MACROTRENDS

SUMMER / FALL 2015

Dollars And Sense

Traditional financial institutions aren’t speaking to young adults in relevant ways, causing them to seek alternative fiscal tools.

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.

By Date

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.

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.

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.

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.

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.

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.

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.

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.

All In Good Time

SUMMER / FALL 2015

Young adults understand that “having it all” requires ongoing flexibility and constant tradeoffs, and they recalibrate their goals accordingly.

The Path

SUMMER / FALL 2015

Young people today have a different perception of what it means to be an adult and are adapting traditional milestones to meet their preferences.