Generational Differences in Trend Awareness and Discovery Methods Revealed in PMI Research

A recent study conducted by PMI, titled ‘2026 Trend Awareness Survey,’ highlights distinct generational differences in the discovery of trends. Nearly half of the respondents indicated that trends influence their product and service choices.

The survey found that 58.8% of respondents aged 20 reported initially encountering new trends through social media, in stark contrast to only 26.4% of those aged 50. Conversely, the preference for discovering trends via television and broadcasting was significantly higher among older age groups, with 10.8% of respondents in their 20s compared to 42.4% in their 50s.

The survey involved 1,000 adults aged 20 to 59 across the nation and aimed to analyze not only the interest and experience in new trends but also the channels through which trends are discovered and the signals that define them.

The findings revealed that 51.2% of the 20s group expressed interest in new trends, showing a decline in interest with older age groups: 47.2% for those in their 30s, 41.6% for the 40s, and 34.8% for the 50s. Such a decrease correlates with a reduction in active engagement with new trends, where 41.2% of those in their 20s indicate utilizing or experiencing new trends as compared to just 18.8% of the 50s respondents.

Respondents’ methods of encountering new trends vary significantly. In addition to social media, YouTube was highlighted as a primary channel among younger respondents, with usage rates standing at 64.0% for those in their 20s. The engagement with YouTube decreased across the age groups, showing 55.2% for those in their 30s and 44.0% for those in their 50s.

Additionally, perceptions of trends’ relevance differed based on how frequently they appear in various channels. For younger respondents, seeing trends frequently on social media (53.6%) was a strong indicator, while older groups tend to rely more on news coverage or word-of-mouth, with 46.4% of those in their 50s citing the latter.

The survey results suggest that while younger generations show a higher interest in trends, the influence of trends on product selection remains significant across all age groups. The overall percentage indicating that current trends affect their product or service choices was 46.9%, with 52.0% of those in their 20s reflecting the highest influence. The research indicates that reliance on social media channels to disseminate messages may not effectively reach all demographics.

PMI’s representative, Jo Min Hee, emphasized the importance of recognizing these differences, stating, “The distinct generational channels and signals denote a need for an adaptive message strategy to engage across all age groups.” The study also investigated additional themes such as criteria for trendiness and factors influencing trend formation.