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.
Holiday 2025 is shaping up to be a year of early planning, tighter budgets, and strategic channel shifting, and Hispanic consumers are at the center of this transformation. A national survey of 600 adults, including 300 Hispanics and 300 Non-Hispanics, uncovers how economic pressures, DEI pullbacks, and rising household costs are reshaping holiday behavior across the country. The data reveals that Hispanic shoppers are changing behavior more quickly and more decisively than their Non-Hispanic peers, which creates both challenges and opportunities for brands trying to reach these high-value households.
Download the full report here.
Three out of four Hispanics say their everyday spending has changed since the start of the year. This is significantly higher than Non-Hispanics. Cost sensitivity is driving widespread behavior changes. More than six in ten Hispanics are cooking at home more often, cutting back on dining out, and choosing lower cost or secondhand alternatives. Budget adjustments are strongest among bilingual and Spanish dominant households, which are also the groups most likely to adopt new savings tactics and switch retailers.
Over the past six months both Hispanics and Non-Hispanics have shifted toward free media, but Hispanics are leading the migration. Cancellations of paid streaming platforms are more common among Hispanic households, especially Millennials and bilingual respondents. YouTube, social media, and free video services show rising engagement. Millennials have the highest rate of switching, reinforcing that mobile first video first environments remain essential for effective holiday advertising.
Christmas, Thanksgiving, and New Year’s Eve remain universally celebrated, but Hispanic cultural traditions play a strong secondary role. Nochebuena, Día de Muertos, Las Posadas, and Three Kings’ Day show high participation among Hispanic respondents, which expands the holiday window for marketers seeking season-long engagement.
Holiday shopping begins early for many Hispanics. Nearly 30 percent of bilingual consumers begin shopping by July and Spanish dominant shoppers peak in November before Black Friday. Gen X consumers are the most likely to start early across both ethnic groups.
Spending intent is another differentiator. Hispanics plan to spend an average of 702 dollars on gifts compared to 616 dollars among Non-Hispanics. Twenty five percent of Hispanics expect to spend 1,000 dollars or more. Larger households and buying for more children contribute to these higher totals.
Amazon, Temu, eBay, Walmart, and Target continue to lead among all segments. Hispanics show a stronger mix of channels. They are more likely than Non-Hispanics to shop at department stores and discount stores, yet they also report a stronger shift toward online shopping compared to last year.
Smartphones are the primary device for holiday purchases across segments, especially among younger Hispanics. This indicates that frictionless mobile checkout is no longer optional. Buy Now Pay Later is also used at higher rates among Hispanics, particularly bilingual Millennials and Gen X.
Price is the top influence for holiday shopping decisions, followed by product quality. Hispanics show higher responsiveness to offers and rewards programs. Free shipping, coupons, and loyalty benefits are the most effective promotional levers.
Discovery patterns also differ. Hispanic consumers rely more heavily on family and friends, YouTube, social media, and in-store displays for ideas. Millennials, especially bilingual Hispanics, are much more likely to use AI tools like ChatGPT when searching for gift inspiration.
Hispanics travel for pleasure during the holidays at higher rates than Non-Hispanics. Travel is largely domestic and family oriented. Millennials lead in travel intent, while Spanish dominant and bilingual consumers are the most likely among Hispanics to take trips
Nearly 60 percent of bilingual Hispanics say the race or ethnicity of influencers is important when deciding whether to trust recommendations. Millennials show similar patterns. This contrasts sharply with English dominant Hispanics and Boomers, who place less weight on cultural identity. This signals that representation continues to matter, especially for younger bicultural audiences.
Holiday 2025 consumer behavior is defined by early planning, value sensitivity, and digital discovery. To reach Hispanic households effectively during the Holiday season, brands should consider the following actions.
The 2025 holiday season will likely reward brands that understand how quickly Hispanic consumers are adapting to economic pressures and evolving digital habits. Their stronger shift toward value seeking, earlier shopping timelines, high mobile engagement, and reliance on family, social platforms, and culturally aligned influencers creates a distinct path to purchase that is not mirrored in the broader market. These households are younger, larger, and more active across retail channels which positions them as a critical growth audience for retailers and advertisers. Brands that meet them with relevant language, compelling offers, and mobile friendly experiences will capture disproportionate share in a competitive season that begins earlier each year.
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.
The flu season is an annual reminder that personal health decisions often have broader consequences. New ThinkNow research on U.S. attitudes toward flu vaccination shows that while just over half of adults received the flu shot in 2024, fewer plan to do so in 2025. This trend is concerning, not only for individuals but for communities that rely on high vaccination coverage to reduce transmission.
Download the report here.
The survey, conducted among a nationally representative sample of 1,500 adults, found:
The most common reasons for declining the flu shot are rooted in personal health perceptions: believing it is unnecessary, rarely getting sick, or having never had the flu. Concerns about side effects and doubts about effectiveness also remain.
Doctors and healthcare providers continue to be the most trusted influencers for flu shot decisions across all groups. Younger adults, particularly Millennials, also rely heavily on family, friends, and personal research. This suggests that messages about flu vaccination must be reinforced through both medical professionals and personal networks.
Getting a flu shot is not only a personal health decision but also a civic responsibility. The flu spreads easily, and one person’s illness can quickly become another person’s hospitalization. In fact, from 20,000 to 50,000 people die from flu-related respiratory illnesses in the U.S. each year. Choosing vaccination protects the vulnerable: infants too young for vaccination, older adults, and individuals with weakened immune systems.
Vaccination also reduces the burden on hospitals, keeps workplaces and schools safer, and contributes to a healthier and more productive society.
The Centers for Disease Control and Prevention (CDC) recommends that everyone 6 months and older get a flu vaccine every season. This guidance includes people who are healthy and those with chronic health conditions. Certain groups face a higher risk of flu-related complications and should prioritize vaccination:
The CDC also recommends that vaccination occur by the end of October each year, although getting the shot later in the season still provides valuable protection.
The ThinkNow findings underscore a troubling reality: intent to get the flu vaccine is declining, even as experts stress its importance. Vaccination is an act of personal protection, but it is also an act of community care. By getting the flu shot, individuals shield themselves from illness and help prevent spreading it to others.
The message is clear. Flu vaccination is about more than avoiding a week of discomfort. It is about protecting families, coworkers, neighbors, and communities. The flu shot is one of the simplest, most effective steps we can all take for the common good.
Download the report here.