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4-H is the youth development organization of our nation’s Cooperative Extension System and USDA.

National Youth SurveyMarch 21, 2016Prepared by:


Table of Contents

2

Introduction:Background and Objectives 3

Research Method 4

Sub Group Definition 5

Executive Summary 6

Detailed Findings:What is leadership and who are the strong leaders? 13

The leadership gap: there is room for improvement among today’s leaders 18

Youth want to lead – and for good reasons 25

What is most important to youth? 31

Are youth prepared to lead? 34

How can adults better equip youth to lead? 41

Interest in 2016 presidential election and candidates 47

Perceptions and involvement with 4-H 51

Appendix:Scorecards 56

Additional Profiles 69

Demographics 71


Background and Objectives

3

• National 4-H Council (Council) conducted a survey for public release to capture the pulse of America’s youth – particularly using their own words to describe how they feel about their readiness to lead today and tomorrow. This research will be used to complement a revised brand messaging campaign which Council will be launching.

• More specifically, Council is looking to:◦ Measure youth’s perceptions of “true leadership”◦ Understand leadership priorities◦ Identify specific needs to feel empowered to lead◦ Explore areas where youth feel they are ready to lead◦ And conversely, where they feel unprepared to lead

• In working to achieve these goals, Council commissioned Harris Poll to conduct a quantitative research study to help establish 4-H as a destination for content and thought leadership on positive youth development.


Research Method

4

• 1,501 interviews

were conducted online from February 2 - 17, 2016 averaging

approximately 23 minutes in length

• Qualified respondents were:◦ Residents of the U.S, balanced across the 4 regions where 4-H operates

(Northeast, North Central, Southern and Western regions)◦ Grades 9th to 12th

◦ Ages 13 to 19◦ Balanced by gender across grade ◦ Balanced across race and ethnicity to ensure representativeness and ability for

sub group analysis

• The data were weighted to ensure that relevant demographic characteristics of the sample matched the 13 to 19 year old population in the U.S.

• The data were also weighted to key attitudinal and behavioral measures that we have determined are indicators of one’s likelihood to be online, be a member of an online survey panel and complete an online interview.

• Percentages were rounded to the nearest whole percent. Differences in the sums of combined categories/answers are due to rounding.


Gender

Region

Ethnicity

Grade

Leader ExperienceQ940 In which of the following situations do you personally have a leadership role?

-Active Leader (3+ selections for Q940)-Leader (1-2 selections for Q940)-Non-Leader (0 selections for Q940)

Opinion EliteQ920 Which of the following, if any, have you done in the past 12 months?

-Opinion Elite (4+ selections at Q670)-Non-Elite (<4 selections at Q670)

Sub Group Definitions

5

• Throughout the report several there are several call outs of significant findings among various sub groups. Those sub groups aredefined as follows:

Northeast North Central

Southern Western

4-H is the youth development organization of our nation’s Cooperative Extension System and USDA.6

What is leadership? Who are the leaders?• Today’s youth define leadership as the ability to take charge of a situation and lead others in the right direction.

◦ Identified traits of strong leaders are being responsible (81%), hard-working (80%) and being confident (80%). ◦ Over half of youth (57%) strongly agree that leaders are willing to make tough decisions.◦ Politicians were top of mind when it came to unaided mentions of strong leaders – 60% of youth identified a politician as a strong

leader. Specifically, one-third (32%) of youth identified President Barack Obama as a strong leader. Other notable mentions were Donald Trump (9%), Bernie Sanders (8%) and Martin Luther King Jr. (8%).

The Leadership Gap• Today’s youth feel that there is room for improvement among today’s leaders. Youth feel their generation can do better.

◦ Most youth (90%) agree they are concerned about the future leadership of our country and two-thirds (66%) indicated they are more confident in the next generation of leadership than in the leaders they see today.

◦ This could be due to the fact that youth feel leaders are more concerned with their own agenda (81% agree) and aren’t focused onwhat matters to today’s youth (76% agree).

◦ Follow through on accomplishing what you said you would is a critical differentiator for youth in assessing leadership – two-thirds (64%) give credit for strong leadership when this is the case and over half (59%) of youth say this is why leaders are viewed asweak.

◦ According to youth, parents, educators and leaders in technology, business and nonprofits are where strong leadership is seen asimportant and also seen as performing strongly.

◦ Government officials/politicians and healthcare leaders are seen as important leaders in terms of importance, but fall short on their leadership performance.

Executive Summary


Youth want to lead. They are confident their generation is ready.Youth feel they can make a difference and they want to lead.• Today’s youth feel they can make a difference (88%) and three in five youth (61%) are confident their generation is prepared to lead in

tomorrow’s world.

• A strong majority (86%) agree they are having experiences today which will prepare them to be effective leaders as adults. And there is strong sentiment that leadership can be learned (71%).

• Being a leader is seen as important to the majority of youth (91%) and three-quarters (74%) view themselves as leaders.

• Those youth who self-described themselves as strong leaders were more often male, in the 10th grade, African American, currently holding a leadership role, planning to attend college and described themselves as confident.

• Youth who described themselves as weak leaders were female, white or Hispanic, currently does not have a leadership role, and not planning to attend college.

Youth are engaged and currently have leadership roles in areas that are important to them.Youth are engaged on important issues in today’s society that impact them.• Three in four youth currently have a leadership role (77%). Further, many (60%) cite a likelihood to start a new leadership role within

the year.

• Youth are most involved in the areas of bullying (25%) and education (20%).

• Issues that matter the most to today’s youth are the cost of college (67%) and education (66%) and they would like to have leadership roles in these areas in the future (43% and 37%, respectively).

Executive Summary


Executive Summary

8

Are youth prepared to lead?The majority of today’s youth (65%) feel they are prepared to lead.• They cite having good role models (64%), being highly motivated (61%), having confidence (53%) and having a strong network of

adults to turn to (52%) as reasons for feeling prepared.

• Lack of confidence (44%), not having a plan (42%) and no previous experience in leading (41%) are reasons cited for feeling unprepared to lead.

• And youth feel they possess many of the traits they identified as being qualities of strong leaders – particularly honesty (82%), being respectful (80%), intelligence (77%) and being responsible (73%).

• Confidence is an area that youth ranked low on traits they currently possess (54%) and highly as an area where youth would like to develop (38%).

• Leadership preparedness is strongest among African American youth. In term leadership self-assessment, African American youth were the most likely to rate the importance of leadership highly, rate themselves as strong leaders and felt they were prepared to lead in tomorrow’s world. Further, African American youth feel supported in their pursuits of leadership - African American youth were most likely to say their voices are heard by leaders and they feel their leadership is valued more than any other racial or ethnic group.


Executive Summary

9

How can adults help and empower youth to be strong leaders?Youth do feel supported by adults in their leadership pursuits.• Youth agree that adults give their generation opportunities for leadership (67%).

• They feel their voice is being heard by leaders (63%) and that their leadership is being valued (68%).

• Yet, youth do feel that adults recognize the negative things youth do (86%) as opposed to recognizing the positive things their generation is doing (59%).

• How today’s leaders can help support leadership among youth is by furthering engagement (57%) and creating more opportunities to lead (56%). Additionally, almost half of youth (43%) indicated they lack leadership roles simply because nobody has asked them to participate. Simply asking youth can help with engaging them in leadership activities.

• When asked what would help youth grow as future leaders, topics identified were having more experience leading (54%), programs to build confidence (45%), and being encouraged to help lead regularly (45%).

• Confidence was a key theme that arose in many facets. Youth cite this trait as a key skill that today’s strong leaders possess (80%) but often cite as a skill they are lacking amongst today’s youth. Lacking confidence was the top reason why youth feel unprepared to lead (44%) and one-third of youth who currently do not have a leadership role (32%) indicated lacking the confidence to lead as the reason for not participating in leadership roles. Further, while just over half of youth (54%) would currently describe themselves as being confident, confidence was at the top of traits that youth would like to develop in (38%) and programs to help build confidence was a key area youth identified as a way to help them become stronger leaders (45%). A strong focus on confidence building for youth would be the most beneficial area for adults to help today’s youth become tomorrow’s leaders.


Executive Summary

10

4-H Evaluation4-H awareness is low, with moderate familiarity.• No youth organization strongly distinguished themselves among youth on an unaided basis. Unaided awareness of 4-H was low at just

4%. Familiarity of 4-H was moderate (72%) and notably higher in rural areas.

