budget, and send a donation link to family and friends. Virgin also partnered with Liberty London to create “Where I Want for Christmas” gift cards so that people shopping in brick and mortar stores could opt for a physical gift when giving their loved ones their ultimate dream vacation.

A M C V R

V I R G I N W H E R E I WA N T

WHY WE LIKE IT: AMC’s effort to meet fans on mobile and provide them with a truly delectable immersive experience is enough to keep its audience excited for the next season of The Walking Dead.

WHY WE LIKE IT: Not only did this campaign hit the sweet spot for travel and crowdfunding obsessed Millennial consumers, but it also provided Virgin with some free word-of-mouth marketing thanks to the buzz-worthy initiative.

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WHAT IT WAS: Netflix has taken the term “Netflix and Chill” to another level with the launch of a promotional collection of Cannabis with ten unique strains each designed to complement a Netflix original title based on its vibe. For example, if viewers wanted a laugh while watching Grace and Frankie, they could try out Peyotea 73, an uplifting sativa strain. Meanwhile, the strains intended for Bojack Horseman and Santa Clarita Diet fittingly increase viewer’s appetites. Other titles that received cannabis pairings include Arrested Development, Wet Hot American Summer: Ten Years Later, Orange is the New Black, Chelsea, Lady Dynamite, and Mystery Science Theater 3000.

N E T F L I X C A N N A B I S C O L L E C T I O N

WHY WE LIKE IT: Sold at a pop up event in West Hollywood to legal medical marijuana card-holders, the Cannabis Collection did not lead to any profits for Netflix, but rather created lots of press and is a daring move into mood based marketing that will only heighten and intensify consumers’ Netflix experience.

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T H E H O T L I S T S

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T H E H O T L I S T S

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W H A T ’ S H O T g e n z 8 - 1 2

1. My Golden Ticket Book 2. Embroidered sneakers 3. Pikmi Pops 4. Star Wars: The Last Jedi 5. Merge Cube 6. Crazy Aaron’s Thinking Putty 7. Uno Emoji Card Game 8. American Girl’s Luciana Astronaut Doll 9. L.O.L. Surprise

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8 .

3 .

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W H A T ’ S H O T g e n z 8 - 1 2

10. True and the Rainbow Kingdom 11. Smallbirds by Allbirds 12. Mouseketeers 13. Parker Augmented Reality Bear14. WowWee Fingerlings 15. Tyler the Tiger

THE HOT LISTS

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W H A T ’ S H O T g e n z 1 3 +

1. Collage art 2. Clout glasses 3. Venus ET Fleur 4. Netflix’s The End of the F*cking World 5. Stick and poke tattoos6. Fanny packs 7. Lil Pump

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2 . 3 .

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7 .

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W H A T ’ S H O T g e n z 1 3 +

8. kirakira+ (sparkle filter) 9. KKW Ultra Light Beams 10. the sun and her flowers by Rupi Kaur 11. Utilitarian boots 12. Chinatown Market 13. Brat’s “Chicken Girls” 14. RipNDip 15. Windbreakers

8 . 9 .

1 0 .

1 1 . 1 2 .

1 3 .

1 4 . 1 5 .

THE HOT LISTS

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W H A T ’ S H O T m i l l e n n i a l s

1. 80’s hair 2. KITH 3. Newsboy caps 4. Shadow Hill 5. Soul Annex 6. Power statement rings 7. Super lattes

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W H A T ’ S H O T m i l l e n n i a l s

8. Da Vinci Mona Lisa bag 9. Gender neutral perfume 10. #TimesUp movement 11. Virgil Abloh 12. Pearl accents13. Netflix’s Mindhunter 14. Cryptocurrencies 15. Ugly sneakers

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1 1 . 1 2 .

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1 4 .

THE HOT LISTS

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T R E N D E R A c l a s s o f 2 0 1 8

—

I N C O M I N G C L A S S

L I Z A S O B E R A N O

K E I T H P O W E R S

Liza Soberano is a Filipino-American actress and model who landed her breakthrough role in the Philippine’s hit TV series Forevermore. She has since landed roles in numerous films and TV shows like Dolce Amore and My Ex and Whys (2017), while also becoming the new face of Maybelline in 2016. Her high-profile relationship with actor and dancer Enrique Gil has only gained her more fame as the couple acts opposite each other often in shows such as Everyday I Love You.

Keith Powers’ career took off when he landed the role of Tyree in 2015’s Straight Outta Compton. This year, he has continued to stay in the spotlight starring in BET’s first scripted miniseries, The New Edition Story, as Ronnie DeVoe.

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T R E N D E R A c l a s s o f 2 0 1 8

—

I N C O M I N G C L A S S

J U LI A G O LDA NI TE LLE S

G AY L E R A N K I N

LE N A WA ITHE

Julia Goldani Telles is a Brazilian and Mexican-American ballet dancer and actress known for her roles in Freeform’s Bunheads and Showtime’s The Affair. Look for her in two feature films, Slender Man and Most Likely to Murder, due out in 2018.

Gayle Rankin made a name for herself in 2017 with roles in Netflix’s GLOW and The Meyerowitz Stories. She also played Queen Victoria in 20th Century Fox’s film The Greatest Showman (2017) and has two feature films in the works for 2018, including Netflix film Irreplaceable You and In a Relationship.

Lena Waithe made history as the first black woman to win an Emmy for comedic writing this year for the beloved “Thanksgiving” episode of Netflix’s Master of None. In addition to playing the recurring character of Denise and writing for the series, Waithe has an autobiographical drama series debuting this year on Showtime called The Chi.

THE HOT LISTS

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B R I G E T TE LU NDY-PA INE

S A R U N A S J . J A C K S O N

BA R RY KEO G H A N

Brigette Lundy-Paine’s previous roles include Netflix’s breakout comedy Atypical and Paramount’s The Glass Castle (2017) starring Naomi Watts and Woody Harrelson. In 2018, you can catch her starring in Johnny Knoxville’s comedy Action Point.

Sarunas Jackson rose to fame for his role on the HBO series Insecure, playing Dro, a married man whose open relationship allows him the freedom to pursue other characters. Jackson is expected to reprise his role in Insecure’s third season and also has two short films, Eclipse and Five are Fallen, in the works.

Critics are calling Irish born actor Barry Keoghan the next Tom Hardy. Following his leading role in the 2017 box office smash hit, Dunkirk (2017), Keoghan has landed two more lead roles in films Black 47 and American Animals coming out this year.

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THE HOT LISTS

JACO B L ATIMO R E

S K Y L A R G A E R T N E R

S LOA NE S TE PHE N S

Jacob Latimore is an actor and rapper who has released numerous mixtapes, singles, and albums while also making his film and television debut in hits like Sleight (2016) and Detroit (2017). He is expected to continue his acting career in Lena Waithe’s much anticipated Showtime series The Chi.

The youngest star on Netflix’s new drama Ozark, 13-year-old Skylar Gaertner holds his own opposite established actors Jason Bateman and Laura Linney. Gaertner is expected to return for season two to reprise his role of Jonah.

Despite being ranked No. 957 in the world for women’s tennis, Sloane Stephens shocked and delighted crowds when she defeated Madison Keys to win the 2017 U.S. Open. At just 24 years old, Stephens is already being compared to legend Serena Williams.

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Q UAY DA S H

D U C K I E T H O T

TAY LO R H ATA L A

Transgender rapper Quay Dash hails from the Bronx and is bringing audiences music that is both unfettered and ferocious. On her five-track EP titled Transphobic, fans will hear celebratory rhymes about being a “queen” alongside harsh tales of reality, all with a hint of Dash’s Bronx accent.

Duckie Thot is an Australian-Sudanese model who got her start walking in the Yeezy SS17 runway show. While she continues to work with Kanye West, she has also landed a spot as one of Rihanna’s Fenty x Puma girls and hangs out with seemingly every notable celebrity in the industry. Thot is set to appear in the Pirelli 2018 calendar and we expect to see her face everywhere in 2018.

Taylor Hatala first gained recognition at the tender age of 11 when a 2014 video of her dancing to Nicki Minaj’s “Anaconda” went viral on YouTube. Now at 14, Taylor has over 700k followers on Instagram, is a dancer in Janet Jackson’s State of the World tour, and teaches classes in various cities in her free time. In short, Taylor is quickly taking the dance world by storm.

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A MINÉ

O R V I L L E P E C K

B LO O DY OS IR I S

Adam Aminé Daniel, popularly known by his stage name Aminé, started rapping long before his hit single “Caroline” debuted in 2016. Following the success of this track, which has over 180 million views on YouTube, he was chosen as one of the ten members of XXL magazine’s “2017 Freshman Class.” He released his debut studio album Good for You in July 2017. With an upcoming Coachella performance in April, Aminé continues to establish himself as a rising rap star.

Audiences love mystery and Orville Peck is the newest enigmatic artist to provide just that. Without showing his face or offering any personal information, he has released a handful of country-esque songs as well as an online series called Orville & Friends where he covers well-known tracks. While his followers may not know where he’s from or what he really looks like, they want to know, and that means his mysterious persona is already working.

Bloody Osiris is a New York-based fashion icon who established his brand of high fashion gorpcore streetwear on Instagram. Osiris made a name for himself when Kanye West featured the style star on his mood board and social media. Since then, he has walked in Yeezy shows and continues to influence high fashion trends.

THE HOT LISTS

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D E E S TROY IN G

E L I S E B Y O L S E N

Z ACK V ILLE R E

Donald De La Haye, also known by his YouTube channel name Deestroying, was a successful college football player who started his own YouTube channel about all things football. Despite losing his football scholarship due to the monetization of his videos, Donald has decided to look on the bright side and continues to motivate fellow athletes as well as his 300k+ subscribers.

Dubbed “The World’s Youngest Magazine Editor,” Norwegian teen Elise launched her own youth culture magazine Recens Paper at 13 years old. Now 17, Elise is ready to debut Wallet, her new fashion commentary publication. Olsen’s goal is to create a magazine with quality journalistic content that reports on the fashion industry. The tri-annual issues will cover one theme and be distributed in small magazine shops and concept stores.

Zack Villere started rapping in high school and has since released an EP under the name Froyo Ma, as well a studio album titled Little World. His first single from the album, “Cool,” was released in May 2017 and has garnered over half a million plays on Spotify as well as 1,000,000 views on YouTube.

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U P P E R - C L A S S / H E A V Y H I T T E R S

C A MIL A C A B E LLO

CO LE S PRO U S E

DY L A N O ’ B R IE N

CH A R LIE PU TH

S O PHIE T U R NE R

CHLO E X H A LLE

D OV E C A M E RO N

G A L G A D OT YA R A S H A HID I

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U P P E R - C L A S S / H E A V Y H I T T E R S

K A I A G E R B E R

K Y LIE J E NNE R

M ILLIE B O B BY B ROWN

KH A LID

LILY CO LLIN S

TOM H O L L A ND

LO G I C

S H AWN ME ND E S

THE HOT LISTS

T Y LE R , THE CR E ATO R

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D I G I T A L d o w n l o a d

N E T F L I X ’S FA S T

T H R I V E

Tired of getting blamed for slow loading times due to weak Wi-Fi, Netflix launched Fast.com, a quick and simple site that instantly measures users’ personal internet connection speed at any given time. The website has a very simple user-friendly interface and upon loading immediately provides users with their current download speed as well as the metric that determines video quality. A tool for customers to hold their internet service providers accountable, Netflix purposefully launched Fast.com to raise overall awareness of internet speed, improve the speed landscape, and ultimately pressure the Federal Communications Commission to act on implementing faster wireless connections.

Recognizing the direct correlation between stress and technology, Arianna Huffington’s company Thrive Global partnered with Samsung to create Thrive, an app to encourage users to unplug and recharge. The app does this by allowing users to put their phone on “Thrive Mode” which essentially mutes all calls, texts, and miscellaneous notifications except for people specified on a VIP list. The app also alerts the caller or texter that their friend or family member is in Thrive Mode, which not only serves as a humble brag for the user and their impressive self-control to disconnect, but also encourages the texter or caller to leave them alone for the moment and possibly even inspire them to step away from their own phones for a while.

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D I G I T A L d o w n l o a d

B U M B L E B I Z Z

H Q

A L L .A I

From dating app to best friend finder to Millennial LinkedIn, Bumble is becoming the must-have networking app thanks to new feature Bumble Bizz mode, which makes looking for jobs and career advice as simple as swiping. Built like its dating app counterpart, the interface allows users to swipe to find potential mentors or opportunities and requires women to make the first move. The app’s founder, Whitney Wolfe Herd, points out that unlike LinkedIn, the app is instantaneous with immediate responses, and can allow for two people to run and grab a coffee within the span of 20 minutes. With amazing women like Karlie Kloss and Priyanka Chopra already on the app, users everywhere are swiping their way to find their dream mentors.

Described as Who Wants to Be a Millionaire? meets Facebook Live, the new game show app HQ hosts a twice daily live trivia game show at 3 pm and 9 pm eastern time. With hundreds of thousands of users tuning in, the free-to-play trivia game lasts around 15 minutes and is hosted by Scott Rogowsky (formerly of The Onion News Network), who asks twelve multiple choice questions that players must answer within ten seconds. Those answering correctly move onto the next round, while those who did not can continue watching and commenting as the show proceeds. Ultimately the players who win split prize money that they can collect via PayPal. Developed by former Vine co-founder Rus Yusupov, the interactivity of the game, real-time nature of live programming, and overall great production has left users addicted and excited to tune in daily!

Available on both iOS and Android, AII.ai, was developed by a team from BBC’s 100 Women Challenge to help women speak up and remind others to listen. Pronounced like “ally,” the app is designed for women to use during meetings and reports when a user’s voice was heard and gives them feedback on their tone. Additionally, men can utilize the app as a tool to become better allies by monitoring if they are talking over women, supporting their ideas, or “manterrupting.” Intended to serve as an app version of the real-life technique women in the Obama White House utilized (repeating each other’s ideas until they were heard), All.ai is a powerful technical solution for a well-documented problem.

THE HOT LISTS

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K N O W T H Es l a n g

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K N O W T H Es l a n g

A W H O L E (adj.) - unit of measurement meaning a lot

B I G M O O D (adj.) - 1. relatable 2. the new “vibes”

B I N G E R A C E (v.) - racing with friends to see who can finish binge-watching the latest season of a new show

B O P (n.) - 1. a song you really get into 2. the new “jam”

C A R P I N’ A L L T H O S E D I E M S(phrase) - living life to the fullest

L A M P S H A D I N G (v.) - wearing an oversized sweater as a dress,

creating a look that resembles a lampshade

C A S K E T (n.) - the new “dead” or “done” also see “Morgued”

S T E P D A D B O D (n.) (origin: Dad Bod) - muscular with a little extra weight

L I V I N G YO U R T R U T H (v.) - being honest about who you are even if it’s against popular opinion

G R O U T F I T (n.) - all grey outfit

K R O G E R(n.) - a knock-off or “janky” version of something

S Q UA (n.) - the new “squad”

S U B M A R I N I N G (v.) - a romantic prospect vanishes, suddenly

reappears, and acts as though he/she never

disappeared at all

T I N D S TA G R A M M I N G (v.) - reaching out to someone on Instagram after they reject you on Tinder

U N C O M F Y (adj.) - short for uncomfortable

P U R E (adj.) - wholesome, sweet, or endearing

E S K E T I T (phrase.) - “let’s do it” or “let’s get it”

A S F (adv.) (origin: AF) - as f*ck

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Q U A R T E R L Yn a t i o n a l s t a t i s t i c s

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S TAT C O N T E N T S

13-50 YEAR OLD STATS: 156How They Describe Themselves

What They’re Working On

What They Consider Acceptable

What They Consider Unacceptable

Issues They Care About

Statements On Life

Statements On Politics

Who Should Run The Country

Things They Worry About

What They Have Faith In

What They Consider Success

What’s Most Important To Them

Best Ways To Meet Someone

Statements On Relationships

What They Consider Bad

Favorite Places To Shop

Favorite Apparel / Accessory Brands

Favorite Food / Beverage Brands

Favorite Cosmetic / Toiletry Brands

What Influences Them To Buy

What Makes Them Loyal To A Brand

Feelings On Personalized Marketing

Info They Would Share For Discounts

Ownership vs. Access

How Much They Have In Savings

Favorite Actors

Favorite Actresses

Favorite Influencers

Statements On Entertainment

How Often They Go To The Movies

Why They Don’t Go To The Movies More Often

What Would Make Then Go To The Movies

Favorite Reality TV Shows

Favorite Scripted TV Shows

How They Feel About The News

Where They Get Their Information

Statments on Cable / Satellite TV

Devices They Own

Statements On Technology & Social Media

Digital Detox

Emerging Technology

Social Media Accounts

Statements On Snapchat

Statements On Instagram

Statements On YouTube

Statements On Facebook

Statements On Twitter

What They Think Is Popular

Getting Better In The Future

Getting Worse In The Future

Staying The Same In The Future

When They Think The World Will End

Would You Rather

160

162

164

168

172

176

178

180

182

186

188

192

194

196

202

204

206

208

210

212

214

216

218

220

224

226

228

230

232

234

236

238

240

242

244

246

250

252

254

256

258

260

262

264

266

268

270

272

274

276

278

280

282

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8-12 YEAR OLD STATS: 292

STATISTICS

How They Describe Themselves

What They’re Working On

What They Consider Acceptable

What They Consider Unacceptable

Statements On Life

Statements On Politics

Who Should Run The Country

Things They Worry About

What They Have Faith In

What They Consider Success

What’s Most Important To Them

Favorite Places To Shop

Favorite Apparel / Accessory Brands

Favorite Food / Beverage Brands

Favorite Cosmetic / Toiletry Brands

What Influences Them To Buy

What Makes Them Loyal To A Brand

Feelings On Personalized Marketing

Info They Would Share For Discounts

Ownership vs. Access

How Much They Have In Savings

Favorite Actors

Favorite Actresses

Favorite Influencers

Statements On Entertainment

How Often They Go To The Movies

Why They Don’t Go To The Movies More Often

What Would Make Then Go To The Movies

Favorite Reality TV Shows

Favorite Scripted TV Shows

How They Feel About The News

Where They Get Their Info

Statements on Cable / Satellite TV

Devices They Own

Statements On Technology & Social Media

Digital Detox

Emerging Technology

Social Media Accounts

Statements On Snapchat

Statements On Instagram

Statements On YouTube

Statements On Facebook

Statements On Twitter

What They Think Is Popular

Getting Better In The Future

Getting Worse In The Future

Staying The Same In The Future

When They Think The World Will End

Would You Rather

294

295

296

297

298

299

300

301

303

304

306

307

308

309

310

311

312

313

314

315

317

318

319

320

321

322

323

324

325

326

327

328

330

331

332

333

334

335

336

337

338

339

340

341

342

343

344

345

346

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158

1 3 - 5 0 Y E A R O L Ds t a t s

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Unless specified otherwise, statistics refer to national respondents 8-50.

