US Trendsetters and Early Adopters Consumer Report 2025 | Mintel Store

Trendsetters make up a quarter of the US population, primarily skewing young, urban-dwelling and multicultural. Two thirds of this segment consider themselves an influential tastemaker, and most are eager to collaborate with brands and companies. For companies, authentically engaging Trendsetters can help brands reach niche audiences in a way that is deeply resonant and meaningful. To engage Trendsetters, brands need to tap into viral trends and leverage category influencers. Collaborating with…