[ INFOGRAPHIC ] How do Millennials Embrace Ethnic Food & Beverages?

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Based on the 4th wave of our Millennial research, we’ve created an infographic highlighting some key points on Millennials and their ethnic product consumption.

[ INFOGRAPHIC ] How do Millennials Embrace Ethnic Food & Beverages?

Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent? To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.

ThinkNow Holiday Shopping Report -- 2023

ThinkNow

How Race, Age and Gender Shape Attitudes Towards Mental Health

ThinkNow

Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits. To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups. Technology For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did. While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis. Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad. Age and Gender When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same. Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers. Race Affects Attitudes As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).

ThinkNow Inclusive Beauty Report --- 2023

ThinkNow

The beauty industry has transformed in recent years driven by consumer demands for products that align with their cultural values and personal beliefs. While the top cosmetic brands continue to be L’Oreal and Estee Lauder, they are being challenged by younger, edgier brands like Selena Gomez’s Rare Beauty, Rihanna’s Fenty and e.l.f. Cosmetics. Consumer opinion, however, is not homogeneous. There are significant differences in preferences based on ethnicity, age, income and gender. ThinkNow uncovered some of those differences in our recent Inclusive Beauty Report based on a nationally representative online survey of 2,800 respondents.

Black Consumer Project Wave 4 - Media + Entertainment

ThinkNow

Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers. The fourth wave of the Black Consumer Project explores explores media consumption, behaviors and the power of creators.

Black Consumer Project Wave 3 - Health + Wellness

ThinkNow

Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers. The third wave of the Black Consumer Project explores the intersections of health, wellness and lifestyle from a mindset and behavioral lens.

Black Consumer Project Wave 2 - Finance + Banking

ThinkNow

Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers. The second wave of the Black Consumer Project explores banking behaviors, financial perceptions and aspirations for the future.

Black Consumer Project Wave 1 - Identity + Values

ThinkNow

This document provides a summary of key findings from a survey of Black consumers in the United States. Some of the main findings include: - There is no universally preferred label for Black identity, though "Black American" emerged as one of the top three preferred names. - Black Americans are more likely than non-Blacks to believe that their race/heritage defines who they are. - While family and faith are top values for all Americans, Black Americans more highly rank personal growth as a driving value. - Around 57% of Black Americans believe in the American Dream, though rates vary by age, geography, and nativity. - Black Americans define success more in terms of maintaining personal and financial health rather

Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers. The third wave of the Black Consumer Project explores the intersections of health, wellness and lifestyle from a mindset and behavioral lens.

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Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers. The second wave of the Black Consumer Project explores banking behaviors, financial perceptions and aspirations for the future.

Black Consumer Project Wave 1 - Identity + Values

ThinkNow

Pride Month Report 2023

ThinkNow

Sustainability Report 2023

ThinkNow

The earth isn’t having a good 21st century. In terms of environmental health, the planet is deteriorating across all metrics, and most governments worldwide have failed to address this issue adequately. Politicians may be more willing to push for substantive policies on issues like climate change if they feel their constituents would support them, but they need the data. So, to commemorate Earth Day and Arbor Day, ThinkNow conducted a nationally representative quantitative consumer research study to identify sustainability policies that Americans support and to highlight their views on environmental concerns.

How America Celebrates Holidays & Traditions: Black Americans

ThinkNow

Celebrations are positive ways for communities to connect and families to bond. How we celebrate differs by ethnicity, values, traditions, and even geography. In honor of Black History Month, ThinkNow conducted a national study of U.S. adults to understand Black Americans’ attitudes and behaviors toward holiday celebrations and traditions and how they compare to other demographic groups. This report is one in a series of reports examining how Americans celebrate popular holidays throughout the calendar year.

The Digital Media Buyers Guide

ThinkNow

ThinkNow teamed up with Venci Group to create The Digital Media Buyer's Guide to Zero-Party Data – a complete guide for advertisers who want to get the most out of their campaigns using zero-party data. Inside our guidebook, you will: # Understand why zero-party data is different # Get a refresher on the different types of data # Learn why ZPD has become so effective when targeting multicultural audiences

Gun Control Report 2022

ThinkNow

America is at a critical crossroads regarding guns. With growing gun violence being normalized in American culture, we felt as researchers and communicators that we needed to understand the hard facts. How do gun owners feel about gun control? How about Republican voters? Are there gun control measures that Republicans, Democrats, and Independents would all support? In a collaborative research project, Team Friday and ThinkNow asked 1,200 Americans their opinions and attitudes toward gun laws.

