By Date

Demo Real

WINTER / SPRING 2016

Young people are adding in-person protesting to their activist repertoire as a social and engaging way to further their digital efforts.

Flair and Balanced

WINTER / SPRING 2016

Youth are staying informed through social media and up-and-coming news sites that expose them to broad points of view, helping them cultivate more well-rounded opinions.  

Pop Politics

WINTER / SPRING 2016

Politics are becoming increasingly entrenched in pop culture.

Good Vibes

WINTER / SPRING 2016

Youth regard kindness and compassion as social causes and want brands to advocate for such just as they do themselves.

CHANGEables

WINTER / SPRING 2016

The popularity of causes can rise and fall, and as young people shift their attention from one to another, they rarely see the results of their efforts.

Clear Consciousness

WINTER / SPRING 2016

Young people’s desire for social consciousness from companies is expanding to include a more pressing desire for corporate transparency and innovation.

Realistic Optimism

WINTER / SPRING 2016

Youth have a bleak outlook about the direction of the world, but their characteristic optimism is driving them to reconcile such negativity through new approaches to societal betterment.

Marketing Tips

FALL / WINTER 2015

Use the following directives and examples as guidelines for applying the overarching concept of love to inspire and engage global youth.

The One

FALL / WINTER 2015

To get consumers to fall in love with a brand and stay committed, marketers should take an approach similar to that one would take with a romantic partner.

Show Me Love

FALL / WINTER 2015

Young people are prioritizing their relationships with themselves and expect brands to reflect this as an essential form of love.

The New Friend Zone

FALL / WINTER 2015

“Coupling up” no longer means “settling down”; friends are playing active roles in each other’s lives regardless of their relationship status.

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.

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.

Brand We

FALL / WINTER 2015

As global youth’s mindset surrounding marriage evolves, so, too, are the ways in which they approach weddings.

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.

(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.

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.

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.

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.

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.

Modern Love

FALL / WINTER 2015

An overview of what romance looks like today, from relationship markers to displays of affection.

Marketing Tips

SUMMER / FALL 2015

These marketing directives and examples act as guidelines for engaging young consumers in modern adulthood.

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.

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.