• Those familiar with 4-H do feel the organization fits its mission statement of helping youth develop leadership skills.

• Participation with 4-H was low nationally (21% current or past participant net), but higher among rural areas.

• 4-H areas with the highest participation were in agricultural and animal sciences programs (53%) and healthy living programs (41%).

PROPRIETARY – NOT FOR PUBLIC RELEASE


Detailed Findings


What is leadership and who are the strong leaders?

12


Leadership is defined by the ability to take charge and lead others in the right direction

13

Base: All qualified respondents. n=1501Q705: In your own words, how would you define leadership?

• In their own words youth define leadership as being able to guide others in the right direction (25%), the ability to take charge of a situation (19%) and being a good role model (11%).

“Someone who takes charge and isn't afraid to

live life to the fullest extent and who isn't afraid to chase what they want.”~ 11th grade girl from

Missouri

“Being a positive role model in things you believe in and leading

people to your beliefs”~ 9th grade girl from Texas

“Leadership is leading your peers in the right direction and helping them make

good choices.”~ 9th grade boy from Georgia “Leadership is the ability to mindfully lead

others onto a correct path towards success.”~ 12th grade girl from California

“Being personally accountable for ones actions, willing to acknowledge mistakes, admit them and make amends. Being

knowledgeable but knowing what you don't know and need to learn.”~ 10th grade boy from New Jersey


Leaders are seen as responsible, hardworking and willing to make tough decisions

14

Base: All qualified respondents. n=1501Q710: Which of the following traits do you feel strong leaders possess? Please select all that apply.Q720: How much do you agree or disagree with the following statements?

• The top traits cited of strong leaders are being responsible, hard working, confident and intelligent.

• Over half of youth (57%) strongly agree that leaders are willing to make tough decisions.

81%80%80%

79%78%

77%77%

73%69%

68%60%

52%51%

39%27%

3%

ResponsibleHard worker

ConfidentIntelligent

DeterminedHonest

RespectfulFocused

Build strong relationshipsOrganized

CompassionateCreative

AuthenticRisk-taker

CuriousOther

Top Traits Of Strong Leaders

Strongly Agree57%

Somewhat Agree35%

Somewhat Disagree6%

Strongly Disagree2%

Leaders are willing to make the tough decisions

Agree NET: 91%

Disagree NET: 9%


When you think about education, entertainment, sports, business, politics, government, nonprofits and other areas of society, who comes to mind as an example of a strong leader?

(Unaided)

President Barack Obama comes top of mind as a strong leader for one-third of youth

15

Base: All qualified respondents. n=1501Q707: When you think about education, entertainment, sports, business, politics, government, nonprofits and other areas of society, who comes to mind as an example of a strong leader?

Oprah Winfrey4%

Bill Gates6%

Bernie Sanders8%

Martin Luther King Jr.

8%

Barack Obama32%

Donald Trump9%

Hillary Clinton6%

Peyton Manning5%


Politicians are often cited as examples of strong leaders

16

Base: All qualified respondents. n=1501Q707: When you think about education, entertainment, sports, business, politics, government, nonprofits and other areas of society, who comes to mind as an example of a strong leader?

32%9%8%8%6%6%6%5%5%4%3%3%3%3%3%3%

Barack ObamaDonald Trump

Bernie SandersMartin Luther King Jr.

Bill GatesHillary Clinton

My ParentsPeyton Manning

TeachersOprah Winfrey

Abraham LincolnMichael Jordan

LeBron JamesMalala Yousafzai

Steve JobsPope Francis

Specific Mentions

60%

25%

21%

12%

12%

9%

8%

26%

Politics

Athletics

Entertainment

Activists

Business

Religion

Education

Miscellaneous

By Category

64% of girls mentioned a politician

32% of boys mentioned an athlete

Includes a range of categories like friends, family, individuals only

known to respondent, etc.

When you think about education, entertainment, sports, business, politics, government, nonprofits and other areas of society, who comes to mind as an example of a strong leader?

(Unaided)

Other Notable Mentions (<3%) include:

Ronald Regan

George Washington

Nelson Mandela

Tom Brady

Beyoncé

Ellen Degeneres

Taylor Swift

Mahatma Gandhi


The leadership gap: there is room for improvement among today’s leaders

17


Concern about the future leadership of our country is strong -and youth are more confident in the next generation of leadership than the current one

18

Base: All qualified respondents. n=1501.Q720: How much do you agree or disagree with the following statements?

• Nine in ten youth (90%) agree that they are concerned about the future leadership of our country.

• Yet there is more confidence in the future leadership than with the current leadership – two-thirds of youth (67%) agree they are more confident in the next generation of leadership than they are in the current leaders they see today.

Strongly Agree51%

Somewhat Agree39%

Somewhat Disagree

8%

Strongly Disagree

2%

I am concerned about the future leadership of our country

Agree NET: 90%

Disagree NET: 10%

Strongly Agree24%

Somewhat Agree43%

Somewhat Disagree

27%

Strongly Disagree7%

I am more confident in the next generation of leadership than I am in the leaders I see today

Agree NET: 66%

Disagree NET: 34%


Leadership is seen as important to addressing the country’s issues, yet, youth feel leaders aren’t focusing on what matters to them

19

Base: All qualified respondents. n=1501Q720: How much do you agree or disagree with the following statements?

• Most youth (96%) agree that leadership is important to effectively address the most pressing issues facing the country.

• Yet, there is strong agreement among youth that leaders are more concerned with their own agenda (81%) and that leaders are focusing on issues that aren’t important to youth (76%).

Agree Net

3%

4%

1%

21%

15%

3%

51%

45%

35%

26%

36%

61%

Attitudes Toward Leadership

Strongly disagree Somewhat disagree Somewhat agree Strongly agree

Disagree Net

Leadership is an important factor to effectively address the most pressing issues facing the country today and tomorrow

Leaders today are more concerned with their own agenda than with achieving the overall goals of the organization they serve

What is important to me differs to what leaders are currently focused on

4%

19%

24%

81%

76%

96%


Most kids say parents and school administrators are important leaders

20

Base: All qualified respondents. n=1501Q723: How important is it for each of the following individuals or groups to be strong leaders? Q805: In which of the following areas do you feel leaders are doing a good job? Please select all that apply.

27%

13%

13%

13%

4%

3%

3%

2%

3%

2%

2%

2%

1%

37%

33%

45%

40%

21%

24%

22%

16%

12%

10%

9%

10%

7%

21%

34%

30%

32%

37%

41%

42%

43%

30%

30%

35%

35%

27%

15%

20%

12%

15%

39%

32%

33%

39%

54%

58%

54%

53%

66%

36%

54%

42%

47%

76%

73%

75%

82%

84%

88%

89%

88%

93%

Celebrities

Athletes

Classmates

Friends

Healthcare leaders

Nonprofit leaders

Technology leaders

Business leaders

Politicians

Elected officials

Teachers

School administrators

Parents

Importance of Leadership

Not Important Somewhat Important Very Important Extremely Important

Extremely/Very Important Net

• Friends (13%), classmates (13%), athletes (13%) and celebrities (27%) were least likely cited as being important.


12%

15%

23%

26%

27%

31%

29%

37%

33%

43%

36%

3%

3%

4%

4%

5%

6%

11%

5%

18%

10%

17%

43%

53%

53%

51%

44%

45%

42%

46%

33%

38%

33%

43%

30%

19%

19%

24%

18%

18%

12%

16%

9%

14%

Performance of Leaders

21Base: All qualified respondents. n=1501Q725: Thinking about what you have seen, heard or read about leaders in the following fields, please tell us if you think leaders’ performance in these areas are strong or weak. If you are not sure, please answer based on your impression of each area.

• Majority of youth feel entertainment figures (54%), classmates (53%) and government officials/politicians (51%) have weak leadership performance.

Parents are seen as the strongest leaders

Parents

Technology

Business

Nonprofit

Education

Healthcare

Sports

Friends

Government/Politics

Classmates

Entertainment

85%

82%

72%

70%

68%

62%

60%

58%

49%

47%

46%

Strong NET15%

18%

28%

30%

32%

38%

40%

42%

51%

53%

54%

Weak NET

■ Very weak leadership ■ Weak leadership ■ Strong leadership ■ Very strong leadership


Accomplishing what you set out to do is a key characteristic in how leadership performance is evaluated

22

Base: Believes leadership is strong. n=1469Q730: Thinking of the areas where you thought there was strong leadership, what makes you say that?Base: Believes leadership is weak. n=1293Q735: Thinking of the areas where you thought there was weak leadership, what makes you say that?

