Youth Signals is our bi-annual survey. It goes out to 4000 people across our lead markets: the US, China, South Korea, and Japan.
It covers evolving values, attitudes, and behaviors across lifestyles, leisure, and multiple sectors (including beauty, fashion, luxury, sports, spirits, technology, and travel). Now in its 3rd year, it tracks the present and longer-term change.
This is not a 'generational' study. We are more than aware of the limitations of that type of thinking, so it's important to note we cut the analysis data by more than age 'cohorts' - but it does focus on a 15-35 year old demographic (with a control sample for 35+) so the emphasis is on Youth Signals.
Youth Signals is a supplementary input for our insight and foresight work and the data is made open source for our existing consultancy clients.
If you would like to receive updates and exclusive Signals content, or arrange a briefing with your team - please join as a member.