A high-level look at our Burnout Report

At 12 pm ET today, Cassandra’s Q3 Burnout Report went live. For subscribers to the Daily who aren’t yet Cassandra members, we’re providing a teaser of the content contained in this fascinating report. For this report, we looked at how shifts in society and the economy, as well as the 24/7 aspect of modern life, have created a culture different from that of previous generations—one in which burnout seems inevitable. Below is a sneak peak of some of our findings.


  • Modern youth are self-medicating their burnout via avenues that include CBD, drugs, food, and astrology (as a new modality of spirituality), but their exploration with these substances differs from past generations in that they expect additional benefits on top of simply allowing them to escape.
  • Four in 10 Trendsetters in the U.S. and UK, along with one in three youth in the U.S. and UK, seek out brands that help them escape reality.
  • As modern youth experience institutional distrust and seek out self-knowledge, solace, and escapism, brands would do well to assist them in these endeavors by providing products and services that are calming and relaxing or that help these youth escape reality.


  • Young people today are overwhelmed by financial concerns and unable to hit life milestones that previous generations used as markers of success, leaving them longing for a sense of stability they feel like they’ll never achieve.
  • 65% of Ys in the U.S. and 57% in the UK stay at a job they dislike because they need the money.
  • To truly serve young consumers, financial brands should empower Ys and Zs through tone and messaging, give them a way forward, and think about new ways to provide financial empowerment.


  • The “ABC” (Always Be Closing) mentality of yesteryear has been replaced with the notion that one should “ABH” (Always Be Hustling), especially as all aspects of modern life are now 24/7, prompting this shift in mindset for today’s youth.
  • 85% of Trendsetters in the U.S. and 71% in the UK, along with 76% of youth overall in the U.S. and 65% in the UK, agree that it’s important to hustle.
  • Brands across verticals can support youths’ need to hustle for success by helping them work smarter and not harder so youth can pursue their personal goals and passions without burning themselves out.

If you’d like to learn more about membership to Cassandra, please reach out to Michael.corti@cassandra.co.