• When describing performance of strong leaders youth attributed their strong performance to having a clear vision (70%), accomplishing what they said they would (64%) and being able to look for new solutions (62%).

• Reasons for perceived weak leadership centered on not accomplishing what they said they would (59%) and not working in a collaborative way (56%).

2%

43%

57%

59%

62%

64%

70%

Other

Solicits input from a wide variety of people

Works in a collaborative way

Brings new or innovative ideas

Looks for new solutions

Accomplishes what they said they weregoing to do

Has a clear vision of what they want toaccomplish

Reasons For Strong LeadershipAmong those who believe leadership is strong

5%

41%

42%

47%

53%

56%

59%

Other

Does not bring new or innovative ideas

Does not solicit input from a widevariety of people

Does not have a clear vision of whatthey want to accomplish

Does not find new solutions

Does not work in a collaborative way

Did not accomplish what they said theywere going to do

Reasons For Weak LeadershipAmong those who believe leadership is strong


Healthcare and politics are areas where it is seen as critical to have strong leadership, yet, are areas where youth feel they perform the weakest in leadership

23

*Leadership Importance (Extremely/very important), Leadership Performance (Very strong/strong leadership)Base: All qualified respondents. n=1501Q723: How important is it for each of the following individuals or groups to be strong leaders? Q805: In which of the following areas do you feel leaders are doing a good job? Please select all that apply.Q725: Thinking about what you may have seen, heard or read about leaders in the following fields, please tell us if you think leaders’ performance in these areas are strong or weak. If you are not sure, please answer based on your impression of each area.

• According to youth, parents, educators and leaders in technology, business and nonprofits are where strong leadership is seen as most critical. These areas are also where youth feel leaders have the strongest performance.

• Critical areas of concern are in politics and among healthcare leaders – where youth rate need for strong leaders as extremely important, but perceived performance is low.

• Youth give little weight to friends, classmates and leaders in sports and entertainment in terms of importance of their leadership, as well as their performance.Leadership Performance

Lead

ersh

ip Im

port

ance

EducationParentsGovernment/Politics

Business leaders

Healthcare leaders Technology leadersNonprofit leaders

Entertainment

Friends

Classmates

Sports

High Importance/Low Performance High Importance/High Performance

Low Importance/Low Performance Low Importance/High Performance


Youth want to lead – and for good reasons

24


15%

10%

6%

4%

2%

37%

29%

21%

17%

9%

33%

42%

44%

44%

43%

14%

20%

29%

35%

45%

I feel pressure from other people to lead

I am confident that my generation is prepared to lead in tomorrow's world

I feel a responsibility to be a leader

I feel a responsibility to be a role model

I can make a difference


12%

There is strong positive sentiment towards leadership: youth feel they can make a difference and be a role model

25

Base: All qualified respondents. n=1501Q900: How much do you agree or disagree with the following statements? .

• There is strong agreement from youth that they can make a difference (88%) and that their generation is prepared to lead in tomorrow’s world (62%).

• Youth feel strongly that they have a responsibility to be a role model (79%) and to be a leader (73%).

• Almost half of youth feel pressured to lead from others (47%).

Agree Net

79%

47%

88%

73%

61%

Disagree Net

21%

27%

39%

53%


Youth feel leadership can be learned

26

Base: All qualified respondents. n=1501Q722: Of the two opinions below, which one more closely represents your views on leadership? Q720: How much do you agree or disagree with the following statements?

• Almost three-quarters of youth (71%) feel that leadership can be learned.

• Further, a strong majority (86%) agree that they are having experiences today which will prepare them to be effective leaders asadults.

71%29%

Which More Closely Matches Your Views On Leadership?

“People are born leaders, it’s not something you can practice”

“If you practice, you can become a leader”

3% 12% 48% 38%

I am having experiences today that will prepare me to be an effective leader when I am an adult


Agree Net

Disagree Net

14% 86%


6%

20%

41%

33%

See Myself As A Leader

Strongly agree

Somewhat agree

SomewhatdisagreeStrongly disagree

6%

25%

54%

15%

Self Leadership Rating

Very strong leader

Somewhat strongleaderSomewhat weakleaderVery weak leader

Leadership is important to youth, with most describing themselves as a strong leader

27

Base: All qualified respondents. n=1501Q905: How important is being a leader to you?Q900: How much do you agree or disagree with the following statements? Q920: Overall, how would you rate yourself in terms of leadership?

Agree74% Strong Leader

69%

• Nine in ten youth (91%) feel that being a leader is important to them.

• Three-quarters (74%) see themselves as being leaders; the majority of youth (69%) identify their leadership as strong.

9%

38%

31%

22%

Importance of Being Leader

Extrememly important

Very important

Somewhat important

Not important

Important91%


Profile: Leadership Strength

28

Base: All qualified respondents. n=1501Q920: Overall, how would you rate yourself in terms of leadership?

Self Described “Strong Leader”Self Described “Strong Leader”

• Male

• 10th grade

• African American

• Plans to attend college

• Prepared to lead

• Currently has a leadership role

• Interested in politics

• Self described as confident

Self Described “Weak Leader”Self Described “Weak Leader”

• Female

• 11th grade

• White / Hispanic

• Plans to attend job specific training / no college

• Unprepared to lead

• Currently does not have a leadership role

• Self described as not confident

• Below is a demographic snapshot of those who describe themselves as strong and weak leaders.


Youth leaders are inspired to lead for humanitarian reasons

29

Base: Has a leadership role. n=1191Q947: What influences you to be a leader? Please select all that apply

1%

12%

13%

18%

21%

21%

26%

28%

32%

39%

39%

45%

55%

66%

Other

I feel pressure to lead so I do

I want to impress my friends

It doesn't come easy to me so I want to work on it

I want to impress my family

If I am a good leader, I can make more money

I like being in control

I am good at it / it comes easy to me

I have role models that are leaders and want to be like them

I want to excel in my career

I think young people have a responsibility to lead

I want to improve my community

I want to help make the world a better place

I want to help others

Influences To Becoming A Better Leader(Base: Among those with a leadership role)

Girls are more inspired for humanitarian reasons than boys• I want to help others (70% vs. 63%)• Help make the world a better place (60% vs 51%)

Humanitarian NET82%


What is most important to youth?

30


Issues the matter most to today’s youth are cost of college and education

31

*Groups such as immigrants, LGBDTQ community, disabled populations, religious groups, etc.** Ranked by ImportanceBase: All qualified respondents. n=1501Q800: In the world today, what issues are most important to you? Please select all that apply.Q805: In which of the following areas do you feel leaders are doing a good job? Please select all that apply.Q810: In which of the following areas do you feel leaders are doing a poor job? Please select all that apply.

• Youth do not feel strongly that today’s leaders are doing a good job on any of these issues

• There is stronger sentiment that today’s leaders are doing a poor job, specifically in the areas of immigration and gun control

67% 66%59% 58% 56% 53% 51% 49% 47%

43% 42%37% 36% 36% 35%

25%

3%6%

17%12% 13%

14% 14%8%

14%19%

13%9% 7%

15%

7% 9%13%

1%

59%

48%55%

44%50%

39%

48%43%

48%

39%

51%

43%36%

55%

38%

29%

2%

Issues That Matter And Leadership PerformanceImportance of Issues To Youth Leaders doing a good job Leaders doing a poor job

Cost of College

Economy Terrorism RacialDiscrimination

Healthcare Gun Control GenderInequality

Substance Abuse

Other

Education Employment Opportunities

Bullying The Environment DiscriminationAgainst Groups

Income Inequality

Immigration Teen Pregnancy


What is most important to youth is where they would like to be involved in leadership

32Base: All qualified respondents. n=1501Q815: In which of the following areas do you currently have a leadership role? In addition, where would you like to have a leadership role in the future even if you feel you do not have the expertise at this time?

• Youth are most involved in leadership in the areas of bullying (25%) and education (20%). Further, one in ten youth are involved in leadership surrounding discrimination against groups (12%), the environment (12%) and racial discrimination (10%).

• Areas that youth feel are most important to them are also the areas where youth would most like to have leadership roles, particularly in regards to the cost of college (43%), the economy (39%), employment opportunities (38%) and education (37%).

67% 66%59% 58% 56% 53% 51% 49% 47%

43% 42%37% 36% 36% 35%

25%

3%6%

20%

5% 5% 2%

25%

10% 12%

5%

12%

4% 4%9%

4%8% 9%

1%

43%37% 39% 38%

32% 31% 34% 35% 33% 32% 33% 33% 32% 32% 31%26%

2%

Issues That Matter And Leadership RolesImportance of Issues To Youth Currently Has Leadership Role Would Like To Have Leadership Role In Future

Cost of College

Economy Terrorism RacialDiscrimination

Healthcare Gun Control GenderInequality

Substance Abuse

Other

Education Employment Opportunities

Bullying The Environment DiscriminationAgainst Groups

Income Inequality

Immigration Teen Pregnancy


Are youth prepared to lead?

33


21%

10%

16%

27%

34%

34%

48%

I do not have any leadership roles

At work

In the community

In sports

Groups or clubs I am part of

Social circles

At school

Personal Leadership Roles

Over three-quarters of youth have a leadership role in some capacity

34Base: All qualified respondents. n=1501Q940: In which of the following situations do you personally have a leadership role? For example, the president or secretary of a student committee at your school. Please select all that applyQ1005: Which of the following experiences have you had in your leadership roles? Please select all that apply.

• The most common experiences youth have in their leadership are being asked to offer their opinion (59%) or being asked to join a club or committee (45%).

Has Leadership Role 77%

22%

34%

38%

42%

45%

59%

I have influenced a policy orposition

I have been asked by peers tobecome a leader in an

organization

I have been asked by a leader tooffer an opinion/participate in a

cause/issue

I have volunteered for leadershippositions

I have been asked by a leader tojoin a club/committee

I have offered my opinion on anissue I care about

Experiences In Leadership Roles


15%

25%

42%

17%

Likelihood Of Starting New Leadership Role

Very likely

Somewhat likely

Somewhat unlikely

Very unlikely

Youth see many future leadership opportunities on their horizon; many cite likelihood to start new a leadership role within the year

35

Base: All qualified respondents. n=1501Q1020: How many leadership opportunities do you feel you will have in the future?Q955: How likely are you to start a new leadership role in the next 12 months?

• Only one-quarter (26%) of youth indicated they feel there will be too few leadership opportunities available in the future.

• Likelihood to start a new leadership role within the next year is high (60%).

Likely60%

Plans to attend college: 63%Does not plan to attend college: 35%

Lives in an urban area: 65%Lives in a suburban area: 59%Lives in a rural area: 57%

Currently has leadership role: 68%Does not have leadership role: 27%

Likely NET

18%

56%

26%

Future Leadership Opportunities

More than enough

Just right

Too few


9% 26% 51% 14%

Preparedness To Lead

Very unprepared Somewhat unprepared Somewhat prepared Very prepared

16%

27%

30%

32%

42%

42%

52%

53%

61%

64%

I have the expertise needed

I rely on my previous experience in leading

I am already a leader

I have a plan

I have the skills needed

I have a strong network of peers

I have a strong network of adults who I can turn to

I feel confident in leading

I am highly motivated

I have good role models

Few youth feel very prepared to lead - confidence is a key factor in whether youth feel prepared or unprepared to lead

36

Base: All qualified respondents. n=1501Q907: How prepared do you feel to lead in the future? Base: Prepared to lead. n=998Q910: In what ways do you feel prepared to be a leader in today’s society? Please select all that apply. Base: Unprepared to lead. n=503Q915: In what ways do you feel unprepared to be a leader in today’s society? Please select all that apply

• Reasons youth feel prepared are due to having good role models (64%) and being highly motivated (61%).

• Confidence plays a role in why youth feel unprepared to lead (44%).

11%

16%

23%

24%

28%

31%

33%

40%

41%

42%

44%

I do not have good role models for leadershipMy peers already occupy the leadership roles in…I do not have access to leadership opportunities

I believe leading is something I will do later in lifeI do not want to lead

I haven't thought about leadership beforeI am not motivated to lead

I lack the skills neededI do not have previous experience in leading

I do not have a planI am not confident leading

Reasons Why Feeling PreparedReasons Why Feeling Unprepared

Original slide – Filtered among those prepared/unprepared


9% 26% 51% 14%

Preparedness To Lead

Very unprepared Somewhat unprepared Somewhat prepared Very prepared

1%

12%

21%

22%

25%

31%

33%

39%

46%

50%

56%

OtherI have the expertise needed

I rely on my previous experience in leadingI am already a leader

I have a planI have the skills needed

I have a strong network of peersI feel confident in leading

I have a strong network of adults who I can turn toI am highly motivated

I have good role models

Few youth feel very prepared to lead - confidence is a key factor in whether youth feel prepared or unprepared to lead

37

Base: All qualified respondents. n=1501Q907: How prepared do you feel to lead in the future? Q910: In what ways do you feel prepared to be a leader in today’s society? Please select all that apply. Q915: In what ways do you feel unprepared to be a leader in today’s society? Please select all that apply

• Reasons youth feel prepared are due to having good role models (56%) and being highly motivated (50%).

• Not having a plan plays a role in why youth feel unprepared to lead (30%).

1%7%

12%14%

16%17%18%

24%25%

27%28%

30%

OtherI do not have good role models for leadership

My peers already occupy the leadership roles in…I do not want to lead

I am not motivated to leadI do not have access to leadership opportunities

I haven't thought about leadership beforeI lack the skills needed

I am not confident leadingI believe leading is something I will do later in life

I do not have previous experience in leadingI do not have a plan

Reasons Why Feeling PreparedReasons Why Feeling Unprepared

New slide – Q910/915 among total


Profile: Preparedness to Lead

38

Base: All qualified respondents. n=1501Q907: How prepared do you feel to lead in the future?

Prepared To LeadPrepared To Lead

• Grade 10 males

• African Americans

• Receive A’s and B’s in grades

• Plans to attend college

• Father completed college

• Self described as confident

• Self described as strong leader


• Currently has a leadership role

Unprepared To LeadUnprepared To Lead

• Students at schools with less than 200 students

• Receive grades of C or less

• Has 3 or more children in household

• Does not plan to attend college

• Not confident in future education plans

• Self described as not confident

• Self described as a weak leader

• Not interested in politics

• Does not currently have a leadership role

• Below is a demographic snapshot of those who currently feel ready to lead and those who feel unprepared.


Youth feel they possess traits you would see in strong leaders

39

Base: All qualified respondents. n=1501Q710: Which of the following traits do you feel strong leaders possess? Please select all that apply. Q930: Which of the following currently describe you? And which are areas that you would like to develop?

• Traits which youth identified as being critical to identifying strong leaders – intelligence, responsible, hard working and determined – are traits youth feel they possess.

• Confidence is an area of development – it was deemed important to identifying strong leaders, yet ranked low on current traits (54%), and highly on an area youth would like to develop (38%).

19%

17%

23%

21%

19%

13%

11%

71%

72%

72%

73%

77%

80%

82%

Determined

Compassionate

Hard worker

Responsible

Intelligent

Respectful

Honest

47%

46%

38%

38%

32%

29%

19%

17%

33%

46%

53%

54%

59%

64%

67%

69%

Risk-Taker

Organized

Ability to build strongrelationships

Confident

Focused

Creative

Authentic

Curious

Descibes me nowI want to develop

Top 5 traits youth feel

leaders possess


Profile: Confidence

40

Base: All qualified respondents. n=1501Q930: Which of the following currently describe you? And which are areas that you would like to develop?

Describes Me Now: ConfidentDescribes Me Now: Confident

• Male

• 9th – 11th grade

• Plans to attend college/job specific training

• Self described strong leader


• Currently has leadership role


I Want To Develop: ConfidentI Want To Develop: Confident

• Female

• 12th grade

• White / Hispanic

• Self described weak leaders

• Unprepared to lead

• Currently does not have a leadership role

• Below is a demographic snapshot of those who currently feel confident and those who would like to develop their confidence skills.


How can adults better equip youth to lead?

41


Youth feel supported in their leadership pursuits; experience and confidence building would help them grow as leaders

42

Base: All qualified respondents. n=1501Q900: How much do you agree or disagree with the following statements? Q950: Which of the following do you feel would help you grow as a leader? Please select all that apply.

• Youth agree they have role models to look to for leadership examples (86%), feel they are given opportunities to lead (78%) and have the right resources available to build leadership skills (67%).

• More experience (54%) and programs to build confidence (45%) are cited as areas which would be beneficial to help develop leadership skills.