ThinkNow World Cup Report 2022

ThinkNow

In a time when U.S. viewership of international sporting events like the Olympics is declining, more attention will be placed on the expanding World Cup audience. Americans will be tuning in, or more precisely, logging on. Brands that care about staying relevant need to be there with them. ThinkNow conducted a nationwide online survey of U.S. adults to understand how people will be engaging with the 2022 World Cup.

ThinkNow Culture Report 2022

ThinkNow

Multicultural consumers are often motivated by a desire to represent their culture in how they identify their race and ethnicity. In 2020, ThinkNow conducted a nationwide online survey among Hispanics, African Americans, and Asian Americans ages 18 to 64 to understand how they prefer to identify themselves among peers and in marketing and media. This year, we conducted a follow-up study in which we found that the needle hadn’t moved much, with a few exceptions.

Healthcare Marketing Report: Engaging Hispanic Communities

ThinkNow

ThinkNow partnered with Klick Health to address the insight gaps in healthcare marketing geared toward Hispanic communities. To honor the nuances of Hispanic health within the community versus continuing to center the non-Hispanic experience as the baseline for analysis, we looked at the intricacies of Hispanic health attitudes and behaviors through Hispanic identity, age and acculturation, and gender and sexuality.

ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report

ThinkNow

America’s youth, the first multicultural majority generation in U.S. history, is growing rapidly, adding over 2.3 million consumers (about twice the population of New Hampshire) to the population each year, making them a significant force to be reckoned with. These "mini-millennials” challenge brands to address societal stereotypes, particularly around gender identity, and use their influence to support or disapprove of brands’ diversity and inclusion efforts. In our first report on diversity and inclusion last year, we analyzed consumer reactions to companies' public declarations of support for social justice in 2020. In our latest wave of ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent, we find differences in perceptions and expectations among key demographic groups compared to last year’s report.

ThinkNow Web 3.0 Cryptocurrency Report 2022

ThinkNow

Mobile apps like Apple Pay have made online and offline purchases more convenient for consumers, liberating them from having to pull out their wallets, credit cards, and wads of dollar bills and loose change. But the innovations of Web 2.0 are in the rearview, as consumers explore Web 3.0 where digital currency is just a fraction of what the virtual experience has to offer. For enthusiasts, Web 3.0, or Web3, is a way of democratizing the internet, shifting power away from the behemoths dominating search, sales, and social and giving it back to consumers. The blockchain has made bitcoin, non-fungible tokens (NFTs), and other forms of cryptocurrency ubiquitous among devotees, and the metaverse has become a virtual utopia for consumers and brands. In our second look at cryptocurrency, ThinkNow conducted a nationwide online survey of adults ages 18 to 64 to understand their familiarity, usage, and interest in cryptocurrency and other Web3 technologies.

ThinkNow Pulse™ Report 2022

ThinkNow

Two years ago, the global shutdown sent the economy reeling, and many Americans, especially lower-income households, experienced a seismic shift in their financial security. Consumers reported worsening personal finances and a feeling that the economy was weakening. Their outlook for 2021 was equally as dim, with fewer Americans feeling optimistic about improvements in personal finances for the coming year. Uncertainty about the pandemic, unemployment, and higher prices threatened to thwart the comeback story of the American consumer. But with the mass distribution of COVID-19 vaccines, better protocols and treatments, and the distribution of trillions of dollars in federal stimulus, consumer sentiment has returned to pre-pandemic levels. In our seventh annual ThinkNow Pulse™ Report, Americans say their income has improved in the past year, and their outlook on personal finances and the U.S. economy is just as strong as it was in 2019 or stronger. Download the report here.

