Break It UP
FALL / WINTER 2015
Calling it
quits in a serious relationship is always difficult, but young people are starting
to see it less as an ending and more as a beginning.
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Money Talks
FALL / WINTER 2015
Young adults work to maintain financial identities and habits as individuals in relationships and strive to be transparent about money with their partners.
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Brand We
FALL / WINTER 2015
As young people's mindset surrounding marriage evolves, so too are the ways in which they approach weddings.
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The Sexual Mehvolution
FALL / WINTER 2015
Young people around the world are avid consumers of sexual content, but many aren't making the act itself a top priority.
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(Gender) Role Playing
FALL / WINTER 2015
Around the world, less restrictive gender roles are giving rise to new romantic and sexual freedoms among youth—but with new freedoms come new anxieties.
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Pairing Off
FALL / WINTER 2015
Young people are looking to digital tools to connect them with romantic partners in the real world rather than online.
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The (DIS)Connect
FALL / WINTER 2015
Digital tools and communications are adding a new layer of complexity to the way young people connect with, attract, and form romantic relationships.
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Dual Intentions
FALL / WINTER 2015
Young people are finding new benefits to dating, causing them to view it both as an engaging game and an important conduit for life experiences.
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Relationship Goals
FALL / WINTER 2015
The open-minded, progressive outlook of today’s youth has provided them with a more nuanced view of what an aspirational romantic relationship can look like.
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Modern Love
FALL / WINTER 2015
An overview of what romance looks like today, from relationship markers to displays of affection.
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Debranded
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Off-Roading
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Marketing Tips
SUMMER / FALL 2015
These marketing directives and examples
act as guidelines for engaging young consumers in modern adulthood.
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True To Self
SUMMER / FALL 2015
The concept of digital identity is changing for today’s youth, as their emerging behaviors on social media reflect a newfound self-awareness.
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Duty Free
SUMMER / FALL 2015
Young consumers are redefining grown-up responsibilities, and, in doing so, they are finding time for a new set of adult priorities.
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Living Experiments
SUMMER / FALL 2015
Living in a variety of environments has become a key aspiration for Ys who see doing so as a critical part of their personal growth in adulthood.
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Open House
SUMMER / FALL 2015
As Ys are less likely to be homeowners than were their predecessors, they’re seeking aspects of home in other ways that better address their generational needs.
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No Kid(ding)
SUMMER / FALL 2015
A growing number of Ys are choosing a child-free lifestyle and are reshaping adulthood to focus on areas other than child-rearing.
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For Love And Money
SUMMER / FALL 2015
At work, young people’s quest to “make meaning” is being
overtaken by a burgeoning desire for high salaries.
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Dollars And Sense
SUMMER / FALL 2015
Traditional financial institutions aren’t speaking to young adults in relevant ways, causing them to seek alternative fiscal tools.
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The Optimization Generation
SUMMER / FALL 2015
Young people are optimizing the ways they work, socialize, and shop in
a shift that signifies a newfound self-awareness.
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Soloists
SUMMER / FALL 2015
Spending time alone in public has become a key marker of adulthood as young people increasingly see it as an opportunity to build independence.
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Friends With Benefits
SUMMER / FALL 2015
Ys approach friendship with deeper commitment and are seeking more support from friends in return as they navigate adulthood on their own terms.
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The New Age
SUMMER / FALL 2015
Young adults are squashing preconceptions of age by engaging in behaviors associated with both those younger and older than them.
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