Zconomy
WINTER / SPRING 2015
Young consumers are redefining ownership, looking at the items they purchase as investments to be traded and resold to offset their cost.
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Feedback Loop
WINTER / SPRING 2015
Zs value getting critical, honest feedback in order to continually improve, and they also feel an obligation to share their opinions with other people and brands.
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The Fail
WINTER / SPRING 2015
Failure takes on new meaning in Zs’ eyes; they see it not as a negative but rather as an opportunity, a chance to reset and try again.
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ProPlay
WINTER / SPRING 2015
Young people are taking a professional approach to their play and free time activities, which are informing their future career aspirations.
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Work In Progress
WINTER / SPRING 2015
Never feeling that they are done progressing in life, Zs will continuously strive to improve themselves and the world around them.
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Z DNA
WINTER / SPRING 2015
These characteristics define the next generation and offer context for why they think and behave the way they do.
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Best of Digital Marketing
FALL / WINTER 2014
Tips for digital marketers, highlighted by brand examples
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Global Bytes
FALL / WINTER 2014
Digital trends from around the world
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Soundscape
FALL / WINTER 2014
Audio is becoming an important communication tool that complements young people's reliance on visuals.
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Real Time+
FALL / WINTER 2014
Young people are increasingly expecting marketers to comment on current events as they unfold, rather than in response.
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The Privacy Premium
FALL / WINTER 2014
Young consumers are actively seeking out security-minded digital products that offer them peace of mind in the form of privacy.
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Ethical Click
FALL / WINTER 2014
Young consumers are considering the ethical implications of their digital behaviors.
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#Celebrate
FALL / WINTER 2014
Young consumers are embracing, and creating, new occasions to rejoice, no matter how big or small the event.
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ROI (Return On Image)
FALL / WINTER 2014
Gen Ys and Zs are increasingly crafting personal digital stories to sustain their audiences' engagement.
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eLationships
FALL / WINTER 2014
Gen Ys and Zs are increasingly getting to know relative strangers on an emotional level online.
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Digital Intimacy
FALL / WINTER 2014
Gen Ys and Zs are looking to make their digital activity and connections more substantive and meaningful.
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Global Y Dream
Summer / Fall 2014
Ys around the world have shared values and aspirations from
family to career to personal success.
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GPS (Global Positioning Success)
Summer / Fall 2014
Explore marketing campaigns that resonate with Ys around the
world as they reflect their generation’s attitudes, preferences, and behaviors.
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The Protest Selfie
Summer / Fall 2014
Young digital activists are sharing photos of themselves to make political and social statements that can easily spread globally.
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#RichKidsOf...
Summer / Fall 2014
Following the lives of wealthy, materialistic youth has become a globally resonate form of entertainment.
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K-Pressure
Summer / Fall 2014
Ys in Asia are facing tremendous stress about societal expectations, creating a need for products and marketing that calms them and helps them cope.
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India's Missed Call
Summer / Fall 2014
Ys in India have found a workaround for the high cost of phone bills; they’re calling people and hanging up to signal they want to talk.
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New Muslims
Summer / Fall 2014
Young Muslisms, who are rapidly growing in numbers and influence, are a key consumer group striving to balance tradition and modernity.
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Cultural Diplomats
Summer / Fall 2014
With unprecedented access to technology and affordable travel options, Ys are forging connections with their global peers and facilitating cultural exchange firsthand.
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