M E T H O D O L O G Y

N ATIO N A L S A MPLE:





restrictions)


COA S TA L S A MPLE:





restrictions)


CITIES SURVEYED: Boston, Charleston, Houston, Jacksonville, Los Angeles, Miami, New Orleans, New York, Philadelphia, San Diego, San Francisco, Seattle, Tampa/St. Petersburg, Virginia Beach, Washington D.C.

ETHNICITY, INCOME, AND LOCATION DISTRIBUTION BASED ON U.S. CENSUS.

T R E N D E R A S U R V E Y E D 1633 C O N S U M E R S I N D E C E M B E R 2017.The survey was distributed online and via mobile phone.

The respondent breakdown is as follows:

V S

159

1 3 - 5 0 Y E A R O L Ds t a t s

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160

Which of the following do you feel best describes your general outlook these days?

(Select all that apply)

Total Males Females Gen Z13-21

Gen Y22-37

Gen X38-50

Happy Smart Happy Happy Happy Happy

Open-minded Happy Stressed Stressed Open-minded Open-minded

Smart Open-minded Open-minded Smart Smart Relaxed

Stressed Relaxed Smart Open-minded Healthy Active

Independent Funny Anxious Mature Creative Independent

H O W T H E Y D E S C R I B E T H E M S E LV E S

N A T I O N A L

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STATISTICS: 13-50

161





Gen Y22-37

Gen X38-50

Open-minded Open-minded Stressed Open-minded Happy Open-minded

Happy Happy Open-minded Smart Creative Happy

Smart Smart Happy Nice Open-minded Smart

Stressed Creative Smart Happy Active Stressed

Creative Active Independent Stressed Smart Independent

C O A S T A L

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162

W H A T T H E Y ’ R E W O R K I N G O NWhich, if any, of the following are you working on in your life right now?



Gen Y22-37

Gen X38-50

My physical health Having fun My physical health Having fun Having fun My physical health

Having fun My physical health Having financial security

Living life to the fullest My physical health Having financial

security

Having financial security

Continuous learning Having fun Finding myself Having financial

security Raising a family

Living life to the fullest


Living life to the fullest My physical health Living life to the

fullest Having fun

Continuous learning

Having financial security Raising a family Finding my

purposeFinding my

purposeLiving life to the

fullest

N A T I O N A L

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STATISTICS: 13-50

163




Gen Y22-37

Gen X38-50

My physical health Having fun Living life to the fullest Having fun Having financial

securityHaving financial

security

Having fun My physical health My physical health Finding myself My physical health My physical health








Finding my purpose Having fun Finding my

purpose Having fun Making a comfortable salary

Finding my purpose


Finding my purpose My physical health Finding my

purposeFinding my

purpose

C O A S T A L

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164

For each of the following, check whether you think it should be considered acceptable or unacceptable in society today: Summary - Acceptable

(Select one for each)

W H A T T H E Y C O N S I D E R A C C E P T A B L E


Gen Y22-37

Gen X38-50

Eating meat 95% 95% 95% 96% 93% 97%

Eating fast food 91% 90% 92% 89% 91% 93%

Drinking soda 91% 90% 92% 90% 88% 94%

Not having children 85% 79% 90% 83% 82% 89%

Taking out loans for school 83% 78% 88% 81% 81% 86%

Tattoos / piercings 83% 77% 88% 82% 82% 84%People living together without being married 82% 81% 82% 84% 80% 80%

People having a baby without being married 73% 70% 76% 68% 78% 74%

Not going to college 72% 68% 76% 69% 70% 76%

Owning guns 70% 70% 70% 65% 70% 76%

Same-sex marriage 69% 66% 71% 69% 70% 67%

Transgender rights 69% 66% 72% 69% 72% 65%

N A T I O N A L

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STATISTICS: 13-50

165





Gen Y22-37

Gen X38-50

Eating meat 93% 93% 93% 93% 91% 95%

Eating fast food 89% 88% 90% 90% 87% 91%

Drinking soda 87% 85% 90% 86% 88% 88%




People having a baby without being married 76% 72% 80% 74% 77% 77%


Owning guns 55% 63% 47% 51% 56% 56%



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166


Gen Y22-37

Gen X38-50

Cursing / swearing 63% 60% 65% 70% 61% 57%

Vaping e-cigarettes 55% 58% 52% 53% 55% 57%

Using marijuana 55% 56% 54% 56% 58% 51%

Porn 54% 62% 48% 61% 56% 48%

Sexting 52% 54% 51% 58% 56% 44%

Smoking cigarettes 39% 41% 38% 30% 43% 45%

Drinking alcohol under age 21 33% 35% 31% 37% 35% 27%

Sharing homework / test answers 30% 35% 25% 39% 32% 19%

Unregulated immigration 24% 26% 22% 33% 23% 16%Taking prescription drugs recreationally 15% 19% 11% 16% 20% 9%

Online bullying 7% 10% 4% 4% 10% 7%




N A T I O N A L

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STATISTICS: 13-50

167


Gen Y22-37

Gen X38-50



Using marijuana 53% 49% 56% 50% 52% 56%

Porn 58% 64% 52% 57% 57% 60%

Sexting 56% 58% 54% 59% 60% 49%




Unregulated immigration 28% 28% 28% 41% 25% 17%Taking prescription drugs recreationally 21% 22% 20% 21% 23% 18%


For each of the following, check whether you think it should be considered acceptable or unacceptable in society today.



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168

For each of the following, check whether you think it should be considered acceptable or unacceptable in society today: Summary - Unacceptable


W H A T T H E Y C O N S I D E R U N A C C E P T A B L E


Gen Y22-37

Gen X38-50

Online bullying 93% 90% 96% 96% 90% 93%Taking prescription drugs recreationally 85% 81% 89% 84% 80% 91%

Unregulated immigration 76% 74% 78% 67% 77% 84%




Sexting 48% 46% 49% 42% 44% 56%

Porn 46% 38% 52% 39% 44% 52%

Using marijuana 45% 44% 46% 44% 42% 49%




N A T I O N A L

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STATISTICS: 13-50

169





Gen Y22-37

Gen X38-50

Online bullying 93% 90% 95% 94% 90% 94%Taking prescription drugs recreationally 79% 78% 80% 79% 77% 82%





Sexting 44% 42% 46% 41% 40% 51%

Porn 42% 36% 48% 43% 43% 40%

Using marijuana 47% 51% 44% 50% 48% 44%




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170


Gen Y22-37

Gen X38-50


Owning guns 30% 30% 30% 35% 30% 24%

Not going to college 28% 32% 24% 31% 30% 24%People having a baby without being married 27% 30% 24% 32% 22% 26%

People living together without being married 18% 19% 18% 16% 20% 20%


Tattoos / piercings 17% 23% 12% 18% 18% 16%


Drinking soda 9% 10% 8% 10% 12% 6%

Eating fast food 9% 10% 8% 11% 9% 7%

Eating meat 5% 5% 5% 4% 7% 3%




N A T I O N A L

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STATISTICS: 13-50

171


Gen Y22-37

Gen X38-50


Owning guns 45% 38% 53% 49% 44% 44%

Not going to college 32% 34% 29% 39% 31% 25%People having a baby without being married 24% 28% 20% 26% 23% 23%

People living together without being married 15% 15% 16% 15% 17% 14%




Drinking soda 13% 15% 10% 14% 12% 12%

Eating fast food 11% 12% 10% 10% 13% 9%

Eating meat 7% 7% 7% 7% 9% 5%




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172

Which, if any, of the following issues or causes are you personally passionate about?


I S S U E S T H E Y C A R E A B O U T


Gen Y22-37

Gen X38-50

Education 44% 43% 44% 54% 42% 35%

Freedom of speech 40% 43% 37% 48% 37% 35%

All Lives Matter 32% 34% 31% 38% 29% 30%

Mental health 30% 21% 39% 33% 30% 28%

Religious freedom 28% 26% 30% 31% 29% 24%

Homelessness 28% 24% 32% 33% 21% 31%

Endangered animals 26% 25% 27% 35% 20% 23%

Gun rights 26% 26% 25% 26% 23% 28%

Global warming 24% 27% 21% 27% 22% 23%

Marijuana legalization 24% 24% 24% 30% 20% 21%

Climate change 23% 24% 23% 23% 24% 23%

LGBTQ rights 21% 15% 27% 28% 18% 17%

Abortion rights 21% 17% 25% 26% 20% 16%

Disease research 21% 23% 19% 28% 15% 20%

Black Lives Matter 21% 20% 21% 29% 18% 15%

Disaster relief 20% 20% 20% 23% 14% 24%

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173





Gen Y22-37

Gen X38-50

Education 43% 36% 51% 55% 37% 38%

Freedom of speech 37% 35% 39% 48% 30% 33%

All Lives Matter 32% 29% 35% 40% 27% 29%

Mental health 35% 30% 41% 40% 39% 28%

Religious freedom 24% 20% 28% 28% 24% 19%

Homelessness 29% 23% 35% 35% 24% 27%

Endangered animals 28% 25% 31% 33% 25% 25%

Gun rights 20% 22% 18% 24% 20% 15%

Global warming 30% 31% 29% 33% 29% 28%

Marijuana legalization 21% 20% 21% 24% 18% 21%

Climate change 30% 29% 32% 27% 32% 32%

LGBTQ rights 23% 18% 28% 28% 21% 19%

Abortion rights 25% 14% 35% 28% 22% 23%

Disease research 22% 19% 25% 24% 18% 24%

Black Lives Matter 22% 16% 28% 32% 21% 13%

Disaster relief 23% 19% 26% 28% 19% 20%

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N A T I O N A L


Gen Y22-37

Gen X38-50

Gay marriage 20% 16% 25% 30% 16% 15%

Planned Parenthood 20% 16% 24% 25% 20% 15%

LGBT adoption rights 20% 15% 24% 26% 18% 14%

Government-funded healthcare 19% 17% 20% 20% 13% 22%

Feminism 16% 8% 24% 25% 13% 10%

Gender identity 16% 14% 17% 21% 13% 12%

DACA / Immigration reform 15% 14% 16% 19% 11% 14%

Transgender soldiers 13% 10% 16% 22% 10% 8%

#TakeAKnee 12% 11% 14% 16% 9% 12%

Death penalty 11% 11% 12% 14% 9% 11%

Veganism / Animal cruelty 11% 10% 11% 16% 7% 9%

Net Neutrality 10% 14% 6% 10% 10% 10%

Whistleblower protections 9% 11% 6% 6% 8% 12%

Sanctuary Cities 8% 10% 6% 10% 5% 9%

Confederate monuments 7% 10% 5% 7% 8% 7%

Affirmative Action 7% 9% 5% 3% 9% 10%

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175





Gen Y22-37

Gen X38-50

Gay marriage 20% 14% 26% 25% 20% 16%

Planned Parenthood 22% 14% 30% 19% 27% 20%

LGBT adoption rights 18% 13% 23% 26% 17% 12%

Government-funded healthcare 23% 21% 24% 20% 22% 27%

Feminism 21% 10% 32% 24% 20% 18%

Gender identity 15% 11% 19% 23% 12% 10%

DACA / Immigration reform 16% 13% 19% 19% 18% 12%

Transgender soldiers 13% 10% 16% 19% 11% 9%

#TakeAKnee 10% 8% 13% 14% 9% 9%

Death penalty 12% 13% 11% 14% 11% 10%

Veganism / Animal cruelty 13% 13% 14% 16% 11% 13%

Net Neutrality 12% 18% 7% 13% 11% 13%

Whistleblower protections 10% 13% 8% 8% 8% 15%

Sanctuary Cities 10% 11% 10% 11% 10% 11%

Confederate monuments 6% 6% 5% 7% 5% 5%

Affirmative Action 9% 9% 9% 11% 6% 10%

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176


Gen Y22-37

Gen X38-50

I deserve to live whatever life I want 56% 53% 59% 60% 48% 59%As a society we should accept all people no matter how different they are

55% 50% 59% 58% 54% 52%

People today need to listen more to those with different opinions 52% 51% 53% 54% 51% 51%

You don't need a college degree to be successful today 50% 49% 51% 48% 48% 54%

I want to be a part of something larger than myself 49% 46% 52% 59% 50% 39%

The internet sensationalizes things way too much 47% 44% 50% 46% 42% 54%

A simpler life is the easiest way to happiness 46% 42% 50% 30% 51% 57%

You can't trust the news to give you the truth 44% 42% 46% 49% 39% 43%

I deserve to own nice things 43% 41% 46% 46% 40% 45%I feel more mature than other people my age 43% 40% 45% 62% 37% 28%

I think my life will turn out better than my parents' 35% 38% 32% 45% 32% 28%

I follow brands on social media that show a lifestyle I want to live 21% 20% 22% 27% 24% 12%

I follow influencers on social media that show a lifestyle I want to live 16% 15% 17% 26% 19% 3%

Educated people's opinions matter more than others' opinions 14% 20% 8% 16% 14% 12%

I think my life will turn out worse than my parents' 9% 9% 8% 8% 10% 8%

Famous people's opinions matter more than others' opinions 4% 5% 3% 3% 5% 3%

Please check whether you agree or disagree with the following statements.(Select all that apply)

S T A T E M E N T S O N L I F E

N A T I O N A L

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STATISTICS: 13-50

177


Gen Y22-37

Gen X38-50

I deserve to live whatever life I want 56% 52% 60% 59% 55% 54%As a society we should accept all people no matter how different they are

58% 50% 67% 65% 54% 56%

People today need to listen more to those with different opinions 55% 53% 58% 62% 48% 55%




A simpler life is the easiest way to happiness 45% 43% 47% 40% 48% 46%


I deserve to own nice things 47% 43% 50% 51% 46% 43%I feel more mature than other people my age 38% 35% 41% 57% 36% 19%









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178

Which, if any, of the following statements about politics do you agree with? (Select all that apply)

S T A T E M E N T S O N P O L I T I C S


Gen Y22-37

Gen X38-50

I am proud to be an American 53% 55% 52% 46% 51% 63%You can't count on the government to look out for society's best interests 41% 38% 44% 42% 40% 42%

I'm worried about the government invading my privacy 38% 40% 36% 43% 34% 36%

The 2016 Presidential Election was corrupt 35% 31% 39% 40% 32% 33%Our political system needs to be completely restructured for the modern age 34% 36% 33% 35% 34% 34%

America is the best country in the world 31% 38% 25% 20% 28% 46%I don't care how a President really behaves, as long as he/she does a good job for me and my country

26% 27% 25% 27% 25% 27%

Our government should have less power than it does right now 26% 26% 27% 23% 28% 28%

I think Russia skewed the 2016 election results 25% 27% 24% 21% 25% 29%It's America's responsibility to make sure the rights of others are protected around the globe 21% 23% 19% 24% 20% 19%

