US Trendsetters and Early Adopters Consumer Report 2025
Trendsetters make up a quarter of the US population, primarily skewing young, urban-dwelling and multicultural.
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- Market definition
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EXECUTIVE SUMMARY
- What you need to know
- Key takeaways
- Future outlook for Trendsetters
- Opportunities
- Opportunities for brands to engage Trendsetters
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MARKET DYNAMICS
- Market context
- US economic snapshot
- Inflation accelerated in June as a result of tariffs pushing up prices
- Graph 1: headline CPI and core CPI, 2021-25
- Retail sales remain strong, but tariff-driven price hikes will halt the momentum
- Graph 2: retail sales, 2024-25
- Despite rising optimism, risks continues to lurk
- Graph 3: opinions on financial future, 2023-25
- Trendsetters and Early Adopters by the numbers
- While many consumers are highly engaged with different categories of interest, only a quarter of consumers are engaged enough to be true Trendsetters
- Graph 4: category engagement and trendsetter segments, 2025
- Category Engagers passionately follow a category by keeping up with the latest trends, product offerings, and by sharing their knowledge/opinions
- Graph 5: Category Engager self-identification, 2025*
- Graph 6: Category Trendsetter behaviors, 2025
- Early Adopters prioritize being the first to try new products and offerings, and have taken steps to do so in the past year
- Graph 7: Early Adopter self-identification, 2025
- Graph 8: Early Adopter behaviors in the past year, 2025*
- Trendsetters are young, urbanites and parents who are more likely to be financially established and coastal-dwelling
- The most common Trendsetter categories are universally used and have a lower knowledge barrier to entry
- Graph 9: Trendsetters by category, 2025
- Half of Trendsetters have earned an incentive for their content; three quarters aspire to reach this level
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CONSUMER INSIGHTS
- Consumer fast facts
- Outlook on Trendsetter status
- Two thirds of Mintel’s Trendsetter segment consider themselves to be a trendsetter
- Graph 10: “I consider myself to be a Trendsetter” – any agree, by Trendsetters and Trendsetter categories, 2025
- Highlighting everyday Trendsetters and creators brings a sense of authenticity and relatability to brands
- Young and multicultural consumers are more likely to identify as Trendsetters
- Graph 11: “I consider myself to be a Trendsetter” – any agree, by generation, 2025
- Graph 12: “I consider myself to be a Trendsetter” – any agree, by race, ethnicity and LGBTQ+ identity, 2025
- Brands should appeal to Trendsetters’ pride in being unique and an influential category expert
- Graph 13: motivations behind Trendsetter behaviors, by Trendsetters and Trendsetter categories, 2025
- Ulta Beauty World offers beauty enthusiasts an exclusive and experiential inside look at the category
- Trendsetters: content and resources followed
- Social media is a primary resource for Trendsetter knowledge and updates
- Graph 14: resources used to stay up to date on category-related info, by Trendsetters, 2025
- YouTube is the social media platform Trendsetters most commonly use to stay up to date on their categories of interest
- Graph 15: resources used to stay up to date on category-related info, by Trendsetters and Trendsetter categories, 2025
- Given Trendsetters’ reliance on social media, brands need to leverage viral trends and social commerce when targeting this consumer segment
- Personal relations, followed by brands, are the top accounts consumers follow on social media
- Graph 16: types of social media accounts followed, by Trendsetters, 2025
- Types of social media accounts followed vary across Trendsetter categories
- Graph 17: types of social media accounts followed, by Trendsetters across categories, 2025
- Trendsetter content creation
- Sharing category knowledge and opinions through online platforms is a defining Trendsetter characteristic
- Graph 18: ways people share their category knowledge/opinions, by Trendsetters, 2025
- Across all social media platforms, Trendsetters’ daily use exceeds the total population
- Graph 19: social media platforms used daily, by Trendsetters, 2025
- Facebook, Instagram, YouTube and TikTok are Trendsetters’ preferred social media platforms for content creation
- Graph 20: social media platforms used to share category knowledge and opinions, by Trendsetters, 2025
- Preferred social media platforms for content creation vary across Trendsetter categories and certain demographics
- Graph 21: social media platforms used to share category knowledge and opinions, by gender and LGBTQ+ identity, 2025
- Graph 22: social media platforms used to share category knowledge and opinions, by Trendsetter categories, 2025
- Best Buy and Lowe’s take steps to engage creators and influencers
- Trendsetters: content types and signs of success
- Posting product reviews or reactions is the most common type of content Trendsetters created in the past year
- Graph 23: trendsetter content created in the past year, by Trendsetters, 2025
- Quantity of followers and earning an income are signs of Trendsetter success
- Graph 24: trendsetter goals and signs of success – any agree, by Trendsetters and Trendsetter categories, 2025
- The dream of being an influencer or content creator is generational
- Graph 25: trendsetter goals and signs of success – any agree, by generation, 2025
- Dick’s Sporting Goods recruits young sports content creators
- Trendsetters + brands
- Influencers and entertainment media have notable influence on Trendsetters’ purchase behaviors
- Graph 26: Early Adopter behaviors, by Trendsetters, 2025
- Amazon merges home streaming with seamless shopping
- Trendsetters are eager to collaborate and partner with brands
- Incentives can help garner product reviews/recommendations, but Trendsetters still need to genuinely prefer the products they recommend
- Graph 27: brand reviews and recommendations – any agree, by Trendsetters, 2025
- Brands across categories are finding creative ways to partner with and leverage trendsetting influencers
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INNOVATION AND MARKETING STRATEGIES
- Marketing and innovation
- Olay leverages Olympic athletes to promote its Olay Melts collection
- Ford’s new digital newsroom gives Trendsetters the insight scoop
- Vilore Food launches Tastemakers Challenge to inspire foodies
- Urban Outfitters bridges the gap between social media and in-store shopping with its On Rotation retail experience
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
Trendsetters make up a quarter of the US population, primarily skewing young, urban-dwelling and multicultural. Two thirds of this segment consider themselves an influential tastemaker, and most are eager to collaborate with brands and companies. For companies, authentically engaging Trendsetters can help brands reach niche audiences in a way that is deeply resonant and meaningful. To engage Trendsetters, brands need to tap into viral trends and leverage category influencers. Collaborating with less-mainstream micro- and nano-influencers can help build trust and authenticity with Trendsetters. Hosting exclusive events and interactive campaigns help showcase brands’ innovation and boost resonance with Trendsetters. By empowering Trendsetters as category leaders, brands can ensure lasting engagement, relevancy and influence.
This report looks at the following areas:
- Economic challenges impacting consumer behavior and trendsetting
- Demographic profile of Trendsetters across categories
- Consumer outlook on and motivations behind Trendsetting
- Resources Trendsetters rely on to stay up-to-date on categories of interest
- The role of content creation for Trendsetters
- Indicators of influence and success for Trendsetters
- Opportunities for businesses looking to leverage and engage Trendsetters
Trendsetters and influencers play a critical role in shaping consumers' perceptions and market trends. By authentically engaging these creators, brands can meaningfully reach highly-engaged, niche audiences.
Lisa Dubina, Associate Director, Culture & Identity
Market Definitions
For the purpose of this Report, Mintel defines Trendsetters as self-identified Category Engagers who are passionate and interested in a defined Trendsetter category, also display Early Adopter behaviors (ie prioritize buying and trying the latest products/service before mass market) and Trendsetter behaviors (ie enjoy staying in-the-know and sharing their own thoughts/content about their category of interest).
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