More Mature Tattoos

• Rather than butterflies and cartoon looking tattoos, adults in the US are now opting for more mature temporary tattoos. 
• These adults want fake tattoos that can be considered tasteful and cool, while also looking like the real thing.
• Not only are they seeking cool tattoos, US adults want elegant and sophisticated tattoos.
• These sophisticated tattoos need to be appealing enough for their Instagram feeds.  

Long Lasting Tattoos

• Typically, temporary tattoos last for less than a week.
• Nowadays, adults in the US are flocking towards temporary tattoos that can last up to two weeks and maintain their original form within those two weeks.
• A lot of temporary tattoos crack or start peeling off within a day but tattoo companies like Easy Ink have developed new techniques and ingredients that make temporary tattoos last longer.
• US adults want long-lasting tattoos that look richer with every passing hour.  

Realistic Tattoos

• US adults now want temporary tattoos that are ultra realistic. They want their peers to find it hard to tell if their tattoos are real or not.  
• Tattoo companies like PolyPro are popular among US adults because of how realistic their tattoos are.
• Realistic tattoos are incredibly appealing to adults who eventually want real tattoos. This offers them an idea of what the real tattoo might like.
• This is the value proposition that tattoo companies like Easy Ink offer. They claim they use a waterproof formula derived from a Jagua fruit extract. This natural pigment is FDA approved and looks like the real deal.

Fake Tattoo Parlors

• Temporary tattoos have always been purchased online or in physical stores. They typically come on like a sticker. They are then transferred to whatever part of the body the individual wants it on.
• Nowadays, adults are going to tattoo parlors to get temporary tattoos.
• Tattoo companies like Inbox use a natural fruit like formula found in South America to create these temporary tattoos.
• Similar to henna, this formula looks like the ink that is used for real tattoos and has become one of their best-selling offerings.  
• The tattoos gotten at these tattoo parlors are safe, waterproof, and last up to two weeks.

Embroidery Tattoos

• Recently, there has been an increase in the use of temporary embroidery tattoos. 
• These tattoos look like stitched flowers and come in a wide range of styles and colors.
• They involve art paired with flowers and are considered "wearable works of art." 
• Tattly is one of the pioneers of temporary embroidery tattoos. US adults want these tattoos because they are colorful and aesthetically pleasing to look at.
• They are also popular on social media. There are over 5,000 posts under the embroidery tattoo hashtag on Instagram. 
• Embroidery tattoos are particularly popular among adults because they look like threads stitched into the skin, thus creating a realistic 3D look. 

Research Strategy

Cuticle Tattoos

• Cuticle temporary tattoos are minimalist-like tiny illustrations such as dots or lines inked close to the base of a finger nail.
• Recently, temporary cuticle tattoos have been popular among millennials in several parts of the world.
• These temporary tattoos are used to accessorize manicures and painted nails.
• The trend has become mainstream on social media platforms on Instagram as well. There are more than 1,000 hashtags for cuticle tattoo on the platform.

Scented Temporary Tattoos

• Scented temporary tattoos are now popular among adults globally.
• Tattoo companies like Tattly now offer temporary tattoos with different scents, including parsley, candy hearts, and pink peony.
• These tattoos are blowing up on social media platforms like Pinterest as well.
• Companies like Diptyque are capitalizing on this trend by launching different scented tattoo collections.

Faux Freckles

• Adults in countries like the UK are using temporary tattoos to get faux freckles.
• Not so long ago, people with real freckles covered it with makeup. Nowadays, freckles are seen as a sign of youthfulness and individuality.  
• Well-known celebrities like Emma Watson and Adwoa Aboah are some of the freckled-face women that young adults on social media look up to. This is one of the main drivers of this trend.
• Typically, freckles are made with a stencil or transferred to the face from stickers sold by companies like Faux Freckles.
• Adults in countries like Australia are taking this trend a step further by sporting glitter freckles for festivals and parties.

Realistic Temporary Tattoos

• Adults in several parts of the world are now seeking realistic temporary tattoos.  
• They want tattoos that look real as it helps in their decision to actually get a tattoo.
• Within the past year, searches for "realistic temporary tattoos" have increased significantly.

Glittery/Jewelry Tattoos

• Jewelry-like tattoos, also known as flash tattoos, have always been a trend in the US. However, this trend is just catching on in other parts of the world.
• Adults in several parts of the world are using temporary flash tattoos for festivals or concerts.
• These temporary tattoos are particularly common among adults in Asian countries like Korea.
• K-pop stars show off temporary flash tattoos while performing and have made it a K-pop trend.
• In the Middle East, youths are now opting for 24-carat gold temporary tattoos.

Henna

• Henna has always been an integral part of South Asian, Middle Eastern, and African cultures.
• Rather than getting the stick-on temporary tattoos, adults in Western countries like the UK and Canada, are now opting for henna as a temporary tattoo.
• Recently, there has been some kerfuffle about the use of henna by Westerners with no affiliation with South Asia or Africa. Some claim it is cultural appropriation. 
• Nonetheless, henna remains a common temporary tattoo used in Western and non-Western countries around the world.
• Known for its strikingly picturesque patterns, It has quickly become an alternative to tattoos. Celebrities like Demi Moore have contributed to its popularity.

Research Strategy

Millennials

•  Millennials are driving the growth of this industry as tattoos and body art have become popular among this generation in the U.S.
• About 30% of Americans have a tattoo, and from this group, 50% are millennials. In the past five years, this generation has obtained more tattoos than any other generation, which is why the tattoo artists industry's customer base has grown significantly, along with "the revenue generated per customer."

Demand of Custom Work

• Young people are "choosing expensive custom work instead of less expensive predesigned (or flash) images," which increases the customer return rate. Custom tattoo pieces make up about 60% of the industry’s services, and flash or predesigned pieces make up about 20%.
• Generally, people who get a custom tattoo tend to go back for more.
• Today, tattoo artists create "state-of-the-art" unique designs for every client.

Tattoo Removal Growth

• The demand of permanent tattoos has led to the tattoo removal boom. As this market is part of the whole tattoo industry, its growth directly influences the tattoo industry.
• The tattoo removal market is growing fast, with 110,000 procedures performed in 2018 and 687,450 procedures done since 2010.
• Tattoo removal procedures are expensive. The cost per square inch normally costs between $49 to $300, hence removing a 3-by-5-inch tattoo that requires eight laser treatments would cost between $5,880 and $36,000.

Social Media Exposure

• Social media platforms like Instagram have made the industry more approachable and accessible for individuals who feel uncomfortable at tattoo parlors. As artists treat their Instagram accounts as portfolios, the platform acts as a bridge from client to artist and as marketing tool.
• As a result of this exposure, more people are scheduling appointments based on a specific artist availability, instead of finding a local shop. Also, thanks to social media, tattoos are not seen as taboo and are perceived as common, with 66.3% of people considering tattoos as mainstream.

Growing Fashion Phenomenon

• Tattooing is a growing fashion phenomenon that has attracted about 100 million youths globally. According to the European Commission, about 60 million Europeans have tattoos as fashion.
• According to the Council of Europe, out of five young adults, one is tattooed in the UK. The number is higher in the Netherlands and Germany, and it has been projected to double at the end of the 2018-2026 forecast period.
•  Commercialization and accessibility have also contributed to tattooing being viewed as a mere fashion accessory, which has, in turn, helped to reduce the anti-fashion sentiments in the industry.
• According to Style, tattoos have also gained more presence in online fashion than ever before, which in turn increases its demand by making it more desirable to others.

Social Acceptance

• Tattoos have a history of being linked to rebellion and social deviance. However, this notion is changing as the practice is becoming more socially acceptable as it is used as a way of expression." Personal experiences and social conceptualizations of tattoos are in a continual state of development, thereby removing the historical stigma attached to them."
•  Steady social acceptance of tattoos has contributed to the consistent growth of the tattoo industry.
• Also, many celebrities and sports persons have tattooed themselves, thus contributing to the practice becoming more acceptable and reduced the social stigmas that were once associated with tattoos. Notably, more people are emulating these celebrities by having tattoos on their bodies.

Availability of More Innovative Tools and Techniques

• According to Advance Markets Analytics, the rise of digital tattoo procedures, like circuit printing, are driving the growth of the global tattoo industry.
•  3D printed tattoos have also been making a significant impact in the industry in a couple of years and have become more impressive.