ThinkNow Smart Fitness: The Rise of Connected Fitness and Community

ThinkNow

The pandemic has accelerated the shift from traditional in-person gym memberships to broader acceptance of at-home connected fitness equipment. But a recent ThinkNow study shows that the gym isn’t dead, and connected fitness has a long way to go. For our 2021 ThinkNow Smart Fitness Report, ThinkNow conducted a nationwide online survey of American adults ages 18 to 64 to understand consumer usage of internet-connected fitness equipment and perceptions of connected fitness brands. Room To Grow Twenty-five percent of respondents report owning connected fitness equipment. Ownership is highest among Non-Hispanic Whites and African Americans. Within the Total Market, ownership is highest among Millennials and increases drastically with income, and men are twice as likely as women to own smart exercise equipment. It’s important to reiterate that only one out of four respondents report owning connected fitness equipment, and 20% of those who do not currently own it are at least somewhat interested in purchasing it. This data suggests a tremendous opportunity for brands innovating in or entering the connected fitness space. Most Popular Connected Fitness Equipment However, differences emerge when we take a closer look at the types of connected fitness equipment consumers own. Exercise bikes and treadmills, artifacts of the 1970s and 80s fitness movement, have maintained their appeal over the years, getting “smarter” with each passing year. Traditional resistance weight machines, reminiscent of the bodybuilding craze, appear to be losing some ground to, more minimalistic forms of strength training, like resistance bands. Of the most popular brands of connected fitness equipment available, Peloton, Mirror, and NordicTrack are favored by respondents, while CLMBR, Tonal, and SoulCycle, rank in the bottom few. However, competition within this space is heated, with only a slim margin separating one brand from the next, especially as lines start to blur on product offerings. Mirror, for example, offers a variety of workouts, from cardio and strength training to Pilates and Tai Chi. Accessories include fitness bands and yoga blocks but no weights. They likely pride themselves on their minimal impact on home life. Tempo and Tonal, however, both positioning themselves as “smart gyms,” offers accessories like weights and smart handles to maximize workouts. NordicTrack has a suite of products, including exercise bikes and an interactive “mirror” similar to Tempo, with a vault of weights and accessories inside. And while Peloton is probably more known for its bikes, the company also offers boot camp style workouts, yoga, barre, among others, with no equipment required. The most significant threat to the success and continued adoption of connected fitness equipment is forward-thinking gyms innovating to stay competitive.

ThinkNow Entrepreneurship 2021

ThinkNow

The document discusses the results of a study on the impact of climate change on coffee production. Researchers found that suitable land for coffee production could decline by up to 50% by 2050 due to rising temperatures and changing rain patterns associated with climate change. Arabica coffee was found to be most at risk, as its growing regions would shrink significantly according to the study's climate models. The study concludes that climate change poses a serious threat to the coffee industry worldwide if action is not taken to reduce emissions and help farmers adapt.

ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report 2021

ThinkNow

Infographic – ThinkNow Diversity & Inclusion: Brands and Consumer Purchase In...

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Companies en masse stepped up in 2020 decrying racism in America. But have those public declarations resulted in systemic changes in their diversity and inclusion practices, and how are consumers responding to those changes? To answer that question, ThinkNow conducted a nationally representative survey of Americans to understand the impact of companies that demonstrate a commitment to diversity and inclusion and how consumers voice their approval or disapproval of those companies with their wallets. We’ve captured a few highlights from the report in an infographic.

Thinknow Vaccine Report 2021

ThinkNow

The survey found that most adults believe vaccines are generally safe and that it is important for people to get the COVID-19 vaccine. However, African Americans expressed the most apprehension. While 7 in 10 respondents had received or planned to get the COVID-19 vaccine, African Americans were least likely and Hispanics were more likely to plan to get it but less likely to have received it already. The top reasons for not planning to get the vaccine were concerns about insufficient testing and side effects. FDA approval was the primary factor influencing respondents' decision to get vaccinated.

Thinknow Pulse Report 2021

ThinkNow

ThinkNow Year End Report 2020

ThinkNow

2020 has been one of the most polarizing years in recent history. A global pandemic decimated the economy, the murders of Ahmaud Aubrey, Breonna Taylor, and George Floyd sparked a worldwide outcry for social justice, and a contentious presidential election gripped the nation while the world watched. All these events culminated in a complex display of cultural dynamics that influence contemporary consumer attitudes and behavior. In our 2020 ThinkNow Year-End Report, we examine these events through a multicultural lens to provide actionable insights on key consumer trends to watch heading into 2021.

ThinkNow Culture Brief 2020

ThinkNow

ThinkNow Cosmetics and Beauty Report 2020

ThinkNow

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