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Macrotrends

True To Self

... versions of their lives. There are no hearts, no thumbs-up buttons, and no retweets with which to validate others, just unfiltered moments designed to foster more genuine connections. Now more than ever, brands should take care to ensure that physical and digital channels are not only harmonious but also an authentic representation of their ethos. In the same way that young consumers expect more congruency from themselves and their friends, so, too, do they expect it from the companies with which ...

The Impact Of Influence

... that apply. To stay in the know about what's going on in culture | Because I want to support them/the things they do DECIDING TO FOLLOW INFLUENCERSYoung people gravitate toward influencers who seem less like influencers and more like friends. Nine in 10 youth in the U.S. and UK think it’s important that they seem like a nice person (89% in both countries), aren’t just trying to sell them something (86% in both countries), and make their day better/improve their mood (86% in both countries ...

For Love And Money

... social betterment can go hand-in-hand regardless of one’s professional role. They now understand that they can aspire to earn real money and still fulfill their need to give back through charitable efforts that don’t necessarily occur within the workplace. Instead of making a difference in the world through their career choices, they can do so outside of work by contributing to Indiegogo campaigns, participating in charity races, and donating to friends’ causes. What’s more, the concept of ...

Carrying The Torch

... she expresses her interest by following results online, saying, “I’m very patriotic, so this last summer I would always go on Google and see where the U.S. was in ranking of sports.” Youth can easily find clips online afterward, follow live commentary on their social media feeds, or wait until their friends share the funniest athlete reaction memes. If young people do decide to watch the Olympics live, they don’t necessarily watch the standard telecast at home, which isn't fully accounted for in ...

Short Life

... public on social media and across the Web. For this reason, I appreciate apps and services such as Snapchat. I love that I can let go and share less-than-professional experiences, events, and benders with friends of mine. I like that I can pull a prank or do something asinine and send it to friends (or, in some cases, to the victim) without permanence being a factor. This opens the door to much more impulsive social media interaction, without needing to question what could come of it. Even outside of ...

Food Fixation

... inspiration that they can adapt, personalize, and share with family and friends. Cooking not only gives them a sense of accomplishment for having honed a relatively “adult” life skill, but it also provides an accessible means of flaunting their creativity to friends and social media followers. In fact, this past summer, a trend emerged of teens sharing photos of visually stunning, meticulously arranged food art on Instagram, which underscores how their documentation style differs from that of Ys. Whereas ...

Mind the Store

... individuals, they can in fact be influential brand advocates, as they’re likely to share their positive experience on social media and champion the brand to friends and family. When giving retail environments and service a wellness update, it’s important for brands to note that young consumers don’t expect all stores to look and feel like sanitized spas. Rather, they want them to induce a similarly salubrious state-of-being regardless of aesthetic. Transporting shoppers to their happy place can be ...

Alt Pay

... retailers across the US.Mobile wallet app Kuapay works with brands to create built-in loyalty systems and pre-pay options for easier purchasing.Venmo links to users’ bank accounts and social networks, allowing for seamless transactions between Facebook friends and email contacts. The interface features a Facebook-like feed of recent expenses and payments between friends. - PAY-MAIL - New platforms make it easier to exchange cash among friends and enable simple peer-to-peer payments for early-stage ...

Nesting & Resting

... tasks that can foster this state. The need to unwind into this state of mind has grown stronger now that young people’s constant connectivity has left them bombarded by notifications from friends, family, coworkers [see School of (Work) Life], brands, and more at all hours of the day and night. While they’ve long led connected lives, digital is taking up a larger share of their time, making their need to recharge in soothing space more meaningful. A 24-year-old woman in our focus group told us, “You ...

Duty Free

... to commit until they have discussed each decision with friends, family, online acquaintances, and even strangers (see Gut Check). This is also true for formerly taboo topics; whereas Boomers and Xers would typically discuss questions of finance and health with family or paid experts, Ys go to their vast network of friends for help with such complicated choices (see Friends With Benefits). As they tend to lean on others for help, it follows that only 26% strongly agree that starting to make their ...