Minimalist Tattoos

• Tattoo Artist, Adam Villani, told StyleCaster, that the minimalist black tattoo, that started making a mark in 2019, is here to stay for the foreseeable future.
• The tattoo is evolving away from its black origins, thin lines, and empty spaces, with color making an increasingly big splash on the minimalist tattoo scene.
• Originally minimalist tattoos were recognizable by the thin black lines, subtly being the key feature. The trend has moved on, and now they are more aptly described as tiny tattoos — small pictures, with explosions of color.
• The short time it takes to get tattooed and the limited time with the needle on the skin have added to this trends ongoing popularity.
• It really is a case of Keeping up with the Kardashians, with Kylie and Kendall, two of the styles leading proponents of this trend. Demi Lovato, Bella Thorne, and Mandy Moore are also big fans.

Geometric Tattoos

•  Geometric tattoos are both simple and mesmerizing. Common shapes are repeated in detailed patterns, ultimately becoming a specific design. The size of the lines and color are varied, bringing another dimension to the tattoo.
• Tattoos like this have been around since ancient times, the history can be traced back through time, and a number of religions and cultures. Over the last six months, Geometric tattoos have experienced a resurgence.
• A recent survey investigated the popularity of the geometric tattoo. 52% of those aged 18 – 29 picked it as their tattoo of choice. 43% of 30 – 59 year-olds, and 25% of those 60 and older chose a geometric tattoo first when asked to indicate a favorite design.
• Advances in computer technology have seen the ability to incorporate unique designs and shapes into one of a kind tattoos. This is contributing to the momentum that is building behind this trend.
•  Katy Perry, Rumor Willis, and Zayn Malik, who has a geometric tattoo on the side of his head, are all celebrities who have succumbed to this trend.

X-Ray Tattoos

• Leading tattoo magazine, Inked predicts x-ray tattoos will continue their upward trend over the coming year, having gaining traction in the popularity stakes in 2019.
•  X-ray tattoos typically depict flowers. The image is tattooed to look like an x-rayed flower. Over the last six months, an increasing number of people have been requesting x-ray tattoos
• The tattoo comes with a medical warning. The ink encompasses special technology that could be activated during a future MRI.
• The intricately designed tattoos, incorporate elements of shading and transition, previously unseen. The tattoos are popular among the female population.
• This trend shows no sign of slowing. Mickey Malani, the owner of Body Canvas, discussed the increasing popularity of x-ray tattoos, explaining how they had given a new dimension to shading and transition. The technique has never been seen before. It is both unique and beautiful. That sort of reference is driving the current trend, with an increasing number of tattoos being requested each week, according to Malani.
•  Justin Bieber, Kelley Osbourne, and Lady Gaga are stars currently displaying this new trend.

Fine Line Tattoos

• Fine line tattoos started tending in late 2017. The trend shows no signs of slowing down, rather it continues to gain speed. Part of the appeal of fine line tattoos is the simplicity of the concept.
• Fine Line Tattoos are distinct, straight or curved, fine lines, without color or gradation variations. They represent form over texture, shade, and color. The level of detail defines intricacy.
• The tattoo is drawn using a liner needle, the more precise the needle, the more detailed the design. Generally, they are monochrome.
• The fine line tattoo trend has increased demand for specialized artists, due to the intricate and freehand nature of many designs. The small margin for error is another good reason to get a specialist.
• While other tattoo trends, tend to focus around the larger cities, fine line tattoos is the exception, moving beyond the cities into smaller towns and communities across the US and Canada.
• Katy Perry, Mandy Moore, and Zoe Kravitz have been quick to support this trend, each exhibiting unique examples of the artwork.

Inner Ear Tattoos

• I In 2018, the ears were all about piercings. In 2019, the inner ear has become an increasingly popular tattoo option. Tattoo artists in New York are reporting a number of customers requesting inner ear tattoos.
• The trend started in 2017, with increasingly large and unique ear piercings. It evolved throughout 2018 to behind the ear tattoos. Now, in 2019, the inner ear tattoo is one of the hottest options in New York. It has been described as a "fresh tattoo," primarily because most people hadn't thought of the spot until now.
• Ink on the ear fades quickly., so minimalist and abstract designs are recommended. These designs have the advantage of being timeless.
• Issac Jeff is one of the most popular tattoo artists in North America. His Instagram, @zik_tats, has over 30,000 followers. In an interview with the New York Post, he reiterated the escalating trend. He said that until the end of 2018, he had never done an inner ear tattoo. He completed the first one New Years week and since then has had up to three or four requests each week,
•  Miley Cyrus, Rihanna, and Cara Delevingne are celebrities contributing to this new trend.

Research Strategy

Ear Tattoos

• Ear tattoos are a new trend becoming popular as an alternative to piercings.
• Ear tattoos can be placed on the earlobe, inner ear or helix.
• These tattoos are generally small and simple.
• Some popular designs for ear tattoos include flowers, spiderwebs, and animals.

Hand/Finger Tattoos

•  Hand and finger tattoos are becoming increasingly popular.
• Hand tattoos were previously seen as undesirable because they couldn't be hidden, but are now becoming popular as visible tattoos are socially acceptable.
• One tattoo artist believes that the trend is related to people actually wanting their tattoos to be visible.
• Some have credited the start of this trend to Ariana Grande.
• Small, simple tattoos are especially popular on the fingers.

Line Tattoos

• Line tattoos use a single line or a few simple lines to create the tattoo's design.
• Line tattoos are simple, yet eye-catching and graphic.
• Designs can include a simple, long line running along a specific body part (or several) or a few simple lines drawn into the shape of a flower or other simple object.
• These tattoos are known for providing intricate detail without relying on color or shading.

Red Ink

• Red Ink tattoos can be designed using red on black or red only.
• Dragons, flowers, simple dot designs and mandalas are popular designs for red ink tattoos.
• In 2019, online searches for red ink tattoos have increased by 2401%, indicating this is a strong trend right now.

White Ink

• White ink tattoos have been trending for a while and are expected to continue to trend through 2019 and beyond.
• White ink tattoos are popular for their unique look, but may fade faster and depending on skin tone, may not show up well.
• Flowers, hearts, and birds are popular white ink tattoo designs.

Minimalist Tattoos

•  Minimalist tattoos are simple and use geometric shapes, fine lines and simple illustrations to make a statement.
• Minimalist tattoos are appreciated for their ability to be hidden easily, but also make a bold statement when displayed.
• A popular minimalist tattoo in the LGBTQ community is an equal sign, signifying equal love.
• Some couples wear minimalist tattoos around their ring finger in place of traditional wedding rings.

Side Boob/Under Boob

•  Side-boob and under-boob tattoos are becoming increasingly popular.
• These tattoos are often designed to enhance the natural curve of a woman's breast.
• Side-boob/under-boob tattoos are often small and subtle.

Research Strategy

Landscapes and Nature

• Based on a list of the most popular tattoo designs compiled by Kelly Kapowski, a professional tattoo artist of five years in North Carolina, one of the most popular tattoo designs in the United States is landscapes and nature.
• She states that, in North Carolina, some more popular designs include mountains and tree s.
• In fact, tattoo artists in the major cities of New York, Austin, Chicago, Los Angeles, and Miami compiled a list of the most popular tattoo designs in their cities, and a majority of their most popular tattoos are landscape or nature themed.
• Some of the most popular tattoos in Miami are palm trees and peonies.
• In New York City, tattoo artists agree that nature is a popular theme among tattoos.
• In addition, in Los Angeles, some of the most popular tattoos include bees with flowers.

Insects

• Another popular tattoo designs cited by Kelly Kapowski was insects.
• Kelly claims that the ones she completes most often are bees, butterflies, moths, and lightning bugs.
• As stated above, one of the most popular tattoo designs in Los Angeles includes bees.
• In fact, popular insect tattoos on Pinterest back up this claim, with an album of pictures that mostly include bees, butterflies, moths, and lightning bugs.

Matching Tattoos

• Another popular tattoo designs that Kelly sees often is matching tattoos.
• This also seems to be a trend in New York City, tattoo artists in the area agree.
• Both Kelly and the New York City artists claim these designs are so popular because people are looking to show their love for one another and create a bond.

School Spirit

• Kelly also states that she lives in a college town, so one of the more popular tattoo designs that are requested are school spirit tattoos.
• These tattoos usually include frat/sorority logos and symbols as well as school pride tattoos.

Flowers

• Another popular design Kelly sees often are flower tattoos.
• She states that these style of tattoos are most common among women who are looking for small, delicate designs.
• As stated above, one of the most popular tattoo designs in Miami are peonies.
• In addition, in New York City, small/delicate designs are trending, which often include flowers.
• In Los Angeles, a common tattoo designs artists see are feminine faces with flowers.

