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Main Character Energy Trend Report

May 05 2022

The past two years have been a time of reevaluation, reassessment, and realizations for Gen Z and Millennials, influencing them to shift their mindsets and take a more intentional approach to life. Now, these gens are putting their happiness in the spotlight and harnessing “main character energy” to make themselves the protagonists of their own lives. But what does that really mean—and how can brands get involved?

Download the full report for insights on:

  • What this “main character” approach is and how Gen Z and Millennials’ shift in mindset led to it
  • The micro-trends that have stemmed from focusing on their happiness and how they have taken over social media
  • How brands can tap into “main character energy” to reach young consumers

Report length: 46 pages

Based on a survey of 1450 13-39-year-olds in the U.S. and Canada, fielded in April 2022

All surveys fielded after June 1, 2021 are expanded to a North American sample and totals now reflect the views of 13-39-year-olds in both the U.S. and Canada

Additional survey content for Pro users: Where Gen Z and Millennials’ first heard the term “main character energy,” what they are doing to be proactive in the mindset they are trying to have, and how they describe their overall view of life.

Survey content for Pro users also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, BIPOC, Country, Urban/Rural Status, LGBTQ+, and Parent

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