KENTUCKY
YOUTH
RESEARCH
INSIGHTS
In January 2025, Better Without It® launched a research initiative to better understand the most pressing challenges facing Kentucky youth —and to determine how BWI’s content could effectively respond to them.
RESEARCH BACKGROUND
The BWI research team and the Kentucky Opioid Abatement Advisory Commission partnered with Kentucky Youth Advocates (KYA) to host six focus groups across the state. The BWI team also developed five surveys aligned with the campaign's core pillars: physical health (body), mental health (mind), relationships, their concerns and aspirations for the future, and BWI’s overarching goal of substance prevention.
Surveys were carefully designed to be detailed enough to capture meaningful insights, but concise enough to keep a young audience engaged. Because this research was designed specifically for Kentuckians aged 13-26, demographic questions were included at the beginning to ensure all responses came from that specific group.
Each focus group was shown a range of anti-drug messaging videos spanning from the 1980s to today and asked to respond honestly. They were also asked questions regarding mental health, substance use, physical activity, and relationships.
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KEY TAKEAWAYS
Across all five surveys, a total of 2,606 Kentucky youth participated. 70 young people participated in the focus groups.
WHAT THEY WANT TO SEE
When it comes to content, youth gravitate toward personal stories, practical tips and strategies, and lighthearted pieces that let them laugh through the hard topics. For substance use topics specifically, they are most receptive to real peer stories, honest facts about risks and consequences, and positive messaging centered on healthy living.
MENTAL HEALTH
Across all six groups and the surveys, stress and anxiety emerged as the dominant mental health challenges — driven by academic pressure, social comparison, uncertainty about the future, and the weight of trying to meet everyone's expectations. Many young people described feeling pulled in too many directions with too few places to turn. Respondents expressed a strong desire to normalize and destigmatize mental health help-seeking in their communities.
PHYSICAL HEALTH
Over 70% of survey respondents consider themselves at least somewhat physically active, with these choices often being motivated by parents, friends, and peers/ The biggest barriers to exercise were lack of motivation, time constraints, self-consciousness, and fear of embarrassment. Youth were eager to learn more about caring for their bodies and expressed a clear preference for short-form video content—think TikToks, Reels, and YouTube Shorts —covering workout tips, nutritious recipes, and the connection between physical and mental health.
RELATIONSHIPS
When asked who matters most in their lives, the answers were remarkably consistent across surveys and focus groups. Friends ranked as the most important daily relationship — a source of support, accountability, and safe space. Family, particularly parents and grandparents, were valued for guidance and stability, even when those relationships carried tension.
THE FUTURE
Around 83% of respondents expressed confidence in their ability to achieve their dreams-- but 38% feel unprepared for life after high school, particularly around managing money, finding a good job, living independently, and succeeding in the workplace. To close the gap, youth said they want more career exploration opportunities, life skills workshops, and mentorship from adults who’ve been where they are.
COMMUNITY &
SUBSTANCE USE
Nearly half of survey respondents (45.33%) feel pressured by their community to conform to expectations. Over 76% say substance use at family or community gatherings is common. In several communities, participants noted that access is rarely a barrier; substances are available through friends, family, stores, and schools alike.
When asked why they think people use substances, the top answers were stress and escapism, peer pressure, and social influences.
This generation is engaged, optimistic, and actively looking for answers. By meeting them where they are — and taking seriously what they've told us — Better Without It® can deliver content and support that truly moves the needle.
These young people spoke — and we listened.
Download the full reports below to see everything they shared, and how their voices are guiding the work ahead.
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Questions about the report? Want to know more about Better Without It? Contact us: