Gen Z State Of Mind
SPRING/SUMMER 2017
To engage Gen Zs, marketers need to address the characteristics, priorities, and ideals that are driving their decision-making, and will continue to throughout their lives.
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Accelerated Adulthood
SPRING/SUMMER 2017
As Gen Zs begin to age out of childhood, they’re experiencing a unique era of Accelerated Adulthood, as today’s circumstances have made becoming an adolescent as daunting as becoming an adult.
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The Monetization Generation
SPRING/SUMMER 2017
Gen Zs prioritize earning an income and collecting savings as they aspire to achieve financial independence and security.
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Risk Management
SPRING/SUMMER 2017
Gen Zs are adopting a more traditional and conservative approach to life, seeking to mitigate risks and challenges to achieve their version of social progress.
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All The Feels
SPRING/SUMMER 2017
Generational characteristics of Gen Zs, combined with their upbringing, have fostered an increase in empathy, leading them to be particularly focused on caring for others.
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Inside Out
SPRING/SUMMER 2017
As racial and ethnic diversity become increasingly widespread, Gen Zs are approaching religion as a way to express their individuality.
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Social Live
SPRING/SUMMER 2017
Gen Zs are spending a growing share of their social lives on video chat platforms, which have become a highly relevant hangout for their generation.
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Overboredom
SPRING/SUMMER 2017
Gen Zs’ fear of boredom is shaping how they spend their downtime and how they’re beginning to approach entertainment, marketing, and their relationships and careers.
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The Young & The Restless
SPRING/SUMMER 2017
Modern lifestyles and circumstances are preventing Gen Zs from getting adequate sleep, inciting stress and creating an opportunity for brands to offer solutions.
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Gaming The System
SPRING/SUMMER 2017
Gen Z sees new purposes in gaming beyond mere entertainment, opening fresh opportunities for developers and marketers alike.
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Robot Relations
SPRING/SUMMER 2017
Advancements in artificial intelligence are shaping Gen Zs’ development and preparing them for the jobs of the future—although sometimes impacting their personal privacy.
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Glutton Goals
SPRING/SUMMER 2017
Indulgent food and beverages are Gen Zs' vice of choice, and they’re using culinary culture as a channel to showcase their creativity and assert their independence.
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Gen Z Landscape
SPRING/SUMMER 2017
A quantitative overview of Gen Zs’ passions, priorities, and desires, as well as their sources of guilt and worry.
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Gen Z & Open-Mindedness
SPRING/SUMMER 2017
A quantitative overview of Gen Zs’ open-minded nature, including attitudes about gender and their global outlook.
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Gen Z & Politics & Social Causes
SPRING/SUMMER 2017
A quantitative overview of how Gen Zs are approaching politics and social causes, including their opinions, behaviors, and news preferences.
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Gen Z & Technology
SPRING/SUMMER 2017
A quantitative overview of the role of tech in Gen Zs’ lives, including frequency of usage, favorite mediums, and interest in emerging technologies.
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Gen Z & Personal Care
SPRING/SUMMER 2017
A quantitative overview of Gen Zs’ grooming habits and preferences, including the personal care products they use and resources they consult.
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Game Changers Report
WINTER/SPRING 2017
Explore young consumers' mindset regarding sports and how they're breaking down the monopolies in this highly traditional category.
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Fanning Out
WINTER/SPRING 2017
Young people’s sports viewing habits are shifting away from TV to platforms that let them customize and control their entertainment experience.
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Sports Clubbing
WINTER/SPRING 2017
Young adults are mainly socializing around sports, regarding it as a more relevant and meaningful form of nightlife than many alternatives.
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Game Of Life(style)
WINTER/SPRING 2017
The culture around sports has begun to supersede the game itself in terms of young fans' interest, revealing an opportunity for brands to tap into the unique lifestyle elements that each league presents.
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(Pas)Sport
WINTER/SPRING 2017
Youth consider sports a key part of the travel experience, with many planning trips around watching and playing games, or aspiring to do so.
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Sport The Look
WINTER/SPRING 2017
Branded athletic apparel and paraphernalia are poised to become the new athleisure as sports fans and non-fans alike increasingly embrace sports-related products.
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Video Game Time
WINTER/SPRING 2017
eSports are poised to become the next big sport genre among youth because they directly reflect the generational values of Ys and Zs.
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