America has the best form of government 21% 25% 16% 19% 17% 26%I'm happy with the 2016 Presidential Election results 20% 19% 20% 11% 19% 28%

Brands have more power to create change than the government 19% 21% 18% 24% 20% 13%

I think America is headed in the right direction 16% 17% 15% 11% 16% 21%

One's political views should be kept private 14% 13% 16% 13% 14% 16%Our government should have more power than it does right now 7% 8% 6% 9% 9% 4%

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STATISTICS: 13-50

179




Gen Y22-37

Gen X38-50

I am proud to be an American 46% 46% 46% 42% 45% 51%You can't count on the government to look out for society's best interests 40% 38% 41% 40% 36% 43%

I'm worried about the government invading my privacy 38% 42% 35% 44% 32% 39%

The 2016 Presidential Election was corrupt 39% 34% 44% 38% 35% 44%Our political system needs to be completely restructured for the modern age 36% 36% 36% 38% 31% 38%

America is the best country in the world 27% 31% 22% 19% 29% 32%I don't care how a President really behaves, as long as he/she does a good job for me and my country

23% 26% 21% 29% 21% 19%


I think Russia skewed the 2016 election results 29% 27% 31% 23% 25% 40%It's America's responsibility to make sure the rights of others are protected around the globe 24% 26% 22% 33% 18% 20%

America has the best form of government 19% 25% 13% 14% 20% 23%I'm happy with the 2016 Presidential Election results 16% 19% 14% 12% 20% 18%

Brands have more power to create change than the government 17% 17% 16% 19% 17% 13%


One's political views should be kept private 13% 11% 15% 18% 12% 9%Our government should have more power than it does right now 6% 7% 5% 4% 6% 6%

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180

The best person/people to run our country would be… (Ranking question)

W H O S H O U L D R U N T H E C O U N T R Y

N A T I O N A L


Gen Y22-37

Gen X38-50

A normal person who understands regular problems 42% 38% 46% 44% 38% 44%

A politician 41% 44% 39% 41% 41% 41%An older person with more experience 40% 36% 44% 39% 34% 46%

A CEO or a successful entrepreneur 36% 36% 37% 23% 44% 42%

A younger person with fresh ideas 29% 30% 28% 35% 24% 27%A small group of people rather than one President 27% 23% 31% 35% 26% 21%

A military general 25% 22% 27% 22% 26% 26%

A large corporate business person 23% 26% 19% 14% 26% 28%

A religious leader 13% 15% 11% 12% 18% 11%

A large group (crowd-sourcing) 11% 12% 9% 20% 7% 5%

A well-liked celebrity 9% 12% 6% 10% 12% 6%

Artificial intelligence 5% 6% 3% 6% 4% 4%

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181



C O A S T A L


Gen Y22-37

Gen X38-50


A politician 47% 53% 42% 46% 44% 52%An older person with more experience 36% 33% 40% 34% 31% 45%

A CEO or a successful entrepreneur 33% 39% 27% 26% 39% 34%








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182

Which, if any, of the following do you worry about in your life?(Select all that apply)

T H I N G S T H E Y W O R R Y A B O U T


Gen Y22-37

Gen X38-50

My family 55% 50% 60% 60% 50% 55%

My physical health 48% 42% 54% 48% 42% 53%

Debt 44% 35% 54% 32% 48% 54%

My weight 41% 30% 52% 44% 37% 42%

My mental health 35% 28% 41% 42% 30% 31%

My appearance 34% 29% 39% 49% 28% 25%

Violence/terrorism 34% 31% 36% 33% 32% 36%

My self-image/self-esteem 31% 24% 39% 48% 23% 23%

Getting a good job 31% 29% 33% 60% 19% 15%

Making a lot of money 31% 33% 28% 45% 27% 20%

War 30% 33% 28% 32% 28% 31%

My friends 30% 27% 33% 50% 25% 15%

Finding my purpose 28% 24% 31% 42% 24% 17%

My love life 28% 25% 30% 36% 26% 20%

N A T I O N A L

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STATISTICS: 13-50

183




Gen Y22-37

Gen X38-50

My family 52% 39% 65% 57% 50% 50%


Debt 34% 30% 39% 27% 34% 42%

My weight 36% 24% 48% 41% 35% 31%

My mental health 35% 29% 41% 43% 38% 24%

My appearance 30% 25% 36% 43% 30% 18%


My self-image/self-esteem 26% 17% 35% 42% 22% 13%



War 30% 25% 34% 30% 25% 34%

My friends 29% 28% 31% 43% 28% 17%


My love life 30% 26% 34% 42% 25% 22%

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184



N A T I O N A L


Gen Y22-37

Gen X38-50

Figuring out who I am 24% 23% 26% 42% 16% 15%

Politics 23% 24% 21% 22% 20% 25%

Performance at work 22% 22% 23% 27% 21% 19%

Getting good grades 21% 21% 21% 53% 7% 3%

Having to take care of my parents 21% 16% 26% 19% 18% 26%

Bullying 17% 14% 19% 25% 12% 14%

Getting into college 14% 15% 14% 37% 5% 2%

Sexual activity 14% 19% 10% 20% 14% 10%

Gangs 11% 15% 7% 12% 9% 12%

Getting pregnant / an STD 10% 8% 13% 19% 8% 5%

Being popular 6% 8% 4% 15% 3% 1%

Popularity 6% 8% 4% 13% 4% 1%

School cliques 5% 5% 5% 11% 2% 1%

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STATISTICS: 13-50

185



C O A S T A L


Gen Y22-37

Gen X38-50


Politics 24% 23% 24% 23% 24% 24%




Bullying 18% 13% 23% 24% 17% 14%


Sexual activity 15% 17% 12% 18% 15% 13%

Gangs 13% 13% 12% 15% 11% 12%

Getting pregnant / an STD 7% 5% 8% 15% 5% 3%

Being popular 7% 9% 5% 13% 6% 1%

Popularity 6% 5% 6% 11% 3% 3%

School cliques 6% 5% 7% 12% 2% 2%

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186

How much faith do you have in the following: Top Box Summary

W H A T T H E Y H A V E F A I T H I N


Gen Y22-37

Gen X38-50

God 54% 50% 57% 50% 56% 56%

My parents 50% 52% 47% 52% 54% 43%

My partner 48% 42% 54% 49% 50% 46%

People in general 10% 13% 6% 7% 13% 8%

The news 8% 11% 5% 6% 10% 8%

The government 7% 10% 5% 4% 12% 5%

Corporations 7% 10% 4% 3% 11% 6%

Politicians 6% 9% 3% 4% 10% 4%

N A T I O N A L

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187




Gen Y22-37

Gen X38-50

God 52% 49% 55% 51% 57% 47%

My parents 50% 51% 49% 51% 55% 44%

My partner 41% 41% 41% 22% 51% 42%


The news 8% 10% 6% 4% 12% 7%

The government 8% 11% 5% 3% 15% 5%

Corporations 8% 11% 4% 4% 13% 5%

Politicians 6% 8% 3% 2% 9% 5%

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188

W H A T T H E Y C O N S I D E R S U C C E S SWhich, if any, of the following do you consider to be signs of a successful life?



Gen Y22-37

Gen X38-50

A happy family 63% 54% 72% 63% 60% 65%

Being a good parent 54% 46% 62% 55% 52% 55%

Helping other people 53% 46% 59% 57% 48% 54%

Making the world a better place 51% 46% 55% 59% 43% 50%

Freedom to live life as you please 49% 46% 52% 59% 45% 43%

Finding your purpose 48% 42% 53% 58% 40% 46%

Loving your job 48% 43% 52% 60% 43% 39%

Having a job with purpose 44% 37% 51% 52% 44% 36%

Finding your soulmate 39% 33% 45% 50% 35% 33%

Having successful kids 35% 35% 36% 36% 32% 38%

Being involved in your community 33% 31% 35% 41% 25% 33%

Making lots of money 31% 34% 27% 45% 24% 23%

Having kids 30% 26% 33% 35% 29% 25%

Getting married 30% 29% 30% 43% 24% 21%

Traveling a lot 28% 26% 31% 30% 28% 26%

A college degree 27% 28% 25% 42% 20% 18%

N A T I O N A L

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189

W H A T T H E Y C O N S I D E R S U C C E S S Which, if any, of the following do you consider to be signs of a successful life?



Gen Y22-37

Gen X38-50

A happy family 63% 59% 67% 68% 61% 59%






Loving your job 54% 47% 61% 70% 52% 39%






Having kids 24% 19% 28% 30% 23% 17%

Getting married 25% 23% 28% 39% 21% 16%

Traveling a lot 30% 26% 33% 32% 31% 26%

A college degree 28% 28% 27% 48% 19% 16%

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Gen Y22-37

Gen X38-50

Doing better financially than your parents 25% 23% 27% 30% 20% 25%

Owning your own business 24% 25% 22% 32% 23% 15%

Retiring early 23% 24% 21% 23% 21% 24%

Owning a big house 22% 24% 21% 34% 17% 16%

Having pets 20% 14% 26% 25% 18% 17%

A graduate degree 18% 20% 16% 30% 14% 10%

Having lots of friends 18% 18% 18% 23% 12% 18%

Being an entrepreneur 17% 19% 15% 20% 20% 12%

Luxury vacations 15% 18% 13% 18% 16% 13%

Being attractive 13% 17% 9% 15% 14% 10%

A fancy car 13% 16% 9% 21% 10% 7%

A dream wedding 11% 11% 11% 21% 8% 3%

An attractive spouse 10% 12% 7% 14% 8% 7%

Being famous 6% 9% 4% 11% 5% 3%

Owning designer apparel 6% 8% 4% 13% 2% 2%

Having lots of social media followers 5% 7% 3% 9% 4% 1%

N A T I O N A L

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191




Gen Y22-37

Gen X38-50



Retiring early 22% 23% 20% 25% 20% 21%


Having pets 20% 13% 26% 27% 16% 16%






A fancy car 14% 15% 12% 21% 15% 5%

A dream wedding 11% 8% 14% 19% 7% 6%


Being famous 9% 9% 9% 15% 8% 3%



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192

How important is it/was it for you to do each of the following in your life: Summary - Very important


Gen Y22-37

Gen X38-50

Be a good person Be a good person Be a good person Be a good person Be a good person Be a good person

Get your driver's license



Have a successful career



Own a house Own a house Own a house Get your driver's license Own a house Own a house

Work at a job that gives you purpose




Work at a job that gives you purpose Have children


Have a successful career Have children Own a house Have children Work at a stable

company

W H A T ’ S M O S T I M P O R T A N T T O T H E M

N A T I O N A L

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193



Gen Y22-37

Gen X38-50





Have a successful career Own a house Get your driver's

license





Work at a job that gives you purpose Own a house


Work at a job that gives you purpose Own a house Get your driver's

licenseGet your driver's

licenseWork at a job that gives you purpose

Own a house Own a house Have a successful career Own a house Have a successful

careerHave a successful

career


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194

B E S T W A Y S T O M E E T S O M E O N E What are some of the best ways to find someone to date these days?



Gen Y22-37

Gen X38-50

Through friends 61% 54% 69% 62% 60% 62%

Social events 50% 45% 55% 55% 50% 46%

Hobbies / activities 45% 38% 52% 50% 43% 43%

Through family 40% 32% 47% 30% 42% 48%

At work 37% 38% 36% 40% 38% 33%

School 35% 33% 37% 59% 28% 19%

Church / religious organizations 32% 28% 35% 29% 30% 37%

Dating apps (Tinder, Bumble, etc.) 27% 29% 25% 30% 27% 24%

Dating websites (Match, OkCupid, eHarmony) 27% 26% 27% 23% 27% 30%

Facebook 25% 25% 24% 29% 24% 22%

The gym 23% 26% 20% 26% 25% 18%

A bar / club 23% 26% 20% 25% 24% 19%

Instagram 17% 19% 14% 26% 15% 9%

Snapchat 13% 13% 12% 22% 10% 5%

Chat room/forums 11% 14% 8% 14% 12% 8%

N A T I O N A L

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STATISTICS: 13-50

195

B E S T W A Y S T O M E E T S O M E O N E What are some of the best ways to find someone to date these days?



Gen Y22-37

Gen X38-50

Through friends 62% 55% 69% 63% 59% 64%

Social events 48% 43% 54% 47% 48% 50%

Hobbies / activities 40% 35% 46% 43% 41% 37%

Through family 37% 30% 44% 34% 37% 41%

At work 35% 34% 37% 35% 34% 37%

School 42% 40% 43% 69% 28% 28%

Church / religious organizations 27% 22% 31% 24% 24% 32%

Dating apps (Tinder, Bumble, etc.) 25% 26% 23% 24% 29% 21%

Dating websites (Match, OkCupid, eHarmony) 26% 25% 28% 23% 30% 27%

Facebook 21% 25% 18% 22% 28% 15%

The gym 22% 23% 20% 21% 25% 19%

A bar / club 18% 20% 17% 18% 21% 16%

Instagram 17% 20% 13% 22% 19% 9%

Snapchat 13% 16% 9% 21% 14% 3%

Chat room/forums 8% 9% 7% 10% 6% 6%

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196

Which, if any, of the following statements do you agree with: Summary - Yes

S T A T E M E N T S O N R E L A T I O N S H I P S


Gen Y22-37

Gen X38-50

People are more accepting of non-heterosexual relationships (e.g. gay, lesbian, transgender) than they used to be

57% 48% 65% 56% 52% 62%

People post too much about their relationships 49% 45% 53% 45% 47% 55%People today are more sexually fluid and open to new experiences 44% 41% 47% 51% 41% 40%

People rarely go out on formal dates anymore 43% 37% 48% 52% 41% 35%Getting married isn't as important as it used to be 39% 39% 39% 37% 37% 44%

People who post too much about their relationship are probably unhappy in it 32% 32% 32% 26% 35% 35%

Girls are much more sexually aggressive than they used to be 30% 28% 32% 32% 28% 30%

People my age don't really date, they just hook up 28% 26% 29% 41% 25% 16%

Labels like 'boyfriend' and 'girlfriend' aren't as important as they used to be 27% 28% 25% 30% 24% 26%

My friends and I aren't worried about dating 23% 23% 22% 28% 19% 21%Having multiple sexual experiences is part of the self-discovery process 21% 25% 17% 25% 20% 18%

Guys are way less forthcoming than they used to be 18% 17% 19% 23% 15% 15%

I'd rather have a 'friend with benefits' than deal with the drama of a relationship right now 11% 15% 7% 15% 9% 10%

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Which, if any, of the following statements do you agree with: Summary - Yes



Gen Y22-37

Gen X38-50

People are more accepting of non-heterosexual relationships (e.g. gay, lesbian, transgender) than they used to be

50% 42% 58% 50% 48% 53%

People post too much about their relationships 45% 41% 49% 46% 43% 47%People today are more sexually fluid and open to new experiences 42% 38% 45% 48% 40% 38%

People rarely go out on formal dates anymore 40% 35% 45% 47% 38% 35%Getting married isn't as important as it used to be 42% 38% 45% 42% 38% 47%

People who post too much about their relationship are probably unhappy in it 33% 32% 34% 30% 35% 33%

Girls are much more sexually aggressive than they used to be 31% 30% 31% 31% 34% 27%

People my age don't really date, they just hook up 28% 26% 31% 42% 27% 16%

Labels like 'boyfriend' and 'girlfriend' aren't as important as they used to be 30% 29% 32% 36% 31% 24%

My friends and I aren't worried about dating 23% 24% 22% 30% 19% 21%Having multiple sexual experiences is part of the self-discovery process 20% 22% 18% 20% 20% 19%

Guys are way less forthcoming than they used to be 21% 17% 24% 26% 22% 13%

I'd rather have a 'friend with benefits' than deal with the drama of a relationship right now 14% 17% 12% 17% 13% 13%

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Which, if any, of the following statements about love and relationships do you agree with?




