ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

How cool would you consider the following?

Source: Survey Data 2019 Q2 Field Dates: 05/21/2019 - 05/27/2019Base: N=1000Type: Matrix Grid

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  1. Muto Guo, a fashion designer, recently debuted his collection during Milan Men's Fashion Week with models sporting faces full of acne
  2. Razor startup Billie launched a marketing campaign that showcases images and video of women with body hair (armpit hair, toe hair, unibrows, etc.)
  3. Social media influencers are attempting Ugly Location Challenge, where they stage photoshoots at local establishments like KFC and Lowes
  4. Gucci recently released an ad featuring model and singer Dani Miller wearing their lipstick. The shot was a close-up of her smile and her teeth, which contain large gaps in between
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U170. How cool would you consider the following?
Total Gender Age Groups Generation Age Groups Age Groups Age Groups Age and Gender Generation and Gender Academic Status Race Hispanic Region City Resident Parent Parent Content and Mood Interested in Ugly Moderating Alcohol
Male Female Under 18 18 and Over Gen Z (13 to 17) Millennial (18 to 36) Under 21 21 and Over 13 to 17 18 to 20 21 to 24 25 to 29 30 to 36 13-17 18-24 25-36 13 to 17, M 13 to 17, F 18 to 24 ,M 18 to 24, F 25 to 36, M 25 to 36, F Gen Z (13 to 17), M Gen Z (13 to 17), F Millennial (18 to 36), M Millennial (18 to 36), F Middle School / High School College Not in School Caucasian/White African American/Black Asian/Other Hispanic Non-Hispanic Midwest Northeast South West Urban Non-urban Yes No Moms Dads Uses Content Does Not Use Content Interested Not Interested Cutting Back Not Cutting Back
Muto Guo, a fashion designer, recently debuted his collection during Milan Men’s Fashion Week with models sporting faces full of acne Not at all cool 10% 12% 9% 11% 10% 11% 10% 8% 12% 11% 3% 14% 12% 10% 11% 9% 11% 7% 15% 13% 5% 13% 9% 7% 15% 13% 8% 12% 6% 12% 11% 12% 6% 9% 11% 12% 11% 10% 10% 9% 14% 5% 12% 4% 5% 9% 12% 8% 16% 11% 11%
Not very cool 19% 17% 21% 21% 19% 21% 19% 22% 18% 21% 25% 16% 14% 21% 21% 20% 18% 22% 19% 23% 17% 13% 24% 22% 19% 16% 21% 28% 13% 19% 18% 22% 21% 13% 21% 21% 15% 21% 18% 19% 31% 17% 20% 22% 13% 16% 23% 16% 25% 18% 20%
Somewhat cool 33% 29% 37% 32% 33% 32% 33% 33% 33% 32% 34% 32% 30% 36% 32% 33% 33% 27% 38% 34% 32% 27% 39% 27% 38% 30% 37% 31% 34% 33% 32% 27% 48% 28% 34% 39% 31% 29% 35% 32% 36% 26% 35% 43% 15% 30% 36% 30% 39% 37% 37%
Very cool 24% 27% 20% 22% 24% 22% 24% 23% 24% 22% 25% 13% 35% 21% 22% 18% 27% 25% 19% 12% 24% 35% 18% 25% 19% 27% 20% 20% 25% 24% 26% 16% 20% 26% 23% 18% 29% 25% 23% 25% 17% 39% 18% 21% 52% 26% 21% 29% 13% 19% 15%
Extremely cool 14% 15% 13% 14% 14% 14% 14% 14% 14% 14% 13% 25% 9% 12% 14% 20% 11% 18% 9% 18% 22% 12% 9% 18% 9% 14% 14% 9% 21% 13% 13% 23% 6% 25% 11% 10% 14% 16% 14% 15% 3% 13% 14% 9% 16% 19% 9% 17% 8% 15% 16%
Razor startup Billie launched a marketing campaign that showcases images and video of women with body hair (armpit hair, toe hair, unibrows, etc.) Not at all cool 16% 19% 13% 25% 14% 25% 14% 23% 13% 25% 20% 12% 13% 14% 25% 15% 13% 23% 27% 22% 8% 16% 10% 23% 27% 19% 9% 31% 12% 13% 18% 10% 10% 10% 18% 20% 15% 16% 14% 16% 17% 10% 18% 8% 12% 17% 16% 13% 22% 14% 15%
