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.
Read More
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.
Read More
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.
Read More
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.
Read More
TV, Movies & Books
FALL/WINTER 2016
Youth are avid consumers of a wide variety of content and platforms and are also noted multitaskers while consuming entertainment, with activities like browsing social media occurring simultaneously.
Read More
Bingeing
FALL/WINTER 2016
Entertainment bingeing is on the rise among youth, who regard it as a valuable way to consume content on their own terms and achieve instant gratification.
Read More
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.
Read More
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.
Read More
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.
Read More
Marketing & Advertising
FALL/WINTER 2016
Traditional ads are fading in favor among youth, who are beginning to prefer alternative forms of marketing from brands, such as original content, sponsored events, and experiences.
Read More
Public Funds
SUMMER/FALL 2016
Gen Ys are embracing transparency as it pertains to personal spending, which is influencing their purchasing decisions.
Read More
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.
Read More
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.
Read More
Building Brand Loyalty
SUMMER/FALL 2016
Companies across all categories can employ strategies to enhance devotion among young consumers.
Read More
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.
Read More
Shopping and Technology
SUMMER/FALL 2016
Young people crave technology that makes their shopping experience more informed, convenient, and social.
Read More
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.
Read More
Shopping Experiences
SUMMER/FALL 2016
Youth are seeking social experiences in stores and are susceptible to impulse purchases while shopping in person.
Read More
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.
Read More
Shopping Preferences
SUMMER/FALL 2016
Young people are gravitating towards name brand and exclusive products and increasingly consulting their social network when deciding what to buy.
Read More
Membership Drive
SUMMER/FALL 2016
Membership programs are reinventing loyalty among young consumers, providing new ways for brands to maintain high retention rates.
Read More
The Customer Isn't Always Right
SUMMER/FALL 2016
Young consumers believe that brands can and should cut off customers who go against the companies’ values of inclusion and progressive civil rights.
Read More
ReLuxe
SUMMER/FALL 2016
Gens Y and Z are redefining the concept of luxury to better suit their generations’ modern values and needs.
Read More
What's In Store
SUMMER/FALL 2016
Young shoppers feel the draw of innovative retail storefronts that deliver experiences online retailers have yet to match.
Read More