Welcome to the first installment of CivicScience’s tracking insights into the most important and current trends in America today, as seen through the lens of different brands each week. CivicScience regularly tracks thousands of brands through the InsightStore™, which gathers over 4 million U.S. survey responses daily. This week, we studied more than 55,000 REI customers to preview our capabilities.

Here are 3 Things to Know about REI Customers this week:

#1: Compared to the average U.S. consumer, REI customers are far more likely to shop on Black Friday this year – and they plan to shop online versus in stores by 3 to 1.
#2: REI customers are generally more wary than average of their personal data being hacked or stolen by companies they regularly use – 38% report they are ‘very concerned’ about this (excluding those answering ‘I’m not sure’).
#3: One in five REI customers have used the weight loss drug Ozempic, while an additional 10% say they plan to try it (among those aware of the medication).

Stay tuned for more customer insights next week through the lens of some of the thousands of brands CivicScience tracks all the time. In the meantime, we study tens of thousands of topics like these daily – if you want to know anything about your customers or how to reach them, we have the answer.