MACROTRENDS

SPRING/SUMMER 2017

The Monetization Generation

Gen Zs prioritize earning an income and collecting savings as they aspire to achieve financial independence and security.

Risk Management

SPRING/SUMMER 2017

Gen Zs are adopting a more traditional and conservative approach to life, seeking to mitigate risks and challenges to achieve their version of social progress.

Social Live

SPRING/SUMMER 2017

Gen Zs are spending a growing share of their social lives on video chat platforms, which have become a highly relevant hangout for their generation.

By Date

Gen Z State Of Mind

SPRING/SUMMER 2017

To engage Gen Zs, marketers need to address the characteristics, priorities, and ideals that are driving their decision-making, and will continue to throughout their lives.

Accelerated Adulthood

SPRING/SUMMER 2017

As Gen Zs begin to age out of childhood, they’re experiencing a unique era of Accelerated Adulthood, as today’s circumstances have made becoming an adolescent as daunting as becoming an adult.

All The Feels

SPRING/SUMMER 2017

Generational characteristics of Gen Zs, combined with their upbringing, have fostered an increase in empathy, leading them to be particularly focused on caring for others.

Inside Out

SPRING/SUMMER 2017

As racial and ethnic diversity become increasingly widespread, Gen Zs are approaching religion as a way to express their individuality.

Overboredom

SPRING/SUMMER 2017

Gen Zs’ fear of boredom is shaping how they spend their downtime and how they’re beginning to approach entertainment, marketing, and their relationships and careers.

The Young & The Restless

SPRING/SUMMER 2017

Modern lifestyles and circumstances are preventing Gen Zs from getting adequate sleep, inciting stress and creating an opportunity for brands to offer solutions.

Gaming The System

SPRING/SUMMER 2017

Gen Z sees new purposes in gaming beyond mere entertainment, opening fresh opportunities for developers and marketers alike.

Robot Relations

SPRING/SUMMER 2017

Advancements in artificial intelligence are shaping Gen Zs’ development and preparing them for the jobs of the future—although sometimes impacting their personal privacy.

Hi & Buy

SPRING/SUMMER 2017

Gen Zs are reimagining online shopping as an entertaining and social experience first and foremost, not just a convenient and practical way to make purchases.

Glutton Goals

SPRING/SUMMER 2017

Indulgent food and beverages are Gen Zs' vice of choice, and they’re using culinary culture as a channel to showcase their creativity and assert their independence.

Gen Z Global Trends

SPRING/SUMMER 2017

A snapshot of cultural trends impacting Gen Zs around the world.

Gen Z Micro Trends

SPRING/SUMMER 2017

Trends pertaining to gaming, reading, and news are developing based on Gen Zs' digital access and social media behaviors.

Gen Z Marketing Tips

SPRING/SUMMER 2017

Marketing directives and examples for engaging Gen Zs.