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- US Teen Lifestyles Market Report 2022
The US Teen Lifestyles Market Report 2022 identifies the challenges American teens are facing as a result of the pandemic and other economic and social factors, how this in turn challenges brands, and the market opportunities that brands can seize to draw in American teens as consumers. This report covers facts about teenagers, gives insight into teens in America, and the US teen lifestyle.
Teen Market Research – Consumer Behavior & Trends
The impact of the pandemic combined with ongoing inflation will cause greater uncertainty for American teens as their dollars (and those of their families) won’t go as far as those of previous generations. Mintel’s teenage market research shows that brands are viewed as moral leaders by the teens of America, which demonstrates that brands are being increasingly expected to be a driving force for social change.
In response to these findings, brands must take all necessary action to reverse the mental health crisis that American teens are facing as a result of prolonged isolation in combination with other external factors, as younger consumers view them as responsible for dealing with ethical concerns. Through academic support and financial management, brands can offer American teens a sense of control to decrease uncertainty during ambiguous times.
Teenagers in the United States – Statistics & Facts
Prolonged periods of isolation, loneliness, and increased uncertainty caused by the pandemic has left the teens of America craving joy and adventure. As a result, there’s an ongoing mental health crisis among American teens. COVID-19 has undoubtedly drastically altered the lives of American teens and will likely impact them for many years to come.
Our market research for teens, suggests that brands can meet the needs of American teens by offering them virtual and in-person experiences to help them make up for lost time.
- Teens of America Consumer Behavior: After several lockdowns and COVID-19 restrictions, the US teen lifestyle has been severely impacted. 55% of American teens express that they feel lonelier since the start of the pandemic.
- US Teen Lifestyle Market Opportunities: 64% of American teens feel like they have lost the past two years of their life because of COVID-19. This leaves lots of pent up demand which brands can take advantage of and offer the teens of America the joyful experiences they’re longing for.
- Teens and Social Media: The effects of social media are continuously being debated, and it cannot be denied that they have a somewhat negative effect on the mental health of American teens, and teens globally. 15% say it is important to them to be popular on social media – this pressure to always present the best version of themselves online, will impact their mental wellbeing.
US Teen Lifestyles: Market Opportunities
As American teens struggle to re-adjust to pre-pandemic school systems, brands must be ready to provide the resources students need to succeed whether that be academically, financially, or personally. By partnering with brands outside their categories, they can help the teens of America tackle multiple areas of concern in a holistic manner.
As a young population faced with certain struggles for the first time in their lives, teens are particularly in need of guidance and support. For brands, this means that plenty of opportunity exists to help American teens manage the trials of adolescence. To support and connect with US teen lifestyles, brands would do well to consider ways to help teens from lower-income homes ways to bond with their parents, help teenage girls deal with stress by abolishing negative gender stereotypes and offer all teenagers a greater sense of control over their future by setting them up for financial success.
To discover more about Teens of America, read our US The Gen Z Food Consumer Market Report 2022, or take a look at our extensive Consumer Lifestyles, Marketing & Promotion Market Research.
Quickly Understand the Lifestyle of American Teenagers
- What are the primary life areas prioritized by American teens?
- Teens’ perceived health and focus on overall wellbeing.
- Combating common sources of stress for teens.
- Most influential factors on the products used by teens.
- Sources of spending money and teens’ impact on family purchase decisions.
Covered in this Report
Brands: Lush, Instagram, Tommy Hilfiger, Calvin Klein, Michael Kors, Netflix, Fitbit, TikTok, headspace, and many more.
Expert Analysis from a Specialist in the Field
This report, written by Klaudia Kondakciu, a leading analyst in the Consumers & Cultures sector, delivers in-depth commentary and analysis to highlight current trends of American teens and facts about teenagers, and adds expert context to the numbers.
Teenagers are currently in a formative period of their lives. During these years of adolescence, teens not only face academic and social pressures but are also working to carve out their own identities and figure out their place in the world. For many, the uncertainty and social restrictions of the COVID-19 pandemic has made this process all the more arduous. Therefore, this is a crucial time to connect with these young consumers, as doing so now can lead to lasting relationships. By giving them a sense of control of their futures through academic resources, taking a cross-category approach to holistic wellness and leaning on the surprisingly large influence of family and friends, brands will resonate with teens as they go through their journey of self-discovery and independence.
