Hobbies and Passions Report

Vital insights into Gen Z and Millennials' behavior, plans, and views—with major takeaways for brands.

In the last year, young consumers’ hobbies and passions became more than pastimes—they were essential to getting through a crisis that isolated them and upended their routines in every way. Gen Z and Millennials focused on some of their biggest passions, with many striving to hone new skills, trying to find new entertainment sources, and attempting to maintain their mental health by staying busy. Bread baking, gardening, DIY crafts, and more filled social media feeds as they shared their activities and connected through their quarantine activities. This report checks back in with how young consumers are occupying their free time now, from what quarantine-inspired hobbies have remained relevant to which groups are fueling popular passions.

Download the full report for insights on: 

  • The free-time activities that experienced a decrease from the height of quarantine
  • The group that is more likely to online shop for pleasure and to do so for their mental health
  • The quarantine-fueled passion that BIPOC consumers are driving the numbers for
  • The group that is more likely to be socializing virtually with friends

Report length: 12 pages

Based on a survey of 1000 13-39-year-olds in the U.S., fielded in March 2021

Additional survey content for Pro users: Their biggest interest and hobbies today, offline activities participation, and how often they spend time with their friends. 

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