Gen Y22-37

Gen X38-50

TV and movies have given people unrealistic expectations of relationships 58% 51% 65% 62% 53% 58%

Emotional cheating is just as bad as physical cheating 50% 36% 65% 57% 44% 50%

People should never hook up with a friend's ex 40% 33% 47% 49% 34% 36%Waiting to have sex makes the person you are with respect you more 36% 32% 39% 41% 33% 33%

Everyone has one soulmate 32% 30% 35% 40% 30% 27%

Having sex isn't a big deal 22% 24% 20% 29% 21% 16%Online relationships can be just as good as in-person relationships 22% 24% 19% 27% 23% 15%

Porn is a good way to learn about sex 15% 20% 10% 20% 13% 12%

Everyone has multiple soulmates 14% 15% 14% 13% 15% 15%

I would be willing to try an open relationship 13% 18% 7% 16% 13% 9%The way to have the most power in a relationship is to appear less interested 10% 13% 7% 10% 11% 10%

Soulmates do not exist 9% 11% 7% 5% 11% 12%I'd rather hook up with a close friend than someone I want to date 9% 14% 4% 12% 7% 7%

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Gen Y22-37

Gen X38-50

TV and movies have given people unrealistic expectations of relationships 58% 47% 69% 65% 54% 54%

Emotional cheating is just as bad as physical cheating 48% 34% 61% 49% 53% 42%

People should never hook up with a friend's ex 33% 26% 39% 37% 34% 28%Waiting to have sex makes the person you are with respect you more 32% 29% 34% 34% 30% 31%

Everyone has one soulmate 27% 26% 28% 31% 25% 25%

Having sex isn't a big deal 25% 25% 25% 33% 21% 21%Online relationships can be just as good as in-person relationships 19% 18% 20% 23% 21% 12%

Porn is a good way to learn about sex 14% 17% 10% 18% 13% 10%

Everyone has multiple soulmates 17% 17% 18% 18% 20% 14%

I would be willing to try an open relationship 17% 19% 14% 22% 17% 11%The way to have the most power in a relationship is to appear less interested 11% 13% 9% 10% 14% 10%

Soulmates do not exist 10% 11% 9% 9% 9% 12%I'd rather hook up with a close friend than someone I want to date 10% 13% 7% 15% 6% 7%

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Gen Y22-37

Gen X38-50

Marriage is still relevant and important today 56% 49% 64% 54% 55% 61%

Marriage is not defined by a piece of paper 46% 44% 47% 52% 42% 42%People have unrealistic expectations about marriage 45% 42% 49% 53% 40% 43%

Porn is just another form of entertainment 27% 33% 20% 32% 24% 25%

Kids of divorce are more messed up 26% 25% 28% 31% 25% 23%

Porn is degrading and wrong 23% 19% 28% 23% 20% 26%

I'd be embarrassed to get a divorce 23% 18% 27% 28% 24% 16%If you don't have kids, it's not a big deal to get divorced 14% 15% 12% 20% 11% 10%

I'd be embarrassed to tell others that I met my partner through a dating platform 13% 13% 13% 20% 11% 7%

It's easier to truly connect with someone online rather than in person 12% 11% 12% 17% 9% 9%

It's fine to break up by text 8% 11% 6% 10% 7% 8%Marriage and monogamy are not natural for humans 7% 11% 4% 7% 8% 7%

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Gen Y22-37

Gen X38-50

Marriage is still relevant and important today 51% 41% 61% 48% 53% 52%

Marriage is not defined by a piece of paper 48% 43% 54% 56% 43% 46%People have unrealistic expectations about marriage 45% 39% 51% 48% 40% 48%

Porn is just another form of entertainment 29% 37% 22% 31% 26% 31%

Kids of divorce are more messed up 28% 28% 27% 36% 26% 21%

Porn is degrading and wrong 17% 13% 21% 21% 18% 13%

I'd be embarrassed to get a divorce 20% 21% 18% 21% 22% 16%If you don't have kids, it's not a big deal to get divorced 18% 17% 18% 20% 17% 16%

I'd be embarrassed to tell others that I met my partner through a dating platform 14% 13% 14% 23% 10% 8%

It's easier to truly connect with someone online rather than in person 13% 14% 13% 15% 16% 9%

It's fine to break up by text 9% 8% 9% 12% 8% 6%Marriage and monogamy are not natural for humans 11% 12% 9% 8% 13% 11%

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In your mind, what is the worst thing to be? (Select one)

W H A T T H E Y C O N S I D E R B A D


Gen Y22-37

Gen X38-50

Physically abusive 43% 36% 49% 36% 40% 52%

Racist 24% 28% 19% 27% 26% 18%

Emotionally abusive 17% 15% 19% 19% 17% 15%

Sexist 3% 4% 2% 5% 1% 2%

Obese 3% 3% 3% 3% 3% 2%

Homophobic 2% 4% 1% 3% 1% 2%

Unpatriotic 2% 2% 3% 2% 2% 2%

Transphobic 1% 2% 0% 0% 2% 0%

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In your mind, what is the worst thing to be? (Select one)

W H A T T H E Y C O N S I D E R B A D


Gen Y22-37

Gen X38-50

Physically abusive 42% 38% 46% 40% 38% 49%

Racist 28% 30% 26% 30% 29% 24%

Emotionally abusive 14% 13% 14% 13% 16% 12%

Sexist 2% 2% 3% 3% 2% 1%

Obese 4% 4% 3% 5% 5% 1%

Homophobic 2% 3% 1% 1% 3% 2%

Unpatriotic 3% 3% 2% 3% 2% 2%

Transphobic 1% 1% 1% 1% 1% 1%

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F A V O R I T E P L A C E S T O S H O PWhere are your favorite places to shop (online and/or in store)?



Gen Y22-37

Gen X38-50

Amazon Amazon Amazon Amazon Amazon Amazon

Walmart Walmart Target Walmart Walmart Walmart

Target Nike Walmart Target Target Target

Nike Target Bath & Body Works Nike Nike Home Depot

Best Buy Best Buy Victoria's Secret Forever 21 Old Navy Best Buy

F U L L L I S T:

Amazon, Ann Taylor Loft, Anthropologie, Apple, Barney’s, Bath & Body Works, Best Buy, Bloomingdales, Costco, Crate & Barrel, Disney, Express, Forever 21, Free People, Gap, H&M, Hollister, Home Depot, J.C. Penney, Lowe’s, Macy’s,

Marshalls, Nike, Nordstrom, Old Navy, Pottery Barn, Sears, Sephora, Staples, T.J. Maxx, Target, Top Shop, Urban Outfitters, Victoria’s Secret, Walmart, Zara

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Gen Y22-37

Gen X38-50

Amazon Amazon Amazon Amazon Amazon Amazon

Target Target Target Target Target Target

Walmart Walmart Walmart Walmart Walmart Walmart

Nike Best Buy Bath & Body Works Nike Nike Home Depot

Macy's Nike Macy's H&M H&M Macy's

F U L L L I S T:



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What are some of your favorite apparel/accessory brands? (Select all that apply)


Gen Y22-37

Gen X38-50

Nike Nike Target Nike Nike Nike

Target adidas Nike adidas Target Levi's

Walmart Levi's Walmart Forever 21 Walmart Walmart

adidas Walmart Forever 21 Walmart adidas Target

Levi's Calvin Klein adidas Target Calvin Klein adidas

F A V O R I T E A P P A R E L / A C C E S S O R Y B R A N D S

F U L L L I S T:

Abercrombie & Fitch, adidas, ASOS, BCBG, Brandy Melville, Calvin Klein, Cartier, Chanel, Christian Louboutin, Coach, Converse, Express, Forever 21, Gap, H&M,

Hollister, J.Crew, Kate Spade, Levi’s, Lily Pulitzer, Louis Vuitton, Lululemon, Madewell, Marc Jacobs, Michael Kors, Nasty Gal, Nike, Quiksilver, Ralph Lauren,

RVCA, Supreme, Target, Topshop, Tory Burch, Under Armour, VANS, Vera Bradley, Vineyard Vines, Walmart, Zara

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Gen Y22-37

Gen X38-50

Nike Nike Target Nike Target Nike

Target adidas Nike adidas Nike Levi's

adidas Levi's Forever 21 VANS adidas Target

Levi's Calvin Klein H&M H&M Calvin Klein adidas

H&M Target adidas Forever 21 H&M Ralph Lauren


F U L L L I S T:




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F A V O R I T E F O O D / B E V E R A G E B R A N D S

What are some of your favorite food and beverage brands?(Select all that apply)


Gen Y22-37

Gen X38-50

Doritos Coca-Cola Doritos Doritos Doritos Coca-Cola

Coca-Cola Doritos M&M’s Coca-Cola Coca-Cola Doritos

M&M’s Pepsi Starbucks Oreo Cheetos Hershey

Hershey Snickers Hershey M&M’s M&M’s M&M’s

Cheetos M&M’s Cheetos Cheetos Nestle Snickers

F U L L L I S T:

Annie’s, Aquafina, Banza, Barilla, Budweiser, Butterfinger, Campbell’s, Cheerios, Cheetos, Cheez-It, Chewy, Chips Ahoy!, Coca-Cola, Corona, Crunch, Dannon, Dasani, Digiorno, Dole, Doritos, Dr. Pepper, Dreyer’s, Fanta, General Mills,

Haribo, Heineken, Heinz, Hershey, Hot Pocket, Kellogg, Kit Kat, Kraft, LaCroix, Lay’s, Lean Cuisine, Lipton, M&M’s, Mars, Mountain Dew, Nabisco, Nestle, Nutella, Oreo, Pepsi, Perrier, Pop Tarts, Pringles, Rice Krispies, Skinny Pop,

Smartwater, Smuckers, Snapple, Snickers, Special K, Sprite, Starbucks, Stouffer’s, Tostitos, Trolli, Tropicana, Twix, Tyson, Vitaminwater

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Gen Y22-37

Gen X38-50

Starbucks Coca-Cola Starbucks M&M’s Starbucks Coca-Cola

Coca-Cola Doritos M&M’s Doritos Doritos Starbucks

M&M’s Starbucks Hershey Kit Kat Coca-Cola M&M’s

Doritos Pepsi Kit Kat Cheetos M&M’s Nestle

Kit Kat M&M’s Doritos Oreo Kit Kat Doritos

F U L L L I S T:




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What are some of your favorite cosmetic/toiletry brands?(Select all that apply)


Gen Y22-37

Gen X38-50

Dove Dove Bath & Body Works

Bath & Body Works Dove Dove

Bath & Body Works Old Spice Neutrogena Dove Neutrogena Bath & Body

Works

Neutrogena Aveeno L'Oreal L'Oreal L'Oreal Burt's Bees

Aveeno Bath & Body Works Maybelline Neutrogena Bath & Body

Works Neutrogena

L'Oreal Head & Shoulders Burt's Bees Aveeno Aveeno Aveeno

F A V O R I T E C O S M E T I C / T O I L E T R Y B R A N D S

F U L L L I S T:

Alba Botanica, Aveeno, Avon, Bare Minerals, Bath & Body Works, Benefit, Burt’s Bees, Chanel, Christian Dior, Clarins, Clean & Clear, Clinique, Dollar Shave

Club, Dove, Estée Lauder, Every Man Jack, Fenty Beauty, Fresh, Garnier, Head & Shoulders, Honest Company, Johnson’s, Jouer, Kat Von D, KKW Beauty, Kylie

Cosmetics, L’Occitane, L’Oreal, Lancôme, Laura Mercier, MAC, Make Up For Ever, Maybelline, NARS, Neutrogena, Nivea, Olay, Old Spice, Pantene, Sephora,

Smashbox, Tarte, Urban Decay

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Gen Y22-37

Gen X38-50

Bath & Body Works Dove Bath & Body

WorksBath & Body

Works Aveeno Dove

Dove Old Spice Dove Dove Bath & Body Works Neutrogena

Aveeno Bath & Body Works Aveeno Neutrogena Dove Bath & Body

Works

Neutrogena Head & Shoulders Neutrogena Head & Shoulders Neutrogena Aveeno

L'Oreal Nivea Sephora L'Oreal L'Oreal Burt's Bees


F U L L L I S T:





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W H A T I N F L U E N C E S T H E M T O B U Y


Gen Y22-37

Gen X38-50

A quality product 83% 78% 87% 73% 85% 90%

Getting a deal 75% 72% 78% 69% 79% 77%

Free shipping 75% 67% 83% 68% 77% 80%

Flexible return policy 67% 63% 71% 55% 73% 73%

Ability to buy in-store 67% 64% 69% 63% 64% 73%

Ability to buy online 66% 63% 69% 61% 75% 62%

Brand / retailer reputation 64% 65% 63% 56% 65% 71%

User reviews 62% 61% 63% 55% 76% 57%

Customer service in person 56% 59% 53% 51% 59% 59%

Social / ethical responsibility 48% 47% 48% 45% 51% 47%

Customer service via phone call 46% 49% 43% 40% 48% 50%

Customer service via live chat 41% 43% 38% 32% 50% 40%

Brand / retailer supports social causes 40% 44% 35% 40% 40% 38%

Customer service via text 31% 34% 29% 28% 38% 27%

Please rate how important the following things are to you in your decision to buy something: Top Box Summary

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Gen Y22-37

Gen X38-50


Getting a deal 77% 73% 81% 68% 81% 82%

Free shipping 79% 75% 82% 71% 82% 83%





User reviews 67% 64% 69% 63% 71% 65%







W H A T I N F L U E N C E S T H E M T O B U YPlease rate how important the following things are to you

in your decision to buy something: Top Box Summary

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214

What, if anything, makes you loyal to a brand? (Select all that apply)

W H A T M A K E S T H E M L O Y A L T O A B R A N D


Gen Y22-37

Gen X38-50

Quality 74% 72% 77% 73% 68% 83%

Price 69% 63% 74% 71% 61% 74%

Great customer service 52% 52% 53% 46% 58% 53%

Loyalty program / rewards 42% 33% 51% 42% 38% 47%

You grew up with it / your parents used it 33% 29% 38% 39% 31% 30%

Responding to customers immediately 31% 32% 29% 31% 33% 28%

Strong company ethics 28% 30% 26% 33% 26% 26%

Habit 22% 21% 23% 25% 19% 22%

Creative marketing 18% 22% 15% 26% 19% 9%

Company culture 16% 19% 13% 17% 19% 13%

Social mission 11% 12% 9% 15% 7% 10%

Celebrity affiliation 7% 9% 5% 8% 7% 6%

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Gen Y22-37

Gen X38-50

Quality 75% 70% 80% 72% 73% 80%

Price 72% 65% 78% 76% 70% 69%






Habit 20% 22% 18% 25% 21% 14%


Company culture 15% 17% 13% 14% 16% 14%

Social mission 16% 19% 12% 15% 20% 12%


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Please rate how comfortable you are with brands doing the following: Summary - Very Comfortable

F E E L I N G S O N P E R S O N A L I Z E D M A R K E T I N G


Gen Y22-37

Gen X38-50

Brands wishing me a happy birthday and sending me something for it 48% 40% 55% 55% 52% 35%

Brands using my location in their stores to send me discounts in that moment 33% 35% 31% 38% 37% 25%

Brands showing an ad for a product I have viewed on another website 25% 26% 23% 28% 28% 18%

Brands collecting data on my habits to give me a better user experience 24% 30% 19% 29% 29% 14%

Brands liking my social media posts 24% 26% 22% 28% 25% 19%

Brands referring to my friends and family by name in their marketing 18% 21% 15% 23% 22% 9%

Brands contacting me on my cell phone with a pre-recorded message 16% 19% 12% 18% 18% 12%

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Gen Y22-37

Gen X38-50








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Which, if any, of the following information would you share with a brand you like in exchange for coupons or discounts?


