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Deep audience intelligence informs everything we do. Our work is fueled by original generational research, our proprietary panel of more than 3000 18-37-yr-olds and creator network data.

Welcome to the School of Unlearning: An Intro to How BLM Grew From a Social Movement into an Education Movement This year, Gen Z and Millennials enrolled in a different kind of summer school—The School of Unlearning. Following the death of George Floyd, they took to the streets and their social feeds to protest racial injustice in America. They wanted their voices heard, and their actions to speak louder, so they purchased from Black-owned brands, distributed and signed petitions, donated to organizations, called government officials, and had hard conversations with family and friends. As we mark the three month anniversary of George Floyd’s death, the social chatter around the Black Lives Matter movement has declined by 75% in July* and […]

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Creature Comfort: How Pets Are Here To Rescue Us All In 2020 Like toilet paper and hand sanitizer, pets have become a hot item during the pandemic. Animal shelters across the country are being completely cleared out as people seek out creature comfort. In fact, more than one in four 18-37-year-olds with pets got their new friend during quarantine.* Pets are bringing much-needed doses of positivity: two-thirds of Gen Z and Millennials living with pets agree their pet has helped them stay positive during this time.* Pets are not only showing up in homes—we are seeing them brighten up our feeds, too. Online conversation around pet adoption spiked in mid-March, up 50% […]

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In Search Of Sacred Spaces: How Gen Z & Millennials Are Replacing Belief Systems With Support Systems For centuries, when faced with incomprehensibly trying times, humans so often have turned to religion and spirituality to find guidance through the storm. Throughout history, major moments of crisis have led to surges in spiritual practice or the emergence of leaders in faith calling upon higher powers to see us through. After the attack on Pearl Harbor in 1941, the number of people (specifically young people) reading the Bible increased along with expressed enthusiasm for meditation and spiritual growth.* During the Persian Gulf War, 6 in 10 Americans reported praying more than they usually do.* Ten days post-September 11th, the […]

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All The Feels: How The “Quarantine Feelings” We’re Catching Will Change Our Future Selves In our Fall Culture Report, we predicted that after recovering from the 2010s burnout, consumers would hit a hard reset on their value systems in 2020—reevaluating how they approached everything from their relationship with friends and family to their impact on the planet. However, instead of being in control of the reset button, 2020 forced us all to take a pause. The pandemic has made us take a deep look not only at our physical well-being but also our mental well-being. We found that 58% of 18-34-year-olds are feeling a rollercoaster of emotions, and 98% of survey respondents experienced more […]

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Social Distancing Makes the Heart Grow Fonder: Virtual Dating During Coronavirus A Roman poet once said absence makes the heart grow fonder. Present-day online daters are leaning into this romantic notion during this time of social distancing when absence is the default setting on all new relationships. Despite the physical separation much of the country is experiencing, love is still blooming: 46% of 18-34-year-olds are currently using dating apps and/or social platforms for dating, and one in five say they are using them a lot.* The pandemic has merged dating tactics of the past and the present: it’s forcing singles to engage in an extended courtship of long-distance communication, but they’re […]

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Our Friends Live in Our Phones—How Tech is Saving Our Relationships Despite the terminology, “social distancing” is bringing many of us closer—thanks to the tech that bonds us together. When the CDC recommended that the U.S. start taking social distancing measures to prevent the spread of COVID-19 in early March, it was a new concept for most. But in the following days, weeks, and what may turn into months, people have found ways to stay connected—in fact, 58% say that during this pandemic, they have connected more deeply with friends. Last fall in our culture report Time To Hit The Reset, we found that Millennials and Gen Z were using tech […]

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Parasite Finds A Welcoming Host—Global Entertainment Parasite soaked us in emotion—joy, horror, triumph, empathy, confusion—a true mixed bag of feelings that reflected back our shared humanity. In Bong Joon Ho’s Golden Globes acceptance speech for Best Foreign Language Film, he mused, “Once you overcome the one-inch tall barrier of subtitles, you will be introduced to so many more amazing films.”  A few weeks later, Parasite hurdled over those barriers and won the Oscar for Best Picture, a first for a foreign-language film. This historic win has been primed by a steady drumbeat of global entertainment that has entered the American cultural zeitgeist.  Last year in our […]

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Social First: How Brands Can Optimize Their Performance Online With so many different metrics being used to measure social media campaigns, it can be hard to measure success or failure.  And even harder when you have a number, but nothing to compare it to. Does length of post matter? Is my Instagram Engagement Rate good or bad? With these questions swirling in our heads and email inboxes, Fullscreen decided to take a deep dive into the characteristics that are integral in making a campaign successful – including video length, link inclusion, and posting day considerations. Analyzing over 100 campaigns from 2016-2019, we created a benchmark report that can shed […]

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MILLENNIAL PARENTS LOVE TECH FOR “ME TIME” AND “WE TIME” MEET THE PARENNIALS Here at Fullscreen, we are obsessed with understanding our audiences, the nuances that shape their worlds and impact their decisions. Since our inception in 2012, we have followed and grown with Millennials and Gen Z as they have come into their own. Now that Millennials in particular are in the prime of adulthood, over half (55%) are parents, a sub-segment we have affectionately dubbed Parennials. They are among the age group that Time magazine called “The Me Me Me Generation” back in 2013, but Millennials have come a long way since then, and so has technology. Their […]

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CULTURAL SHIFTS ARE ALWAYS IN THE FORECAST When thinking about culture today, we, at Fullscreen, obsess over uncovering what’s happening in the liminal space. This is where ideas percolate, beliefs shape, and behaviors form. Transitional in nature, the liminal space is where subcultures pulsate before taking off into our collective consciousness. This year, we launched the Fullscreen Cultural Forecasting Division. This team explores trends living at the intersection of culture, entertainment, and brand intelligence to give brands an understanding of what’s new and next. Our proprietary tools help us uncover what’s happening right before it’s mainstreamed. To bring our cultural forecasting capability to life, we launched the […]

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