Earlier this year, we introduced The Pioneers — early brand champions who don’t just adopt what’s new, they decide what takes off. The behavior of these 50 million consumers consistently precedes cultural and commercial shifts and sets the tone for the 250 million 18+ in the U.S. that follow them.

Since its launch, we’ve been building a community around these individuals: people who consistently spot, validate, and accelerate emerging ideas. To understand how this mindset plays out in our everyday lives, we checked in with them to learn how they are behaving during seasonal moments we all experience: summer travel and back-to-school shopping. The results continue to prove out the pattern: Pioneers are showing up sooner, spending more, and signaling demand ahead of the curve.

Take summer travel. Nearly half of Pioneers (47.7%) reported traveling more than expected this summer, compared to just 4.6% of the general population. While over 40% of Gen Pop didn't plan to travel at all, most Pioneers were on the move. Rather than pausing during uncertain times, they accelerate—using travel as a primary way to reconnect and explore. We know from our ongoing discussions with this group that vacation is less about relaxation and more about rejuvenation.

That same trend carries into back-to-school spending. More than half of Pioneers (53.6%) are spending more than usual this season, while most of the general population is holding steady or opting out (58% said the question didn’t apply to them). While others pull back, Pioneers are already reactivating—offering an early read on where spending may return, even amid economic pressure.

Our takeaway is clear: Pioneers don’t wait for the future—they live it. At a time when many are holding back on their spending decisions, whether due to economic pressure or shifting routines, Pioneers are already moving forward. From traveling early and often to increased seasonal spend, the behavior of these 50 million consumers reveals not just interest, but intent of the masses. That makes them a leading indicator for brands, retailers, and builders alike. In a noisy market, Pioneers aren’t just worth watching. They’re worth building for. 

Subscribe to The Work to get updates on The Pioneers.