Pets

• The next popular tattoo design that Kelly cites is pet/pet portrait tattoos.
• She states that the most common pet tattoo requests she receives are paw prints resembling the pet's paws.
• She also claims that pet parents also commonly come in to get infinity symbols with their pet's paw print in it to prove that they will love their pets forever.
• In addition, the tattoo artists in Austin have also seen a growing trend in pet portraits among those coming in to get tattoos in their shops.

Infinity Symbols

• Kelly says that she has seen an uptick of infinity symbols in her time as a tattoo artist.
• She states that a lot of times, mothers and daughters will get matching infinity symbols to commemorate their love for each other, as well as pet parents getting infinity symbols with their pet's paw print in it.
• Artists in Chicago have also seen an increase in interest in linework tattoos, which the infinity symbol would fall into.
• This is because linework is mild enough for someone who may not be able to sit too long while getting a tattoo.

Hearts

• Kelly states that another popular tattoo she has encountered are hearts.
• They are most commonly placed on an individual's hip or behind their ears.
• As mentioned above, New York City tattoo artists have seen an interest in small, delicate designs, which hearts fall into.

Inspirational Words and Quotes

• Kelly also cites inspirational words and quotes as being one of the most popular tattoo designs.
• The words she sees the most often are "faith", "believe", and "always".
• In addition, Chicago artists have agreed that some of their most popular tattoos tend to be blackwork, which can encompass "big, solid blacked out spaces on people’s arms".
• However, blackwork can come in "all sorts of styles and aesthetics", including handwriting tattoos.

Moons

• The last design that Kelly states is one of the most popular tattoo designs is moons.
• She states that the most common type of moon she sees is crescent moon that often hold the meanings of "life, death, and change".
•  Feminine moon designs are also popular in Austin, artists in the area agree.
• They cite that a majority of the clients they have that receive these designs are looking to embrace "feminine energies".

Research Strategy

1) Angels

• An angel is a symbol of devotion, relationship with God, and spirituality.
• Angel tattoos are most famous among women and are used as a figure for protection and guidance.

2) Dragon

• The dragon tattoo is a symbol of fierceness and power.
• The tattoo is most common among men and can be placed on the entire arm, the back, or the leg.

3) Hearts

• According to PopSugar, the image of hearts is one of the most popular tattoo images that have been used in "virtually every shop on Earth".
• Hearts symbolize "affection, love, and care for their dear ones."

4) Arrows

• According to PopSugar, the image of arrows is one of the most popular tattoo images that have been used in "virtually every shop on Earth".
• Arrows are used to symbolize directions.

5) Infinity Signs

• According to PopSugar, the image of the infinity sign is one of the most popular tattoo images that have been used in "virtually every shop on Earth".
• The infinity symbol can mean infinite love, limitless possibilities, remembering someone or something forever, or cosmic infinity.

6) Stars

• Stars are used as symbols of hope and truth. Stars can also symbolize goal accomplishment. This is because stars shine in the darkness.
• Stars may be five-pointed, six, or seven depending on meanings. They can be on the legs, fingers, or behind the ears.

7) Wings

• Wings tattoos are most common among women. Wings symbolize freedom, speed, aspiration, and elevation.
• The designs "are often infused with spiritual or inspirational significance".

8) The Sun

• The sun is a symbol of "fertility, strength, passion, courage and eternally renewed youth, light and knowledge".
• The sun symbolizes "royal and divine powers adopted by both secular and religious authorities".

9) The Moon

• The moon is a symbol of purity, eternity, and divine powers. Many religious authorities adopt the moon as a symbol of divine powers.
• According to StyleCraze, phases of the moon tattoo is famous among women.

10) Birds

• Most popular bird tattoos are blue birds, eagle, and phoenix. These are most popular in men. The phoenix "defines the solid reputation of Japanese tattooing traditions".
• The eagle is a symbol of a free spirit. The bluebird is a popular sailor tattoo.

Research Strategy

Tattoo Insights

Ear Tattoos

•  Ear tattoos are becoming more common, with people moving away from jewelry and replacing it or incorporating it into the design.
• Due to the limited space and more difficult area, most ear tattoos are drawn free hand and are relatively simplistic in design.

Face Tattoos

• Face tattoos are predicted to be a trend. The tattoos being seen are stars, beauty marks, and freckles, not the stereotypical rapper face tattoos.

Neck Tattoos

• Website searches for "Side neck for guys" placements are up 953% in 2019, while "throat tattoos for women" is up 671%.
•  Back of the neck tattoos have increased in popularity. JonBoy, a New York based celebrity tattoo artist saw this particular trend in the summer.
• Neck tattoos have become more popular alongside the trend of fine needle art.

Hand Tattoos

•  Top-of-hand tattoos are trending, with people opting for a collage of small tattoos.

Finger Tattoos

• Like hand tattoos, finger tattoos are a rising trend, the tattoos are small and delicate, and referred to as micro finger tattoos. Beyonce, Ariana Grande, and Lucy Hale are some of the celebrities seen with tattoos on their fingers.

Face Tattoos

• In the United Kingdom, face tattoos searches for women have increased 144%.

Visible Tattoos

• In Hong Kong, there has been a stigma around tattoos. Recently the youth in Hong Kong have increasingly been getting tattoos on their hands, faces and necks as a way of breaking the stigma of tattoos.

Ear Tattoos

• People are choosing to get ear tattoos as they are easy to hide and easy to show off. Hair can be moved over the tattoo if a situation calls for it to be hidden.

Tattoo Freckles

• In the United Kingdom, freckles being tattooed on the face are a new trend. The process is semi-permanent and fade over two years.

Traditional Facial Tattoos

• In New Zealand, facial tattoos are traditional to the Maori. The tattoos are an expression of the culture and are being embraced by tribal ancestors.

Finger Tattoos

• Social media and celebrities have driven the trend for finger tattoos around the world.

US Trends in Tattoo Placements

• Tattoo artists have seen an increase in people requesting tattoos in-ear. Hannah Kang of New York's Nice Tattoo, described this as a new trend with more and more clients requesting this placement. Miley Cirus and Rihanna are celebrities that have embraced this trend.
• Laura Martinez, a New York based tattoo artists is seeing people ask for rotator cuff tattoos, particularly women. With the trend of more organic designs, she predicts this style will continue to be a trend.
• Spine tattoos have become a trend, with more clients requesting simple or complicated designs. Celebrities like Lady Gaga and Halle Berry have shown off their spine tattoos.
• Side breast design searches have increased 2,337% in 2019. JonBoy, a New York tattoo artist states that this is the most requested placement he sees.
• Lower leg web searches have increased 1,625% in 2019. 
• 2019 has seen an increase in top of hand tattoos. The designs are simplistic in style. Tattooist Guy Waisman, stated that he sees the trend continuing as it is considered mainstream.
• JonBoy, a New York based celebrity tattoo artist has seen a trend in requests for peekaboo body placements. In the summer, particularly he saw an increase in customers requesting tattoos on their hips, that can be shown off in bathing suits.

Global Tattoo Placement Trends

Ear Tattoos

• Isaac Jeffs, a Vancouver, Canada, based tattoo artists has seen an increase in customers asking for ear tattoos.

Hand Tattoos

• Electric Ink, a UK based company. They noted that the most popular tattoo placement in the United Kingdom for 2019 has been hand tattoos.
•  Good Times Tattoo artists state that hand and finger tattoos are the most popular trend they have seen this year.

Finger Tattoos

• While some tattoo artists are reluctant to tattoo fingers, due to the designs fading quicker, a trend in Europe is finger tattoo placements.

Full-sleeves

• Naresh, a tattoo artist of 30 years, has seen a rise in full-sleeve tattoos for the placement of large pieces.

Lip Tattoos

• In Australia, web searches for lip tattoos have increased 204% in 2019.

Tattoo Statistics

• Pew Research indicates that almost 40% of people between the ages of 18 and 40 have tattoos, a 400% increase over prior generations.
•  Women are more likely than men to be judged for having a tattoo according to a 2018 survey.
• Neck, head, and face tattoos carry the most stigma.
• A Salary.com survey completed in 2018 found that only 12% of respondents indicated they had a visible tattoo on display at work. Interestingly, only 4% stated they had faced discrimination due to their tattoos.
• Traditionally tattoos had a negative connotation. They were associated with gangs, prisoners, and bikers. Today, tattoos are mainstream and acceptable.

Legal Implications

• There are very few laws protecting things such as tattoos, and only in small local governments. No states have laws protecting tattoos in the workplace.
• Employers usually win any lawsuits brought on by employees regarding tattoo by using the defense that they are protecting their conservative image. This is because employees are free to adopt dress codes that reflect their company image. Rules can range from banning tattoos, requiring them to be covered, or complete acceptance. These are all legal and acceptable as long as it does not discriminate against the employee.

