I’m so glad I went to college when I did.
This isn’t about smartphones and social media. Yes, if those existed in the late 90s, my fictitious political career would’ve been over before it started. We can all agree it was better back then.
But the process itself is way worse today too. And Noelle is in the most torturous part of it – waiting on acceptance letters. Well, it’s all digital now, but you get the point.
There’s this thing called the Common App. On paper, it sounds like a helpful idea. Kids can apply to multiple schools through one streamlined portal, with over 1,000 colleges and universities on the platform. How efficient.
The downside is that kids can throw their hat in the ring with dozens of schools relatively easily, exponentially widening the berth of competition, particularly at the most coveted ones. There’s still plenty of work, essays and such, but a ton of friction is eliminated.
Noelle applied to 12 schools in all. I applied to 3.
She aimed much higher than I did, rightfully so. I was a middling B student with above-average test scores. Her GPA is north of 4, SATs in the mid 1500s. She lettered in two sports, plays first cello in the orchestra, and has a resume of nerdy summer camps and an internship to boot. I played golf every day in the summer, worked cleaning a tailoring shop, and smoked weed. Nonetheless, I got into two of the three schools I applied to.
Noelle has one rejection and a deferral on the books.
She can’t catch a break either. Many of her top choices are “test optional,” meaning her stellar scores don’t carry the weight they once did. The University of Virginia – Tara’s alma mater – is high on her list. Wouldn’t you know it, last year Virginia passed a law prohibiting schools from favoring legacy applicants. I get it, I do. But couldn’t they have delayed it one lousy year?
So, she waits, in agony. Unfortunately, we can’t tell her how to feel about it. Maybe your kids listen to you about these kinds of things, but ours don’t.
Otherwise, I’d remind her that I ended up going to the last college I applied to, a tiny liberal arts school I hadn’t even heard of two weeks prior. And it was the best time of my life.
I’m certain the same will happen for her, no matter where she ends up.
If only she knew that.
Here’s what we’re seeing:
Tariffs will absolutely shake up retail, if they actually ever happen. In perhaps the least insightful thing I’ll say this year, Americans are starkly divided on the President’s tariff strategy along painfully predictable partisan lines. Overall, people oppose tariffs aimed at Canada (by a lot) and Mexico (by a little). On the other hand, support for tariffs against China is high. Not that any of that matters. What does matter is that 80% of U.S. adults will change their buying habits if tariffs impact the goods they buy, from shifting to more affordable alternatives to buying less, to stopping buying those goods altogether. And, if the costs of tariffs add up, people will cut back in lots of categories, with restaurants, apparel, and live entertainment at the top of the list. Needless to say, we will be tracking this all very closely.
The DEI backlash doesn’t seem to be spreading to brand marketing. As Black History Month kicked off, we were eager to see how attitudes toward this and other cultural events, like Pride Month, might be evolving in the current political environment. Short answer: They’re not. In fact, support for brands celebrating these events is up slightly over last year. Elsewhere in our 3 Things to Know this week, we looked at how people in different employment situations use and value AI technology in everyday life. What jumped out at me the most – and made sense – was how popular automated meeting transcription is among remote workers. Finally, we looked at trends in “second screen” usage while people are watching TV and movies.
It’s hard to be bullish on the future of EVs if you look at our data. Pretty much every formula we use to gauge the velocity of a consumer trend is yielding bad news for the electric vehicle market right now. Intent to purchase an EV now sits at 20% of the U.S. population, down from 29% just two years ago. In all, 68% of U.S. adults – and growing – say they have no interest in buying an electric car for their next ride. Perhaps most damning is our question about whether people expect EVs to grow in popularity – a tried and true method we use to test the buzz around emerging trends. It’s heading steeply in the wrong direction.
One trend that’s not fading is the GLP-1 craze. One question that our clients often ask about Ozempic and other GLP-1 drugs is whether users are sticking with the drugs or quickly phasing them out. At least right now, the data seems to suggest the former, as a growing number of GLP-1 users say they expect to be on the drugs for years or more. Of course, we continue to follow the spending trails of these users. As they cut back on snacking and alcohol, they’re spending more at the grocery store (presumably on healthier food) and clothes as they update their wardrobes. Restaurant spending is taking the biggest hit.
The media habits of Gen Xers and Boomers are changing dramatically. In our continued obsession with Americans aged 45+ (where all the money is right now), we’ve been doing a deep dive into their shifting media habits. Of the insights you’ll see in this small taste of the trends we’re tracking, the meteoric rise of sports viewership among the 45+ crowd – surpassing those under 45 for the first time ever this year – stood out the most. Podcast listening is also up significantly, across every genre. And, while my contemporaries and elders still lag younger generations in their social media usage and digital subscriptions, they’re gaining fast. Advertisers, take heed.
More awesomeness from the InsightStore:
- You’ll love these insights on the upcoming Valentine’s Day;
- Nostalgia and celebrity endorsements are big among Super Bowl viewers – a group that appears will be larger this year than last.
The most popular questions this week:
How do you feel about embracing change?
What is your favorite sports championship event of the year?
Would you like to attend a Super Bowl?
What’s your favorite type of chili?
How often do you purchase new clothing?
Answer Key: I’m all about it; The Masters; Nah, I’m good; Classic beef chili (with beans); Whenever I need it.
Hoping you’re well.
JD
P.S.- Our annual Florida board meeting is next week, so there’s a decent chance I won’t be writing. Don’t despair.
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