America is at a critical crossroads regarding guns in our everyday society.

With growing gun violence being normalized in American culture, we felt, as researchers and communicators that we needed to understand the hard facts. It has been stated before that more guns do not make a safer society and evidence points that the weaker gun legislation is linked to more gun deaths. Slowly, Americans, born both in the US and abroad, are changing their sentiments about gun safety.  

The following data spotlights critical insights and opportunities to persuade key groups – specifically registered voters, millennials, and males 18-39.

Key points from our data:

• Party affiliation strongly indicates whether a respondent supports gun control. 86% percent of Democratic voters, 41% of Republicans, and 69% of Independents stated that gun laws should be stricter. While 41% Republican support might seem low, it’s an improvement over the past couple of years which measured their support in the low 20s.

• More interestingly we found that gun owners themselves want stricter gun laws.

• White males 18-39 are 2x more likely to own a gun than Asian males 18-39.

• Most millennials surveyed believed the US needs to have universal background checks and raise the legal age to buy a gun to 21.

• 52% of non-Hispanic white millennials believe we need stricter gun laws compared to over 70% of Hispanics, Asians, and African-Americans.