Conflicting Studies

• A newer study by the University of Miami and the University of Western Australia indicates that the perception of tattoos in the US workforce has changed dramatically and is no longer linked to employment or earnings discrimination. The study indicated the differences in wages and employability between tattooed and non-tattooed workers was negligible. They also found that men with tattoos were 7% more likely to be employed than those without and also that men and women with tattoos worked more hours per week.
•  Colorado State and California State conducted a study in 2018 that had drastically different results. They indicated there are still hiring and wages biases against the tattooed workforce. The findings of the study indicated that hiring managers would offer tattoos employees a lower starting wage, and if the tattoos were extreme they were less likely to be hired at all. The extreme tattoos made them perceived as less competent and committed than applicants without tattoos. They also discovered that the amount of tattoos the hiring manager had directly correlated with whether they would hire an employee or not.

Consumer Perceptions of Tattoos in the Workforce

• In one survey, customers (61%) indicated they would remove their business if they found that employees were being discriminated against because of their tattoos.
•  97% of consumers indicate they would not change their current shopping behaviors if an employee had visible tattoos or piercings, but public perception surveys consistently indicate that the general public has a negative image of tattoos.
•  29% of people surveyed in a Harris Poll indicated they had tattoos. A trend was noticed that the younger the person, the instance of tattooing increased. When you take in to account that most people that are in charge of hiring are older, this would indicate that in time practices should change. 86% of younger professionals believe that piercings and tattoos do not reduce the chance of getting a job.
•  76% of the people surveyed in the Harris Poll felt that tattoos and piercings affect an applicant's change of being hired, and 39% felt that they reflected poorly on the employer.
•  42% of people surveyed in the Harris Poll indicated that visible tattoos are always inappropriate at work, and 55% felt that way about body piercing.
• Consumers tend to prefer front line staff to be non-tattooed.

Employer Perceptions

• According to Career Builder, 60% of employers state they will not hire candidates with tattoos or body piercings. This is the third most common reason employers state for not hiring (31%). It is interesting that bad breath is just ahead of tattoos as a reason to not hire someone.
• Unfortunately, people still sometimes view tattoos as making the person more "impulsive, rebellious, untrustworthy and unreliable". When you take into account the limited information a hiring manager has when interviewing a potential employee, a tattoo could make the difference between landing the job or losing it to someone without a tattoo.
• The business world, overall, has moved to being a more inclusive, diverse environment. Some think it is counterproductive to judge an employee on something that has no effect on their ability to do a job.
• In a survey conducted by Workopolis, they asked 327 employers how they felt about tattoos. 14% stated they would be less likely to hire, 23% said it did not matter, and the rest said it depended on the number and location of tattoos along with the role needing to be filled. 77% of those surveyed stated that tattoos could play a part in whether they hire someone or not.

Tattoo Acceptance in the Public Sector

• The United States Marines has a tattoo policy where they can not be on the neck, hands, feet, or within two inches of the wrist, elbows or knees. The tattoo must not promote racism or drug use. Any tattoo that is exposed must be smaller than a circle that is 5 inches in diameter. They loosened their regulations in 2007. Any visible tattoo were banned up until that point.
• Both the UK and US military as a whole has reduced their restrictions, although it is notable that their restrictions are much stricter than those of the corporate arena.
• The government, which is over the police, fire, and sometimes medics, has the least restrictive regulations on tattoos, indicating they are much more acceptable. Interestingly, even though they are lenient, only 8% report they have tattoos. Take for instance in 2012, a candidate to become a Liqour Enforcement Officer with the Pennsylvania State Police was rejected due to a tattoo. Their policy was to review each tattoo on a case by case basis. In this case they wanted it completely removed. The candidate sued the state police and lost. The courts ruled that having a tattoo is not a fundamental right. Today, this would most likely not be an issue as long as the tattoo was not offensive.
• The social service sector has relaxed their views on tattoo. Twenty years ago, Richard Bailey worked as a civil servant. He states that back then he was given odd looks for his tattoos, whereas today he no longer has that issue.

Current Advice From Human Resource Departments

• It is recommended to choose a small, non-controversial design.

The Choice of Tattoo and Placement Matters

• There is a large difference in perceptions of small, professional, quality tattoos versus a face tattoo or a poorly done full sleeve.

Regional Acceptance in the US

• Where you live can affect whether a tattoo is viewed negatively. South Carolina, Oklahoma, and Florida have the highest percentage of tattoo discrimination. Montana, Colorado, and California are the most tattoo friendly.

Tattoo Statistics

• Pew Research indicates that almost 40% of people between the ages of 18 and 40 have tattoos, a 400% increase over prior generations.
•  Women are more likely than men to be judged for having a tattoo according to a 2018 survey.
• Neck, head, and face tattoos carry the most stigma.
• A Salary.com survey completed in 2018 found that only 12% of respondents indicated they had a visible tattoo on display at work. Interestingly, only 4% stated they had faced discrimination due to their tattoos.
• Traditionally tattoos had a negative connotation. They were associated with gangs, prisoners, and bikers. Today, tattoos are mainstream and acceptable.

Legal Implications

• There are very few laws protecting things such as tattoos, and only in small local governments. No states have laws protecting tattoos in the workplace.
• The UK's Equality Act does not protect being tattooed.
• Employers usually win any lawsuits brought on by employees regarding tattoo by using the defense that they are protecting their conservative image. This is because employees are free to adopt dress codes that reflect their company image. Rules can range from banning tattoos, requiring them to be covered, or complete acceptance. These are all legal and acceptable as long as it does not discriminate against the employee.

Conflicting Studies

• A newer study by the University of Miami and the University of Western Australia indicates that the perception of tattoos in the US workforce has changed dramatically and is no longer linked to employment or earnings discrimination. The study indicated the differences in wages and employability between tattooed and non-tattooed workers was negligible. They also found that men with tattoos were 7% more likely to be employed than those without and also that men and women with tattoos worked more hours per week.
•  Colorado State and California State conducted a study in 2018 that had drastically different results. They indicated there are still hiring and wages biases against the tattooed workforce. The findings of the study indicated that hiring managers would offer tattoos employees a lower starting wage, and if the tattoos were extreme they were less likely to be hired at all. The extreme tattoos made them perceived as less competent and committed than applicants without tattoos. They also discovered that the amount of tattoos the hiring manager had directly correlated with whether they would hire an employee or not.

Consumer Perceptions of Tattoos in the Workforce

• In one survey, customers (61%) indicated they would remove their business if they found that employees were being discriminated against because of their tattoos.
•  97% of consumers indicate they would not change their current shopping behaviors if an employee had visible tattoos or piercings, but public perception surveys consistently indicate that the general public has a negative image of tattoos.
•  29% of people surveyed in a Harris Poll indicated they had tattoos. A trend was noticed that the younger the person, the instance of tattooing increased. When you take in to account that most people that are in charge of hiring are older, this would indicate that in time practices should change. 86% of younger professionals believe that piercings and tattoos do not reduce the chance of getting a job.
•  76% of the people surveyed in the Harris Poll felt that tattoos and piercings affect an applicant's change of being hired, and 39% felt that they reflected poorly on the employer.
•  42% of people surveyed in the Harris Poll indicated that visible tattoos are always inappropriate at work, and 55% felt that way about body piercing.
• Consumers tend to prefer front line staff to be non-tattooed.

Employer Perceptions

• According to Career Builder, 60% of employers state they will not hire candidates with tattoos or body piercings. This is the third most common reason employers state for not hiring (31%). It is interesting that bad breath is just ahead of tattoos as a reason to not hire someone.
• Unfortunately, people still sometimes view tattoos as making the person more "impulsive, rebellious, untrustworthy and unreliable". When you take into account the limited information a hiring manager has when interviewing a potential employee, a tattoo could make the difference between landing the job or losing it to someone without a tattoo.
• The business world, overall, has moved to being a more inclusive, diverse environment. Some think it is counterproductive to judge an employee on something that has no effect on their ability to do a job.
• In a survey conducted by Workopolis, they asked 327 employers how they felt about tattoos. 14% stated they would be less likely to hire, 23% said it did not matter, and the rest said it depended on the number and location of tattoos along with the role needing to be filled. 77% of those surveyed stated that tattoos could play a part in whether they hire someone or not.

