For years, many brands have operated under a quiet assumption:
The more culturally specific you are, the greater the risk.
Traditional logic suggests that neutrality protects mass reach and that leaning into specific cultural identity may create controversy or alienate audiences.
But new data from ThinkNow challenges that belief directly.
We conducted an online survey among residents of the Los Angeles DMA, exploring perceptions of Bad Bunny’s selection as the Super Bowl Halftime performer. The findings do not reveal hesitation. They reveal validation.
The myth of cultural risk does not hold up under data scrutiny.
Download the full report here.
Overall sentiment toward Bad Bunny’s participation is clearly favorable among all Los Angelenos.
Consumers are not reacting defensively to representation. They are recognizing it as culturally meaningful and aligned with broader shifts in American culture.
The assumption that cultural specificity shrinks reach is not reflected in audience perception in one of the country’s most culturally influential markets.
Sports engagement among LA DMA residents is widespread:
Rather than fragmenting audiences, cultural relevance drives additional engagement.
If representativeness were truly a brand risk, perception metrics would reflect hesitation or backlash. The data shows the opposite.
When asked how a brand using Bad Bunny in a Super Bowl commercial would affect perception:
On perceived risk:
In other words, perceived controversy is limited.
The commercial upside, however, is measurable:
Brands using Bad Bunny are most commonly associated with being inclusive, youth-oriented, and trend-forward.
This is not reputational erosion. It is brand strengthening.
Los Angeles is widely viewed as a cultural hub.
Among LA County residents:
LA is not a peripheral market. It is a leading indicator of where culture is moving nationally.
The data does not support the belief that cultural representation creates brand danger.
It shows the opposite:
The myth of cultural risk appears to exist more in corporate caution than in consumer behavior.
For brands planning national campaigns, especially in high-visibility moments like the Super Bowl, the question is no longer whether representation is risky.
The question is whether ignoring cultural reality is the greater risk.
Because for consumers, representation is not a gamble. It is a need.
If you are planning national or multicultural campaigns, this study provides concrete evidence of how consumers actually respond to cultural representation.
Download the full report to explore the complete findings, data, and analysis from the LA DMA study.
The 2026 World Cup in the United States will bring together the most diverse, multicultural, and digitally connected sports audience of the decade. A national quantitative study by ThinkNow identifies three core business levers that will define brand success during the tournament: multicultural excitement, second-screen consumption, and concentrated spending on food, beverages, and merchandise.
Download the full report here.
When activated with a mobile-first strategy, authentic cultural representation, and hyperlocal execution, these levers can drive measurable brand and sales impact. Interest in CONCACAF, CONMEBOL, and UEFA also shows that the World Cup is only the entry point to a much larger opportunity: the continued growth of soccer in the U.S.
When these findings are connected to “The World in One City” framework, which positions Los Angeles as the cultural epicenter from 2026 to 2028, a clear playbook emerges to win the 2026 World Cup and build long-term advantage heading into the 2027 Super Bowl and the 2028 Olympic Games.
Nearly 73% of fans in the United States say they are “very” or “extremely” excited about the 2026 World Cup. Excitement is even higher among Hispanics, Asians, Gen Z, and Millennials, who experience the tournament as a global celebration that reinforces identity, pride, and community connection.
For brands, this makes the World Cup a powerful catalyst for social conversation, emotional resonance, and advertising effectiveness, especially when messaging reflects real experiences rooted in family, neighborhood, and cultural heritage.
What brands should activate:
During the 2026 World Cup, attention will not live on a single screen. 59% of fans plan to use a second screen while watching matches, and that number rises to 78% among Millennials and Gen Z.
Television remains important, but the full World Cup experience plays out across digital platforms, where fans consume highlights, stats, chats, memes, and real-time reactions. Campaign performance will depend on designing mobile-first journeys that activate fans during key match moments.
What brands should activate:
Consumer spending during the World Cup is highly concentrated in food, beverages, and merchandise, categories tied directly to watch-party rituals and fandom behavior:
The World Cup does not just attract attention. It creates predictable, high-intent purchase moments.
What brands should activate:
Fan interest does not end with the final match. The study shows sustained enthusiasm for teams and competitions from CONCACAF, CONMEBOL, and UEFA, extending engagement across international leagues, qualifiers, and regional tournaments.