27%

32%

35%

38%

40%

40%

45%

45%

54%

Having a leadership councilor

Learning from my friends and peers

Taking leadership education classes

Talking to my parents

Having a personal mentor

Shadowing real-life leaders

Being encouraged to lead regularly

Programs to help build confidence

Having more experience inleadership roles

Would Help Youth Grow As Leaders

8%

4%

3%

25%

18%

11%

48%

52%

40%

19%

26%

46%

I have the right resources available tobuild leadership skills

Adults give my generationopportunities for leadership

I have role models in my life I can lookto as strong examples of leaders


Agree NET

86%

67%

78%


8%

24%

51%

17%

Leadership Is Being Valued

Very valued

Somewhat valued

Somewhat undervalued

Very undervalued

Youth feel their voice is being heard and valued by leaders they engage with daily

43Base: All qualified respondents. n=1501Q1000: To what degree do you think your voice is being heard by leaders you interact with on a daily Q1010: How much do you feel your leadership is valued by the leaders you engage with on a daily basis?

• Just under two-thirds of youth (63%) feel their voice is always/sometimes heard by the leaders they interact with on a daily basis.

• A similar percentage (68%) feel their leadership is valued.

Valued68%

12%

25%

53%

11%

Voice Being Heard By Leaders

My voice is always heard

My voice is sometimes heard

My voice is rarely heard

My voice is not heard at all

Voice is Heard63%

Boys (71%) are significantly more likely than girls (65%) to believe their leadership is being valued


14%

More adults recognize the negative things youth do as opposed to the positive

44

Base: All qualified respondents. n=1501Q900: How much do you agree or disagree with the following statements? .

• Youth feel that adults recognize the negative things their generation is doing (86%) more so than they recognize the positivethings (59%).

• Further, youth agree that adults’ perception of strong leaders vary from their perceptions (70%).

10%

4%

3%

32%

26%

11%

45%

46%

45%

14%

24%

41%

Adults recognize the positive things my generation is doing today

Adults' perception of strong leaders are different from mine

Adults recognize the negative things my generation is doing


Agree Net

69%

59%

86%

Disagree Net

31%

41%


Further engagement and more opportunities are ways today’s leaders can help youth develop leadership skills

45Base: All qualified respondents. n=1501Q1015: What could the leaders of today be doing to help you become a better leader in the future? Please select all that apply.

• When asked what today’s leaders could be doing to help youth become better leaders more than half of youth surveyed identified stronger engagement (57%) and creating more opportunities (56%) as the areas where leaders could have the strongest impact.

1%

37%

41%

43%

44%

44%

48%

56%

57%

Other

Education reform

Talk about the experiences that help them become leaders

Be more available in mentorship roles

Offer advice on leadership after high school/college

Take youth-developed solutions and suggestions more seriously

Better understand the values and lifestyles of today's youth

Create more opportunity for youth to lead in areas they're interested in

Be more engaged with today's youths

Ways In Which Leaders Can Help Youth Become Better Leaders


“No one has asked me” is the top reason for not having a leadership role

46

Base: No leadership roles. n=310Q945: Why have you not taken on a leadership role? Please select all that apply

2%12%13%13%14%

17%20%21%22%

31%31%32%

43%

OtherI don't have the time to be a leader

I don't have access to leadership opportunitiesI don't feel like I can make a difference

My peers already occupy the leadership roles in my lifeNo one takes me seriously

I'm afraid what others may thinkI believe leading is something I will do later in life

I don't know how to be a leaderI don't want to be a leader

I don't have leadership experienceI don't have the confidence to be a leader

No one has asked me

Reasons For Not Having A Leadership Role(Base: Among those with no leadership role)

• Lacking confidence is also cited by one-third of youth (32%) as a reason for not having taken on a leadership role.


Perceptions and Involvement with 4-H

47



4-H awareness is low; familiarity is moderate

48

Base: All qualified respondents. n=1501Q1200: When thinking about organizations that help youths with leadership skills, what organizations come to mind? Q1205: 4-H is a non-profit global network of youth organizations whose mission is “engaging youth to reach their fullest potential while advancing the field of youth development.” Now that you have read a brief description about 4-H, which of the following best describes your familiarity with this organization?

• No youth organization clearly distinguished itself on an unaided bases among youth. 4-H’s unaided awareness was low at just 4%.

• Familiarity with 4-H is moderate (72%) and higher in rural areas.

28%

33%

24%

15%

4-H Familiarity (Aided)

I never heard of them I know the name, but nothing elseSomewhat familiar Very familiar

Familiar72%

9%

8%

7%

6%

4%

4%

3%

3%

3%

3%

3%

6%

Boy ScoutsBoys and Girls Club

YMCAGirl Scouts

4HHonor SocietiesStudent CouncilSports/athletics

Leadership organizations (i.e. FLA)Church

Military programs (i.e. ROTC)Other

4-H Awareness (Unaided)

Boys (76%) are more aware of 4-H than girls (67%)

Whites (81%) are more familiar than Blacks/African Americans (71%), and Hispanics (58%)

Those living in a rural area (87%) are more familiar with 4-H than suburban (73%) and urban (57%) areas

Examples include: Model UN, Young Life



5%

38%

37%

20%

4-H’s Fit With Helping Youths Become Leaders

(Base: Among those who are familiar with 4-H)

Fits completely

Fits very well

Fits somewhat well

Does not fit at all

Those familiar with 4-H feel the organization fits its mission of helping youth develop skills

49 Base: Familiar with 4-H. n=1133Q1210: How well do you think helping youth become the leaders of tomorrow fits with what 4-H does as a non-profit organization?

Fits95%



Involvement with 4-H is low; agricultural programs most often mentioned as those having helped developed leadership skills

Base: Familiar with 4-H. n=1133Q1215: Have you ever been involved with 4-H? Base: Involved with 4-H, n=259Q1220: Which programs have helped you develop your leadership skills as a result of 4-H? Please select all that apply.

28%

36%

39%

41%

53%

Mentoring programs

STEM programs

Citizenship programs

Healthy Living programs

Agriculture and Animal Sciencesprograms

4-H Programs That Helped Develop Leadership Skills

(Base: Among those who are familiar with 4-H)

6%

15%79%

Involvement With 4-H(Base: Among those who are familiar with 4-H)

Yes, I am currently involved in 4-H

Yes, I have been involved with 4-Hin the past, but am not currently

No

Those living in a rural area (31%) are more involved with 4-H than suburban (16%) and urban (21%) areas



APPENDIX


Appendix I: Scorecards

52


Scorecard: Defining strong leaders

53

Base: All qualified respondents. n=1501Q707: When you think about education, entertainment, sports, business, politics, government, nonprofits and other areas of society, who comes to mind as an example of a strong leader? Q720: How much do you agree or disagree with the following statements? Q722: Of the two opinions below, which one more closely represents your views on leadership?

Total Gender Ethnicity Region

Boys(A)

Girls(B)

White(C)

African American

(D)

Hispanic(E)

Other(F)

Northeast(G)

North Central

(H)

Southern(I)

Western(J)

(Base) 1501 726 775 1046 125 190 103 371 378 458 293

Mentioned Obama as strong leader (unaided) 32% 32% 32% 25% 51% CEF 34% C 28% 36% 31% 31% 30%

Mentioned Politics as an area with strong leadership (unaided) 60% 56% 64% A 58% 65% 61% 59% 64% 59% 58% 61%

Leaders willing to make tough decisions (Strongly/somewhat agree) 91% 91% 91% 91% 93% 92% 91% 95% H 89% 91% 91%

If you practice, you can become a leader 71% 73% 70% 71% 72% 69% 76% 69% 75% 72% 69%

Have experiences to prepare me to be an effective leader(Strongly/somewhat agree)

86% 88% B 83% 85% 93% CEF 82% 83% 86% 82% 88% 86%


Scorecard: Defining strong leaders

54

Base: All qualified respondents. n=1501Q707: When you think about education, entertainment, sports, business, politics, government, nonprofits and other areas of society, who comes to mind as an example of a strong leader? Q720: How much do you agree or disagree with the following statements? Q722: Of the two opinions below, which one more closely represents your views on leadership?