Tattoo Acceptance in the Public Sector

• The United States Marines has a tattoo policy where they can not be on the neck, hands, feet, or within two inches of the wrist, elbows or knees. The tattoo must not promote racism or drug use. Any tattoo that is exposed must be smaller than a circle that is 5 inches in diameter. They loosened their regulations in 2007. Any visible tattoo were banned up until that point.
• Both the UK and US military as a whole has reduced their restrictions, although it is notable that their restrictions are much stricter than those of the corporate arena.
• The government, which is over the police, fire, and sometimes medics, has the least restrictive regulations on tattoos, indicating they are much more acceptable. Interestingly, even though they are lenient, only 8% report they have tattoos. Take for instance in 2012, a candidate to become a Liqour Enforcement Officer with the Pennsylvania State Police was rejected due to a tattoo. Their policy was to review each tattoo on a case by case basis. In this case they wanted it completely removed. The candidate sued the state police and lost. The courts ruled that having a tattoo is not a fundamental right. Today, this would most likely not be an issue as long as the tattoo was not offensive.
• The social service sector has relaxed their views on tattoo. Twenty years ago, Richard Bailey worked as a civil servant. He states that back then he was given odd looks for his tattoos, whereas today he no longer has that issue.
•  Air New Zealand ended a ban on body arts this year in order to allow workers to express their "individuality and cultural heritage".

Current Advice From Human Resource Departments

• It is recommended to choose a small, non-controversial design.

The Choice of Tattoo and Placement Matters

• There is a large difference in perceptions of small, professional, quality tattoos versus a face tattoo or a poorly done full sleeve.

Global Acceptance/Issues

• In the United States, where you live can affect whether a tattoo is viewed negatively. South Carolina, Oklahoma, and Florida have the highest percentage of tattoo discrimination. Montana, Colorado, and California are the most tattoo friendly.
• In Japan, there are signs in public places saying "no tattoos allowed" at public bathing facilities, saunas, and gyms. These are longstanding aversions from long ago when the government made criminals be tattooed, and tattoos were a signal of the mafia.
•  Vietnam is similar to Japan, with tattoos signifying that someone is a criminal.
•  North Africa, with their Islamic influence, mostly views tattooing as taboo.
• In North Korea, all tattoos must show praise of the Kim family or have an approved political purpose, thus making them an unpopular choice.
•  Turkey has become quite hostile towards tattooing lately, considering it a westernization of their culture.
• Tattooing is quite popular in Berlin, Germany, with tattoo shops that are numerous.
•  Italy has the most tattooed people in the world, followed by Sweden and the US. Indicating tattoos are generally more accepted.

Tattoo Statistics

• Pew Research indicates that almost 40% of people between the ages of 18 and 40 have tattoos, a 400% increase over prior generations.
•  Women are more likely than men to be judged for having a tattoo according to a 2018 survey.
• Neck, head, and face tattoos carry the most stigma.
• A Salary.com survey completed in 2018 found that only 12% of respondents indicated they had a visible tattoo on display at work. Interestingly, only 4% stated they had faced discrimination due to their tattoos.
• Traditionally tattoos had a negative connotation. They were associated with gangs, prisoners, and bikers. Today, tattoos are mainstream and acceptable.

Legal Implications

• There are very few laws protecting things such as tattoos, and only in small local governments. No states have laws protecting tattoos in the workplace.
• Employers usually win any lawsuits brought on by employees regarding tattoo by using the defense that they are protecting their conservative image. This is because employees are free to adopt dress codes that reflect their company image. Rules can range from banning tattoos, requiring them to be covered, or complete acceptance. These are all legal and acceptable as long as it does not discriminate against the employee.

Conflicting Studies

• A newer study by the University of Miami and the University of Western Australia indicates that the perception of tattoos in the US workforce has changed dramatically and is no longer linked to employment or earnings discrimination. The study indicated the differences in wages and employability between tattooed and non-tattooed workers was negligible. They also found that men with tattoos were 7% more likely to be employed than those without and also that men and women with tattoos worked more hours per week.
•  Colorado State and California State conducted a study in 2018 that had drastically different results. They indicated there are still hiring and wages biases against the tattooed workforce. The findings of the study indicated that hiring managers would offer tattoos employees a lower starting wage, and if the tattoos were extreme they were less likely to be hired at all. The extreme tattoos made them perceived as less competent and committed than applicants without tattoos. They also discovered that the amount of tattoos the hiring manager had directly correlated with whether they would hire an employee or not.

Consumer Perceptions of Tattoos in the Workforce

• In one survey, customers (61%) indicated they would remove their business if they found that employees were being discriminated against because of their tattoos.
•  97% of consumers indicate they would not change their current shopping behaviors if an employee had visible tattoos or piercings, but public perception surveys consistently indicate that the general public has a negative image of tattoos.
•  29% of people surveyed in a Harris Poll indicated they had tattoos. A trend was noticed that the younger the person, the instance of tattooing increased. When you take in to account that most people that are in charge of hiring are older, this would indicate that in time practices should change. 86% of younger professionals believe that piercings and tattoos do not reduce the chance of getting a job.
•  76% of the people surveyed in the Harris Poll felt that tattoos and piercings affect an applicant's change of being hired, and 39% felt that they reflected poorly on the employer.
•  42% of people surveyed in the Harris Poll indicated that visible tattoos are always inappropriate at work, and 55% felt that way about body piercing.
• Consumers tend to prefer front line staff to be non-tattooed.

Employer Perceptions

• According to Career Builder, 60% of employers state they will not hire candidates with tattoos or body piercings. This is the third most common reason employers state for not hiring (31%). It is interesting that bad breath is just ahead of tattoos as a reason to not hire someone.
• Unfortunately, people still sometimes view tattoos as making the person more "impulsive, rebellious, untrustworthy and unreliable". When you take into account the limited information a hiring manager has when interviewing a potential employee, a tattoo could make the difference between landing the job or losing it to someone without a tattoo.
• The business world, overall, has moved to being a more inclusive, diverse environment. Some think it is counterproductive to judge an employee on something that has no effect on their ability to do a job.
• In a survey conducted by Workopolis, they asked 327 employers how they felt about tattoos. 14% stated they would be less likely to hire, 23% said it did not matter, and the rest said it depended on the number and location of tattoos along with the role needing to be filled. 77% of those surveyed stated that tattoos could play a part in whether they hire someone or not.

Tattoo Friendly Industries

• Tattoos are popular and more accepted in the creative arts, sports, designing jobs, technology, construction, and in the culinary fields.
• Tattoos are the most prevalent in the military (36%), followed by agriculture/ranching (22%), hospitality/tourism/recreation (20%), arts/media/entertainment (16%), retail (14%), finance and banking (13%), healthcare (13%), professional services (13%), education (12%), manufacturing (9%), engineering/design/construction (9%), IT (9%), and government (9%).
• In a Harris Poll, people indicated they would be comfortable seeing a person with tattoos serve in many roles. The level of comfort was 86% for athletes, 81% for IT, 78% for chefs, 59% for teachers and judges, and even 58% for a presidential candidate.
• Bouchard Communications Group stated if they did not allow tattoos, they would reduce their talent pool by 75%.
• They are also acceptable in the not-for-profit and community service fields, where things tend to be a bit more relaxed.
• Four Seasons VP Guy Rigby stated, “You can’t find a chef that doesn’t have a tattoo these days.”
• Google, Quicken Loans, UPS, Target, and Amazon have a business casual dress code. Employees are allowed to have visible tattoos and piercings.
•  Starbucks eliminated policies about tattoos.

Industries Where Tattoos Hinder the Employee

• In competitive industries where customer service is essential, tattoos tend to be viewed more negatively. The opposite tends to be found in office work where there is very little client/customer facing contact.
•  Walt Disney, AMC Theaters, Ross, Office Depot, and Denny's make their employees cover any visible tattoos.

Current Advice From Human Resource Departments

• It is recommended to choose a small, non-controversial design.

The Choice of Tattoo and Placement Matters

• There is a large difference in perceptions of small, professional, quality tattoos versus a face tattoo or a poorly done full sleeve.

Regional Acceptance in the US

• Where you live can affect whether a tattoo is viewed negatively. South Carolina, Oklahoma, and Florida have the highest percentage of tattoo discrimination. Montana, Colorado, and California are the most tattoo friendly.

Tattoo Statistics

• Pew Research indicates that almost 40% of people between the ages of 18 and 40 have tattoos, a 400% increase over prior generations.
•  Women are more likely than men to be judged for having a tattoo according to a 2018 survey.
• Neck, head, and face tattoos carry the most stigma.
• A Salary.com survey completed in 2018 found that only 12% of respondents indicated they had a visible tattoo on display at work. Interestingly, only 4% stated they had faced discrimination due to their tattoos.
• Traditionally tattoos had a negative connotation. They were associated with gangs, prisoners, and bikers. Today, tattoos are mainstream and acceptable.

