MACROTRENDS

FALL/WINTER 2017

Go Big Or Go Home

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.

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.

By Date

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.

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.

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.

No New Friends

FALL/WINTER 2017

Young people are gravitating to smaller, stronger friendship circles due to the significance friends play in their lives, and in doing so, it's becoming harder for new friendships to form.

(Net)Work Hard, Play Hard

FALL/WINTER 2017

Young adults are optimizing their time by incorporating more networking into their social lives.

Dress To Thrill

FALL/WINTER 2017

Young people are seeking opportunities to elevate outings by participating in themed events where they can dress up in costume with friends.

Global Social Trends

FALL/WINTER 2017

A snapshot of the cultural trends impacting global youth's social lives

Marketing Tips

FALL/WINTER 2017

Marketing directives for engaging with Gens Y and Z around modern socializing.