The main objective of the research was to understand how young adults and teenagers in the United States differ in their perception of honeybees. Seventy-seven teenagers (vs. fifty-six young adults) participated in a study in which their bee knowledge was tested, followed by a metaphorical question regarding word associations for honeybees. Data was coded under four broad thematic categories (tangible, intangible: symbolic, experiential, hedonic). The teenagers, although moderately knowledgeable about bees and beekeeping activities, focused on tangible and concrete positive associations like 'honey' and 'beehives', intangible negative associations that were symbolic (abstract comments) like ‘sting’ and ‘fear’ and intangible positive associations that were hedonic (fun and adventure comments) like ‘cuteness,’ ‘cool,’ or experiential (comments of sensory nature) like ‘fuzzy.’ There were several who mentioned words related to the usefulness aspect of bees like ‘pollination’ which was absent in case of the young adults. The young adults on the other hand made a significantly greater number of tangible associations. Their intangible negative associations were mainly symbolic and significantly lower. While their intangible positive associations were all experiential like ‘sweet.’ Based on the findings, teenagers should be encouraged to attend more informational sessions on bees to reduce their fear. While young adults should be encouraged to think more abstractly about bees that would lead them to ponder about the functionality and importance of bees and the associated world problems, and perhaps engage in conservation activities. A follow-up study involving African children who are actively engaged in beekeeping activities is in progress.
