With the heightened uncertainty caused by the pandemic and increased social injustice, Gen Z and Millennials are suffering from future anxiety—hesitant to make plans with everything changing so quickly. Yet, 77% of 18-37-year-olds are still wanting something to look forward to. It was our belief that the December holidays (Christmas, Hanukkah, Kwanzaa) offered that hope. We took to Fullscreen’s proprietary panel, TBH, to understand exactly how and why Gen Z and Millennials will be reinterpreting the holidays this year.
Click the link below to download our Fullscreen Holiday POV:
The Reinterpretation of the Holiday Season is part of Fullscreen’s Thought Leadership from the Cultural Forecasting and Data teams, where we look at trends at the intersection of culture, entertainment, and brand intelligence, giving brands a glimpse of what’s new and next and how to capitalize on these key shifts.
For more information about Fullscreen’s Cultural Forecasting capability, The Fullscreen Culture Report, or Data capabilities, please contact email@example.com.
Source: Fullscreen TBH Holiday Survey (July 2020, N=460, 18-37)