WE Main Character Energy Trend Report

Young Europeans have spent the past two years re-evaluating and reassessing their lives, which has generated a new perspective on what matters, and what they want to focus on. Now, they’re emerging with more intentional mindsets, and a desire to put their own happiness first. As a result, the idea of casting yourself as the “main character” of your own life is trending, on and off socials. 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: 44 page

Based on a survey of 1300 13-39-year-olds in the U.K., France, Germany, Spain and Italy, fielded March 2022

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, Country, Urban/Rural Status, LGBTQ+, and Parent