Klaudia Kondakciu
Research Analyst – Consumers & Cultures
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Overview
- What you need to know
- Key issues covered in this Report
- Definitions
- Market context: COVID-19
- Economic and other assumptions
- What you need to know
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Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Teen lifestyles outlook, 2022-27
- Opportunities
- Teens are paying attention to their overall wellbeing
- Figure 2: Top wellness focus areas for teens, 2022
- Teens have a significant impact on household purchases
- Figure 3: Teen influence on purchase decisions, 2022
- Legacy brands can help teens bond with their families
- Figure 4: Influence on the products used by teens, 2021
- Challenges
- The impacts of COVID-19 on teens will last long after the pandemic
- Figure 5: COVID-19-related attitudes, 2022
- Brands must work harder to make mental health resources more accessible
- Figure 6: Top wellness focus areas for teens – Mental health, by household income, 2022
- Key consumer insights
- Academic performance is of major importance
- Teens wish they were more physically active
- Stress is a common part of teenagers’ daily lives
- Teens trust the products used by their loved ones
- Financial brands can help teens prepare for their future
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Market Factors and Current Opportunities
- The number of teens is shrinking but the population is still significant
- Figure 7: Population by age, 2016-26
- Increasing obesity must be urgently addressed
- Figure 8: Prevalence of obesity and severe obesity among children and teenagers aged 2-19, 2001-02 to 2017-18
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- Figure 9: Kostministeriet Facebook posts, 2020
- COVID-19 continues to impact teens
- There’s an ongoing mental health crisis among teens
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- Figure 10: Parade Instagram post, 2021
- Schools may never be able to return to their pre-pandemic “normal”
- Figure 11: This American Life Instagram post, 2022
- Rising costs lead to greater uncertainty
- Figure 12: Consumer Price Index change from previous period, 2007-22
- Teach teens to save while bonding with their families
- The number of teens is shrinking but the population is still significant
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Teen Lifestyles – Fast Facts
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Teen Priorities
- Unsurprisingly, academics have teen’s attention
- Figure 13: Top focus areas for teens (any rank), 2022
- Consider ways to help teens feel more in control
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- Figure 14: Do Your Best Schoolwork Faster | Better Results with Grammarly, 2021
- Black teens are especially focused on doing well in school
- Figure 15: Top focus areas for teens – Doing well in school, by race (any rank), 2022
- Genuine efforts to empower Black teens will be noticed
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- Figure 16: Centric Brands Instagram post, 2022
- Family matters most to teens from lower-income households
- Figure 17: Top focus areas for teens – Spending time with parents vs having a lot of friends (any rank), 2022
- Accurate representation of teens and their families is important
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- Figure 18: OnMyBlock Instagram post, 2021
- Unsurprisingly, academics have teen’s attention
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Overall Wellness
- Teens see themselves as healthy, but there’s still room to improve
- Figure 19: Teen rating of overall health, 2022
- Consider ways to be non-judgmental experts
- For teens, physical health is at the forefront
- Figure 20: Top wellness focus areas for teens (any rank), 2022
- Help teens approach their health more holistically
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- Figure 21: Fitbit Instagram posts, 2021/2022
- Make fitness more approachable for teen boys
- Figure 22: “I would like to be more physically active” (any agree), by gender, 2022
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- Figure 23: Hybrid Calisthenics Instagram post, 2021
- Income has a major influence on mental health
- Figure 24: Top wellness focus areas for teens – Mental health, by household income, 2022
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- Figure 25: TikTok Instagram posts, 2021
- Teens see themselves as healthy, but there’s still room to improve
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Stress Levels and Common Sources of Stress
- Most teens see their lives as stressful
- Figure 26: Teen rating of overall stress, 2022
- Consider ways to turn mundane moments into mindful ones
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- Figure 27: Headspace Instagram post, 2021
- Teens take stress personally
- Figure 28: Causes of day-to-day stress, 2022
- Gaming can be a gateway to better mental health
- Figure 29: DrMick YouTube Post, 2021
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- Figure 30: Behavr_Experience Instagram post, 2020
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- Figure 31: Nintendo Switch Sports – Announcement Trailer – Nintendo Switch, 2022
- Teen girls need extra support when dealing with stress
- Figure 32: Teen rating of overall stress, by gender, 2022
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- Figure 33: Dove Instagram post, 2021
- COVID-19 will have a lasting impact on teenagers
- Figure 34: COVID-19-related attitudes, 2022
- Provide experiences designed to make up for lost time
- Figure 35: Queer Eye Instagram post, 2022
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- Figure 36: “Der Wunsch“ // PENNY Weihnachtswunder 2021, 2021
- Most teens see their lives as stressful
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Influences on Products Used
- Word of mouth is king when targeting teens
- Figure 37: Influence on the products used by teens, 2021
- Legacy brands are well positioned, consider leaning into brand tiers
- Figure 38: Whole Foods Instagram post, 2021
- Television ads are still impactful to younger teens
- Figure 39: Influence on the products used by teens – TV ads, 2021
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- Figure 40: Play New | Nike, 2021
- Tap into nostalgia for teens with siblings
- Figure 41: “I feel a connection to brands I used growing up” (any agree), teens with siblings vs only children, 2022
- There’s no need to go back too far in time to tap into nostalgia
- Figure 42: Wireditgirls Instagram post, 2021
- Word of mouth is king when targeting teens
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Purchase Decisions
- Financial institutions are particularly well positioned to guide teens
- Figure 43: Sources of spending money for teens, 2022
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- Figure 44: Current Instagram post, 2022
- Speak directly to teens as they have authority on product purchases
- Figure 45: Teens’ influence on purchase decisions, 2022
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- Figure 46: Louis Vuitton Instagram post, 2021
- Teen-driven decisions vary by gender
- Figure 47: Teen-driven purchase decisions, by gender, 2022
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- Figure 48: Downey Philippines Facebook post, 2021
- Financial institutions are particularly well positioned to guide teens
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Future Opportunities and Strategies
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- Meeting the needs of teens through the lens of the Identity Trend Driver
- Teens will be looking for a sense of connection
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- Figure 49: Kodewithklossy Instagram posts, 2022
- Meeting the needs of teens through the lens of the Wellbeing Trend Driver
- Technology will play a bigger role in the future of mental wellbeing
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- Figure 50: Clare&me Instagram post, 2022
- Meeting the needs of teens through the lens of the Experiences Trend Driver
- Digital experiences are set to become more interactive
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- Figure 51: Roblox Instagram post, 2021
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Data sources
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