MACROTRENDS

By Date

The Self-Improvement Revolution

WINTER/SPRING 2018

Gen Ys and Zs are placing increased focus on personal betterment across all aspects of their lives, creating a need for brands to engage with them around this deep motivation and help enhance individuals' improvement efforts.

Peer Improvement

WINTER/SPRING 2018

As young people engage in betterment alongside their friends, peer pressure morphs into peer motivation for self-improvement.

Know It Alls

WINTER/SPRING 2018

Modern youth desire to be knowledgeable across many topics rather than one niche subject in order to better relate in today's interconnected world.

Extracurriculars

WINTER/SPRING 2018

Finding traditional education to be behind the times, young people are turning to alternative platforms and brands to better themselves through a more personalized approach to learning.

BrandCon

WINTER/SPRING 2018

Youth are giving rise to a new type of educational festival that's centered around brands teaching consumers about their business philosophies and practices while offering an interactive experience.

Mixed Emotions

WINTER/SPRING 2018

Young generations are propelling emotional health as the next frontier of the wellness movement, as they embrace ways to manage their feelings internally and externally.

Personal Best

WINTER/SPRING 2018

As young consumers strive to improve themselves, they're embracing custom personal care products that leverage data and technology to address their specific needs and provide optimal performance.

The Malevolution

WINTER/SPRING 2018

In response to a closing gender gap and recent societal shifts, young men are updating what it means to be a modern male, opening the door for brands to address their evolving needs.

Best Dressed

WINTER/SPRING 2018

Young people are focusing on building their personal style and improving their outward appearance in an extension of their inward efforts to better themselves.

R&R (Rest & Replay)

WINTER/SPRING 2018

Entertainment that evokes mindfulness is on the rise, as young consumers drive demand for content that relieves stress and enhances their mental state.

Exertainment

WINTER/SPRING 2018

Exercise and entertainment are increasingly intersecting, as modern youth gravitate towards fitness experiences that incorporate media and entertainment that offers a physical health benefit.

Millennials’ Vision Boards

WINTER/SPRING 2018

An ethnography taking a look at how Millennials foresee their futures by mapping out a vision board.

Global Betterment Trends

WINTER/SPRING 2018

A snapshot of how self-betterment is manifesting for young people around the world.

Betterment Marketing Tips

WINTER/SPRING 2018

Best-in-class examples for engaging with young consumers around betterment.

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.

Go Big Or Go Home

FALL/WINTER 2017

In an effort to optimize their social lives, young generations are increasingly choosing to either have exceptional social plans, or stay in and decompress for the next big adventure.

UnWasted Time

FALL/WINTER 2017

In a movement away from extreme drinking, youth are engaging in moderation and even abstaining from alcohol altogether, finding ways to socialize that don’t center around drinking.

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.

Anti-Social Media

FALL/WINTER 2017

Social media is losing its relevancy as a place to socialize as it continues to evolve into a modern media network dominated by entertainment and advertising, meaning brands must reconsider their digital marketing and influencer strategies.

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.