Business implication:
The World Cup is the entry point. The real value lies in building always-on soccer strategies, supported by editorial and commerce calendars that keep audiences engaged year-round.
The ThinkNow L.A. – The World in One City initiative shows that Los Angeles concentrates the forces shaping the future American consumer: multidimensional identity, everyday diversity, and outsized cultural influence.
Only one-third of Angelenos feel advertising represents them accurately, while two-thirds say representation matters in how they evaluate brands. L.A. also leads in entertainment, food, music, fandom, and streetwear, categories that export cultural influence nationwide.
With the 2026 World Cup, 2027 Super Bowl, and 2028 Olympic Games, Los Angeles will be the stage where the next era of multicultural marketing is defined.
The data is clear: multicultural excitement (73%), second-screen behavior (59% overall, 78% among younger fans), and spending on food, beverages, and merchandise form the core opportunity triangle of the 2026 World Cup. Sustained interest in global leagues confirms soccer’s long-term growth in the U.S.
Brands that activate these levers in Los Angeles, using a 360-degree identity framework and authentic representation, will not only win the 2026 World Cup. They will build competitive advantage for the next three years.
Explore the complete insights, data, and frameworks from and prepare your brand for 2026.
Download the full report here.
Bad Bunny’s selection as the Super Bowl halftime performer raises practical questions for brands. Does his presence drive awareness and help sales? Does featuring an outspoken Latino performer during the nation’s largest sporting event, at a time when Latinos are at the center of immigration raids, inject politics into brand marketing? Can a joyful, dance-driven reggaeton performance help change the narrative and connect with the broader market?
To answer that, ThinkNow conducted a nationally representative survey of 1,500 U.S. adults examining awareness, reaction, cultural meaning, and brand implications surrounding Bad Bunny’s Super Bowl appearance.
Download the full report here.
Awareness of Bad Bunny is solid but not universal. Just over 60% of U.S. adults say they know who he is, with awareness concentrated among Hispanics and Gen Z. Awareness that he is performing at the Super Bowl halftime show is highest among Hispanics, followed by non-Hispanic Whites, with only modest variation by age.
This establishes the baseline reality. Bad Bunny is mainstream, though not evenly so, and his strongest recognition remains rooted in Latino and younger audiences.
Initial reactions to Bad Bunny as the halftime performer are strongly positive among Hispanics and younger generations. Interest in watching the halftime show because of Bad Bunny follows the same pattern.
This Super Bowl lands at a tense cultural moment. Latinos are at the center of the current immigration raids, facing heightened enforcement, fear, and public scrutiny. Visibility has increased at the same time political rhetoric has hardened. Bad Bunny’s reggaeton-forward, dance-focused, joyful energy matters here. While Bad Bunny is skipping the U.S. on his current World Tour schedule because of concerns that ICE would be present outside shows, his music isn’t overtly political. It celebrates Hispanic, specifically Puerto Rican, culture.
The data reflects this reality. Younger audiences and Hispanics overwhelmingly see Bad Bunny’s performance as affirming and forward-looking. Older and non-Hispanic White audiences show more ambivalence. This divide mirrors broader debates about whether multiculturalism continues to expand or whether a narrower vision of American identity reasserts itself.
Sixty percent of respondents say Bad Bunny performing at the Super Bowl is good for Latino cultural representation in mainstream media. Agreement is strongest among Hispanics and younger generations and weaker among older and non-Hispanic White audiences. Nearly two-thirds of respondents agree that his performance reflects the growing influence of Latino culture in the United States.
Using Bad Bunny in a Super Bowl ad generates positive brand perceptions across most demographic groups. The effect is strongest among Gen Z, Millennials, and Hispanics. Non-Hispanic Whites show a more muted response.
Spanish-language music or reggaeton significantly increases brand recall among Hispanics and younger audiences. Recall gains decline among Gen X and Boomers, reinforcing that cultural specificity drives impact within aligned segments.
Bad Bunny also drives word-of-mouth intent among Hispanics and younger consumers, though overall lift at the total market level is limited.
When asked what values a brand signals by featuring Bad Bunny, respondents most often select youth-oriented, trend-forward, and inclusive. These associations are especially strong among Hispanics, Gen Z, and Millennials.