Legal Implications

• There are very few laws protecting things such as tattoos, and only in small local governments. No US states have laws protecting tattoos in the workplace.
• The UK's Equality Act does not protect being tattooed.
• Employers usually win any lawsuits brought on by employees regarding tattoo by using the defense that they are protecting their conservative image. This is because employees are free to adopt dress codes that reflect their company image. Rules can range from banning tattoos, requiring them to be covered, or complete acceptance. These are all legal and acceptable as long as it does not discriminate against the employee.

Conflicting Studies

• A newer study by the University of Miami and the University of Western Australia indicates that the perception of tattoos in the workforce has changed dramatically and is no longer linked to employment or earnings discrimination. The study indicated the differences in wages and employability between tattooed and non-tattooed workers was negligible. They also found that men with tattoos were 7% more likely to be employed than those without and also that men and women with tattoos worked more hours per week.
•  Colorado State and California State conducted a study in 2018 that had drastically different results. They indicated there are still hiring and wages biases against the tattooed workforce. The findings of the study indicated that hiring managers would offer tattoos employees a lower starting wage, and if the tattoos were extreme they were less likely to be hired at all. The extreme tattoos made them perceived as less competent and committed than applicants without tattoos. They also discovered that the amount of tattoos the hiring manager had directly correlated with whether they would hire an employee or not. They indicated they felt that western Europe would have the same results and that Eastern Europe and South America could see tattoos as more valued than other places.

Consumer Perceptions of Tattoos in the Workforce

• In one survey, customers (61%) indicated they would remove their business if they found that employees were being discriminated against because of their tattoos.
•  97% of consumers indicate they would not change their current shopping behaviors if an employee had visible tattoos or piercings, but public perception surveys consistently indicate that the general public has a negative image of tattoos.
•  29% of people surveyed in a Harris Poll indicated they had tattoos. A trend was noticed that the younger the person, the instance of tattooing increased. When you take in to account that most people that are in charge of hiring are older, this would indicate that in time practices should change. 86% of younger professionals believe that piercings and tattoos do not reduce the chance of getting a job.
•  76% of the people surveyed in the Harris Poll felt that tattoos and piercings affect an applicant's change of being hired, and 39% felt that they reflected poorly on the employer.
•  42% of people surveyed in the Harris Poll indicated that visible tattoos are always inappropriate at work, and 55% felt that way about body piercing.
• Consumers tend to prefer front line staff to be non-tattooed.

Employer Perceptions

• According to Career Builder, 60% of employers state they will not hire candidates with tattoos or body piercings. This is the third most common reason employers state for not hiring (31%). It is interesting that bad breath is just ahead of tattoos as a reason to not hire someone.
• Unfortunately, people still sometimes view tattoos as making the person more "impulsive, rebellious, untrustworthy and unreliable". When you take into account the limited information a hiring manager has when interviewing a potential employee, a tattoo could make the difference between landing the job or losing it to someone without a tattoo.
• The business world, overall, has moved to being a more inclusive, diverse environment. Some think it is counterproductive to judge an employee on something that has no effect on their ability to do a job.
• In a survey conducted by Workopolis, they asked 327 employers how they felt about tattoos. 14% stated they would be less likely to hire, 23% said it did not matter, and the rest said it depended on the number and location of tattoos along with the role needing to be filled. 77% of those surveyed stated that tattoos could play a part in whether they hire someone or not.

Tattoo Friendly Industries

• Tattoos are popular and more accepted in the creative arts, sports, designing jobs, technology, construction, and in the culinary fields.
• Tattoos are the most prevalent in the military (36%), followed by agriculture/ranching (22%), hospitality/tourism/recreation (20%), arts/media/entertainment (16%), retail (14%), finance and banking (13%), healthcare (13%), professional services (13%), education (12%), manufacturing (9%), engineering/design/construction (9%), IT (9%), and government (9%).
• In a Harris Poll, people indicated they would be comfortable seeing a person with tattoos serve in many roles. The level of comfort was 86% for athletes, 81% for IT, 78% for chefs, 59% for teachers and judges, and even 58% for a presidential candidate.
•  Air New Zealand ended a ban on body arts this year in order to allow workers to express their "individuality and cultural heritage".
• Bouchard Communications Group stated if they did not allow tattoos, they would reduce their talent pool by 75%.
• They are also acceptable in the not-for-profit and community service fields, where things tend to be a bit more relaxed.
• Four Seasons VP Guy Rigby stated, “You can’t find a chef that doesn’t have a tattoo these days.”
• Google, Quicken Loans, UPS, Target, and Amazon have a business casual dress code. Employees are allowed to have visible tattoos and piercings.
•  Starbucks eliminated policies about tattoos.

Industries Where Tattoos Hinder the Employee

• In competitive industries where customer service is essential, tattoos tend to be viewed more negatively. The opposite tends to be found in office work where there is very little client/customer facing contact.
• In Canada, the Ottawa Convention Centre had a standoff with three employees because they would not cover their tattoos. They refused to let them work.
•  Walt Disney, AMC Theaters, Ross, Office Depot, and Denny's make their employees cover any visible tattoos.

Current Advice From Human Resource Departments

• It is recommended to choose a small, non-controversial design.

The Choice of Tattoo and Placement Matters

• There is a large difference in perceptions of small, professional, quality tattoos versus a face tattoo or a poorly done full sleeve.

Global Acceptance/Issues

• In the United States, where you live can affect whether a tattoo is viewed negatively. South Carolina, Oklahoma, and Florida have the highest percentage of tattoo discrimination. Montana, Colorado, and California are the most tattoo friendly.
• In Japan, there are signs in public places saying "no tattoos allowed" at public bathing facilities, saunas, and gyms. These are longstanding aversions from long ago when the government made criminals be tattooed, and tattoos were a signal of the mafia.
•  Vietnam is similar to Japan, with tattoos signifying that someone is a criminal.
•  North Africa, with their Islamic influence, mostly views tattooing as taboo.
• In North Korea, all tattoos must show praise of the Kim family or have an approved political purpose, thus making them an unpopular choice.
•  Turkey has become quite hostile towards tattooing lately, considering it a westernization of their culture.
• Tattooing is quite popular in Berlin, Germany, with tattoo shops that are numerous.
•  Italy has the most tattooed people in the world, followed by Sweden and the US. Indicating tattoos are generally more accepted.

• Generation Z is widely noted for being more conservative than Millennials were at their age, and this extends to their views on tattoos and body art "along with other typical elements of teenage rebellion such as drugs and binge drinking."
• They are more likely than even Millennials to say that college is very important to their futures (41% to 32%).
• Gen Zers are heavily influenced by their Gen X parents, who have passed on their own image: "autonomous, cynical, with looser reins."
• The average Gen Zer is also more individualistic and "doesn't want to be defined by any brand other than their own."
• Thus, rather than simply picking a tattoo design from a wall, 88% of Gen Zers "say they chose their tattoo(s) because they have emotional meaning."
• This is likely tied to the fact that 89% are proud to show off their tattoo(s) and only 15% intend to have a tattoo removed someday.
• The 15 top tattoo designs among Gen Zers are:
• Animal / Insect
• Flower(s)
• Sun / Moon / Stars
• Name / Initials
• Quote
• Bird(s)
• Religious symbol
• Mythical creature
• Heart
• Symbol from movie / TV show / book
• Zodiac / Tarot
• Word
• Homage to family/relative
• Awareness Ribbon
• Lyrics
• Tattoos have an emotional impact on those who wear them:
•  33% say the tattoo makes them feel sexier and 32% say that it makes them feel attractive, up from just 21% in 2012.
•  27% say the tattoo makes them feel more rebellious.
•  20% say it makes them feel more spiritual.
•  13% say the tattoo makes them feel more intelligent, 13% say it makes them more respected, 10% say it makes them feel more enjoyable, and 9% more healthy.
• Generation Zers never knew a time without the internet and consequently devour information very quickly, preferably in visual formats.
• As a result, Gen Z has "an evolved 8-Second Filter," which is "helping them to curate their feeds and focus on what matters to them."
• Gen Zers are extraordinarily entrepreneurial and independent; 72% of current high school students intend to start their own business someday and 76% hope to make a living off of their hobbies.
• They are less likely than prior generations to find work outside of the house as teens (e.g., only 19% compared to 30% of teens in 2002) but often develop independent revenue streams online.
• They are less concerned about their customer experience than Millennials; e.g., only 62% "say their standard for their standard for customer experience is higher than ever," compared to 74% of Millennials.
• Gen Zers, who grew up during the Recession, are more pragmatic than Millennials, even starting to save and invest early through apps like Mint and Acorn. "Thus, the most successful marketing toward Gen Z focuses on long-term value and smart investments."

