A DAY IN THE LIFE

PROJECT 24

photographed for Smarty Pants

Project 24 is a groundbreaking inquiry into the daily lives of Americans ages two to 92. The mixed-method study of nearly 6,000 participants reveals critical insights about how consumers spend their time and what they value. This is an intimate portrait of a day in the life of real Americans – from toddlers to seniors; everything from family breakfast rituals to commuting behaviors to going out for drinks with friends – in this immersive and unfiltered look at how Americans sleep, work, play, study, shop and more. The intent is in understanding the human journey – one that is anchored in meaningful stages of life rather than generations or simply age.