I N F O T H E Y W O U L D S H A R E F O R D I S C O U N T S


Gen Y22-37

Gen X38-50

Birthday 58% 46% 71% 61% 57% 58%

Email address 57% 50% 64% 59% 50% 61%

Gender 50% 45% 56% 53% 44% 54%

Name 50% 45% 55% 54% 42% 54%

Interests / hobbies 43% 42% 43% 45% 40% 43%

Past purchases 33% 30% 35% 32% 32% 33%

Cell phone number 29% 28% 30% 38% 26% 24%

Home address 27% 25% 29% 26% 24% 32%

My location 21% 24% 19% 18% 23% 22%

Income 15% 19% 11% 11% 17% 17%

Web browsing history 12% 12% 12% 12% 13% 10%

Social media contacts 10% 13% 8% 14% 12% 6%

Information about friends 8% 10% 6% 10% 8% 5%

Social security number 4% 6% 1% 4% 4% 3%

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Gen Y22-37

Gen X38-50

Birthday 55% 40% 69% 60% 51% 52%

Email address 57% 47% 66% 55% 55% 60%

Gender 50% 42% 58% 56% 45% 49%

Name 45% 37% 52% 50% 40% 44%


Past purchases 30% 27% 33% 26% 30% 33%


Home address 25% 22% 28% 25% 21% 29%

My location 24% 25% 23% 23% 25% 23%

Income 10% 13% 7% 8% 13% 9%





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Would you rather rent or own the following: Summary - Own

O W N E R S H I P V S . A C C E S S


Gen Y22-37

Gen X38-50

Clothes 98% 98% 98% 98% 98% 99%

Beauty products 96% 93% 98% 93% 96% 99%

Furniture 96% 95% 96% 96% 94% 98%

Technology 95% 94% 96% 95% 93% 98%

Appliances 94% 93% 95% 94% 93% 96%

Car 93% 94% 93% 89% 96% 96%

Luxury goods 85% 85% 84% 80% 86% 88%

House 84% 84% 84% 80% 86% 85%

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Gen Y22-37

Gen X38-50

Clothes 98% 97% 98% 99% 97% 98%

Beauty products 94% 92% 97% 91% 93% 99%

Furniture 95% 94% 96% 95% 94% 97%

Technology 95% 95% 94% 95% 93% 96%

Appliances 93% 93% 94% 92% 93% 95%

Car 89% 89% 89% 88% 88% 91%

Luxury goods 84% 85% 84% 84% 85% 84%

House 85% 87% 84% 83% 85% 87%

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Would you rather rent or own the following: Summary - Rent



Gen Y22-37

Gen X38-50

House 16% 16% 16% 20% 14% 15%

Luxury goods 15% 15% 16% 20% 14% 12%

Car 7% 6% 7% 11% 4% 4%

Appliances 6% 7% 5% 6% 7% 4%

Technology 5% 6% 4% 5% 7% 2%

Furniture 4% 5% 4% 4% 6% 2%

Beauty products 4% 7% 2% 7% 4% 1%

Clothes 2% 2% 2% 2% 2% 1%

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Gen Y22-37

Gen X38-50

House 15% 13% 16% 17% 15% 13%

Luxury goods 16% 15% 16% 16% 15% 16%

Car 11% 11% 11% 12% 12% 9%

Appliances 7% 7% 6% 8% 7% 5%

Technology 5% 5% 6% 5% 7% 4%

Furniture 5% 6% 4% 5% 6% 3%


Clothes 2% 3% 2% 1% 3% 2%

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Approximately how much money do you have in savings right now? (Select one)

H O W M U C H T H E Y H A V E I N S A V I N G S


Gen Y22-37

Gen X38-50

$0 11% 9% 12% 18% 7% 8%

$1 - $999 27% 23% 31% 38% 20% 23%

$1,000 - $4,999 17% 15% 20% 16% 17% 20%

$5,000 - $9,999 10% 9% 11% 9% 12% 8%

$10,000 - $19,999 7% 9% 5% 5% 8% 8%

$20,000 - $49,999 9% 11% 7% 6% 12% 9%

$50,000 - $74,999 5% 5% 5% 1% 8% 4%

$75,000 - $99,999 5% 6% 4% 1% 7% 6%

$100,000+ 8% 13% 4% 3% 9% 12%

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Gen Y22-37

Gen X38-50

$0 12% 9% 15% 20% 8% 9%

$1 - $999 23% 20% 27% 40% 17% 14%

$1,000 - $4,999 14% 15% 13% 12% 10% 20%

$5,000 - $9,999 9% 8% 10% 6% 13% 9%

$10,000 - $19,999 9% 8% 10% 6% 11% 9%

$20,000 - $49,999 8% 7% 8% 4% 11% 7%

$50,000 - $74,999 6% 7% 4% 2% 10% 5%

$75,000 - $99,999 6% 10% 2% 3% 8% 6%

$100,000+ 12% 14% 9% 3% 12% 20%

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F A V O R I T E A C T O R SWho, if anyone, would you consider your favorite actor today?

(Select up to two)


Gen Y22-37

Gen X38-50

Dwayne "The Rock" Johnson

Dwayne "The Rock" Johnson Johnny Depp Dwayne "The

Rock" JohnsonLeonardo DiCaprio


Johnny Depp Leonardo DiCaprio

Dwayne "The Rock" Johnson Johnny Depp Dwayne "The

Rock" JohnsonMatthew

McConaughey

Leonardo DiCaprio Johnny Depp Ryan Reynolds Kevin Hart Johnny Depp Ryan Reynolds

Kevin Hart Will Ferrell Matthew McConaughey

Leonardo DiCaprio Will Ferrell Will Ferrell

Ryan Reynolds Kevin Hart Leonardo DiCaprio Ryan Reynolds Chris Pratt Johnny Depp

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(Select up to two)


Gen Y22-37

Gen X38-50





Dwayne "The Rock" Johnson Johnny Depp

Johnny Depp Leonardo DiCaprio Johnny Depp Kevin Hart Leonardo

DiCaprioDwayne "The

Rock" Johnson

Leonardo DiCaprio Johnny Depp Kevin Hart Leonardo

DiCaprio Johnny Depp George Clooney

Kevin Hart Kevin Hart Leonardo DiCaprio Johnny Depp Will Ferrell Idris Elba

Chris Pratt Chris Pratt Will Ferrell Chris Pratt Chris Pratt Matt Damon

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Who, if anyone, would you consider your favorite actress today?(Select up to two)


Gen Y22-37

Gen X38-50

Jennifer Lawrence Jennifer Lawrence Jennifer Lawrence Jennifer Lawrence Jennifer Lawrence Sandra Bullock

Jennifer Aniston Jennifer Aniston Jennifer Aniston Emma Stone Sandra Bullock Jennifer Aniston

Sandra Bullock Sandra Bullock Sandra Bullock Angelina Jolie Jennifer Aniston Jennifer Lawrence

Emma Stone Emma Stone Emma Stone Jennifer Aniston Angelina Jolie Emma Stone

Angelina Jolie Angelina Jolie Reese Witherspoon Anna Kendrick Emma Stone Reese

Witherspoon

F A V O R I T E A C T R E S S E S

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Gen Y22-37

Gen X38-50

Jennifer Lawrence Jennifer Lawrence Jennifer Lawrence Jennifer Lawrence Jennifer Aniston Sandra Bullock

Jennifer Aniston Emma Stone Sandra Bullock Emma Stone Jennifer Lawrence Jennifer Lawrence

Sandra Bullock Jennifer Aniston Jennifer Aniston Sofia Vergara Angelina Jolie Reese Witherspoon

Emma Stone Sandra Bullock Tina Fey Angelina Jolie Sandra Bullock Jennifer Aniston

Tina Fey Sofia Vergara Reese Witherspoon Jennifer Aniston Kate Hudson Tina Fey


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Who, if anyone, would you consider your favorite “influencer” today?(Select up to two)


Gen Y22-37

Gen X38-50

Selena Gomez Selena Gomez Selena Gomez Selena Gomez Selena Gomez Selena Gomez

The Weeknd DJ Khaled Chrissy Tiegen The Weeknd Gwyneth Paltrow Gwyneth Paltrow

Gwyneth Paltrow The Weeknd Gwyneth Paltrow DJ Khaled Chrissy Tiegen Russell Westbrook

Chrissy Tiegen Russell Westbrook The Weeknd Chrissy Tiegen Jaden Smith Chrissy Tiegen

DJ Khaled Jaden Smith Lauren Conrad Kim Kardashian Lauren Conrad The Weeknd

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Gen Y22-37

Gen X38-50


DJ Khaled DJ Khaled Chrissy Tiegen DJ Khaled Chrissy Tiegen Gwyneth Paltrow

Chrissy Tiegen Kanye West Gwyneth Paltrow The Weeknd The Weeknd Chrissy Tiegen

The Weeknd The Weeknd Lauren Conrad Kylie Jenner Lauren Conrad DJ Khaled

Gwyneth Paltrow Russell Westbrook DJ Khaled Jaden Smith Gwyneth Paltrow Russell Westbrook


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Which, if any, of the following statements do you agree with?(Select all that apply)

S T A T E M E N T S O N E N T E R T A I N M E N T


Gen Y22-37

Gen X38-50

I rarely buy movies, TV shows, and music 32% 29% 35% 41% 26% 29%

I will wait until there are several episodes of a TV show available so I can binge watch them

32% 25% 38% 39% 32% 25%

I prefer watching TV shows with others 32% 31% 32% 28% 39% 28%

Finding a movie or TV show online for free isn't wrong, it's smart 30% 35% 26% 41% 26% 24%

I rarely watch Live TV 30% 25% 35% 41% 26% 22%

I prefer watching TV shows alone, but enjoy talking about them with others later

28% 28% 28% 36% 27% 21%

I'd usually rather watch a TV show than a movie 27% 25% 30% 28% 29% 25%

You can always find something to watch online for free, so why pay for it?

23% 23% 23% 32% 19% 19%

I prefer to watch movies on my phone than on my TV 9% 10% 8% 14% 9% 4%

I wish I had a laptop so that I could watch more stuff on my own 8% 12% 5% 14% 8% 3%

I would watch more live TV if it had a social media element 8% 9% 7% 14% 6% 5%

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Which, if any, of the following statements do you agree with? (Select all that apply)



Gen Y22-37

Gen X38-50



31% 25% 36% 38% 33% 22%





32% 27% 36% 39% 24% 31%



28% 26% 30% 32% 29% 22%




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Gen Y22-37

Gen X38-50

Every day 3% 4% 2% 1% 5% 2%

Multiple times per week 3% 5% 1% 3% 4% 1%

Once per week 6% 8% 4% 3% 9% 5%

Multiple times per month 13% 16% 9% 12% 17% 9%

Once per month 20% 22% 17% 14% 20% 26%

Every few months 19% 14% 23% 24% 17% 15%

A few times a year 17% 15% 20% 19% 17% 17%

Hardly ever 15% 12% 18% 17% 9% 18%

Never 6% 5% 6% 7% 2% 7%

How often do you go to see movies in theaters? (Select one)

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Gen Y22-37

Gen X38-50

Every day 2% 4% 1% 0% 4% 2%


Once per week 5% 7% 3% 3% 7% 4%


Once per month 18% 15% 22% 19% 15% 22%

Every few months 19% 17% 21% 24% 15% 20%

A few times a year 16% 15% 16% 15% 13% 19%

Hardly ever 15% 12% 18% 14% 14% 16%

Never 3% 4% 2% 2% 2% 4%



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Gen Y22-37

Gen X38-50

Too expensive 50% 42% 59% 51% 45% 55%

I don't have time 28% 27% 29% 35% 26% 23%

I know it will always be available to watch later 25% 26% 24% 33% 21% 21%

Most movies today don't interest me 24% 22% 26% 22% 24% 25%

I prefer to watch movies at home 22% 22% 23% 22% 23% 22%

It's too crowded 12% 13% 11% 14% 13% 9%

I can find it online for free 8% 8% 8% 13% 8% 3%

It doesn't feel safe 6% 5% 7% 6% 8% 5%

Parking 6% 6% 5% 6% 5% 5%

My friends don't like to go to movies 5% 5% 5% 9% 4% 2%

There are too many trailers 5% 6% 4% 5% 6% 3%

Can't be on my phone 4% 4% 3% 5% 4% 1%

Which, if any, of the following are reasons you don’t see movies in theaters more often?


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Gen Y22-37

Gen X38-50

Too expensive 50% 46% 54% 52% 47% 51%

I don't have time 31% 29% 33% 36% 32% 25%




It's too crowded 15% 16% 13% 15% 19% 10%



Parking 7% 10% 4% 8% 9% 4%







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Gen Y22-37

Gen X38-50

Less expensive 54% 47% 60% 59% 47% 54%

Discounts/deals 43% 37% 49% 43% 39% 47%

Comfortable seating 37% 36% 38% 45% 34% 31%

Better movies 33% 33% 33% 36% 29% 34%

In-seat food service 21% 21% 20% 26% 22% 14%

Alcohol 17% 17% 18% 13% 20% 17%

Gourmet food 15% 16% 14% 20% 15% 10%

3D 13% 16% 9% 18% 7% 12%

Healthier snacks 12% 11% 12% 16% 12% 7%

A subscription based model service like Netflix 11% 11% 10% 15% 13% 5%

Child care 10% 8% 13% 7% 17% 6%

Simulated seating 10% 12% 8% 16% 7% 7%

Assigned seating 9% 10% 8% 10% 11% 6%

If texting was permitted during the film 4% 4% 4% 8% 3% 0%

What would make you more likely to see a movie in theaters? (Select all that apply)

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Gen Y22-37

Gen X38-50

Less expensive 57% 52% 62% 66% 51% 54%

Discounts/deals 45% 38% 52% 49% 41% 45%


Better movies 35% 37% 34% 40% 30% 36%


Alcohol 15% 15% 14% 13% 19% 11%

Gourmet food 14% 16% 13% 15% 16% 12%

3D 15% 18% 12% 21% 16% 9%



Child care 8% 5% 10% 8% 11% 5%






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What are some of your favorite reality TV shows right now?(Select all that apply)


Gen Y22-37

Gen X38-50

America's Got Talent

America's Got Talent The Voice America's Got

Talent Shark Tank The Voice

The Voice Shark Tank America's Got Talent The Voice The Voice America's Got

Talent

Shark Tank Pawn Stars Fixer Upper Shark Tank Hell's Kitchen American Pickers

Hell's Kitchen Hell's Kitchen Teen Mom The X Factor Teen Mom Diners, Drive-Ins, and Dives

Fixer Upper The Voice Chopped Lip Sync Battle Fixer Upper Hell's Kitchen

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Gen Y22-37

Gen X38-50

America's Got Talent Shark Tank The Voice America's Got

TalentAmerica's Got

Talent Shark Tank

The Voice America's Got Talent

America's Got Talent The Voice The Voice America's Got

Talent

Shark Tank Hell's Kitchen Dancing with the Stars Hell's Kitchen Hell's Kitchen Top Chef

Hell's Kitchen The Voice Diners, Drive-Ins, Dives Shark Tank Diners, Drive-Ins,

DivesDancing with the

Stars

Top Chef The X Factor Top Chef American Idol Shark Tank The Voice


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What are some of your favorite scripted TV shows right now?(Select all that apply)


Gen Y22-37

Gen X38-50

The Walking Dead The Walking Dead The Big Bang Theory 13 Reasons Why Game of Thrones The Big Bang

Theory

The Big Bang Theory Family Guy 13 Reasons Why The Walking Dead The Walking Dead The Walking Dead

Game of Thrones The Big Bang Theory The Walking Dead Family Guy Stranger Things Modern Family

Stranger Things The Simpsons This Is Us Bob's Burgers The Big Bang Theory NCIS

Family Guy Game of Thrones Stranger Things Stranger Things Family Guy Game of Thrones

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Gen Y22-37

Gen X38-50

The Walking Dead The Walking Dead Stranger Things 13 Reasons Why Game of Thrones Game of Thrones

Game of Thrones Game of Thrones Law & Order: SVU

Law & Order: SVU The Walking Dead The Walking Dead

The Big Bang Theory

The Big Bang Theory

The Big Bang Theory The Simpsons Stranger Things The Big Bang

Theory

Stranger Things The Simpsons The Walking Dead The Walking Dead The Big Bang Theory Modern Family

Law & Order: SVU Family Guy Grey's Anatomy Stranger Things Family Guy NCIS

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Gen Y22-37

Gen X38-50

It's important for me to stay on top of the news 34% 35% 33% 23% 33% 46%

Any news worth knowing will find me 23% 22% 25% 30% 26% 15%

I actively avoid the news; it's too depressing 19% 16% 22% 20% 19% 19%

Most of the news today is fake news 15% 18% 12% 16% 18% 11%

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Which, if any, of the following statements best describes your feelings about the news?

(Select one)

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Gen Y22-37

Gen X38-50





H O W T H E Y F E E L A B O U T T H E N E W S

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Which, if any, of the following statements best describes your feelings about the news?

