4 Min Read
Energy Drinks Drop Their Neon Green Image, Haunted Job Postings, & The Men’s Grooming Boom
The latest trends in society and culture from The Harris Poll
Hello from NYC.
One interesting number: 27. With the World Cup starting today, we asked Americans whether prediction market firms like Kalshi and Polymarket are legitimate investment vehicles or just a new form of gambling. Over a quarter (27%) say they are investments, but that trails those who see them like DraftKings Inc. or FanDuel (45%).
Energy Drinks Pivot Into Wellness
With the rise of Humanmaxxing, GLP-1s, and everything protein, the energy drink market has shifted from monster caffeine-intake bombs to kinder, gentler hydration.
- What we found: Nearly half (45%) of Gen Z/Millennials say hyper-fueling supersized stimulants – energy-loaded diets and drinks, etc. – are necessary for ‘daily survival’. But they also say that their algorithms have shifted the narrative from “energy at all costs” to “energy with intention.” And so, brands like Bloom and CELSIUS are positioning toward this space.
- The stat you can’t ignore: The global energy drink market size alone was estimated at $85.25 billion in 2025 and projected to reach $158.53 billion by 2033.
- What to consider: Gen Z/MLS report that social media health & wellness trends are more accessible than traditional healthcare (54% and 62%).
What this means: Hyperfueling energy today looks quite different from the neon cans and extreme sports sponsorships of years past, especially with the growing marketing around “cleaner” ingredients. Today’s brands have increasingly positioned themselves around lifestyle and wellness integration rather than maximum stimulation.
Companies Ghost Applicants with Fake Postings
Job applications are already painful and time-consuming. But the rising number of job seekers who tell us they never hear back adds to the burn. But now there’s the applicant who submits a resume for a ghost position – an online listing from companies with no immediate intention to fill or for a job that doesn’t exist at all.
- What we found: Blame it on the bot: Over half (53%) of applicants assume they won’t get any response from a company after applying.
- The stat you can’t ignore: Studies show over one-third of all job postings are fake.
- What to consider: These ghost postings are actually phantom listings to collect resumes in reserve, create an illusion to their workforce that help is on the way, and even portray an appearance of company growth.
What this means: Corporate Comms should talk to HR. This practice will continue if companies don’t view ghost job postings as ethically questionable. Several state lawmakers have passed bills to crack down on these phantom positions.
Men’s Grooming Glow Up
Men’s grooming routines have become the next frontier in beauty, as more men view skincare as part of their overall wellness journey.
- What we found: Skincare is steadily becoming nonnegotiable for men. Nearly a fifth of men (18%) say beauty/skincare spending would be the hardest to cut back on this summer (wear your sunscreen!), and half of Gen Z/MLS (48%) would still buy a favorite skincare product even with a price tag of $100.
- The stat you can’t ignore: With an annual growth estimated around 8%, forecasts predict the men’s skincare segment alone will hit $16 billion by 2032. Grooming products as a whole? $276 billion by 2030.
- What to consider: Grooming has evolved from a passive function to an active lifestyle for men today. In part due to the extensive personal care information on algorithms across Instagram and TikTok.
What this means: “After decades of relying on just soap and a splash of aftershave,” writes Fay Brookman for the U.S. Chamber of Commerce. “Men are finally ready to expand their grooming routines — or at least stop borrowing from their wives’, moms’, girlfriends’, or sisters’ stashes.”