Total Grade Leader Experience Opinion Elite

9th(A)

10th(B)

11th(D)

12th(E)

Active Leader

(F)

Leader(G)

Non-Leader

(H)

Elite(I)

Non-Elite(J)

(Base) 1501 351 396 379 375 449 742 310 426 1075

Mentioned Obama as strong leader (unaided) 32% 35% 34% 31% 28% 32% 33% 29% 35% 31%

Mentioned Politics as an area with strong leadership (unaided) 60% 59% 61% 59% 63% 65% H 61% H 52% 69% J 57%

Leaders willing to make tough decisions (Strongly/somewhat agree) 91% 93% E 94% E 92% E 86% 93% 91% 89% 91% 92%

If you practice, you can become a leader 71% 74% 71% 69% 70% 75% H 71% 68% 70% 72%

Have experiences to prepare me to be an effective leader(Strongly/somewhat agree)

86% 87% 87% 86% 83% 93% GH 89% H 68% 92% J 83%


Scorecard: Leadership in Society

55



Boys(A)

Girls(B)

White(C)

African American

(D)

Hispanic(E)

Other(F)

Northeast(G)

North Central

(H)

Southern(I)

Western(J)

(Base) 1501 726 775 1046 125 190 103 371 378 458 293

Leadership is important to address issues facing the country(Strongly/somewhat agree)

96% 94% 97% A 96% 96% 95% 99% 97% 95% 96% 96%

Leaders today are more concerned with own agenda than with goals(Strongly/somewhat agree)

81% 82% 80% 84% DE 76% 76% 84% 81% 80% 83% 79%

What is important to me differs to what leaders are focused on(Strongly/somewhat agree)

76% 77% 75% 76% 75% 80% 70% 76% 74% 78% 76%


Scorecard: Leadership in Society

56



9th(A)

10th(B)

11th(D)

12th(E)

Active Leader

(F)

Leader(G)

Non-Leader

(H)

Elite(I)

Non-Elite(J)

(Base) 1501 351 396 379 375 449 742 310 426 1075

Leadership is important to address issues facing the country(Strongly/somewhat agree)

96% 95% 98% 95% 95% 97% 95% 96% 97% 95%

Leaders today are more concerned with own agenda than with goals(Strongly/somewhat agree)

81% 82% 80% 85% E 76% 77% 83% F 80% 80% 81%

What is important to me differs to what leaders are focused on(Strongly/somewhat agree)

76% 79% E 78% 76% 71% 76% 76% 76% 76% 76%


Scorecard: Engagement With Leaders

57

Base: All qualified respondents. n=1501Q1000: To what degree do you think your voice is being heard by leaders you interact with on a daily Q1010: How much do you feel your leadership is valued by the leaders you engage with on a daily basis?Q1015: What could the leaders of today be doing to help you become a better leader in the future? Please select all that apply.


Boys(A)

Girls(B)

White(C)

African American

(D)

Hispanic(E)

Other(F)

Northeast(G)

North Central

(H)

Southern(I)

Western(J)

(Base) 1501 726 775 1046 125 190 103 371 378 458 293

Voice heard by leaders (Always/sometimes heard) 63% 65% 62% 65% F 67% F 61% 51% 60% 66% 64% 63%

Leadership valued(Very/somewhat valued) 68% 71% B 65% 68% 75% F 68% 60% 68% 64% 70% 70%

Leaders could be more engaged (to help youth become leaders) 57% 52% 62% A 54% 55% 62% C 66% C 57% 58% 52% 63% I

Leaders could create more opportunities (to help youth become leaders) 56% 49% 62% A 54% 46% 62% D 69% CD 56% 53% 54% 60%


Scorecard: Engagement With Leaders

58

Base: All qualified respondents. n=1501Q1000: To what degree do you think your voice is being heard by leaders you interact with on a daily Q1010: How much do you feel your leadership is valued by the leaders you engage with on a daily basis?Q1015: What could the leaders of today be doing to help you become a better leader in the future? Please select all that apply.


9th(A)

10th(B)

11th(D)

12th(E)

Active Leader

(F)

Leader(G)

Non-Leader

(H)

Elite(I)

Non-Elite(J)

(Base) 1501 351 396 379 375 449 742 310 426 1075

Voice heard by leaders (Always/sometimes heard) 63% 70% BE 62% 65% E 57% 79% GH 65% H 40% 74% J 60%

Leadership valued(Very/somewhat valued) 68% 72% E 69% 68% 64% 83% GH 70% H 45% 78% J 65%

Leaders could be more engaged (to help youth become leaders) 57% 50% 63% AD 55% 60% A 68% GH 55% 48% 66% J 54%

Leaders could create more opportunities (to help youth become leaders) 56% 51% 51% 57% 63% AB 66% GH 52% 50% 68% J 51%


Scorecard: Leadership Self Assessment

59

Base: All qualified respondents. n=1501Q905: How important is being a leader to you?Q900: How much do you agree or disagree with the following statements? Q920: Overall, how would you rate yourself in terms of leadership? Q907: How prepared do you feel to lead in the future? Q940: In which of the following situations do you personally have a leadership role? For example, the president or secretary of a student committee at your school. Please select all that applyQ955: How likely are you to start a new leadership role in the next 12 months?


Boys(A)

Girls(B)

White(C)

African American

(D)

Hispanic(E)

Other(F)

Northeast(G)

North Central

(H)

Southern(I)

Western(J)

(Base) 1501 726 775 1046 125 190 103 371 378 458 293

Importance of being a leader(Extremely/very important) 53% 57% B 50% 50% 62% CF 59% CF 40% 58% 51% 55% 50%

See myself as a leader(Strongly/somewhat agree) 74% 79% B 68% 74% F 81% F 76% F 57% 78% J 76% J 74% 67%

Self leadership rating (Very/somewhat strong leader) 69% 72% B 65% 69% F 79% CEF 67% 55% 73% J 68% 70% 65%

Preparedness to lead (Very/somewhat prepared) 65% 67% 63% 65% F 72% F 63% 53% 66% 65% 66% 63%

Has leadership role 77% 76% 78% 76% 77% 78% 83% 80% H 73% 79% 75%

Likelihood of starting a leadership role in the next 12 months 60% 61% 58% 58% 63% 61% 54% 59% 55% 63% 61%


Scorecard: Leadership Self Assessment

60


9th(A)

10th(B)

11th(D)

12th(E)

Active Leader

(F)

Leader(G)

Non-Leader

(H)

Elite(I)

Non-Elite(J)

(Base) 1501 351 396 379 375 449 742 310 426 1075

Importance of being a leader(Extremely/very important) 53% 52% 57% 49% 55% 76% GH 56% H 19% 68% J 48%

See myself as a leader(Strongly/somewhat agree) 74% 74% 78% E 73% 70% 89% GH 78% H 44% 83% J 70%

Self leadership rating (Very/somewhat strong leader) 69% 67% 74% D 65% 70% 91% GH 71% H 35% 82% J 64%

Preparedness to lead (Very/somewhat prepared) 65% 64% 67% 64% 66% 86% GH 68% H 32% 77% J 61%

Has leadership role 77% 73% 78% 78% 79% 100% G 97% - 95% J 70%

Likelihood of starting a leadership role in the next 12 months 60% 59% 59% 63% 58% 84% GH 60% H 27% 77% J 53%

Base: All qualified respondents. n=1501Q905: How important is being a leader to you?Q900: How much do you agree or disagree with the following statements? Q920: Overall, how would you rate yourself in terms of leadership? Q907: How prepared do you feel to lead in the future? Q940: In which of the following situations do you personally have a leadership role? For example, the president or secretary of a student committee at your school. Please select all that applyQ955: How likely are you to start a new leadership role in the next 12 months?


Scorecard: Future Leadership And 2016 Election

61

Base: All qualified respondents. n=1501Q720: How much do you agree or disagree with the following statements? Q1100: How would you describe your level of interest in politics?Q1110: How much do you think the next president of the United States will impact your life?


Boys(A)

Girls(B)

White(C)

African American

(D)

Hispanic(E)

Other(F)

Northeast(G)

North Central

(H)

Southern(I)

Western(J)

(Base) 1501 726 775 1046 125 190 103 371 378 458 293

Concerned about future leadership (Strongly/somewhat agree) 90% 88% 91% 92% F 87% 90% 83% 91% 91% 89% 88%

I am more confident in the next generation than the leaders today (Strongly/somewhat agree)

66% 71% B 62% 65% 71% 66% 61% 69% 64% 68% 64%

Interest in politics (Extremely/very interested) 35% 39% B 31% 33% 36% 36% 41% 36% 30% 36% 36%

Impact of future president (A lot of/good deal of impact) 66% 64% 67% 65% 66% 69% 63% 69% 64% 66% 64%


Scorecard: Future Leadership And 2016 Election

62

Base: All qualified respondents. n=1501Q720: How much do you agree or disagree with the following statements? Q1100: How would you describe your level of interest in politics?Q1110: How much do you think the next president of the United States will impact your life?