(Select one)

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Gen Y22-37

Gen X38-50

Facebook 43% 37% 49% 43% 49% 38%

Friends / family 40% 34% 46% 49% 41% 30%

Local TV news 37% 33% 41% 29% 36% 47%

National TV news 27% 31% 24% 20% 25% 36%

Radio 21% 22% 20% 22% 24% 16%

YouTube 18% 23% 14% 28% 15% 12%

News websites 18% 18% 17% 13% 21% 19%

Instagram 15% 19% 12% 20% 19% 6%

Twitter 14% 15% 13% 15% 15% 13%

News apps 12% 12% 11% 13% 15% 7%

I get most of my news and information about what’s going on from...(Select all that apply)

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Gen Y22-37

Gen X38-50

Facebook 42% 40% 44% 38% 51% 36%

Friends / family 35% 32% 38% 45% 35% 25%

Local TV news 44% 42% 45% 37% 39% 55%

National TV news 33% 36% 30% 28% 28% 42%

Radio 18% 19% 17% 20% 18% 16%

YouTube 22% 28% 16% 33% 22% 10%

News websites 19% 20% 19% 13% 18% 27%

Instagram 20% 19% 20% 29% 20% 9%

Twitter 16% 19% 13% 17% 17% 14%

News apps 15% 15% 15% 18% 16% 11%

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Gen Y22-37

Gen X38-50

Newspapers (print) 11% 13% 9% 6% 12% 14%

Snapchat 10% 11% 8% 22% 3% 4%

Lifestyle websites (BuzzFeed, Refinery 29, etc.) 7% 6% 8% 11% 7% 3%

Apple News 7% 8% 6% 7% 11% 2%

Reddit 6% 9% 4% 7% 9% 3%

Satirical news shows (The Daily Show, Last Week Tonight) 6% 6% 7% 8% 7% 3%

NPR 6% 9% 3% 2% 8% 8%

Podcasts 5% 7% 3% 6% 5% 3%

Newsletters 5% 5% 5% 4% 9% 1%

STATISTICS: 13-50

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Gen Y22-37

Gen X38-50


Snapchat 12% 11% 13% 24% 9% 3%

Lifestyle websites (BuzzFeed, Refinery 29, etc.) 6% 4% 7% 7% 8% 2%

Apple News 9% 12% 7% 12% 10% 6%

Reddit 5% 8% 2% 6% 7% 2%

Satirical news shows (The Daily Show, Last Week Tonight) 8% 8% 9% 8% 10% 7%

NPR 8% 7% 8% 4% 7% 11%

Podcasts 4% 5% 4% 3% 6% 3%

Newsletters 2% 3% 2% 2% 4% 1%

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Gen Y22-37

Gen X38-50

I have cable / satellite TV and plan on keeping it in the future 55% 55% 54% 49% 53% 62%

I have cancelled cable / satellite TV subscription and don't plan on getting it again in the future

16% 13% 19% 15% 17% 17%

I have cable / satellite TV but plan on getting rid of it in the future 15% 17% 13% 10% 20% 15%

I have never had a cable / satellite TV subscription and don't plan on getting it in the future

7% 5% 8% 12% 6% 1%

I have cancelled cable / satellite TV subscription but plan on getting it again in the future

5% 6% 5% 8% 3% 5%

I have never had a cable / satellite TV subscription but plan on getting it in the future

3% 4% 2% 6% 1% 0%

Which of the following statements about cable / satellite TV best applies to you?(Select all that apply)

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Gen Y22-37

Gen X38-50



12% 11% 13% 10% 13% 12%



7% 8% 6% 9% 7% 4%


6% 8% 4% 7% 5% 6%


2% 3% 1% 3% 2% 0%



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Gen Y22-37

Gen X38-50

TVs 2.5 2.5 2.6 2.6 2.4 2.6

Smartphones 2.4 2.4 2.4 3.0 2.0 2.1

Video game consoles 1.8 1.9 1.7 2.1 1.8 1.5

Laptop computers 1.6 1.6 1.6 1.6 1.6 1.5

Tablets 1.5 1.4 1.6 1.5 1.6 1.5

Desktop computers 0.9 1.0 0.8 0.8 1.1 0.8

Smartwatches 0.5 0.6 0.3 0.4 0.7 0.3

Virtual assistants (Amazon Echo) 0.4 0.5 0.3 0.3 0.6 0.3

How many of each of the following devices do you currently have in your home: Mean Summary


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Gen Y22-37

Gen X38-50

TVs 2.4 2.4 2.4 2.5 2.4 2.2

Smartphones 2.4 2.3 2.5 3.1 2.2 1.9



Tablets 1.4 1.4 1.4 1.4 1.5 1.3


Smartwatches 0.4 0.5 0.3 0.4 0.6 0.2





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STATISTICS: 13-50

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S T A T E M E N T S O N T E C H N O L O G Y A N D S O C I A L M E D I A

Which, if any, of the following statements on technology and social media do you agree with?



Gen Y22-37

Gen X38-50

Social media doesn't show real life 37% 34% 39% 35% 37% 39%

Social media helps me truly connect with others 32% 29% 36% 37% 35% 25%

Technology is becoming too invasive 31% 25% 37% 28% 28% 37%

I think social media and texting has made it harder to get close to people

29% 28% 30% 26% 29% 32%

The pros of social media outweigh the cons 24% 27% 21% 28% 22% 23%

I'm uncomfortable with the amount of information social media companies have about me

20% 20% 20% 20% 17% 23%

I wish I could go off the grid but it isn't possible for me 19% 16% 22% 23% 16% 19%

I feel pressure to look a certain way online 17% 12% 23% 24% 18% 10%

Technology makes my life more complicated 14% 13% 16% 17% 15% 11%

Social media adds a lot of stress to my life 9% 8% 11% 12% 7% 9%

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Gen Y22-37

Gen X38-50





24% 20% 28% 24% 26% 23%



21% 20% 22% 22% 24% 17%





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Gen Y22-37

Gen X38-50

I'd like to, but I'd miss out on too much 28% 26% 31% 29% 33% 23%

I'd like to, but I have too many responsibilities that require it 28% 24% 31% 26% 26% 31%

I'd love to, I wish it had never been invented 20% 22% 19% 18% 22% 21%

Why would I ever want to detox? I'd miss it too much 19% 23% 15% 21% 16% 20%

Which of the following describes your feelings about taking a digital detox (i.e. deactivating social media and going without internet for awhile)?

(Select one)

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Gen Y22-37

Gen X38-50






(Select one)


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Gen Y22-37

Gen X38-50

Waterproof smartphones 43% 36% 51% 52% 43% 35%

Virtual reality 32% 39% 24% 40% 30% 26%

Self-driving cars 29% 29% 30% 37% 33% 19%

Flying cars 25% 25% 24% 35% 19% 22%

Drone deliveries 22% 28% 16% 27% 20% 19%

Personal robots 21% 26% 15% 27% 20% 15%


Curved-screen smartphones 16% 18% 14% 21% 16% 10%

Augmented reality 13% 19% 7% 16% 13% 10%

Commercial rocket travel 12% 17% 7% 15% 12% 10%Optogenetics (using light and color to study the brain) 12% 13% 12% 20% 12% 5%

A robotic workforce 8% 13% 4% 10% 10% 4%

Cryptocurrency (Bitcoin) 8% 12% 4% 10% 10% 4%

Nanosensors 8% 12% 4% 10% 9% 4%

The Hyperloop 7% 10% 4% 8% 6% 7%

Which, if any, of the following emerging technologies are you excited about? (Select all that apply)

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Gen Y22-37

Gen X38-50


Virtual reality 35% 40% 29% 44% 33% 27%


Flying cars 33% 36% 30% 45% 28% 26%


Personal robots 21% 27% 16% 29% 19% 16%


Curved screen smartphones 19% 23% 15% 30% 15% 12%




Cryptocurrency (Bitcoin) 9% 16% 3% 14% 10% 4%

Nanosensors 9% 14% 4% 11% 9% 7%

The Hyperloop 10% 16% 5% 12% 9% 10%



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Gen Y22-37

Gen X38-50

Facebook 79% 70% 88% 73% 80% 85%

YouTube 61% 66% 55% 78% 56% 48%

Instagram 53% 44% 62% 67% 50% 42%

Twitter 45% 47% 44% 41% 50% 45%

Snapchat 44% 38% 50% 73% 37% 22%

Statements about platforms: I have an account(Select all that apply)

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Gen Y22-37

Gen X38-50

Facebook 78% 76% 80% 72% 82% 80%

YouTube 65% 68% 63% 79% 68% 49%

Instagram 59% 52% 66% 67% 64% 45%

Twitter 50% 53% 48% 50% 49% 52%

Snapchat 43% 38% 48% 62% 44% 23%



C O A S T A L

STATISTICS: 13-50

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S T A T E M E N T S O N S N A P C H A T

For each of the following platforms, please check the statements that apply to you: Snapchat



Gen Y22-37

Gen X38-50

I have an account 44% 38% 50% 73% 37% 22%Getting more popular among people my age 29% 24% 35% 47% 28% 12%

I check this every day 28% 22% 34% 50% 24% 10%

Feels fake 22% 26% 19% 21% 20% 26%

I use this more than I used to 19% 15% 24% 30% 18% 10%

Shows the real me 18% 15% 21% 34% 16% 4%

I use this less than I used to 12% 15% 9% 18% 11% 7%I follow / interact with brands here 12% 11% 12% 20% 12% 3%

Getting less popular among people my age 9% 11% 7% 6% 12% 10%

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Gen Y22-37

Gen X38-50



Feels fake 22% 23% 21% 21% 25% 19%


Shows the real me 20% 17% 23% 36% 20% 5%



S T A T E M E N T S O N S N A P C H A T

For each of the following platforms, please check the statements that apply to you: Snapchat


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STATISTICS: 13-50

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S T A T E M E N T S O N I N S T A G R A M For each of the following platforms, please check the statements

that apply to you: Instagram (Select all that apply)


Gen Y22-37

Gen X38-50

I have an account 53% 44% 62% 67% 50% 42%

I check this every day 35% 31% 40% 45% 37% 24%Getting more popular among people my age 30% 28% 32% 40% 31% 20%

I follow / interact with brands here 26% 23% 30% 38% 27% 14%

Feels fake 25% 28% 22% 28% 25% 21%


Shows the real me 20% 17% 22% 26% 22% 11%

I use this less than I used to 16% 14% 19% 21% 16% 12%Getting less popular among people my age 8% 9% 6% 8% 9% 6%

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Gen Y22-37

Gen X38-50

I have an account 59% 52% 66% 67% 64% 45%



Feels fake 23% 21% 25% 29% 23% 16%


Shows the real me 24% 22% 27% 30% 29% 14%




C O A S T A L

STATISTICS: 13-50

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S T A T E M E N T S O N Y O U T U B E For each of the following platforms, please check the statements

that apply to you: YouTube (Select all that apply)


Gen Y22-37

Gen X38-50

I have an account 61% 66% 55% 78% 56% 48%


I use this more than I used to 28% 32% 24% 38% 24% 22%Getting more popular among people my age 19% 22% 16% 27% 17% 12%


I use this less than I used to 15% 14% 16% 19% 13% 13%

Shows the real me 12% 15% 9% 18% 11% 7%

Feels fake 9% 11% 8% 11% 11% 6%Getting less popular among people my age 7% 6% 8% 11% 5% 5%

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Gen Y22-37

Gen X38-50

I have an account 65% 68% 63% 79% 68% 49%


I use this more than I used to 34% 39% 28% 45% 30% 26%Getting more popular among people my age 17% 23% 12% 24% 16% 12%



Shows the real me 14% 19% 9% 18% 16% 8%




C O A S T A L

STATISTICS: 13-50

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S T A T E M E N T S O N F A C E B O O K For each of the following platforms, please check the statements

that apply to you: Facebook (Select all that apply)


Gen Y22-37

Gen X38-50

I have an account 79% 70% 88% 73% 80% 85%


I use this more than I used to 36% 29% 42% 32% 37% 37%I follow / interact with brands here 34% 29% 38% 26% 37% 38%

Shows the real me 30% 27% 34% 30% 33% 28%


Getting more popular among people my age 24% 27% 21% 20% 26% 26%


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Gen Y22-37

Gen X38-50

I have an account 78% 76% 80% 72% 82% 80%



Shows the real me 28% 25% 32% 23% 36% 26%






C O A S T A L

STATISTICS: 13-50

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S T A T E M E N T S O N T W I T T E R For each of the following platforms, please check the statements

that apply to you: Twitter (Select all that apply)


Gen Y22-37

Gen X38-50

I have an account 45% 47% 44% 41% 50% 45%


Feels fake 19% 20% 19% 20% 19% 19%Getting more popular among people my age 19% 21% 16% 24% 17% 15%


I use this more than I used to 14% 15% 12% 16% 12% 13%Getting less popular among people my age 14% 13% 14% 17% 18% 5%

Shows the real me 11% 13% 9% 14% 13% 7%

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Gen Y22-37

Gen X38-50

I have an account 50% 53% 48% 50% 49% 52%


Feels fake 18% 19% 17% 20% 21% 12%Getting more popular among people my age 21% 22% 19% 26% 20% 15%


I use this more than I used to 17% 21% 12% 18% 20% 13%Getting less popular among people my age 17% 17% 17% 23% 17% 12%

Shows the real me 11% 15% 8% 12% 13% 8%



C O A S T A L

STATISTICS: 13-50

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Gen Y22-37

Gen X38-50

Cold brew 17% 19% 16% 14% 20% 18%

Podcasts 17% 18% 16% 16% 20% 15%

Riverdale (TV show) 16% 15% 18% 31% 11% 7%

Cannabis food / drinks 15% 14% 16% 19% 17% 10%

Feminism 14% 10% 18% 18% 14% 10%

Gluten-free food 14% 11% 17% 10% 17% 15%

Horoscopes / Astrology 13% 11% 16% 18% 12% 10%

Vegan food 11% 8% 14% 12% 11% 10%

Bold lips 10% 7% 12% 16% 8% 4%

Crystals 6% 6% 6% 8% 9% 1%

Khalid 5% 5% 6% 11% 4% 1%

Scrunchies 5% 3% 8% 7% 3% 5%

Poke bowls 5% 6% 4% 5% 8% 1%

Cat eye glasses 5% 5% 4% 6% 6% 2%

TBH app 3% 5% 1% 6% 3% 0%

For each of the following, check if they are currently popular among you and your friends.


W H A T T H E Y T H I N K I S P O P U L A R

N A T I O N A L

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Gen Y22-37

Gen X38-50

Cold brew 19% 18% 21% 12% 25% 21%

Podcasts 16% 14% 18% 10% 20% 18%


Cannabis food / drinks 14% 15% 13% 15% 15% 13%

Feminism 15% 8% 21% 18% 16% 10%

Gluten-free food 14% 12% 15% 10% 16% 15%


Vegan food 15% 12% 18% 14% 19% 12%

Bold lips 10% 5% 15% 13% 12% 4%

Crystals 6% 5% 7% 9% 6% 2%

Khalid 6% 5% 7% 13% 5% 1%

Scrunchies 6% 3% 9% 10% 4% 4%

Poke bowls 9% 8% 11% 6% 15% 7%

Cat eye glasses 5% 5% 6% 6% 7% 2%

TBH app 4% 3% 4% 8% 3% 0%




C O A S T A L

STATISTICS: 13-50

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Gen Y22-37

Gen X38-50

Technology 77% 74% 80% 80% 75% 75%

Shopping experience 58% 58% 58% 60% 59% 55%

Gender equality 53% 54% 52% 57% 52% 50%

Entertainment 50% 51% 48% 58% 49% 42%

Education 49% 51% 47% 55% 49% 43%

Health and wellness 47% 47% 48% 47% 50% 45%

Healthcare 42% 43% 40% 44% 42% 38%

Race relations 39% 41% 37% 44% 36% 38%

Marketing 39% 39% 39% 46% 40% 31%

Fashion 38% 37% 39% 48% 36% 29%

Financial stability 38% 37% 38% 42% 40% 30%

The economy 37% 40% 34% 36% 40% 35%

Work / life balance 36% 41% 32% 40% 37% 32%

Immigration 33% 35% 32% 39% 34% 27%

The world in general 32% 36% 29% 31% 36% 30%

Parenting 31% 30% 33% 39% 33% 23%

Relationships 31% 30% 32% 34% 35% 25%

The environment 24% 28% 20% 25% 26% 20%

Government 23% 22% 23% 21% 27% 20%

G E T T I N G B E T T E R I N T H E F U T U R E

20 years from now (2037), do you think the following will be better, worse or the same: Summary - Better

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Gen Y22-37

Gen X38-50

Technology 78% 75% 81% 79% 76% 79%


Gender equality 57% 53% 61% 62% 53% 56%

Entertainment 51% 52% 50% 62% 45% 44%

Education 44% 43% 45% 52% 43% 37%


Healthcare 43% 46% 40% 42% 40% 46%

Race relations 43% 42% 44% 45% 44% 40%

Marketing 40% 40% 40% 46% 41% 33%

Fashion 44% 40% 47% 52% 48% 31%


The economy 35% 39% 31% 36% 35% 35%


Immigration 36% 36% 35% 41% 33% 32%


Parenting 32% 35% 30% 39% 32% 26%

Relationships 31% 32% 29% 35% 33% 25%

The environment 24% 26% 21% 24% 22% 25%

Government 24% 28% 21% 25% 23% 23%



C O A S T A L

STATISTICS: 13-50

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Gen Y22-37

Gen X38-50

The environment 56% 51% 61% 59% 56% 54%

Government 47% 48% 46% 50% 44% 48%


Parenting 38% 38% 38% 35% 41% 38%

The economy 38% 35% 40% 41% 34% 38%

Immigration 36% 36% 36% 35% 33% 40%

Relationships 36% 36% 35% 35% 38% 34%

Healthcare 35% 33% 36% 33% 33% 39%



Fashion 29% 29% 30% 26% 34% 27%

Race relations 28% 27% 29% 25% 33% 26%

Education 27% 25% 29% 24% 29% 29%

Marketing 27% 26% 28% 20% 27% 33%


Entertainment 23% 23% 23% 18% 24% 27%

Gender equality 21% 22% 20% 22% 21% 19%


Technology 12% 14% 9% 12% 13% 9%

G E T T I N G W O R S E I N T H E F U T U R E

20 years from now (2037), do you think the following will be better, worse or the same: Summary - Worse

