Twentysomethings today wield some serious spending power—and headlines suggest it’ll only continue as Gen Z becomes the wealthiest generation. If that wasn’t reason enough to pay attention to this demo, young adults in their 20s are also shaping cultural trends and defining what’s “cool” on social media. In this report, we do a deep dive into how this demo is doing things differently than previous generations (who needs to move out of the house at 18?!), what they’re prioritizing in their lives now, and what’s shaping their habits and preferences when it comes to entertainment, music, and more.
Report Length: 46 pages, North America report is based on a survey conducted among 1500 13-39-year-olds in the U.S. and Canada. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany
Article
10 Trends to Know 2026 Trend Report
Learn 10 trends Gen Z is fueling now—and how brands can connect to young consumers through them.