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1. Over half of U.S. adults will celebrate Juneteenth this year, with historical reflection and supporting Black-owned businesses topping the list.
A slight majority of U.S. adults (53%) plan to celebrate Juneteenth this year, up from 49% in 2025. Among those actively observing the holiday, the most popular ways to mark the occasion are reflecting on Black and African American history (44%), taking a day off work (27%), and shopping at Black-owned businesses (26%).
Age plays a significant role in how the holiday is celebrated: Gen Z and Millennial celebrants heavily drive consumer-facing and communal activities—indexing highest for attending public events like parades or concerts and celebrating directly with friends and family—while older generations favor quieter, more reflective observances.
2. Nearly 4 in 10 American adults say they’re a dedicated part of a “fandom” community centered on entertainment such as shows, games, books, or artists.
New CivicScience data show that 39% of U.S. adults consider themselves part of a “fandom,” or a dedicated community centered on entertainment such as shows, games, books, or artists. This connection to fan culture is heavily driven by younger generations, as a clear majority of Gen Z adults (64%) and Millennials (54%) identify as dedicated fans compared to just 12% of those aged 65+. There is also a strong correlation between social media use and fandom culture. Consumers who spend more than two hours a day on social platforms are significantly more likely to belong to a fandom than those who do not use social media at all (46% to 27%, respectively).
Among Americans who identify with a fandom, consumer engagement spans a wide variety of interactive habits. Buying merchandise or collectibles is the most common activity at 31%, closely followed by active online socialization, with 28% of fans regularly discussing theories and news on platforms like Reddit, Discord, and X (formerly Twitter). Creative and experiential engagement also holds strong appeal, as roughly a quarter of fans read or write fanfiction or attend conventions, and nearly one in five actively participates in cosplaying, creating fan art, or managing fan blogs. Overall, 87% of those who claim to be in a fandom do at least one of the activities studied.
Take Our Poll: Has a fandom ever tarnished your enjoyment of a movie or TV show?
3. Thirty-six percent of Americans 45 and older are interested in pursuing some form of educational activity within the next 2 years.
More than one in three (36%) adults age 45 and older express a desire to participate in formal or informal educational activities over the next couple of years. Casual community classes are by far the most popular choice across all 45+ age groups and income brackets, particularly appealing to 78% of those aged 65+ and 66% of those in lower-income households (excluding ‘none of the above’). For more formal tracks, auditing a college course appeals relatively evenly to about 30% of interested adults. Meanwhile, earning a professional certification or returning to school for a full degree are favored by younger Gen Xers and lower-income individuals seeking to advance their prospects.
Let Us Know: Have you ever taken an educational class just for fun (outside of grade school or college)?
