The document presents research conducted by TeamFriday and ThinkNow on American attitudes towards gun control, focusing specifically on registered voters, millennials, and males aged 18-39 as of 2022. Key findings include a growing support among registered voters for stricter gun laws, with significant backing from diverse demographic groups, and a notable change in sentiment among younger generations. The research emphasizes the importance of localized communication strategies to engage communities in the ongoing gun control debate.

1. HowdoesAmericafeelaboutguns?
A Lookat Registeredvoters,millennials,andmales
18-39in2022.
October2022
www.thinknow.com www.teamfriday.la

2. ResearchBackground& Motivation
I 3
KEYDATARESULTS
II 7
Discussion+ Opportunities
III 18
Page
Table of
Contents
2

3. Research
Background
& Motivation
3
I

4. TEAMFRIDAY is a full-service creative
marketing agency working at the
intersection of communications, culture, and
community. We focus on developing
strategies that speak to cultural and localized
nuances so that our clients form a deeper
connection between themselves and the
communities they engage.
ThinkNow is a privately owned, cultural
insights agency. We enable companies
and government agencies to discover the
drivers that influence consumer decisions
& perceptions. We provide insightful
research solutions to help organizations
thrive in the culturally evolving and
dynamically shifting demographic
environments of the U.S. consumer
market.
RESEARCHBACKGROUND& MOTIVATIONS:
Why Did We Ask about Gun Control?
I
4

5. America is at a critical crossroads regarding guns.
With growing gun violence being normalized in American
culture, we felt as researchers and communicators that we
needed to understand the hard facts.
It has been stated before that more guns do not make a
safer society and evidence points that the weaker gun
legislation is linked to more gun deaths. Slowly, Americans,
born in the US and abroad, are changing their sentiments
about gun safety.
The following data spotlights critical insights and
opportunities to persuade key groups – specifically within
registered voters, millennials, and males 18-39 years old.
RESEARCHBACKGROUND& MOTIVATIONS:
Why Did We Ask about Gun Control?
I
5

6. RESEARCHBACKGROUND& MOTIVATIONS:
HOW WE GOT THE DATA?
I
Nationwide survey of n=1,500 American adults
ThinkNow conducted an online survey of
n=1,500 Americans 18+ years of age, focusing
on Hispanics, Black people, Asians and non-
Hispanic White people.
The survey was conducted August 10-17, 2022.
6

7. 7
KEY DATA
RESULTS
II

8. KEYDATARESULTS:
REGISTERED VOTERS
II
There is an increase of support among registered voters who believe we need
stronger gun control laws.
An average of 66% of registered voters believe we need stricter gun control laws,
with Hispanics, Asians, and African Americans leading that sentiment.
Among Republicans specifically, Gallup reported support in 2020 was 22% and in
2021 was 24%. Notably our finding show Republican support at 41% in 2022.
8
Support stricter
gun control

9. KEYDATARESULTS:
REGISTERED VOTERS
II
Of the Republicans (41%), Democrats (86%), and Independents (69%) who
support stricter gun laws, most are in support of:
UNIVERSAL
BACKGROUND CHECKS
RED FLAG
LAWS
RAISING THE LEGAL AGE
TO BUY A GUN TO 21
REQUIRING PERMITS
FOR CONCEALED CARRY
9

10. KEYDATARESULTS:
REGISTERED VOTERS
II
Of registered voters who are gun owners:
10
58%
of gun owners
support stricter
gun laws
71%
of Non-gun
owners support
stricter gun laws

11. KEYDATARESULTS:
REGISTERED VOTERS
II
Among gun owners, reasons for owning a gun vary by race:
11
PROTECTING
THEIR HOMES
PROTECTING SELF
WHILE AWAY FROM HOME

12. KEYDATARESULTS:
REGISTERED VOTERS
II
Among gun owners, reasons for owning a gun vary by Party Affiliation:
12
PROTECTING
THEIR HOMES
PROTECTING SELF
WHILE AWAY FROM HOME
PROTECTING Others
WHILE AWAY FROM HOME

13. At 47%, non-Hispanic White registered voters are
more likely than any other group to believe owning
a gun makes us safer.
This is in comparison to 39% of Hispanics, 44% of
African Americans, and 34% of Asians.
KEYDATARESULTS:
REGISTERED VOTERS
II
13

14. KEYDATARESULTS:
REGISTERED VOTERS
II
CALIFORNIA TEXAS NEWYORK FLORIDA
78% 67% 78% 83%
A majority of registered voters within some of the most populous states support stricter gun control.
14

15. KEYDATARESULTS:
MILLENNIALS
II
Would you engage if witnessed an active shooter?
70% Hispanics and 71% of White millennial males are driving this sentiment.
Foreign-born, millennial women, and Asian respondents are the least likely to engage.
64%TOTAL
MILLENNIALS 71%MALE
MILLENNIALS
15

16. KEYDATARESULTS:
MILLENNIALS
II
Millennials who think guns make us safer:
54%
WHITE
54%
BLACK
36%
HISPANIC
35%
ASIANS 16

17. KEYDATARESULTS:
MILLENNIALS
II
Most millennials surveyed believed the US needs to
have universal background checks and raise the legal
age to buy a gun to 21.
52% of non-Hispanic white millennials believe we
need stricter gun laws compared to over 70% of
Hispanics, Asians, and African-Americans.
42% of non-Hispanic white millennials say they own a
gun, compared to only 17% of Asian millennials.
This may be due to the foreign-born sentiments
toward more gun control.
Millennials who believe the US needs
stricter gun laws:
64%
MALES
62%
FEMALES 17

18. KEYDATARESULTS:
MALES 18-39
II
White and African-American 18-39 males
were less likely to think we need more
stringent gun laws than Hispanics and
Asians.
2x
White males are
more likely to own a
gun than Asian males
18-39
18

19. 19
Discussion+
Opportunities
III

20. Communicating all gun control legislation
possibilities as an entry point.
Most people support at least four types of
gun control legislation. While the call for
universal background checks and changing
the legal limit has been critical in the national
gun control conversation - expanding the
narrative to options to include requiring
permits and red flags laws.
Discussion+ Opportunities:
III
Foreign born citizens can play a crucial role in
the changing the gun debate conversation.
While acculturation can affect the desire to belong
in American culture, storytelling from foreign-born
community leaders could play a role in shifting
sentiment early on.
20

21. Discussion+ Opportunities:
III
Use Trusted Messengers
Modeling community health workers, those
seeking to change behavioral sentiment can
use the trusted messenger approach.
Employing everyday people to meet others
where they are have proven highly effective
at changing associations and personalizing
reform efforts.
Engage Local Media and Scripted Opportunities
Most of the gun control conversation happens on
national news, but localization of media
advertising can have a lasting effect.
Scripted content via streaming could present an
opportunity to reframe safety, as 63% of people
engaged in our gun control research get their
information via streaming service.
21

22. Discussion+ Opportunities:
III
Work with Researchers focused on
online radicalization
White males over-indexed on their favorable
views of gun ownership. Monitoring the
increase of male radicalization and trending
locations can help identify where more
concentrated efforts are needed.
Utilizing Partnerships to battle "Optimism Creep"
The overwhelming position that participants would
engage with an active shooter suggests that
optimism creep is a real issue.
Working with media figures representing
superheroes can help demonstrate the fallacy
that "heroism" exists as the exception, not the
norm.
22

23. October2022
THANK YOU!
Roy@ThinkNow.com michelle@teamfriday.la