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As summer unfolds under the shadow of uncertainty, American attitudes toward the season are shifting in subtle but telling ways. Among the youngest adults – those who helped define a ‘Brat Summer’ in 2024, marked by rebellious energy and unapologetic self-interest – the mood feels more muted this year. It’s not that fear has taken over for this age group, but there’s a noticeable shift toward feeling “in-between” – not quite hopeful, not entirely anxious. In response, they are leaning into the moment, embracing indulgence, spontaneity, and personal priorities.
New CivicScience data show that America’s youngest adults, aged 18-24, rank ‘having fun’ and ‘enjoying the moment’ as their top priorities this summer, surpassing all other age groups and Gen Pop by six percentage points. Their intent to focus on self-care/wellness and prioritize productivity or goals more so than other age groups also points to a balance of indulgence and intention.
Pop Culture Quiz: Which pop star coined the term ‘brat summer’ in 2024?
Having fun while focusing on well-being isn’t necessarily driven by fear. For younger customers, it could be shaped by ambiguity. CivicScience data show that 36% of 18–24-year-olds – and a similar share of 25–34-year-olds – feel confident about the future. Meanwhile, 31% in both groups say they feel neutral, a sentiment more common among younger adults than older ones. This in-between emotional state – neither optimistic nor anxious – may be fueling different responses: a “live now, figure it out later” mindset among 18–24-year-olds, who lean toward fun and spontaneity, and a more grounded shift among 25–34-year-olds, who are placing greater value on time with family.
What Do You Think? What’s your favorite way to deal with the heat of summer?
Beyond age, a person’s outlook on the future also shapes how they plan to spend their summer. Those who feel confident are the most decisive, most often prioritizing enjoyment or time with family. But among those who feel uncertain, priorities are far less clear: responses are evenly split between fun, self-care, productivity, and a notable 27% who say they’re still unsure. Even those who feel neutral tend to default to familiarity and stability, with family time rising to the top.
Use this Data: CivicScience has access to real-time insights like these, allowing them to understand how broader economic uncertainty is shifting behaviors this summer and beyond.
As younger Americans embrace a mindset shaped by emotional ambiguity, their plans for the summer hint at more than their current feelings, it’s also an early signal of where they’re headed. For instance, additional data show that 18–24-year-olds are the most likely age group intending to spend more this summer compared to summer 2024, and they’re far more likely than the Gen Pop to turn to social media as a way to cope with stress.
These behaviors suggest 18–to 24-year-olds are reshaping how they invest their time, energy, and resources in the months ahead, blending intentional indulgence with personal well-being. For brands, meeting them with fun, ease, and low-stakes messaging is likely to resonate more than long-term, future-focused campaigns.
