MACROTRENDS

By Date

The New Social Norms

FALL/WINTER 2017

Gens Y and Z are creating a new social code around friendship dynamics, social habits, and nightlife, driving a need for brands to update the ways they depict and engage young people in their social lives.

Millennials' Seven Day Sober Diary

FALL/WINTER 2017

An ethnography of Millennials who chose to abstain from alcohol for a week & how it impacted their lives.

The Age Of Innocence

FALL/WINTER 2017

Young adults are reimagining socializing and nightlife, gravitating toward tamer options that fit with their generational values and eschewing the drinking and drug cultures of the recent past.

Seize The Day

FALL/WINTER 2017

Young people are shifting their focus away from nightlife and toward daytime socializing, creating new opportunities for brands.

Side Buy Side

FALL/WINTER 2017

Modern youth are more exposed to what brands their friends like than were youth in previous generations, and with this greater awareness comes greater influence.

DND (Do Not Distress)

FALL/WINTER 2017

As access to friends has evolved, young generations are seeking solutions to the many stresses of modern friendships while also taking more breaks from socializing.

Some Other Time

FALL/WINTER 2017

Young people are time-shifting their friendships, pushing back from pressure to reply immediately and instead are responding when they can focus on their friends.

No New Friends

FALL/WINTER 2017

Young people are gravitating to smaller, stronger friendship circles due to the significance friends play in their lives, and in doing so, it's becoming harder for new friendships to form.

(Net)Work Hard, Play Hard

FALL/WINTER 2017

Young adults are optimizing their time by incorporating more networking into their social lives. 

Dress To Thrill

FALL/WINTER 2017

Young people are seeking opportunities to elevate outings by participating in themed events where they can dress up in costume with friends.

Global Social Trends

FALL/WINTER 2017

A snapshot of the cultural trends impacting global youth's social lives

Marketing Tips

FALL/WINTER 2017

Marketing directives for engaging with Gens Y and Z around modern socializing.

Making A Living

SUMMER/FALL 2017

Gen Ys and Zs are challenging established norms as they determine the role they want work to serve in their lives, and therefore, how much money they'll make and what type of house they can afford.

School Of (Work)Life

SUMMER/FALL 2017

Office jobs are increasingly providing a college/university-like experience, as young employees seek comparable social and emotional benefits from a work culture.

Build Your Own Career

SUMMER/FALL 2017

Young professionals are building their own careers by job hopping, creating hybrid roles, and amassing a wide variety of skills instead of following a clear-cut corporate path.

Job Search Party

SUMMER/FALL 2017

New services and platforms have transformed the job hunt into a more engaging experience, and young professionals are partaking in the search for fun as well as for professional gain.

The Gig Is Up

SUMMER/FALL 2017

Young professionals are increasingly participating in the gig economy as their preferred form of employment, given the flexibility and variety it provides.

Out Of Office

SUMMER/FALL 2017

Gen Ys and Zs are changing the valuation of “manual” jobs, reinventing them as aspirational opportunities to be active and untethered to screens.

Personal Property

SUMMER/FALL 2017

Young generations are shunning the traditional dream home; instead of all aspiring to a similar, sizeable house, they prioritize uniqueness on both the exterior and interior. 

House Funders

SUMMER/FALL 2017

Young adults are finding workarounds to achieve homeownership to make it more relevant to their lives as well as financially attainable.

The Right Moves

SUMMER/FALL 2017

The search for an affordable residence that also fits with Ys’ flexible lifestyle has led to the rise of mobile homes as an alternative, destigmatized housing option.

Nesting & Resting

SUMMER/FALL 2017

Young people are reinventing “nesting” to meet their needs, presenting a growing opportunity for brands to reach them through the home and self-care space.

Eco-Exhibitionists

SUMMER/FALL 2017

Sustainability and its associated design are becoming ever more aspirational to young people, giving brands an opportunity to leverage youth’s desire to be seen as eco-conscious and innovative. 

The FUND-amentals

SUMMER/FALL 2017

Gen Ys and Zs have radically different views on what constitutes financial security, with Ys having an eye on the present and Zs focusing on the future, which ultimately affect their respective saving and spending habits.