In terms of Bad Bunny’s appeal in advertising, English-language ads featuring Bad Bunny are preferred. Hispanics stand out as the only group that shows a stronger preference for Spanish-language or bilingual advertising.
Elements that make Bad Bunny feel most authentic include Latino cultural references, reggaeton or dance-driven music, and Puerto Rican cultural cues. These resonate most strongly with Hispanics, Black audiences, and younger consumers.
A fun, party-focused creative centered on cultural pride emerges as the most appealing ad concept overall. Cross-cultural collaborations resonate more with Black and Asian audiences.
Only about one-third of respondents believe featuring Bad Bunny in Super Bowl advertising carries risk for brands. Concern is highest among non-Hispanic Whites, but remains a minority view even within that group.
Purchase consideration follows familiar lines. About one-third of adults say Bad Bunny in a Super Bowl ad would make them more likely to consider buying from the brand. The lift is significantly stronger among Hispanics, African Americans, Gen Z, and Millennials and much lower among Boomers and non-Hispanic Whites.
Most respondents were unaware that Turning Point USA plans to run an alternative “All American Halftime Show.” When given the choice, the official halftime show is preferred by a ratio of 5 to 1 by Latinos, 2 to 1 by Asian and African Americans, and by a plurality of non-Hispanic Whites.
Bad Bunny delivers real brand value, though his strongest impact lies with Hispanics and younger consumers, particularly when cultural authenticity is embraced directly.
This moment is a test. It asks whether brands believe cultural progress pauses during periods of backlash or whether it continues through celebration, visibility, and confidence.
The data points to an answer. Latino culture continues to advance. Joy continues to travel. Music continues to move people forward. Bad Bunny’s Super Bowl performance reflects that reality. Latinos are here to stay. The darkness will pass. Celebration remains.
Download the full report here.
Los Angeles is entering a three-year period unlike anything in marketing history. Between the 2026 World Cup, 2027 Super Bowl, and 2028 Olympics, billions in brand investment will flow through a single city. But while the attention and spending will be unprecedented, most marketers are still planning for L.A. using outdated assumptions.
ThinkNow’s new study, The World in One City, challenges those assumptions. The data shows that Los Angeles is not just diverse. It is structurally, culturally, and demographically different from any other U.S. market. And in 2026, brands who fail to recognize these differences will waste significant resources.
Key findings:
If your brand treats L.A. like any other market, you will miss what truly drives cultural relevance and performance here. The city already lives in the demographic future the rest of the country is moving toward.
The complete findings are available in ThinkNow’s new strategic mini-report, including:
Download the report to see the real Los Angeles, and to build campaigns that perform in 2026 and beyond.
Alcohol consumption in the United States continues to evolve, shaped by health concerns, economic pressure, and changing social norms. ThinkNow’s 2025 Alcohol Consumption Report, based on a nationally representative survey of U.S. adults age 21+, offers a clear picture of how, where, and why people are drinking today—and how those behaviors vary sharply by generation and cultural background.
Download the full report here.
Across generations, Millennials stand out as the most active alcohol consumers. They are the most likely to drink weekly or more often and show the highest participation across nearly every beverage category, including beer, wine, cocktails, hard liquor, and hard seltzers. Unlike older cohorts, Millennials’ drinking occasions span both everyday relaxation and special celebrations, reinforcing their role as the industry’s most versatile consumer segment.
Gen X follows closely behind in frequency, while Boomers show steadier, less variable habits. Gen Z, in contrast, is notably less likely to drink frequently and more likely to report cutting back altogether.
Regardless of age or ethnicity, alcohol consumption is now primarily an at-home activity. Nearly three-quarters of drinkers say they most often consume alcohol at home, far exceeding restaurants, bars, or social gatherings. This shift reflects lasting changes from recent years, including cost control, convenience, and lifestyle reprioritization.
While Millennials remain the most likely to associate drinking with celebrations, Gen Z is the least likely to drink at home, suggesting a looser attachment to alcohol as a routine behavior rather than a default social accompaniment.
A critical takeaway from the report is that moderation is rising. More adults report decreasing their alcohol consumption over the past year than increasing it. Health and financial considerations dominate the reasons for cutting back, with improvements in physical health and saving money cited most often.
