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.
What does feminism mean to U.S. women in 2025? The #MeToo movement is waning while toxic masculinity appears ascendant. Will the gains made by previous generations be lost? Our latest nationally representative survey of 739 women aged 18 and older uncovers a complex and often divided landscape. Views on feminism, gender equality, and social progress are shaped by significant generational, cultural, and racial differences. While the term “feminist” remains contentious, its ideals are supported by a vast majority of women.
Download the report here.
The first wave of feminism started in the mid-1800s with the suffrage movement. However, not all women supported it. Many believed that men and women had distinct but complementary roles: men in the public sphere (politics, business), women in the private sphere (home, family, church). The suffragists, however, were successful in gaining equal property rights, educational access, and most notably, the right to vote in 1920.
The term “feminist”, however, didn’t gain popularity until the second wave of feminism in the mid-60s when a new generation of women fought for reproductive freedom and workplace equality. Popular films and television shows of the era like Norma Rae and Mary Tyler-Moore celebrated strong, independent women, while songs like Aretha Franklin’s Respect and Helen Reddy’s I Am Woman became popular empowerment anthems. Around 30% of women identified as feminists at that time, but even then, the term was polarizing.
By the 1980s, during the Reagan era, feminism started facing a backlash. Movies like Fatal Attraction and sitcoms like Family Ties either demonized women or suggested that they return to more traditional roles. This trend continued into the 90s with conservative commentators like Rush Limbaugh coining the “feminazi” label, which conflated feminism with extremism. Powerful women at the time like Hillary Clinton felt pressure to conform to traditional roles and, in Clinton’s case, change her last name from Rodham to Rodham-Clinton to just her husband’s name, Clinton.
The early 2000s saw the rise of conservative media personalities like Sean Hannity, Bill O’Reilly, and Laura Ingram, who promoted traditional gender roles and mocked feminist ideals. That changed in 2017, when the #MeToo movement and the Women’s March (a reaction to Trump’s first term) reenergized the conversation around reproductive rights, workplace harassment, and gender-based violence.
In 2025, under Trump’s second presidency, the pendulum appears to be swinging back toward cultural conservatism. Thus far, we have seen the following:
Today, American women are nearly evenly divided on the term “feminist”:
This topline, however, masks deeper generational and racial divides. Our research found that Asian women lead in self-identifying as feminists, but they also express the most uncertainty. Gen Z women are the least likely to reject the label, whereas Millennials are the least likely to adopt it.
These trends suggest a growing discomfort with ideological labels, even as support for feminist principles remains high.
Despite decades of activism, only 44% of women in the U.S. know that March 8th is International Women’s Day (IWD). This limited awareness may be tied to IWD’s roots in European socialist and labor movements, and unlike Mother’s Day or Valentine’s Day, IWD isn’t easily monetizable, so major U.S. retailers and media don’t generally promote it.
Some key facts from our study:
Our research found that most women define feminism as promoting gender equity, eliminating discrimination, and advancing equality. Gen Z women are especially likely to view feminism as fairness across genders. Yet despite broad agreement on its goals, fewer than 1 in 5 women believe society views feminism positively. Nearly half say it’s perceived negatively.
Other findings include the following:
Women identify the biggest obstacles to gender equality as:
When asked which areas need the most urgent attention, women pointed to:
The report breaks out those findings by ethnic and generational differences. With some issues like pay equity resonating most with Boomers at 78% vs. 49% of Gen Z, and others like stopping gender-based violence resonating with 61% of Latinas but only 39% of Black women. Despite these priorities, optimism about the future of gender equality remains muted. Only 43% of women report feeling optimistic. Optimism is highest among Asian women and Boomers, while Gen Z and Hispanic women are notably more skeptical.
While much work still needs to be done to achieve true gender equality, 43% of women are optimistic about improvement, while only 19% express pessimism. Support for gender equity is strong, but the feminist label remains polarizing. Younger and diverse populations, however, are picking up the mantle and pushing the conversation forward.