• Millennials are unusually "collaborative and dependent on peers" in their purchase journeys, but also value self-expression, uniqueness, and passion.
•  61% of Millennials "think they're a special generation," far more than, for example, Gen Xers.
• They are price-sensitive, with 60% willing to pay for a generic brand that is on-sale over their usual brand.
• They are also "wellness fanatics" with 60% working out on a regular basis and 73% saying that their physical appearance is important to them.
• Rather than simply picking a tattoo design from a wall, 88% of Millennials "say they chose their tattoo(s) because they have emotional meaning."
• This is likely tied to the fact that 89% are proud to show off their tattoo(s) and only 15% intend to have a tattoo removed someday.
• The 15 top tattoo designs among Millennials are:
• Animal / Insect
• Flower(s)
• Sun / Moon / Stars
• Name / Initials
• Quote
• Bird(s)
• Religious symbol
• Mythical creature
• Heart
• Symbol from movie / TV show / book
• Zodiac / Tarot
• Word
• Homage to family/relative
• Awareness Ribbon
• Lyrics
• Among those who regret their tattoos, the top reasons were (quoted verbatim):
• Too young when they got the tattoo,
• Personality changes/Doesn’t fit my present lifestyle,
• Got someone’s name that I’m no longer with,
• Poorly done/Doesn’t look professional, and
• Isn’t meaningful.
• Tattoos have an emotional impact on those who wear them:
•  33% say the tattoo makes them feel sexier and 32% say that it makes them feel attractive, up from just 21% in 2012.
•  27% say the tattoo makes them feel more rebellious.
•  20% say it makes them feel more spiritual.
•  13% say the tattoo makes them feel more intelligent, 13% say it makes them more respected, 10% say it makes them feel more enjoyable, and 9% more healthy.
• Millennials have high expectations for customer experience and 75% will pay a premium to get it.
• They are avid social media fanatics, having anywhere from twice to ten times the number of Facebook friends as the average for any prior generation, and look to the internet as much as family and friends for parenting advice.

• As the generation of "latchkey kids," Gen Xers are "fiercely independent and self-sufficient." They are cynical but adaptive, having lived through a time of incredible technological changes, and are "known to be the most hardworking generation" and for their flexibility and leadership skills.
• The Balance Careers notes, "Gen Xers appreciate the fun in the workplace and espouse a work hard/play hard mentality," but they also work to live rather than live to work.
• Unlike Millennials, they don't think they're a particularly unique generation; in fact, only 41% even identify with the "Generation X" label.
• Even so, 54% are frustrated that brands ignore them in favor of Millennials and Boomers.
• Gen Xers are less likely to put their trust in large corporations or institutions due to growing up on a steady diet of scandals and failures.
• Instead, Gen Xers are more likely to focus on family and are at a time in their lives where they must juggle careers with caring for both their own children and their aging parents.
• This constant tug-of-war between priorities, often driven by "fear, obligation, and guilt," often leaves them feeling that they can't take time for themselves.
• Gen Xers are more likely than other generations to always feel rushed (31% to 23%) but are also more likely to report being happy with their lives (31% to 28%).

• Among those who regret their tattoos, the top reasons were (quoted verbatim):
• Too young when they got the tattoo,
• Personality changes/Doesn’t fit my present lifestyle,
• Got someone’s name that I’m no longer with,
• Poorly done/Doesn’t look professional, and
• Isn’t meaningful.
• Tattoos have an emotional impact on those who wear them:
•  33% say the tattoo makes them feel sexier and 32% say that it makes them feel attractive, up from just 21% in 2012.
•  27% say the tattoo makes them feel more rebellious.
•  20% say it makes them feel more spiritual.
•  13% say the tattoo makes them feel more intelligent, 13% say it makes them more respected, 10% say it makes them feel more enjoyable, and 9% more healthy.

• Boomers grew up "in a time of widespread government subsidies in post-war housing," the so-called "me generation" is widely associated with privilege and excess by both those before them and those after them.
•  75-80% own their own homes.
• Despite this, most have lackluster retirement savings and many hope to "age in place" at work due to anxiety about their retirement readiness.
• Those with sufficient retirement savings want "to get out and do all the things they’ve always dreamed of doing," and plan to remain healthy and active as long as possible.
• They don't like being thought of as "aging," though most are fine with the terms "seniors" and "senior citizens."

• They also rejected and/or redefined traditional family values and led the move from cities to the suburbs.
• While tattoos are not widespread among Boomers, they are becoming more so. Anecdotally, the most common motivations for Boomers getting a tattoo later in life are:
• As a memorial to a lost loved one.
• To make a statement against stereotypes about aging.
• They always wanted one but felt obligated to wait until their children were grown.
• Among those who regret their tattoos, the top reasons were (quoted verbatim):
• Too young when they got the tattoo,
• Personality changes/Doesn’t fit my present lifestyle,
• Got someone’s name that I’m no longer with,
• Poorly done/Doesn’t look professional, and
• Isn’t meaningful.
• Tattoos have an emotional impact on those who wear them:
•  33% say the tattoo makes them feel sexier and 32% say that it makes them feel attractive, up from just 21% in 2012.
•  27% say the tattoo makes them feel more rebellious.
•  20% say it makes them feel more spiritual.
•  13% say the tattoo makes them feel more intelligent, 13% say it makes them more respected, 10% say it makes them feel more enjoyable, and 9% more healthy.

Gen Z General Characteristics

• Generation Z is far more ethnically diverse than prior generations, with nearly half being non-White and 25% being Hispanic.
• In the Western US in particular, Gen Z is as likely to be Hispanic (40%) as White (40%).
• However, Hispanic teens are less likely than Hispanic Millennials to have been foreign-born (12% to 24%).
•  31% of Gen Zers grew up with an unmarried parent, compared to 27% of Millennials and 24% of Gen Xers.
• However, they grew up more prosperous than previous generations, with a median adjusted household income of $63,700, compared to $62,400 for Millennials and $52,800 for Gen Xers.
• Generation Z is often described as more conservative than other generations; however, this really means that they are more conservative for their age, with political views comparable to Millennials.
• Drug use, smoking, alcohol consumption, and teenage pregnancy are at their lowest levels in decades.
• However, their conservatism does not extend to their views on sex and gender; for example, 35% personally know someone who uses gender-neutral pronouns and 59% say that forms and online profiles should include non-binary gender options.
•  20% say they are not exclusively heterosexual compared to 10% of prior generations.
•  76% of Gen Zers identify as religious, with 36% being Evangelical Christians (more than even Boomers and Gen X); however, "they are also the generation most open to a variety of themes not necessarily aligned with the broader beliefs of their declared religions."
• Since half of Gen Z is still in high school, there is little data on their marital status or income; however, social scientists have expressed concern that "Generation Z has opted to stop dating entirely."
• Similarly, it remains to be seen how many will finish college with a degree, but they are more likely than even Millennials to say that college is very important to their futures (41% to 32%).

Gen Z and Tattoos

• Among adult Gen Z members, over 20% already have a tattoo.
• Of those who don't yet have a tattoo, 27% of adult Gen Zers and 41% of teens are interested in getting a tattoo in the future.
• Among all Americans, those in Rural (36%) and Urban (33%) areas are more likely to have tattoos than Suburbanites (25%); we expect that Gen Zers will follow a similar pattern.
• Women are slightly more likely than men to get a tattoo (31% to 27% across all Americans).
• Interestingly, political affiliation has almost no effect on how likely a person is to be tattooed.

Millennial General Characteristics

• Due to immigration, the US Millennial population is still growing and is expected to peak at 76.2 million in 2036.
• About 55.8% of Millennials are White, 20.8% Hispanic, 13.9% Black, and 6.4% Asian, with the remainder being of First Nations descent or bi-racial.
• The greatest racial diversity among Millennials is in the southern border states of the US.
• The overwhelming majority (88%) live in metro areas.
•  Over a third have a college degree with nearly another third having at least some college education.
• Millennial women are more likely to have at least a Bachelor's degree than their male counterparts (36% to 26%).
• The mean income for a Millennial with a Bachelor's degree is $56,000, compared to $36,000 for those with only some college and $31,300 for those with only a high school diploma, for a median household income of $71,400. This is marginally better than prior generations with a median net worth of $12,500, compared to $20,700 for Boomers at the same age.
• However, Millennials are saddled with more college debt ($19,000) than Gen Xers were at their age ($12,800).
• This has resulted in Millennials to be more likely to still live in their parents' homes for longer stretches.h
• Only about 45% of Millennials have gotten married, which is likely related to the fact that only 61% feel they have become independent and self-sufficient. Another 35% aspire to become married one day.
• Among registered voters, 59% of Millennials are affiliated with or lean towards the Democrat party compared to a more balanced split in prior generations.