These motivations vary by age. Younger adults, especially Gen Z, are more likely to consciously reduce consumption, while Boomers largely report no change, indicating that habits stabilize with age.
Among Millennials specifically, avoiding hangovers is a disproportionately strong driver of reduced drinking, highlighting growing awareness of alcohol’s short-term physical costs even among heavy participants.
For those who are drinking more, stress is the dominant factor. Roughly half of adults who increased their alcohol consumption cite stress or anxiety as the primary reason, followed closely by discovering new beverages they enjoy. Socializing more often and having greater disposable income also contributes to a lesser extent.
This contrast, health-driven reduction versus stress-driven increases, underscores the polarized role alcohol continues to play: both a potentially unhealthy choice and a coping mechanism.
About half of alcohol consumers say their preferences have changed in the past year, whether in brands, flavors, or beverage types. These shifts are most pronounced among younger consumers, particularly Gen Z and Millennials, who are far more likely than older adults to experiment.
Two-thirds of drinkers overall say they are open to trying new brands or flavors, but openness declines sharply with age. Boomers overwhelmingly prefer familiar options, while Millennials and Gen X occupy a middle ground between exploration and brand loyalty.
When buying alcohol, trusted brands and social enjoyment matter most across the board. Affordability, alcohol content, and perceived quality also rank highly. However, Millennials consistently evaluate more factors than any other generation, placing greater emphasis on brand prestige, recommendations, packaging, and trend relevance.
This suggests a more complex decision-making process, where functional attributes and social signaling intersect, especially for younger and mid-aged consumers.
Just over one-third of alcohol consumers say global events, including economic shifts or trade changes, have a moderate or significant impact on their access to or preference for imported alcohol. Sensitivity to global influence is highest among Asians, Gen Z, and Millennials, indicating that international supply chains and pricing dynamics increasingly shape consumer choice.
Alcohol consumption in 2025 is defined by moderation, experimentation, and context. Consumers are not abandoning alcohol, but they are thinking more carefully about when, why, and what they drink. Health concerns are pushing behavior in one direction, while stress and discovery pull in another. For brands and retailers, understanding generational and cultural nuance is central to staying relevant in a market that is becoming more selective, more intentional, and more fragmented.
Download the full report here.
In 2025, immigration raids have evolved from isolated political events into a broader economic, cultural, and emotional force reshaping how Americans shop, work, and trust institutions. The ThinkNow Immigration Raids Impact Study shows that the effects extend far beyond undocumented individuals: Hispanic, Asian, Gen Z, Millennial, and even affluent U.S. households are experiencing shifts in spending, well-being, and brand expectations.
For brands, understanding this environment is not optional. It is essential for anticipating changes in demand and protecting business health.
Download the full report here.
The study is based on a representative sample of 1,500 U.S. adults, balanced across gender, ethnicity, region, and generation. This diversity allows us to capture both direct and indirect effects of immigration raids and to understand how different groups react emotionally and economically.
This breadth provides brands with a reliable foundation for strategic planning, market segmentation, and message development.
The impact is especially pronounced among Hispanic Americans, a segment whose purchasing power has reached $4 trillion in 2025—larger than India’s entire economy. Hispanic households are bigger, more multigenerational, increasingly educated (18.8% hold college degrees), and continue to drive workforce expansion: in 2023 alone they added 820,000 new workers, offsetting a decline of 560,000 among non-Latinos.
Yet this economic engine is being constrained at its core.
Forty-five percent of Hispanic households have reduced spending due to fear of ICE activities, and 44% are avoiding public places including restaurants, retail stores, entertainment venues, and service businesses. For brands, this is a clear signal that immigration-related fear is reshaping demand in categories that rely on foot traffic, discretionary spending, and in-person engagement.
Fear is becoming a measurable economic force. Nationally, 37% of Americans are delaying major purchases, and among those earning $100K+, the number rises to 45%. This means that immigration raids are not a “niche issue” affecting only certain communities; they are creating a climate of caution that slows consumption across socioeconomic groups.
Brands that misinterpret this slowdown as a marketing issue rather than an emotional and sociopolitical one risk misallocating budgets, inventory, and forecasting assumptions.