Not very cool 20% 18% 21% 26% 18% 26% 18% 22% 18% 26% 15% 13% 17% 23% 26% 14% 20% 29% 23% 17% 11% 15% 26% 29% 23% 15% 21% 29% 13% 19% 18% 25% 22% 11% 22% 22% 16% 20% 17% 18% 39% 16% 21% 26% 8% 16% 23% 16% 26% 17% 25%
Somewhat cool 26% 24% 28% 26% 26% 26% 26% 27% 26% 26% 28% 31% 21% 26% 26% 30% 24% 23% 29% 36% 24% 18% 29% 23% 29% 25% 27% 24% 28% 26% 22% 31% 47% 33% 24% 24% 21% 29% 26% 25% 27% 19% 29% 26% 14% 22% 31% 23% 32% 30% 23%
Very cool 24% 26% 22% 13% 27% 13% 27% 16% 28% 13% 21% 27% 33% 24% 13% 25% 28% 12% 14% 15% 35% 38% 18% 12% 14% 29% 24% 9% 25% 29% 26% 18% 15% 28% 23% 24% 26% 19% 31% 25% 12% 40% 18% 25% 50% 27% 20% 30% 11% 23% 18%
Extremely cool 14% 12% 16% 10% 15% 10% 15% 12% 15% 10% 16% 16% 17% 13% 10% 16% 15% 14% 7% 10% 22% 13% 17% 14% 7% 12% 19% 7% 22% 13% 15% 16% 6% 18% 13% 10% 21% 15% 11% 15% 5% 15% 14% 15% 16% 18% 10% 17% 8% 16% 19%
Social media influencers are attempting Ugly Location Challenge, where they stage photoshoots at local establishments like KFC and Lowes Not at all cool 16% 14% 18% 16% 16% 16% 16% 14% 17% 16% 10% 11% 18% 19% 16% 11% 19% 14% 19% 12% 10% 16% 21% 14% 19% 14% 17% 18% 12% 17% 16% 16% 15% 13% 17% 15% 15% 19% 13% 16% 16% 11% 18% 18% 6% 16% 16% 14% 20% 17% 27%
Not very cool 21% 17% 26% 19% 22% 19% 22% 18% 23% 19% 15% 36% 17% 20% 19% 27% 19% 15% 25% 27% 27% 12% 26% 15% 25% 18% 26% 22% 16% 24% 19% 30% 23% 22% 21% 22% 12% 26% 21% 22% 18% 13% 24% 22% 7% 19% 24% 18% 28% 25% 24%
Somewhat cool 28% 24% 32% 35% 27% 35% 27% 34% 26% 35% 33% 23% 26% 27% 35% 27% 26% 28% 42% 27% 28% 22% 31% 28% 42% 23% 30% 42% 24% 26% 25% 32% 46% 23% 30% 32% 31% 23% 31% 28% 37% 22% 30% 33% 15% 27% 30% 24% 37% 26% 22%
Very cool 22% 28% 15% 16% 23% 16% 23% 22% 22% 16% 31% 17% 27% 21% 16% 23% 23% 19% 12% 26% 20% 33% 13% 19% 12% 30% 16% 12% 26% 23% 26% 8% 11% 21% 22% 24% 24% 20% 21% 21% 21% 36% 17% 18% 49% 22% 21% 29% 9% 19% 13%
Extremely cool 13% 16% 9% 14% 12% 14% 12% 13% 13% 14% 11% 12% 12% 13% 14% 12% 13% 24% 3% 8% 15% 17% 8% 24% 3% 14% 11% 7% 22% 11% 13% 14% 5% 20% 10% 7% 18% 12% 15% 13% 9% 17% 11% 10% 22% 16% 9% 16% 6% 14% 14%
Gucci recently released an ad featuring model and singer Dani Miller wearing their lipstick. The shot was a close-up of her smile and her teeth, which contain large gaps in between Not at all cool 6% 7% 5% 8% 6% 8% 6% 8% 6% 8% 7% 5% 6% 6% 8% 6% 6% 6% 11% 9% 2% 7% 5% 6% 11% 8% 4% 12% 5% 5% 7% 7% 3% 2% 7% 11% 3% 7% 3% 6% 8% 2% 8% 3% 1% 7% 5% 4% 11% 7% 7%
Not very cool 11% 12% 9% 12% 10% 12% 10% 12% 10% 12% 12% 8% 10% 11% 12% 10% 11% 12% 11% 12% 7% 11% 10% 12% 11% 12% 9% 14% 8% 10% 10% 14% 12% 5% 12% 12% 7% 11% 11% 9% 18% 8% 11% 5% 11% 7% 14% 7% 18% 8% 11%
Somewhat cool 37% 33% 42% 38% 37% 38% 37% 37% 37% 38% 36% 35% 33% 41% 38% 36% 38% 35% 41% 30% 42% 33% 42% 35% 41% 32% 42% 40% 31% 39% 35% 34% 56% 35% 38% 38% 41% 37% 34% 36% 47% 32% 39% 49% 20% 33% 42% 32% 47% 37% 41%
Very cool 28% 31% 25% 20% 30% 20% 30% 25% 30% 20% 33% 25% 36% 28% 20% 29% 31% 23% 18% 30% 27% 35% 27% 23% 18% 33% 27% 20% 29% 31% 31% 18% 22% 28% 29% 28% 28% 24% 37% 30% 18% 40% 24% 25% 50% 31% 25% 35% 16% 29% 19%
Extremely cool 18% 17% 18% 22% 16% 22% 16% 18% 17% 22% 13% 27% 14% 14% 22% 21% 14% 24% 20% 19% 22% 13% 15% 24% 20% 15% 18% 14% 27% 15% 17% 27% 8% 30% 14% 11% 21% 21% 16% 19% 9% 18% 18% 17% 18% 22% 13% 22% 8% 18% 21%
Base 1000 508 492 200 800 200 800 322 677 200 122 165 221 291 200 288 512 103 97 146 142 259 253 103 97 405 395 191 241 568 750 155 95 218 782 215 174 372 233 872 93 260 740 108 152 526 474 656 344 406 142
Base: All Respondents