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Gen Y22-37

Gen X38-50

The environment 55% 52% 57% 58% 50% 56%

Government 47% 46% 49% 50% 43% 50%


Parenting 33% 34% 32% 25% 36% 38%

The economy 35% 33% 36% 39% 31% 34%

Immigration 39% 40% 38% 38% 37% 43%

Relationships 36% 38% 34% 35% 38% 34%

Healthcare 35% 37% 34% 33% 38% 35%



Fashion 24% 29% 20% 20% 24% 29%

Race relations 25% 26% 25% 20% 25% 31%

Education 31% 34% 28% 25% 33% 36%

Marketing 24% 26% 23% 23% 27% 24%


Entertainment 24% 28% 21% 22% 29% 22%

Gender equality 16% 19% 14% 16% 17% 16%


Technology 10% 13% 8% 11% 9% 11%



C O A S T A L

STATISTICS: 13-50

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Gen Y22-37

Gen X38-50

Marketing 34% 35% 33% 33% 34% 36%

Relationships 33% 34% 32% 31% 27% 41%

Fashion 33% 35% 31% 25% 30% 44%

Race relations 33% 31% 34% 31% 31% 36%

Work/life balance 32% 29% 34% 26% 29% 40%

Parenting 31% 32% 30% 27% 26% 39%

Immigration 31% 29% 32% 26% 33% 32%


Government 30% 30% 30% 29% 29% 33%


Entertainment 28% 26% 29% 25% 26% 31%

Gender equality 26% 24% 28% 20% 26% 32%


The economy 25% 25% 26% 23% 26% 27%

Education 24% 23% 24% 21% 22% 28%

Healthcare 24% 23% 24% 23% 24% 23%


The environment 20% 21% 19% 16% 19% 25%

Technology 12% 11% 12% 8% 12% 15%

S T A Y I N G T H E S A M E I N T H E F U T U R E

20 years from now (2037), do you think the following will be better, worse or the same: Summary - The same

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Gen Y22-37

Gen X38-50

Marketing 36% 35% 37% 32% 32% 44%

Relationships 34% 30% 37% 30% 29% 41%

Fashion 32% 31% 33% 28% 27% 40%

Race relations 32% 32% 31% 35% 31% 29%

Work/life balance 31% 28% 33% 29% 33% 30%

Parenting 35% 31% 38% 36% 32% 36%

Immigration 25% 24% 27% 21% 30% 25%


Government 28% 26% 31% 25% 34% 27%


Entertainment 25% 20% 30% 16% 25% 34%

Gender equality 27% 29% 25% 22% 30% 28%


The economy 30% 28% 33% 25% 34% 31%

Education 25% 23% 27% 24% 24% 28%

Healthcare 22% 17% 26% 25% 22% 19%


The environment 21% 21% 21% 18% 27% 19%

Technology 12% 12% 11% 10% 15% 10%



C O A S T A L

STATISTICS: 13-50

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Gen Y22-37

Gen X38-50

Next year 2% 3% 2% 2% 2% 1%

In 10 years 2% 3% 2% 2% 1% 3%

In 20 years 2% 2% 2% 4% 1% 1%

Within 50 years 9% 8% 9% 11% 8% 7%

Within 100 years 11% 10% 11% 11% 13% 9%

Within 500 years 12% 11% 12% 10% 12% 14%

Within 1000 years 18% 18% 18% 20% 18% 15%Don't be ridiculous; humanity will keep on going 44% 44% 44% 40% 44% 49%

When do you think the world will end? (Select one)

W H E N T H E Y T H I N K T H E W O R L D W I L L E N D

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Gen Y22-37

Gen X38-50

Next year 2% 3% 1% 0% 3% 2%

In 10 years 3% 4% 1% 3% 3% 2%

In 20 years 3% 3% 3% 1% 5% 3%

Within 50 years 7% 7% 7% 8% 6% 7%

Within 100 years 9% 7% 10% 8% 11% 7%

Within 500 years 11% 10% 13% 12% 12% 10%



C O A S T A L


STATISTICS: 13-50

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BE THE SMARTEST PERSON IN THE WORLD

80%Total

71%Males

OR

89%Females

78%GEN Z

77%GEN Y

86%GEN X 14%

76%Total

68%Males

OR

83%Females

73%GEN Z

74%GEN Y

81%GEN X

22%

11%

29%

24%

32%

27%

26%

19%

W O U L D Y O U R A T H E R . . .

BE THE HAPPIEST PERSON IN THE

WORLD



WORLD

20%

23%

17%

COASTAL

NATIONAL

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HAVE A REPUTATION OF BEING A PRUDE

41%Total

51%Males

OR

31%Females

52%GEN Z

37%GEN Y

37%GEN X 63%

39%Total

47%Males

OR

32%Females

48%GEN Z

35%GEN Y

37%GEN X

63%

48%

69%

49%

59%

61%

53%

68%

52%

65%

63%


HAVE A REPUTATION OF BEING

PROMISCUOUS

HAVE A REPUTATION OF BEING A PRUDE

HAVE A REPUTATION OF BEING

PROMISCUOUS

NATIONAL

COASTAL

STATISTICS: 13-50

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LIVE IN POVERTY

56%Total

57%Males

OR

56%Females

62%GEN Z

56%GEN Y

50%GEN X 50%

60%Total

57%Males

OR

63%Females

58%GEN Z

63%GEN Y

58%GEN X

44%

38%

44%

43%

44%

43%

42%


LIVE IN CENSORSHIP

LIVE IN POVERTY

LIVE IN CENSORSHIP

37%

37%

42%

40%

OR

NATIONAL

OR

COASTAL

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ONLY HAVE INSTAGRAM

33%Total

35%Males

OR

32%Females

48%GEN Z

25%GEN Y

27%GEN X 73%

28%Total

25%Males

OR

32%Females

47%GEN Z

20%GEN Y

18%GEN X

75%

52%

68%

65%

67%

72%

75%

68%

53%

80%

82%


ONLY HAVE SNAPCHAT

ONLY HAVE INSTAGRAM

ONLY HAVE SNAPCHAT

OR

NATIONAL

OR

COASTAL

STATISTICS: 13-50

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ONLY HAVE A SMARTPHONE FOREVER

34%Total

36%Males

OR

32%Females

28%GEN Z

29%GEN Y

44%GEN X 56%

32%Total

36%Males

OR

27%Females

24%GEN Z

31%GEN Y

41%GEN X

71%

72%

68%

64%

66%

68%

64%

73%

76%

69%

59%


ONLY HAVE A LAPTOP FOREVER

ONLY HAVE A SMARTPHONE FOREVER

ONLY HAVE A LAPTOP FOREVER

OR

NATIONAL

OR

COASTAL

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MEET A YOUTUBE STAR

78%Total

77%Males

OR

80%Females

66%GEN Z

79%GEN Y

90%GEN X 10%

77%Total

69%Males

OR

85%Females

62%GEN Z

79%GEN Y

91%GEN X

21%

34%

20%

23%

22%

23%

31%

15%

38%

21%


MEET A MOVIE STAR

MEET A YOUTUBE STAR

MEET A MOVIE STAR

OR

NATIONAL

OR

COASTAL

STATISTICS: 13-50

9%

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BE FAMOUS ON YOUTUBE

33%Total

22%Males

OR

44%Females

32%GEN Z

37%GEN Y

31%GEN X 69%

36%Total

25%Males

OR

46%Females

26%GEN Z

43%GEN Y

38%GEN X

63%

68%

56%

78%

67%

64%

75%

54%

74%

57%

62%


BE FAMOUS ON INSTAGRAM



OROR

NATIONAL

OR

COASTAL

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SHOP EXCLUSIVELY ONLINE

48%Total

45%Males

OR

51%Females

54%GEN Z

39%GEN Y

52%GEN X

46%Total

43%Males

OR

48%Females

47%GEN Z

40%GEN Y

50%GEN X

61%

46%

49%

55%

52%

54%

57%

52%

53%

60%


SHOP EXCLUSIVELY IN-STORE



OR

NATIONAL

OR

COASTAL

48%

50%

STATISTICS: 13-50

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WATCH A SHOW ON A COMPUTER

74%Total

74%Males

OR

75%Females

60%GEN Z

77%GEN Y

87%GEN X 13%

68%Total

65%Males

OR

71%Females

51%GEN Z

73%GEN Y

81%GEN X

23%

40%

25%

26%

26%

32%

35%

29%

49%

27%

19%


WATCH A SHOW ON TV


WATCH A SHOW ON TV

OR

NATIONAL

OR

COASTAL

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TALK ON THE PHONE

59%Total

54%Males

OR

64%Females

63%GEN Z

57%GEN Y

57%GEN X

55%Total

51%Males

OR

59%Females

55%GEN Z

59%GEN Y

50%GEN X

43%

37%

36%

46%

41%

45%

49%

41%

45%

41%


SEND A TEXT

TALK ON THE PHONE

SEND A TEXT

OR

NATIONAL

OROR

COASTAL

43%

50%

STATISTICS: 13-50

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8 - 1 2 Y E A R O L Ds t a t s

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STATISTICS: 8-12

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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females

Happy Happy Happy Happy Happy Happy

Smart Smart Smart Smart Smart Smart

Fun Fun Fun Fun Fun Fun

Funny Funny Active Funny Funny Funny

Active Creative Funny Active Active Nice

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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females

Having fun Having fun Having fun Having fun Having fun Having fun

My physical health Continuous learning My physical health Continuous

learningContinuous

learning My physical health

Continuous learning My physical health Living life to the

fullest My physical health Living life to the fullest

Continuous learning


Meeting new people

Continuous learning


Meeting new people


Meeting new people


Developing my personal style

Meeting new people My physical health Having financial

security

STATISTICS: 8-12

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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females

Eating meat 93% 89% 96% 91% 94% 87%

Eating fast food 87% 88% 85% 85% 88% 81%

Drinking soda 86% 89% 83% 82% 83% 81%People living together without being married 66% 56% 76% 69% 68% 70%



Not having children 60% 62% 59% 62% 62% 63%People having a baby without being married 57% 46% 68% 59% 62% 56%

Owning guns 53% 57% 50% 47% 46% 48%





Using marijuana 32% 30% 34% 28% 28% 28%



Sharing homework/test answers 18% 14% 23% 21% 27% 15%


Drinking alcohol under age 21 10% 7% 14% 14% 19% 9%Taking prescription drugs recreationally 9% 10% 8% 10% 14% 6%


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National Females

Coastal Total

Coastal Males

Coastal Females

Online bullying 93% 93% 92% 97% 95% 98%

Drinking alcohol under age 21 81% 83% 78% 79% 75% 82%Taking prescription drugs recreationally 76% 76% 76% 75% 73% 78%

Sharing homework/test answers 74% 79% 69% 69% 67% 72%




Using marijuana 50% 49% 51% 51% 56% 46%




Owning guns 27% 27% 27% 42% 42% 41%

Transgender rights 27% 33% 22% 14% 11% 17%People having a baby without being married 24% 28% 19% 23% 26% 19%




Drinking soda 9% 9% 10% 10% 11% 10%

Eating fast food 7% 6% 8% 9% 8% 10%

Eating meat 4% 6% 2% 6% 4% 8%

STATISTICS: 8-12

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National Females

Coastal Total

Coastal Males

Coastal Females

As a society we should accept all people no matter how different they are

62% 58% 66% 61% 62% 60%

I deserve to live whatever life I want 58% 54% 63% 56% 61% 51%People today need to listen more to those with different opinions 50% 49% 52% 50% 52% 49%

I deserve to own nice things 48% 46% 49% 50% 51% 50%A simpler life is the easiest way to happiness 45% 43% 46% 42% 41% 43%

I feel more mature than other people my age 42% 44% 39% 41% 38% 44%













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National Females

Coastal Total

Coastal Males

Coastal Females

I am proud to be an American 63% 59% 67% 63% 59% 67%

America is the best country in the world 43% 43% 43% 44% 50% 38%You can't count on the government to look out for society's best interests 30% 28% 31% 28% 25% 31%

I don't care how a president really behaves, as long as he/she does a good job for me and my country

28% 28% 28% 22% 22% 23%

Our political system needs to be completely restructured for the modern age 23% 22% 25% 22% 19% 25%

America has the best form of government 21% 25% 17% 23% 26% 20%I'm worried about the government invading my privacy 21% 20% 23% 30% 26% 33%

I'm happy with the 2016 presidential election results 20% 21% 20% 14% 17% 12%


The 2016 presidential election was corrupt 19% 18% 21% 30% 25% 35%It's America's responsibility to make sure the rights of others are protected around the globe 19% 19% 19% 21% 29% 12%


One's political views should be kept private 13% 15% 11% 15% 18% 12%

I think Russia skewed the 2016 election results 11% 9% 13% 19% 16% 23%Brands have more power to create change than the government 10% 9% 12% 16% 19% 13%

Our government should have more power than it does right now 4% 3% 6% 7% 8% 6%

STATISTICS: 8-12

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Coastal Females


An older person with more experience 38% 40% 36% 42% 30% 53%


A politician 28% 26% 30% 36% 38% 33%A CEO or a successful entrepreneur 28% 29% 27% 27% 29% 25%







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NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females

My family 62% 65% 60% 63% 57% 69%


My friends 36% 42% 30% 37% 33% 40%


Bullying 34% 36% 31% 37% 37% 36%


My appearance 31% 30% 32% 29% 27% 31%

Debt 26% 25% 28% 22% 16% 27%


My self-image / self-esteem 24% 28% 20% 30% 25% 35%


My weight 22% 24% 21% 30% 19% 42%

My mental health 21% 24% 19% 22% 17% 27%

STATISTICS: 8-12

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Coastal Females



War 20% 14% 26% 27% 29% 25%



My love life 14% 13% 16% 16% 12% 21%


Being popular 13% 15% 12% 15% 15% 16%

Popularity 11% 12% 11% 17% 13% 22%

Gangs 10% 9% 12% 16% 16% 17%

Politics 9% 7% 12% 14% 12% 17%

School cliques 7% 11% 3% 14% 14% 15%

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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females

My parents 68% 74% 63% 71% 72% 71%

God 66% 69% 64% 68% 67% 70%


The government 6% 8% 4% 8% 11% 5%

The news 5% 5% 5% 9% 13% 5%

Politicians 5% 6% 4% 5% 8% 3%

Corporations 4% 5% 3% 7% 11% 3%

STATISTICS: 8-12

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National Females

Coastal Total

Coastal Males

Coastal Females

A happy family 72% 70% 75% 74% 69% 78%





Loving your job 45% 41% 49% 45% 49% 41%



Having kids 36% 35% 36% 34% 37% 30%




Getting married 30% 29% 30% 28% 25% 32%

Having pets 29% 28% 30% 27% 28% 25%



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National Females

Coastal Total

Coastal Males

Coastal Females

A college degree 25% 25% 25% 43% 41% 45%




Traveling a lot 20% 20% 21% 32% 31% 32%


Retiring early 17% 12% 23% 17% 14% 20%



A fancy car 12% 15% 10% 23% 22% 24%



Being famous 11% 8% 14% 18% 17% 19%

A dream wedding 8% 4% 13% 10% 4% 17%



STATISTICS: 8-12

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Coastal Females





Get your driver's license Own a house Get your driver's

license

Own a house Own a house Own a house Own a house Get your driver's license Own a house










Work at a job that gives you purpose Help the world Have a successful

career


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Coastal Males

Coastal Females

Walmart Walmart Walmart Amazon Amazon Target

Amazon Amazon Amazon Target Target Amazon

Target Target Target Walmart Walmart Walmart

Nike Nike Bath & Body Works Nike Nike Disney

Old Navy Old Navy Old Navy Disney Best Buy Old Navy

F U L L L I S T:



STATISTICS: 8-12

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Coastal Males

Coastal Females

Nike Nike Nike Nike Nike Target

Walmart Walmart adidas Target adidas Nike

adidas Under Armour Target adidas Levi's Forever 21

Target adidas Walmart Levi's Walmart adidas

Under Armour Levi's Converse Walmart Target Converse


F U L L L I S T:




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Coastal Females

Doritos Doritos M&Ms Doritos Doritos Doritos

M&M’s Hershey Doritos Cheetos Cheetos M&M’s

Hershey M&M’s Cheetos M&M’s Coca-Cola Oreo

Cheetos Cheetos Hershey Oreo M&M’s Cheetos

Oreo Oreo Oreo Hershey Hershey Hershey

F U L L L I S T:




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Coastal Total

Coastal Males

Coastal Females

Dove Dove Dove Dove Aveeno Bath & Body Works

Bath & Body Works

Bath & Body Works

Bath & Body Works

Bath & Body Works Dove Dove

Aveeno Aveeno Aveeno Aveeno Neutrogena Aveeno

L'Oreal L'Oreal L'Oreal Neutrogena Johnson's Neutrogena

Johnson's Johnson's Johnson's Nivea Old Spice Olay


F U L L L I S T:





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National Females

Coastal Total

Coastal Males

Coastal Females


Getting a deal 78% 79% 76% 75% 74% 77%

Free shipping 73% 76% 69% 77% 78% 75%




User reviews 55% 57% 53% 64% 61% 68%








W H A T I N F L U E N C E S T H E M T O B U YPlease rate how important the following things are to you

in your decision to buy something: Top Box Summary

STATISTICS: 8-12

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Coastal Total

Coastal Males

Coastal Females

Price 67% 66% 68% 63% 55% 72%

Quality 58% 56% 61% 70% 73% 68%






Habit 15% 14% 17% 21% 22% 20%


Social mission 12% 12% 12% 9% 9% 10%

Company culture 10% 10% 10% 12% 15% 10%


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Coastal Males

Coastal Females








STATISTICS: 8-12

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Coastal Total

Coastal Males

Coastal Females

Birthday 62% 66% 59% 62% 58% 66%

Email address 53% 53% 53% 57% 52% 63%

Gender 52% 52% 53% 50% 45% 55%

Name 48% 49% 46% 44% 43% 45%

Email 47% 49% 45% 48% 40% 55%


Past purchases 29% 25% 32% 25% 24% 27%

Home address 27% 33% 21% 26% 29% 24%


My location 20% 19% 21% 21% 20% 23%


Income 11% 10% 12% 10% 11% 9%




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Coastal Total

Coastal Males

Coastal Females

Clothes 99% 98% 99% 100% 99% 100%

Furniture 96% 96% 96% 97% 97% 96%

Beauty products 96% 95% 97% 98% 96% 99%

Car 96% 96% 95% 92% 90% 93%

Technology 94% 94% 94% 97% 98% 95%

Appliances 93% 93% 93% 95% 93% 96%

House 89% 90% 88% 92% 92% 92%

Luxury goods 85% 83% 87% 89% 90% 88%

STATISTICS: 8-12

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National Females

Coastal Total

Coastal Males

Coastal Females

Luxury goods 15% 17% 13% 11% 10% 12%

House 11% 10% 12% 8% 8% 8%

Appliances 7% 7% 7% 5% 7% 4%

Technology 6% 6% 6% 3% 2% 5%

Car 4% 4% 5% 8% 10% 7%

Furniture 4% 4% 4% 3% 3% 4%


Clothes 1% 2% 1% 0% 1% 0%

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National Females

Coastal Total

Coastal Males

Coastal Females

$0 21% 18% 24% 11% 9% 14%

$1 - $999 39% 45% 32% 37% 34% 39%

$1,000 - $4,999 12% 10% 14% 10% 11% 10%

$5,000 - $9,999 3% 5% 2% 5% 6% 4%

$10,000 - $19,999 4% 5% 3% 4% 4% 4%

$20,000 - $49,999 5% 3% 7% 6% 7% 5%

$50,000 - $74,999 2% 1% 4% 3% 4% 3%

$75,000 - $99,999 5% 5% 5% 3% 5% 2%

$100,000+ 4% 5% 4% 9% 12% 6%

STATISTICS: 8-12

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(Select up to two)

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Coastal Total

Coastal Males

Coastal Females

Johnny Depp Johnny Depp Dwayne "The Rock" Johnson





Dwayne "The Rock" Johnson Johnny Depp Johnny Depp Johnny Depp Johnny Depp

Kevin Hart Leonardo DiCaprio Kevin Hart Kevin Hart Kevin Hart Kevin Hart

Will Ferrell Kevin Hart Will Ferrell Will Ferrell Will Ferrell Will Ferrell

Brad Pitt Chris Pratt Brad Pitt Brad Pitt Brad Pitt Idris Elba

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National Females

Coastal Total

Coastal Males

Coastal Females

Sandra Bullock Sandra Bullock Jennifer Aniston Jennifer Lawrence Emma Stone Jennifer Lawrence

Jennifer Aniston Angelina Jolie Sandra Bullock Sandra Bullock Jennifer Lawrence Sandra Bullock

Angelina Jolie Jennifer Aniston Angelina Jolie Angelina Jolie Angelina Jolie Angelina Jolie

Jennifer Lawrence Reese Witherspoon Jennifer Lawrence Jennifer Aniston Jennifer Aniston Jennifer Aniston

Reese Witherspoon Jennifer Lawrence Emma Stone Emma Stone Sandra Bullock Kerry Washington


STATISTICS: 8-12

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Coastal Females


DJ Khaled The Weeknd DJ Khaled DJ Khaled Jaden Smith DJ Khaled

Gwyneth Paltrow Jaden Smith Kylie Jenner Kanye West The Weeknd Chrissy Tiegen

The Weeknd Gwyneth Paltrow Gwyneth Paltrow The Weeknd DJ Khaled Teyana Taylor

Jaden Smith DJ Khaled The Weeknd Chrissy Tiegen Kanye West Kim Kardashian


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Which, if any, of the following statements do you agree with?(Select all that apply)


NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females





25% 25% 25% 25% 22% 27%


25% 23% 26% 26% 27% 25%




21% 25% 18% 25% 22% 27%




STATISTICS: 8-12

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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females

Every day 2% 3% 1% 1% 3% 0%


Once per week 4% 6% 2% 5% 4% 6%


Once per month 19% 19% 20% 23% 25% 22%

Every few months 25% 28% 22% 28% 25% 30%

A few times a year 20% 20% 21% 11% 13% 9%

Hardly ever 15% 12% 19% 13% 9% 18%

Never 3% 4% 3% 0% 0% 1%



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National Females

Coastal Total

Coastal Males

Coastal Females

Too expensive 52% 52% 52% 56% 54% 58%


I don't have time 22% 15% 29% 20% 11% 29%




It's too crowded 5% 5% 6% 14% 16% 12%





Parking 1% 1% 1% 6% 7% 5%




STATISTICS: 8-12

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Coastal Total

Coastal Males

Coastal Females

Less expensive 59% 57% 61% 61% 49% 74%

Discounts / deals 46% 42% 49% 53% 52% 55%


Better movies 22% 20% 24% 25% 25% 25%

3D 20% 21% 20% 13% 18% 8%


Child care 10% 8% 13% 9% 7% 11%



Gourmet food 8% 3% 14% 11% 9% 14%






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Coastal Males

Coastal Females





America's Got Talent Lip Sync Battle

The Voice The Voice The Voice Top Chef The X Factor Top Chef

Dancing With The Stars

Dancing With The Stars

Dancing With The Stars Hell's Kitchen Shark Tank Hell's Kitchen

American Idol Shark Tank Chopped Lip Sync Battle Top Chef America's Got Talent

Undercover Boss American Idol Hell's Kitchen The Voice Hell's Kitchen Chopped


STATISTICS: 8-12

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Coastal Males

Coastal Females

The Walking Dead The Walking Dead Fuller House The Big Bang Theory Family Guy The Big Bang

Theory

Fuller House The Big Bang Theory Friends Law & Order:

SVUThe Big Bang

TheoryLaw & Order:

SVU

The Big Bang Theory The Simpsons Family Guy Family Guy The Simpsons The Simpsons

The Simpsons Stranger Things Orange is the New Black The Simpsons The Walking Dead Family Guy

Stranger Things Fuller House The Walking Dead The Walking Dead Law & Order: SVU Modern Family

F A V O R I T E S C R I P T E D T V S H O W SWhat are some of your favorite scripted TV shows right now?


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National Females

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Coastal Males

Coastal Females





H O W T H E Y F E E L A B O U T T H E N E W SWhich, if any, of the following statements best describes

your feelings about the news? (Select one)

STATISTICS: 8-12

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National Females

Coastal Total

Coastal Males

Coastal Females

Friends/family 45% 45% 44% 51% 46% 56%

Facebook 44% 48% 40% 42% 45% 39%

Local TV news 38% 38% 37% 44% 38% 50%

National TV news 20% 26% 14% 25% 29% 22%

YouTube 18% 18% 19% 24% 31% 16%

Radio 17% 20% 14% 20% 21% 20%

Instagram 14% 11% 18% 16% 20% 12%

News websites 9% 9% 9% 10% 15% 6%

News apps 8% 9% 8% 13% 14% 13%

Twitter 8% 8% 9% 12% 15% 10%



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Coastal Males

Coastal Females


Snapchat 5% 5% 6% 8% 8% 8%

NPR 2% 0% 5% 1% 1% 1%

Apple News 2% 1% 3% 10% 12% 8%

Lifestyle websites 2% 2% 2% 5% 6% 5%

Reddit 2% 2% 2% 2% 3% 1%

Newsletters 1% 1% 1% 1% 2% 0%

Satirical news shows 1% 1% 1% 3% 3% 4%

Podcasts 0% 0% 1% 2% 1% 4%

STATISTICS: 8-12

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Coastal Males

Coastal Females




11% 11% 12% 9% 10% 9%


8% 9% 7% 6% 4% 9%


4% 4% 5% 5% 3% 7%


1% 2% 0% 2% 0% 4%



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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females

TVs 2.9 2.8 3.0 2.9 2.9 3.0

Smartphones 2.7 2.5 2.9 2.5 2.4 2.5


Tablets 1.9 1.9 2.0 1.8 1.9 1.8



Smartwatches 0.4 0.4 0.4 0.4 0.5 0.3





STATISTICS: 8-12

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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females





17% 18% 17% 26% 26% 25%





11% 11% 11% 14% 18% 11%



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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females






(Select one)


STATISTICS: 8-12

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NationalTotal

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National Females

Coastal Total

Coastal Males

Coastal Females



Flying cars 31% 38% 25% 38% 42% 33%

Personal robots 28% 34% 22% 33% 40% 26%

Virtual reality 28% 30% 25% 38% 46% 30%


Curved screen smartphones 16% 18% 15% 21% 24% 19%





Cryptocurrency (like Bitcoin) 4% 5% 3% 9% 11% 7%

Nanosensors 2% 3% 2% 6% 9% 4%

The Hyperloop 2% 3% 1% 3% 4% 2%



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NationalTotal

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National Females

Coastal Total

Coastal Males

Coastal Females

Facebook 64% 57% 72% 62% 57% 67%

YouTube 50% 42% 58% 57% 57% 57%

Instagram 42% 38% 46% 45% 40% 50%

Snapchat 37% 31% 42% 37% 34% 40%

Twitter 28% 23% 33% 33% 33% 33%



STATISTICS: 8-12

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S T A T E M E N T S O N S N A P C H A T For each of the following platforms, please check the statements

that apply to you: Snapchat (Select all that apply)

NationalTotal

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Feels fake 16% 15% 17% 16% 16% 17%

Shows the real me 15% 13% 18% 17% 17% 18%




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National Females

Coastal Total

Coastal Males

Coastal Females


I check this every day 24% 19% 29% 31% 30% 32%I follow / interact with brands here 19% 18% 21% 21% 17% 25%

Shows the real me 17% 13% 21% 18% 15% 22%




STATISTICS: 8-12

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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females

I have an account 50% 42% 58% 57% 57% 57%




Shows the real me 13% 13% 13% 16% 20% 13%


Feels fake 6% 6% 7% 7% 7% 7%

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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females

I have an account 64% 57% 72% 62% 57% 67%




Shows the real me 26% 27% 25% 27% 27% 27%Getting less popular among people my age 19% 18% 21% 21% 20% 22%

Feels fake 17% 17% 18% 18% 16% 20%


STATISTICS: 8-12

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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females

I have an account 28% 23% 33% 33% 33% 33%



Feels fake 13% 12% 15% 13% 16% 11%I follow / interact with brands here 13% 16% 10% 15% 12% 18%



Shows the real me 7% 8% 7% 8% 9% 8%

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National Females

Coastal Total

Coastal Males

Coastal Females

Cold brew 13% 14% 13% 12% 11% 14%


Cannabis food/drinks 12% 12% 13% 12% 11% 14%

Gluten-free food 12% 16% 9% 15% 11% 19%

Podcasts 10% 16% 5% 15% 15% 15%

Cat eye glasses 9% 8% 11% 6% 5% 8%

Vegan food 9% 8% 11% 13% 7% 19%


Scrunchies 8% 8% 8% 8% 5% 12%

Bold lips 7% 5% 10% 7% 3% 11%

Feminism 6% 6% 7% 12% 8% 16%

Crystals 4% 3% 6% 3% 4% 3%

Poke bowls 4% 5% 4% 5% 7% 3%

Khalid 2% 1% 4% 5% 7% 3%

TBH app 2% 1% 4% 2% 2% 2%




STATISTICS: 8-12

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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females

Technology 80% 83% 77% 88% 92% 83%


Education 55% 61% 49% 62% 64% 61%


Entertainment 52% 56% 48% 59% 67% 52%

Gender equality 49% 50% 47% 55% 58% 52%

Healthcare 43% 44% 41% 46% 48% 43%

Fashion 43% 41% 44% 53% 57% 49%

Parenting 43% 46% 39% 51% 56% 46%

Marketing 42% 45% 39% 52% 59% 45%

Relationships 41% 44% 37% 50% 48% 51%

Race relations 40% 44% 36% 41% 43% 38%



The economy 35% 36% 33% 50% 57% 43%


Immigration 31% 40% 23% 35% 35% 34%

The environment 25% 28% 21% 33% 35% 31%

Government 25% 26% 23% 32% 35% 29%



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NationalTotal

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Coastal Females

The environment 51% 47% 56% 46% 50% 42%

Government 46% 43% 49% 41% 42% 39%


The economy 34% 31% 37% 28% 26% 29%

Immigration 33% 30% 36% 36% 39% 33%

Healthcare 33% 28% 37% 28% 29% 27%



Parenting 26% 24% 28% 25% 23% 26%

Race relations 26% 26% 25% 22% 28% 16%

Relationships 25% 25% 25% 22% 25% 18%

Fashion 25% 24% 26% 25% 26% 25%

Marketing 24% 25% 24% 18% 19% 17%


Entertainment 22% 20% 25% 19% 17% 21%

Education 19% 13% 25% 17% 22% 13%

Gender equality 17% 20% 15% 15% 15% 16%


Technology 6% 7% 6% 6% 4% 8%



STATISTICS: 8-12

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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females

Immigration 35% 29% 41% 29% 25% 32%

Gender equality 34% 30% 38% 30% 27% 32%

Relationships 34% 30% 37% 29% 26% 31%

Marketing 34% 30% 37% 30% 23% 38%

Race relations 34% 29% 38% 37% 28% 46%


Fashion 32% 35% 29% 22% 17% 26%


Parenting 31% 30% 32% 25% 22% 27%

The economy 31% 32% 29% 22% 17% 27%

Government 29% 30% 28% 27% 23% 31%

Education 26% 26% 26% 21% 15% 26%


Entertainment 26% 25% 27% 22% 17% 27%


Healthcare 25% 27% 22% 26% 23% 29%

The environment 24% 25% 24% 21% 15% 26%


Technology 13% 10% 17% 6% 4% 9%



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NationalTotal

NationalMales

National Females

Coastal Total

Coastal Males

Coastal Females

Next year 0% 1% 0% 2% 3% 1%

In 10 years 4% 1% 7% 2% 3% 1%

In 20 years 2% 3% 2% 3% 4% 2%

Within 50 years 10% 7% 14% 5% 5% 6%

Within 100 years 10% 13% 7% 9% 12% 6%

Within 500 years 8% 9% 7% 5% 5% 6%




STATISTICS: 8-12

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80%National Total

76%National Males

OR

84%National Females

78%Coastal Total

70%Coastal Males

87%Coastal Females

52%National Total

53%National Males

OR

51%National Females

53%Coastal Total

49%Coastal Males

58%Coastal Females

22%

16%

24%

48%

47%

47%

51%

42%



WORLD

LIVE IN POVERTY

LIVE IN CENSORSHIP

20%

30%

49%

13%

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ONLY HAVE INSTAGRAM

38%National Total

37%National Males

OR

38%National Females

40%Coastal Total

40%Coastal Males

39%Coastal Females 61%

25%National Total

27%National Males

OR

22%National Females

24%Coastal Total

30%Coastal Males

18%Coastal Females

60%

62%

63%

75%

73%

76%

70%

82%


ONLY HAVE SNAPCHAT

ONLY HAVE ASMARTPHONE FOREVER

ONLUY HAVE A LAPTOP

FOREVER

62%

60%

78%

STATISTICS: 8-12

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MEET A YOUTUBE STAR

61%National Total

59%National Males

OR

64%National Females

68%Coastal Total

58%Coastal Males


24%National Total

21%National Males

OR

27%National Females

24%Coastal Total

21%Coastal Males

26%Coastal Females

32%

36%

41%

76%

79%

76%

79%

74%


MEET A MOVIE STAR



39%

42%

73%

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46%National Total

42%National Males

OR

50%National Females

51%Coastal Total

44%Coastal Males


49%

50%

58%



54%

56%


75%National Total

75%National Males

OR

75%National Females

76%Coastal Total

75%Coastal Males


24%

25%

25%

WATCH A SHOW ON A TV

25%

25%

STATISTICS: 8-12

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62%National Total

54%National Males

OR

70%National Females

63%Coastal Total

56%Coastal Males

70%Coastal Females

38%

46%

37%

44%

30%


TALK ON THE PHONE

SEND A TEXT

30%

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