MACROTRENDS
Doctor Who?
WINTER/SPRING 2018
As young adults increasingly embrace alternative medicines over doctors and pills, the healthcare and pharmaceutical industries will need to adapt to better reflect their values.
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Personal Best
WINTER/SPRING 2018
As young consumers strive to improve themselves, they're embracing custom personal care products that leverage data and technology to address their specific needs and provide optimal performance.
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By Date
The Self-Improvement Revolution
WINTER/SPRING 2018
Gen Ys and Zs are placing increased focus on personal betterment across all aspects of their lives, creating a need for brands to engage with them around this deep motivation and help enhance individuals' improvement efforts.
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Peer Improvement
WINTER/SPRING 2018
As young people engage in betterment alongside their friends, peer pressure morphs into peer motivation for self-improvement.
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Know It Alls
WINTER/SPRING 2018
Modern youth desire to be knowledgeable across many topics rather than one niche subject in order to better relate in today's interconnected world.
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Extracurriculars
WINTER/SPRING 2018
Finding traditional education to be behind the times, young people are turning to alternative platforms and brands to better themselves through a more personalized approach to learning.
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BrandCon
WINTER/SPRING 2018
Youth are giving rise to a new type of educational festival that's centered around brands teaching consumers about their business philosophies and practices while offering an interactive experience.
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Mixed Emotions
WINTER/SPRING 2018
Young generations are propelling emotional health as the next frontier of the wellness movement, as they embrace ways to manage their feelings internally and externally.
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The Malevolution
WINTER/SPRING 2018
In response to a closing gender gap and recent societal shifts, young men are updating what it means to be a modern male, opening the door for brands to address their evolving needs.
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Best Dressed
WINTER/SPRING 2018
Young people are focusing on building their personal style and improving their outward appearance in an extension of their inward efforts to better themselves.
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R&R (Rest & Replay)
WINTER/SPRING 2018
Entertainment that evokes mindfulness is on the rise, as young consumers drive demand for content that relieves stress and enhances their mental state.
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Exertainment
WINTER/SPRING 2018
Exercise and entertainment are increasingly intersecting, as modern youth gravitate towards fitness experiences that incorporate media and entertainment that offers a physical health benefit.
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Millennials’ Vision Boards
WINTER/SPRING 2018
An ethnography taking a look at how Millennials foresee their futures by mapping out a vision board.
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Global Betterment Trends
WINTER/SPRING 2018
A snapshot of how self-betterment is manifesting for young people around the world.
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Betterment Marketing Tips
WINTER/SPRING 2018
Best-in-class examples for engaging with young consumers around betterment.
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