9th(A)

10th(B)

11th(D)

12th(E)

Active Leader

(F)

Leader(G)

Non-Leader

(H)

Elite(I)

Non-Elite(J)

(Base) 1501 351 396 379 375 449 742 310 426 1075

Concerned about future leadership (Strongly/somewhat agree) 90% 89% 91% 91% 88% 91% H 90% H 85% 90% 89%

I am more confident in the next generation than the leaders today (Strongly/somewhat agree)

66% 67% 67% 66% 65% 68% H 68% H 60% 67% 66%

Interest in politics (Extremely/very interested) 35% 35% 34% 33% 38% 52% GH 34% H 14% 53% J 28%

Impact of future president (A lot of/good deal of impact) 66% 61% 66% 64% 71% A 75% GH 67% H 52% 80% J 61%


Scorecard: 4-H Perceptions and Involvement

63

*Caution: small base size (<100). Base: All qualified respondents. n=1501Q1205: 4-H is a non-profit global network of youth organizations whose mission is “engaging youth to reach their fullest potential while advancing the field of youth development.” Now that you have read a brief description about 4-H, which of the following best describes your familiarity with this organization? Base: Familiar with 4-H. n=1133Q1210: How well do you think helping youth become the leaders of tomorrow fits with what 4-H does as a non-profit organization?Q1215: Have you ever been involved with 4-H?


Boys(A)

Girls(B)

White(C)

African American

(D)

Hispanic(E)

Other(F)

Northeast(G)

North Central

(H)

Southern(I)

Western(J)

(Base) 1501 726 775 1046 125 190 103 371 378 458 293

Familiar with 4-H (Very/somewhat familiar) 72% 76% B 67% 81% DEF 71% EF 58% 54% 70% 78% GJ 73% 66%

(Base) 1133 571 562 858 87* 110 59 276 313 343 201

4-H’s fit with helping youth become leaders (Fits completely/very well)

95% 95% 95% 96% 95% 92% 94% 97% J 94% 96% 92%

Involved with 4-H (Currently/previously) 21% 20% 23% 24% E 24% 13% 19% 18% 20% 26% G 20%



Scorecard: 4-H Perceptions and Involvement

64


9th(A)

10th(B)

11th(D)

12th(E)

Active Leader

(F)

Leader(G)

Non-Leader

(H)

Elite(I)

Non-Elite(J)

(Base) 1501 351 396 379 375 449 742 310 426 1075

Familiar with 4-H (Very/somewhat familiar) 72% 77% E 75% E 74% E 62% 76% G 70% 71% 74% 71%

(Base) 1133 280 305 294 254 361 540 232 331 802

4-H’s fit with helping youth become leaders (Fits completely/very well)

95% 93% 95% 96% 96% 97% H 95% 92% 96% 94%

Involved with 4-H (Currently/previously) 21% 21% 20% 20% 25% 26% H 22% H 14% 33% J 17%

*Caution: small base size (<100). Base: All qualified respondents. n=1501Q1205: 4-H is a non-profit global network of youth organizations whose mission is “engaging youth to reach their fullest potential while advancing the field of youth development.” Now that you have read a brief description about 4-H, which of the following best describes your familiarity with this organization? Base: Familiar with 4-H. n=1133Q1210: How well do you think helping youth become the leaders of tomorrow fits with what 4-H does as a non-profit organization?Q1215: Have you ever been involved with 4-H?



Appendix II: Additional Profile

65


Profile: Opinion Elites

66

Opinion EliteOpinion Elite

• Female

• 12th grade

• Have more leadership roles


• Self described as a strong leader


• Attend larger school districts

• Mostly As

• More likely to attend college

• Confident in future education plans

Not An Opinion EliteNot An Opinion Elite

• Male

• White

• 9th grade

• Has fewer leadership roles

• Less prepared to lead

• Less described as a strong leader

• Less interested in politics

• Less confident in future education plans

• Below is a demographic snapshot of those who are considered Opinion Elites and those who are not Opinion Elites.

Base: All qualified respondents. n=1501Q920: Overall, how would you rate yourself in terms of leadership?


Appendix III: Demographics

67


Demographics

68

TotalGender

Male 51%

Female 49%

Age

13 3%

14 14%

15 26%

16 26%

17 22%

18 9%

19 1%

Mean 15.8

Region

Northeast 20%

North Central 22%

Southern 34%

Western 24%

TotalEthnicity

White 54%

Hispanic 21%

Black/African American (net) 16%

Asian or Pacific Islander 5%

Native American or Alaskan Native 1%

Some other race 3%

Area of Residence

Urban or city 26%

Suburban next to a city 49%

Small town or rural 24%

TotalAdults (18+) in Household

0 1%

1 14%

2 50%

3 23%

4 8%

5+ 4%

Mean 2.5

Children In Household

0 7%

1 40%

2 32%

3 12%

4 5%

5+ 3%

Mean 1.8


Demographics

69

TotalGrade9th 25%

10th 24%

11th 25%

12th 25%

School LocationUrban or city 29%

Suburban next to a city 49%

Small town or rural 23%

School TypePublic 87%

Private 8%

Home 5%

School Size1 to 199 7%

200 to 399 12%

400 to 599 19%

600 to 799 14%

800 to 999 12%

1000 or more 36%

TotalFather’s Education

High school or less (net) 36%

Less than high school 4%

Completed some high school 8%

Complete high school 24%Attended college / college degree (net) 42%

Some college, but no degree 15%

Associate degree 9%

College (such as B.A., B.S.) 18%Attended graduate school / graduate degree (net) 13%

Some graduate school but no degree 2%

Graduate degree (such as MBA, MS, M.D., Ph.D 11%

Job-specific training program(s) after high school 9%

TotalMother’s Education

High school or less (net) 33%

Less than high school 4%

Completed some high school 13%

Complete high school 16%Attended college / college degree (net) 51%

Some college, but no degree 20%

Associate degree 13%

College (such as B.A., B.S.) 18%Attended graduate school / graduate degree (net) 12%

Some graduate school but no degree 2%

Graduate degree (such as MBA, MS, M.D., Ph.D 10%

Job-specific training program(s) after high school 4%


Demographics

70

Base: All qualified respondents. n=1501Q1315: Which of the following best describes the grades you receive in school? Q1320: Are you planning to attend college or a job-specific training program after high school? Base: Plan to attend college/job training. n=1421Q1330: Which of the following best describes how confident you feel about which major or area you would like to study when pursuing your [INSERT RESPONSE FROM Q1325]?Q1325: Which of the following best describes the highest degree you plan to pursue?

TotalPlans to Further Education

Yes (net) 94%

Yes, college 84%

Yes, job specific training 10%

No 6%

Specific Further Education Plans

Job-specific training program 8%Associates degree (2 years) 8%College degree (4+ years) 49%Graduate degree (MBA, Ph. D) 33%Other 1%

Confidence In MajorCompletely/somewhat sure (NET) 69%

Completely sure 30%Somewhat sure 38%

Completely/somewhat unsure 31%Somewhat unsure 22%Completely unsure 9%

TotalGrades

Mostly As 29%As and Bs 40%Mostly Bs 12%Bs and Cs 12%Mostly Cs 3%Cs and Ds 2%Mostly Ds *Ds and Fs *Mostly Fs *None of the above(we have a different grading scale) 1%


Demographics

71

46%

46%

34%

26%

21%

21%

14%

13%

6%

6%

24%

Participated in social media sites (Facebook, Twitter, Google+, etc.) to discuss social…

Participated in social media sites (Facebook, Twitter, Google+, etc.) to discuss one or…

Volunteered at a non-profit or non-governmental organization

Served on a committee at school or in a local organization

Attended a public meeting for a town/community or school activity

Served as an officer for a club or organization either at school or in the community

Made a speech to more than 10 people that was not part of a class assignment

Wrote an article

Authored a blog, other than ones on any social media page that you may have visited

Wrote a letter to a newspaper or magazine, or called a live radio or TV show

None of these

Involvement In Current Issues

Base: All qualified respondents. n=1501Q670: The following questions are about your level of involvement in current issues. Which of the following, if any, have you done in the past 12 months? Please select all that apply.

28% of youth classify as

an opinion elite. Those

are youth who are

actively engaged in 3 or

more activities in this list.

