Daily

Welcome To The Eternal City

Gen Z, Millennials & The Future Of Urban Living

Yesterday, Cassandra partnered with The Infatuation on The Eternal City: Gen Z, Millennials and the Future of Urban Living, a webinar that examined trends among urban Gen Zs and Millennials. We focused specifically on urban youth because we believe this segment will be one to watch for trends post-pandemic. Our research with youth since March shows that urban youth are the most likely to think things will be okay, the most likely to be comfortable engaging in a wide-array of public activities, and exhibit higher levels of optimism and consumer confidence. Check out some of the highlights below.

DESPITE THE NEWS, CITIES AREN’T DEAD YET

  • The numbers from Cassandra: 6 in 10 young urbanites plan to stay put for the next 20 years
  • “If someone has lived in a big city throughout this pandemic it kind of is what it is—you figure it out. - Jen, 32, CT
  • “Living in a big city offers new opportunities everyday, there are so many different people that you could run across. Everyone’s story is different, and I feel that many people [like me] tend to move to big cities to get a different perspective and hear different stories, to become inspired. I most definitely see myself permanently living in a big city.” - Jazlynn, 17, CA

WHAT YOUNG URBANITES WANT FROM BRANDS & BUSINESSES

#1 Promoting locally sourced products (33%)

#2 Creating green spaces (31%)

#3 Providing calming spaces/areas (29%)

THE STATE OF URBAN CONSUMER CONFIDENCE

Gen Z and Millennial urbanites exhibit higher consumer confidence and optimism than their suburban and rural peers. 24% report they shop and browse throughout the day (compared to 21% suburban and 16% rural); 23% say the prefer to buy higher quality items for everyday purchases (vs 14% and 6%) and 41% say they always consider if a purchase is really necessary (compared to 49% and 53%).

If you missed yesterday’s webinar and would like to learn more, you may watch the recording here