By Date

Game Changers

WINTER/SPRING 2017

The latest report from Cassandra on sports. COMING SOON: March 30th.

Supply & On Demand

FALL/WINTER 2016

Young people are beginning to replace distributors as entertainment programmers, expecting all media platforms, including movie theaters, to deliver content they request on demand.

IRL (In Real Live)

FALL/WINTER 2016

Youth want entertainment that is typically reserved for in-home engagement to be delivered via live events in order to experience this content in a more immersive, participatory manner. 

Social (TV) Network

FALL/WINTER 2016

Youth are spending the largest share of their entertainment consumption time on social media, as it’s become the new TV for young generations. 

Scene Stealers

FALL/WINTER 2016

Young consumers have elevated the role of behind-the-scenes content, considering it just as important as primary pieces of entertainment.

Mix Masters

FALL/WINTER 2016

Youth are looking to entertainment properties and brands to provide them with professional-quality content to imbue with their own creative layer and share among their peers.

Variety Show

FALL/WINTER 2016

Youth are hungry for diverse—though not merely politically correct—entertainment that reflects the culturally varied society in which they live. 

Re-New

FALL/WINTER 2016

Youth are driving a countertrend in entertainment: they crave familiar content from brands as it relieves the weight of having to discover and immerse themselves in entirely new narratives.

Reality Bites

FALL/WINTER 2016

Companies are eager to experiment with VR as a marketing tool, but a more consumer-centric approach is needed before the medium is adopted en masse.

Entertainment Landscape

FALL/WINTER 2016

Entertainment—particularly music and streaming video—is an ever-present and important part of youth’s lives, and they’re willing to splurge on such content as it provides inspiration and offers touchpoints for connection.

Media Mix

FALL/WINTER 2016

Youth want to be well-rounded in terms of their entertainment consumption, and they’re seeking content that is humorous, inspiring, and, as a reflection of the social nature of their lives, shareable. 

Celebrity & Pop Culture

FALL/WINTER 2016

While youth think their generation is too consumed with pop culture, they nevertheless regard it as a fundamental part of society and, increasingly, a source of inspiration for their personal and professional lives.

Music

FALL/WINTER 2016

Music is youth’s most beloved form of entertainment, and they want brands to fuel their fandom by helping them discover new songs and artists.

Gaming

FALL/WINTER 2016

Both digital and analogue gaming are on the rise among youth, who regard them as fun ways to escape and connect with others.

Technology & Social Media

FALL/WINTER 2016

Youth regard technology as a blessing when it comes to entertainment, and they’re taking advantage of it to create their own content and to go behind the scenes of the properties and performers they love.

Public Funds

SUMMER/FALL 2016

Gen Ys are embracing transparency as it pertains to personal spending, which is influencing their purchasing decisions.

TasteMakers

SUMMER/FALL 2016

Modern youth prioritize spending on food and beverages and have elevated it above other consumer categories because it’s an accessible way to collect share-worthy experiences. 

weCommerce

SUMMER/FALL 2016

Youth are enjoying the cyclical, personal nature of the modern resale economy, presenting significant opportunity for brands to extend the life of products.

Building Brand Loyalty

SUMMER/FALL 2016

Companies across all categories can employ strategies to enhance devotion among young consumers.

Shopping and Customer Service

SUMMER/FALL 2016

Youth seek customer service that provides a personal touch and will go out of their way to share their pleasant brand experiences. 

Shopping and Technology

SUMMER/FALL 2016

Young people crave technology that makes their shopping experience more informed, convenient, and social.

Shopping In-Store Versus Online

SUMMER/FALL 2016

Young consumers have distinct preferences when making purchases in-store versus online, yet they also have shopping desires regardless of the platform. 

Shopping Experiences

SUMMER/FALL 2016

Youth are seeking social experiences in stores and are susceptible to impulse purchases while shopping in person.

Shopping Behaviors

SUMMER/FALL 2016

Young people are savvy shoppers who educate themselves on the categories they care about and place value on “premium” products.