The emotional impact is profound. In just one year, pride in being American among Hispanics dropped from 77% to 54%, and belief in the American Dream fell from 66% to 44%. These declines reflect more than opinion shifts—they signal reduced optimism, which is strongly correlated with consumer spending, risk tolerance, and brand engagement.
For brands, this underscores the need for communication grounded in empathy, stability, and emotional intelligence.
Despite political polarization, public opinion on immigration is more nuanced than headlines suggest. Sixty-four percent of Americans support allowing undocumented immigrants to stay with a path to legal status, while only 29% support deportation.
This matters because consumers increasingly expect brands to reflect their values. Among Hispanics, trust in national brands has fallen sharply to just 18% positive, and 53% believe brands should publicly oppose immigration raids. In 2025, silence is no longer neutral—it is interpreted as a stance.
The emotional and financial tension is already influencing key retail moments. This year, only 17% of Americans plan to spend more during the holidays, while 25% plan to spend less. For Hispanics, the share planning to increase holiday spending is half of what it was in 2023, signaling anxiety directly tied to the immigration environment.
Brands must integrate emotional and political context into seasonal planning, not just historical purchasing behavior.
The ThinkNow Immigration Raids Impact Report 2025 makes it clear that immigration raids are not just humanitarian or political events—they are market signals. The following strategic lessons highlight what brands should do now to protect equity, maintain relevance, and build trust.
In the end, the data reveals a simple truth: immigration raids are reshaping the U.S. consumer landscape in ways brands can’t afford to ignore. Fear, identity, and cultural tension are now powerful market forces, influencing everything from daily purchases to long-term brand trust. Companies that respond with empathy, clarity, and cultural intelligence won’t just navigate this moment—they’ll emerge stronger, more relevant, and better aligned with the consumers who are defining America’s future.
For full insights, demographic deep-dives, data visualizations, and category-specific implications, download the ThinkNow Immigration Raids Impact Report 2025.
Gen Z, now between the ages of 13 and 28, has had very different life experiences than the Millennials that preceded them. Many of them were children during the financial fallout of the Great Recession and navigated adolescence during the COVID-19 pandemic, all formative experiences that have shaped their values, beliefs around work, and their place in society. Since many of them are still charting their career paths, ThinkNow set out to understand how this generation perceives service in the U.S. armed forces.
Our latest study surveyed a nationally representative sample of 476 Gen Z adults (ages 18–24) to uncover what motivates or discourages them from serving, and to explore how these perspectives differ across cultural backgrounds.
While most of Gen Z was too young to have served during the U.S. wars in Iraq (2003-2011) and Afghanistan (2001-2021), four out of five Gen Z respondents know someone who has served in the military, whether a family member or friend. This familiarity appears to be creating a foundation of respect and recognition for military service with half of Gen Z holding a favorable view of the U.S. military overall.
This familiarity and positive opinion may be responsible for roughly three in ten Gen Z adults saying they would consider joining the military. That is higher than was seen towards the end of the Middle Eastern wars. Ten years ago, Department of Defense tracking polls showed youth interest levels averaging between 13-16%. In comparison, today’s 30% represents a significant increase in openness to service among young Americans.
For those considering enlistment, the top motivators are career growth, education benefits, and skill development. Gen Z sees military service as both a path to purpose and to opportunity. They value discipline, teamwork, and leadership, but also want clear evidence that their commitment will lead to tangible outcomes in civilian life.
Interest varies across groups. Men lean toward the Marine Corps, while women favor the Air Force. Non-Hispanic Whites express the strongest overall favorability, while Hispanic and African American respondents are somewhat less likely to have close family ties to service. Recognizing these nuances allows for more authentic, culturally relevant communication.
Among those uncertain about joining, higher pay, stronger benefits, and guaranteed post-service employment stand out as the top motivators. These are practical, achievable levers that can further expand the pool of interested young adults.
Gen Z’s willingness to consider military service is a bright spot in a decade-long trend of declining youth engagement. Their 30% interest rate signals renewed openness and suggests that the right combination of purpose, opportunity, and security can attract a new generation of service-minded Americans. Understanding what drives Gen Z’s choices helps not only the military but any institution seeking to connect with a generation that values authenticity, balance, and progress.