At ThinkNow, we believe in amplifying diverse voices to inform brands, policymakers, and advocates on where the conversation on gender equality is headed. Whether or not women embrace the label “feminist,” the values behind it, such as equality, justice, and dignity, remain widely shared. Those ideals matter, regardless of what we choose to call them.
Download the report here.
In 2000, the United States declared that measles had been officially eliminated as a contagious disease, as there had been no person-to-person transmissions in the previous twelve months. That feat was achieved due to the effectiveness of the MMR vaccine and high vaccination rates. However, as of May 16, 2025, there were over 718 reported cases of measles, including two deaths in West Texas and another 50 cases in New Mexico. Most measles cases in this recent outbreak are occurring in unvaccinated children between the ages of 5 and 17. This troubling trend prompted ThinkNow to conduct a nationally representative quantitative survey of 1,500 U.S. adults on attitudes and behaviors surrounding vaccination, and the results are concerning.
Download the report here.
Herd immunity against infectious diseases requires a 95% vaccination rate. Back in 2000, the vaccination rate was 90.5%, demonstrating that disease elimination is possible with slightly lower coverage. Our recent study, conducted in March and April of this year, found that 86% of parents have vaccinated or plan to vaccinate their children against illnesses like measles, polio, and chicken pox. That percentage may increase as more children enroll in school. Still, the widening gap between current levels and the herd-immunity threshold contributes to the size and scope of today’s outbreak.
Further complicating prevention efforts is the variability in vaccination rates, from 79.6% to 98.3%, across states and within communities. Gaines County, the epicenter of the current Texas outbreak, has an 82% vaccination rate, largely attributed to many Mennonite families in the area who opt out of childhood vaccinations. At a national level, our study found that aside from religious exemptions, parental age and race significantly influence vaccination decisions. While 12% of parents overall say they don’t plan to vaccinate their children, that number rises to 29% among African American parents and 17% among Gen Z parents.
The most cited reason for vaccine hesitancy is the belief that immunization is unnecessary. This perception is especially prevalent among Gen Z parents who opt out of vaccinations. Concerns about adverse reactions and misinformation about vaccine ingredients also play a significant role.
Key findings from vaccine-hesitant parents include:
These attitudes point to a clear need for better education and communication, particularly among younger parents and communities of color, about the role vaccines play in preventing serious illness.
While 61% of parents overall report confidence in the safety of childhood vaccines, only 39% of Gen Z parents say the same. Nearly one-third of Gen Z respondents say they’re neutral on the issue. In contrast, confidence among older generations is much higher, 70% among Gen X and 72% among Baby Boomers. These generational differences suggest a broader erosion of trust in public institutions and medical guidance among younger adults, an emerging challenge for public health leaders.
Physicians remain the most trusted source of information about vaccines, cited by 76% of respondents. However, social media and online influencers are increasingly shaping the views of younger and minority parents. Among African Americans who support vaccination, 30% say online sources have influenced them. Among Gen Z, while most still cite doctors as a top source, many also report being swayed by peers, influencers, and online content.
To improve vaccine uptake, public awareness campaigns must reach younger parents where they are—on social platforms—and reinforce science-based messages through trusted, culturally relevant voices.
One-third of parents who oppose childhood vaccination say nothing could change their minds. But not all are immovable:
These findings point to the potential power of community storytelling and consistent, transparent communication in shifting attitudes.
Seventy-one percent of parents believe vaccines should be required for public school attendance, regardless of exemptions. However, among Gen Z parents, support for mandates drops. Fifty-two percent believe vaccination should be entirely optional, compared to just 15% of Boomers. Still, many parents acknowledge the broader social benefit of vaccines. The idea that immunization protects not just one child but the entire community continues to resonate, even among those with reservations.
Our recent findings reveal a shifting landscape. While most U.S. parents continue to support childhood vaccinations, confidence is slipping, particularly among Gen Z and African American parents. Addressing this decline in trust will require more than data points. Listening, cultural understanding, and amplifying trusted voices within communities will be necessary to shift the conversation.