Millennials and Tattoos

•  47% of Millennials have at least one tattoo, 37% have at least two, and 15% have five or more.
• Among those who don't yet have a tattoo, 27% are interested in one day getting one.
• Among all Americans, those in Rural (36%) and Urban (33%) areas are more likely to have tattoos than Suburbanites (25%); we expect that Millennials follow a similar pattern.
• Those with children are more likely than those without to have a tattoo (43% to 21% among all Americans).
• Women are slightly more likely than men to get a tattoo (31% to 27% across all Americans).
• Interestingly, political affiliation has almost no effect on how likely a person is to be tattooed.

Gen X General Characteristics

• Gen Xers' low numbers come out of being born "during the single most anti-child phase in American history" after the invention of birth control and the legalization of abortion.
• They have an annual mean household spend of $73,681, compared to $60,815 across the US; average household income is just over $100,000, driven by being more likely to have two earners than other generations.
• However, they also have greater financial responsibilities, with over 47% having both a retirement-age parent and a child to look after and 15% and growing actively providing financial support to their parents.
• Though they comprise only 25% of the population, Gen Xers make 31% of the total US income.
•  35% have a college degree.
• Gen Xers are active on social media, with 81% having Facebook accounts, "which they use more for keeping up with news and their kids than for self-promotion," spending about 7 hours a week on social media.
• However, they also still consume traditional media, with 48% listening to the radio, 62% reading newspapers, and 85% watching traditional TV.

Gen X and Tattoos

•  36% of Gen Xers have one tattoo, 24% have more than one and 9% have five or more.
• Among all Americans, those in Rural (36%) and Urban (33%) areas are more likely to have tattoos than Suburbanites (25%); we expect that Gen Xers follow a similar pattern.
• Those with children are more likely than those without to have a tattoo (43% to 21% among all Americans).
• Women are slightly more likely than men to get a tattoo (31% to 27% across all Americans).
• Interestingly, political affiliation has almost no effect on how likely a person is to be tattooed.

Boomer General Characteristics

• The Boomer generation peaked in 1999 at 78.8 million individuals. By the end of 2019, they will be surpassed by Millennials.
• Boomers are 72.0% White, 10.5% Hispanic, 11.7% Black, and 4.6% Asian.
• The typical Boomer household has an after-tax income of $67,499 and a household spend of $61,204.
•  75-80% own their own homes and collectively Boomers possess 54% of all US household wealth and 70% of the disposable income.
• Only about 80% use the internet regularly (an average of 27 hours per week) and only 60% use social media (primarily Facebook); though 2/3rds have smartphones, "they make limited use of its capabilities."
• However, they spend nearly nine times as much on their cellphone service ($1,133) as on print media ($130), possibly a sign of a shift in spending habits.
• Additionally, 96% use search engines and 95% use email.
• There is a huge disparity between how older, "leading edge" and younger, "trailing edge" Boomers use the internet, with younger Boomers far more likely to be active online.

• Boomers are the most likely to be politically and socially conservative, with only half believing that the government should do more to fix problems or that ethnic diversity is good for society.
• US Boomers are more likely to be patriotic, with 45% saying that the US is the best country in the world and another 48% saying that it's among the best (compared to 13% and 58% for Millennials).

Boomers and Tattoos

• Only 13% of Boomers have even one tattoo, but only 6% have two or more and only 2% have five or more.
• Among all Americans, those in Rural (36%) and Urban (33%) areas are more likely to have tattoos than Suburbanites (25%); we expect that Boomers follow a similar pattern.
• Those with children are more likely than those without to have a tattoo (43% to 21% among all Americans).
• Women are slightly more likely than men to get a tattoo (31% to 27% across all Americans).
• Interestingly, political affiliation has almost no effect on how likely a person is to be tattooed.

Number of Tattoo Shops and Artists

• There are 21,598 tattoo studios and 46,284 tattoo artists in South America.
• There are 10,248 tattoo studios and 21,961 tattoo artists in Brazil.
• There are 2,477 tattoo studios and 5,308 tattoo artists in Argentina.

Insights

• The popularity of tattoos has been driven by soul-searching and rebellious millennials globally.
• South America is more culturally homogeneous than other continents like Asia.
• While South America is culturally homogeneous, Argentina, Colombia, and Venezuela--among South America's top four most-populous countries--differ from the rest in that they are "highly masculine and indulgent, which makes them more exhibitionist, experimental and open to experiential experiences." Brazil, the most populous country in South America, is similar, but they are slightly more restrained (or feminine).
• Dalia Research found that the penetration of tattoos was greater among women than men in both Brazil (41% vs. 31%) and Argentina (45% vs. 41%).
•  Thirty-four percent of individuals in Argentina and 23% in Brazil regret their tattoos.

Research Strategy

Number of Tattooed Individuals in the US

Prevalence of Tattoo Studios & Artists in the US

Assumption

Tattooed Population in Brazil and Argentina

Assumption

Number of Tattoo Studios and Artists in South America, Brazil, and Argentina

Overview of Helpful Findings

East Asian Tattoo Shops and Artists

• Countries in East Asia are China, Mongolia, North Korea, South Korea, Japan, Hong Kong, Taiwan, and Macau.
• As of 2019, China boosts of approximately 300,000 tattoo shops.
• There are over 2,000 tattoo artists in Shanghai, China.
• China recently enacted a law banning tattoos from being displayed on television in any way, shape, or form.
• The Korea Tattoo Association boost of 2,000 members as of 2015.
• There were about 20,000 tattoo artists operating in Korea as of 2015.
• In Taiwan, about 35 shops are currently listed on the Google map.
• There are about six tattoo shops in Mongolia.
• There are currently 138 tattoo artists in Hong Kong.
• Hong Kong has between 200 to 300 tattoo shops.
• In Macau, about five shops are currently listed on the Google map.

Japan

• There were approximately 3,000 to 5,000 tattoo artists in Japan as of 2017.
• In Japan, about three tattoo shops are currently listed on the Google map.
• The tattoo industry in Japan is highly regulated by the government, licensed doctors, are the only ones legally permitted to perform tattooing.
• Tattoo artists are not officially registered in Japan. Hence, no official register or records exist with details of tattoo artists operating in Japan.
• The number of Japanese with a tattoo is estimated to be between approximately 500,000 to one million.
• It is illegal to be tattooed by a tattoo artist in Japan except by a doctor.

South Korea

• In South Korea, It is illegal to be tattooed by a tattoo artist in Japan except by a licensed medical doctor due to safety concerns.
• There are approximately 3,000 tattoo artists in South Korea.
• In South Korea, about 25 tattoo shops are currently listed on the Google map.
• Between one to two million South Koreans get tattooed each year.
• According to the Korea Tattoo Association (KTA), the group campaigning for the legal rights of tattoo artists in Korea and legalization of the tattoo industry, the tattoo industry, if legalized, would create about 220,000 jobs and generates about one trillion won for the country.

Research Strategy

UK

• In the UK, there are more than 3,000 tattoo studios and piercing outlets.

Germany

• There are more than 7,000 tattoo studios in Germany.
• Currently, there are 954 registered tattoo and piercing artists in Germany (those with health insurance).

Italy

• As of the end of 2017, there are 3,987 tattoo studios in Italy.
• There are 1,988 male tattoo artists and 1,208 female tattoo artists in Italy, accounting for a total of 3,196 tattoo artists.

France

• In 2015, there were at least 4,000 tattoo artists in France. More recent sources estimate there are between 4,000 and 5,000 tattoo artists.
• As of 2019, there are between 3,500 and 4,000 tattoo studios in France.

Other European countries

• In The Netherlands, there is a total of 1,152 tattoo shops.
• It is estimated that there are 1,000 tattoo shops in Ireland.
• In Switzerland, there are more than 700 tattoo studios.
• There are at least 663 tattoo studios in Austria.
•  In Poland, there are 3,000 tattoo studios and 3,000 tattoo artists.
• There are between 300 and 400 tattoo shops in Finland.
• Between 100 and 200 tattoo parlors are located in Hungary.
• At least 347 tattoo studios are located in Greece.