Opinion Elites are an

important audience to

monitor as they are

influential and generally

set the pace for their

generation.


Demographics

72

Total Ethnicity

White(A)

Black / African American

(B)

Hispanic(C)

Other(D)

(Base) 1501 1046 125 190 103

Gender

Male 51% 49% 59% AD 53% D 38%

Female 49% 51% B 41% 47% 62% BC

Age

13 3% 3% 3% 4% -

14 14% 14% 17% 13% 8%

15 26% 26% 38% ACD 21% 18%

16 26% 29% B 19% 23% 29%

17 22% 22% B 13% 26% B 30% B

18 9% 6% 10% 11% A 15% A

19 1% 1% - 2% -

Mean 15.8 15.7 15.5 16 AB 16.3 AB


Demographics

73

Total Ethnicity

White(A)


(B)

Hispanic(C)

Other(D)

(Base) 1501 1046 125 190 103

Area of Residence

Urban or city 26% 19% 36% A 35% A 34% A

Suburban next to a city 49% 48% 51% 49% 54%

Small town or rural 24% 33% BCD 13% 16% 13%

Region

Northeast 20% 23% C 17% 14% 24% C

North Central 22% 28% BCD 16% 14% 16%

Southern 34% 30% 59% ACD 30% 26%

Western 24% 19% 8% 42% AB 34% AB


Demographics

74

Total Ethnicity

White(A)


(B)

Hispanic(C)

Other(D)

(Base) 1501 1045 124 190 101

Adults (18+) in Household

0 1% * 1% * -

1 14% 12% 24% ACD 11% 9%

2 50% 54% D 45% 51% D 34%

3 23% 23% 17% 25% 34% AB

4 8% 8% 7% 7% 11%

5+ 4% 3% 5% 6% 12% A

Mean 2.5 2.3 2.4 2.6 A 2.9 AB

Children In Household

0 7% 5% 12% A 7% 12% A

1 40% 42% 38% 38% 38%

2 32% 34% 29% 28% 35%

3 12% 13% 9% 17% D 7%

4 5% 4% 9% A 5% 7%

5+ 3% 2% 4% 5% 1%

Mean 1.8 1.8 1.8 1.9 1.6


Demographics

75

Total Ethnicity

White(A)


(B)

Hispanic(C)

Other(D)

(Base) 1501 1046 125 190 103

Grade9th 25% 24% 36% ACD 24% 15%10th 24% 27% C 27% 20% 18%11th 25% 28% B 17% 24% 28% B12th 25% 21% 20% 32% AB 39% AB

School TypePublic 87% 85% 86% 90% 98% ABC

Private 8% 9% D 6% 7% 1%Home 5% 5% D 8% D 3% *School Size1 to 199 7% 9% CD 7% 3% 3%200 to 399 12% 13% 13% 11% 8%400 to 599 19% 18% 19% 20% 21%600 to 799 14% 12% 18% 19% AD 8%800 to 999 12% 12% 13% 11% 9%1000 or more 36% 34% 30% 36% 51% ABC

School Location(Base) 1373 971 114 167 90*Urban or city 29% 20% 42% A 40% A 32% ASuburban next to a city 49% 49% 46% 46% 54%Small town or rural 23% 31% BCD 13% 14% 14%

* Caution: small base size (<100).


Demographics

76

Total Ethnicity

White(A)

Black / African

American(B)

Hispanic(C)

Other(D)

(Base) 1373 971 114 167 90*

Father’s Education High school or less (net) 36% 32% 51% ACD 38% 34%

Less than high school 4% 2% 4% 7% A 11% AB

Completed some high school 8% 7% 9% 11% 8%Complete high school 24% 23% 39% ACD 20% 15%

Attended college / college degree (net) 42% 44% B 29% 46% B 37%

Some college, but no degree 15% 15% 12% 16% 16%Associate degree 9% 11% B 4% 10% 5%College (such as B.A., B.S.) 18% 19% 12% 20% 16%

Attended graduate school / graduate degree (net) 13% 14% 9% 9% 28% ABC

Some graduate school but no degree 2% 2% 1% 3% 3%

Graduate degree (such as MBA, MS, M.D., Ph.D 11% 12% C 9% 6% 25% ABC

Job-specific training program(s) after high school 9% 10% D 11% 7% 1%



Demographics

77

Total Ethnicity

White(A)

Black / African

American(B)

Hispanic(C)

Other(D)

(Base) 1373 971 114 167 90*

Mother’s Education High school or less (net) 33% 33% 36% 32% 36%

Less than high school 4% 3% 1% 9% AB 8% AB

Completed some high school 13% 11% 20% A 12% 10%Complete high school 16% 18% C 14% 11% 18%

Attended college / college degree (net) 51% 51% 48% 52% 45%

Some college, but no degree 20% 18% 23% 24% 16%Associate degree 13% 14% 9% 13% 12%College (such as B.A., B.S.) 18% 19% 16% 15% 18%

Attended graduate school / graduate degree (net) 12% 12% 11% 12% 15%

Some graduate school but no degree 2% 2% 1% 2% 2%

Graduate degree (such as MBA, MS, M.D., Ph.D 10% 10% 9% 9% 13%

Job-specific training program(s) after high school 4% 4% 6% 4% 4%



Demographics

78

Total Ethnicity

White(A)


(B)

Hispanic(C)

Other(D)

(Base) 1501 1046 125 190 103

Grades

Mostly As 29% 33% 15% 23% 41% BC

As and Bs 40% 39% BC 41% 42% 39%Mostly Bs 12% 10% 16% 13% 9%Bs and Cs 12% 10% 19% AD 16% AD 7%Mostly Cs 3% 2% 6% 3% 2%Cs and Ds 2% 3% 2% 1% 1%Mostly Ds * * 1% - 1%Ds and Fs * * - 1% -Mostly Fs * * 1% * -None of the above(we have a different grading scale) 1% 1% - 1% 1%


Demographics

79

Total Ethnicity

White(A)


(B)

Hispanic(C)

Other(D)

(Base) 1501 1046 125 190 103

Plans to Further Education

Yes (net) 94% 93% 93% 97% 95%

Yes, college 84% 83% 80% 88% 90%

Yes, job specific training 10% 10% 13% 8% 5%

No 6% 7% 7% 3% 5%

Specific Further Education Plans(Base) 1421 986 117 185 97*

Job-specific training program 8% 8% 13% C 5% 6%Associates degree (2 years) 8% 9% 11% 8% 3%College degree (4+ years) 49% 50% 46% 51% 49%Graduate degree (MBA, Ph. D) 33% 31% 29% 34% 42%Other 1% 2% - 2% -

Confidence In Major(Base) 1421 986 117 185 97*

Completely/somewhat sure (NET) 69% 69% 76% D 66% 61%Completely sure 30% 28% 38% A 31% 28%Somewhat sure 38% 41% 38% 36% 33%

Completely/somewhat unsure 31% 31% 24% 34% 39% BSomewhat unsure 22% 21% 20% 26% 22%Completely unsure 9% 10% 5% 8% 17% BC



Demographics

80

Base: All qualified respondents. n=1501Q670: The following questions are about your level of involvement in current issues. Which of the following, if any, have you done in the past 12 months? Please select all that apply.

Total Ethnicity

White(A)

Black / African

American(B)

Hispanic(C)

Other(D)

(Base) 1501 1046 125 190 103

Involvement In Current IssuesParticipated in social media sites (Facebook, Twitter, Google+, etc.) to discuss social issues 46% 44% 44% 50% 58% A

Participated in social media sites (Facebook, Twitter, Google+, etc.) to discuss one or more current events 46% 45% 44% 48% 53%

Volunteered at a non-profit or non-governmental organization 34% 36% B 25% 31% 49% ABC

Served on a committee at school or in a local organization 26% 27% 21% 23% 36% BC

Attended a public meeting for a town/community or school activity 21% 20% 18% 23% 28%

Served as an officer for a club or organization either at school or in the community 21% 20% 16% 21% 32% AB

Made a speech to more than 10 people that was not part of a class assignment 14% 11% 13% 21% A 15%

Wrote an article 13% 10% 13% 15% 25% AB

Authored a blog, other than ones on any social media page that you may have visited 6% 6% 5% 5% 13% ABC

Wrote a letter to a newspaper or magazine, or called a live radio or TV show 6% 4% 5% 10% A 8%

None of these 24% 26% D 28% D 21% 14%

national youth survey - 4-h.org...being confident, confidence was at the top of traits that youth...

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