As we confront the re-emergence of preventable diseases, rebuilding vaccine confidence must be a top priority. Because when trust breaks down, the consequences ripple far beyond the individual and put us all at risk.
Download the report here.
Agencies like the CDC and USDA rely on government insights solutions. Discover what ThinkNow Government offers the public sector.
As we navigate a year of economic uncertainty and shifting consumer shopping preferences, ThinkNow’s latest Clicks vs. Carts: 2025 Shoppers Report reveals a nuanced picture of how Americans are shopping in 2025, and what that means for retailers, marketers, and brands looking to stay competitive. The quantitative research report is based on a nationally representative sample of 1,500 consumers from ThinkNow’s market research panels and breaks out the findings by age and ethnicity. Some highlights include:
While two out of five Americans believe their finances will improve this year, the country remains split on the broader economic outlook. Inflation remains the top concern across all demographics, especially among older consumers. Millennials and Gen Z are more hopeful about their personal financial future, which is an encouraging sign for brands targeting younger buyers.
In 2025, consumers are prioritizing practical purchases such as smartphones, travel, electronics, and home upgrades. Big-ticket items like homes and luxury goods are on the back burner. More than ever, brands must now focus their messaging on value, durability, and emotional connection.
Online shopping continues to grow, with nearly half of Americans making online purchases at least once a week. Gen Z and Millennials lead the charge here, with Gen Z showing the highest daily online shopping rates. Still, in-store shopping remains vital—especially for groceries, alcohol, and home goods—proving that omnichannel strategies are essential.
Clothing and fashion purchases increasingly straddle online and in-store channels, as consumers seek convenience and tactile experience. Millennials are expanding their online habits into groceries and appliances, while Gen Z is driving new growth in beauty and electronics online.
Across categories, price and quality are the two biggest decision drivers. Brand reputation, customer reviews, and the ability to touch or try products also play a role, especially for big purchases. Speed of delivery and easier returns are crucial levers for increasing online conversion.
Amazon is the top online retailer, but Walmart and Target are strong contenders, especially among African American and Hispanic consumers. Younger shoppers are also exploring platforms like Shein, Nike, and Instacart, reflecting a broadening of the digital marketplace.
More than half of Hispanic consumers say they sometimes or always look for Spanish-language shopping options. Millennials and Gen X Hispanics also place greater importance on culturally relevant marketing, from language to holiday promotions. For brands, marketing to the nation’s growing Hispanic population isn't a trend—it's a necessity.
Consumers see faster delivery, mobile-first shopping, and sustainable options as key trends shaping the future. Gen Z and Millennials are driving interest in social media shopping, while Gen X shows the greatest enthusiasm for immersive retail experiences like AR and VR.
To boost online sales, consumers are calling for better discounts, faster shipping, and simpler return processes. This points to a continued expectation for convenience, transparency, and value delivered with cultural fluency and digital agility.
As consumer shopping expectations evolve, brands must adapt strategies that blend price sensitivity, omnichannel experiences, and cultural resonance. Whether online, in-store, or in-between, the shopping journey of 2025 is dynamic and deeply human.
Download the report here.
Mental health awareness has seen significant shifts in recent years, but cross-cultural and regional differences still play a role in how individuals perceive and address their mental well-being. A recent ThinkNow study comparing mental health attitudes and behaviors in the U.S. and Mexico offers valuable insights into how people in both countries navigate their mental health journeys.
Download the report here.
ThinkNow surveyed 1,550 Americans and 560 Mexicans ages 18+ from late 2024 to early 2025. The survey was conducted online, using sample from ThinkNow’s DigayGane panel. Quotas were set to ensure balanced participation by age, gender, geographic region and socio-economic status in both countries. We broke out the results by Total Americans, Hispanics, Mexicans and generationally in both countries.
One of the key findings of the report is that approximately three-quarters of adults in both the U.S. and Mexico rate their mental health as "excellent" or "good." However, age plays a crucial role in these self-assessments. Younger generations—Gen Z and Millennials—are more likely to report lower mental health ratings compared to older generations. This trend is consistent across both countries, suggesting that younger individuals may be facing unique stressors that impact their well-being.
