Summer Plans & 4th of July Report

Gen Z and Millennial research, trends, and insights

Around the country, stay-at-home rules and lockdowns are loosening and lifting—but that doesn’t mean that young consumers are planning a summer as usual. The threat of COVID-19 is still strong and the majority of young consumers are incredibly cautious. Some of their favorite summer pastimes have been cancelled, and they are going to be looking for new events and activities to keep themselves busy. We’ve got the data on how they feel about the coming months, what plans are cancelled and which they’ll keep alive, forecasts for their July 4th celebrations, how their behavior and spending is shifting, and what brands can do to appeal to them during this unique stretch of months.

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