A comprehensive portrait of youth’s evolving relationship with politics and social consciousness.
Brands may be hesitant to speak up following tragic events, but these are situations where youth overwhelmingly prefer that companies show their support and help people cope—but only if handled with care. Explore Sense In Sensitivity.
Young people have earned an inaccurate reputation as Slacktivists due to their use of social media to engage with causes; however, they are embracing in-person activism and driving a sharp rise in protesting and marching en masse. See Demo Real.
Pop culture is a significant source of information on politics and social causes for youth—so much so that without it, many would feel out of touch. Moreover, they expect brands to be an authentically active participant in the cultural conversation. Read Pop Politics.
Cultural shifts that encourage the act of sharing, such as the rise of collaborative consumption and shared work and living spaces, are contributing to youth’s growing alignment with socialism and noted fondness for Bernie Sanders. Experience Social By Design.
A LIFE LESS ORDINARY
Learn how to create products, content, and marketing that resonate with modern youth as we delve into their inner lives and explore their nascent needs and desires.
Zs are defining themselves through food. Raised at the center of a dietary debate, Zs have reimagined the role of food in their lives. Dig in to Food Fixation.
Ever the optimists, young consumers are embracing and creating new occasions to rejoice, no matter how big or small the event. Learn how to #Celebrate.
Young consumers look to wellness as an essential source of community. They are embracing wellness to feel a sense of belonging, not just to improve their health. Dive into The Community Well.
Modern youth live in an open-source society that allows individuals to influence global culture on a grand scale, whether online, abroad, or at home. Get to know these Cultural Diplomats.
Employ superior strategies for engaging optimistic Millennials at work—and prepare for pragmatic Gen Zs—as we detail their innovative tools and values.
Millennials’ influence in the workplace continues to grow, and companies are revamping their policies to acknowledge this generation’s unique focus on wellness. Explore Well at Work.
Young people want to make meaning AND money at work, particularly as the economy has improved and they now have the opportunity to make up for lost earning years. Study For Love and Money.
Gen Z plays with purpose. Raised in the adult world, Zs are wise beyond their years and take a professional approach to their play, informing their future career aspirations. Read Proplay.
Young consumers are optimizing the ways they work, socialize, and shop in a shift that signifies a newfound self-awareness. Meet the Optimization Generation.
Discover new ways to captivate young audiences and leverage “fan tribes” as we clarify their content preferences and platform-agnostic approach to entertainment.
Millennials and Gen Z are offsetting their highbrow preferences with a mix of light-and-fluffy chasers, and taking an elevated, intellectual view of smarter pop online and off. Navigate the Popscape.
Young people, in a desire to enjoy the glut of pop culture content available to them, are strategizing their consumption habits. Sit back and enjoy the Binge Method.
Born pragmatists living the real life, Zs are gravitating to new celebrities and realistic stories that showcase ordinary people doing extraordinary things. Read the Real Story.
As multitaskers, young people seek to both learn from and improve themselves by way of entertainment and pop culture. Seek some Culture Counseling.
Learn practical steps for building better relationships with tech-savvy youth as we explore how technology has disrupted the brand-consumer dynamic.
Millennials and Gen Z are increasingly getting to know relative strangers on an emotional level online. Young consumers are connecting with people and brands that share common passions. Understand eLationships.
Modern youth take pleasure in experiences, and also the act of documenting them. Millennials and Gen Z are carefully crafting their public story. Learn how they maximize their ROI (Return on Image).
Young consumers are considering the ethical implications of their digital behaviors. Millennials and Gen Z are not only voting with their wallets, but also with their online activity. Explore Ethical Click.
Zs are control freaks. They’re using technology to filter, organize, and manage relationships, and control communication based on their level of closeness to people. See (A)Social Skills.
Gain actionable insights for building brand loyalty across mobile, web, brick-and-mortar, and more as we uncover young shoppers’ new motivations and tactics.
Millennials and Gen Z prize access over ownership. Young consumers are turning to ownership alternatives like renting, sharing, and bartering. Understand the first generations of NOwners.
Young consumers are less likely to shop with purpose. For them, shopping is as much about product discovery as it is about making a purchase, and e-commerce has become a form of entertainment. Dig in to Fauxsumerism.
In response to their chaotic, always-on lives, young consumers are shying away from over-stimulating stores and instead seeking environments that promote a sense of calm. Learn how to Mind the Store.
CASSANDRA IN THE NEWS
BRANDS WOO MILLENNIALS WITH A WINK, AN EMOJI OR WHATEVER IT TAKES
The New York Times article featuring Cassandra data.
WHY 'RELAXED RETAIL' IS THE FUTURE OF SHOPPING
Rachel Krautkremer's byline on Loyalty 360.
GROWING UP FOODIE: MARKETERS TURN KIDS INTO SOPHISTICATED CHEFS
Ad Age article featuring Cassandra data.