Interestingly, U.S. Hispanics rate their mental health slightly higher (79% excellent/good) than the general U.S. population. Gender differences also emerge. In the U.S., men are more likely to rate their mental health as "excellent," whereas in Mexico, women are more likely to do so.
One of the most notable contrasts in this cross-cultural study is mental health diagnosis rates. Nearly 30% of U.S. respondents reported having been diagnosed with a mental health condition by a healthcare professional, compared to fewer than 20% of U.S. Hispanics and Mexican respondents. The lower diagnosis rate in Mexico may stem from limited access to mental health resources and stronger social stigma surrounding mental health discussions.
When it comes to discussing mental health with professionals, U.S. respondents—both in the general population and among Hispanics—have become more comfortable doing so compared to previous years. In contrast, Mexican adults report lower levels of comfort, potentially due to stigma and reduced accessibility to mental health services.
Mental health challenges can profoundly affect various aspects of life, particularly work and personal relationships. Around 30% of respondents in both countries report that their mental health has impacted their professional and personal lives to some degree. However, Gen Z workers in the U.S. are twice as likely as their Mexican counterparts to state that their mental health has significantly affected their work performance.
Amid growing mental health awareness, self-care practices have become a common coping strategy. About half of respondents in both countries report engaging in self-care activities, with exercise being the most popular choice. However, other practices such as meditation, journaling, and using mental health apps are notably more common in the U.S. than in Mexico. This cross-cultural difference may reflect variations in cultural approaches to mental well-being and the availability of digital mental health tools.
The search for mental health resources differs between the two countries. Surprisingly, Mexicans are more likely than Americans to seek out mental health information, with about half reporting that they have done so in the past 12 months. Social media is a particularly important source of mental health information for Mexicans, whereas Americans rely more on websites, personal doctors, and family and friends.
Access to mental health services remains a challenge in both the U.S. and Mexico, though the availability of resources varies. The most widely available resources in both countries include counseling centers or therapists, online information, and community support groups. However, crisis intervention services and hotlines are less common in Mexico, potentially limiting urgent support options for those in need. Mexicans are also half as likely to seek information from friends and family about mental health than Americans.
The ThinkNow report highlights critical cross-cultural and structural differences in mental health perceptions and accessibility between the U.S. and Mexico. While both countries recognize the importance of mental well-being, younger generations, in particular, are struggling with their mental health. Of particular interest is the difference in how mental health is experienced by generation and gender in the two countries. Why are American women less likely to say their mental health is good compared to American men or women in Mexico? Regardless, the key challenge moving forward is increasing accessibility to mental health resources, reducing stigma, and encouraging open conversations—especially in regions where discussing mental health remains taboo.
By understanding these cross-cultural differences, policymakers, mental health professionals, and community leaders can work toward creating more inclusive and effective mental health support systems. Whether through expanding digital resources, increasing the affordability of services, or promoting workplace mental health initiatives, there is much each country can learn from the other to ensure that mental health care is accessible to everyone.
Download the report here.
Breast cancer is the second most common cancer in women in the United States. It is also the second deadliest, but it doesn’t have to be. Awareness, early detection, and treatment are key factors in significantly reducing breast cancer mortality rates.
In recognition of Breast Cancer Awareness Month, ThinkNow conducted a nationally representative quantitative survey among U.S. women to assess their awareness, beliefs, and behaviors around breast cancer. Conducted in September and October 2024, the survey encompassed a diverse sample of 806 women, aged 18 and older, from across the country. Below are the study’s key findings and their implications for healthcare companies, government agencies and nonprofits.
Download the full report here.
ThinkNow’s 2024 Breast Cancer Awareness Report underscores both progress and opportunities in breast cancer awareness, revealing that while American women are generally informed, significant disparities and concerns persist. By tailoring outreach to specific demographic needs, healthcare organizations and advocacy groups can promote early detection, preventive actions, and support networks. This report reaffirms the importance of both personal connection and accessible information in fostering a proactive approach to breast cancer awareness and prevention.
Download the full report here.