Young consumers are literally moving targets; to reach them, brands must recognize how they're approaching Home & Away.
The Home & Away Report identifies the emerging ways that young people are creating a sense of in-person community, how their penchant for travel affects this and their interaction with all industries, and where brands fit in to the new forms of connection that youth crave.
While Gens Y and Z are the most digitally connected cohorts, they're struggling to find their sense of belonging in person, as evidenced by their approach to home and travel. They’re not readily settling down in one place as their predecessors did, and are moving without first considering a sense of community. They’re also pursuing an on-the-go lifestyle to act on their passion for travel and are willing to make sacrifices in other areas of their life in order to be able to do so.
Available exclusively for Cassandra Members, The Home & Away Report explores how brands can find a place in modern youth’s transient lives. Open it to:
- Learn how youth’s journey to Find Your Place
Find Your PlaceWhile Gen Ys and Zs are the most digitally connected cohorts, they're struggling to find their sense of belonging in person, as evidenced by their approach to home and travel, creating a need for brands to help them obtain it.
differs from previous generations.
- Discover Where Young Adults Live Now & In The Future
Where Young Adults Live: Now & In The Future A visual representation of where Gen Ys and Zs in the U.S. and UK live currently, and where they envision themselves living in five, 10, and 20 years.
, from 2018 to 2038.
- Examine how The State Of The Sub/Urban
The State Of The Sub/Urban Cities and suburbs are becoming increasingly similar, altering the ways in which people live, work, and play, and thereby the ways in which they interact with brands.
is changing as cities and suburbs become more alike.
- See why young adults are so willing to move locations when Opportunity Knocks
Opportunity KnocksModern youth are moving more often than their predecessors in order to find opportunities, including jobs and passions, rather than community.
.
- Find out how young people feel Welcome To The Club
Welcome To The ClubYoung people are seeking out IRL community outside of their neighborhoods and creating new means to obtain it, presenting a key opportunity for brands to help them foster meaningful interactions with other like-minded people.
by creating a new kind of community.
- Explore The Shape Of Belonging: A Map To Modern Community
The Shape Of Belonging: A Map To Modern CommunityAn ethnography of modern youth’s physical, online, and brand communities, demonstrating how they create their personal communities in today’s phygital world.
to find where young people feel connected at home.
- Uncover why There’s No Place Like Home(town)
There's No Place Like Home(town)Youth are proudly displaying where they’re from, as they're less likely to feel a connection to the communities where they live in adulthood.
for today’s transient youth.
- Observe modern youth’s attitude that Where There’s A Will, There’s Away
Where There's A Will, There's AwayYoung consumers prioritize travel so much that they're making concessions in other areas of their lives in order to have the money and/or time to go away.
when it comes to travel.
- Note that young consumers are On The (Im)pulse
On The (Im)pulseTravel is becoming the new impulse purchase for modern young adults, as they tend to book trips spontaneously upon finding a good deal, disrupting loyalty in this category in the process.
of purchasing and planning spontaneous trips.
- Become a resource for youth who Have Guidance, Will Travel
Have Guidance, Will TravelYoung travelers are looking to tools and services that help alleviate the burden of planning a trip and allow them to focus on the joys of traveling.
.
- Join The Joyride
The JoyrideWhen it comes to travel, modern youth are elevating the journey, presenting an opportunity for brands to help them create memorable experiences when in transit to their destination.
by helping to make the journey as integral to the trip as the destination.
- Dive into Home & Away trends relating to Entertainment
Home & Away Entertainment TrendsYoung people are transforming downtime in the airport into an exciting and entertaining experience, as well as giving rise to genres that reflect their behaviors when it comes to travel and community.
, Retail
Home & Away Retail TrendsRetailers are reaching people where they live and travel in new ways by focusing on the spaces where there are captive consumers: airports and co-working spaces.
, and Work & Commuting
Home & Away Work & Commuting TrendsYoung people are improving their work lives by combining their jobs with their passion for travel and streamlining their commutes.
.
- Navigate Global Home & Away Trends
Global Home & Away TrendsA snapshot of what's happening in the realms of travel and community around the world.
to see what’s happening around the world.
- Study Marketing Tips
Home & Away Marketing TipsThese marketing tips and examples offer guidance and inspiration for engaging modern youth around their passion for travel and need for IRL community.
that provide best-in-class examples for brands to engage young consumers around Home & Away.
And more!
At a Glance
39% of youth in the UK and 35% in the U.S. don’t feel a sense of community where they live
60% of Trendsetters in the U.S. and 54% in the UK say they live to travel
If you’re a Cassandra Member, read on! If you are interested in becoming one or learning about our custom research, brand strategy, consulting solutions, and more, say hello.
The Cassandra Team