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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 ...

Retail 2.0: Shopping As A Live Event

... Live events are a new way to shop, giving young consumers unique social experiences that create a stronger relationship with the brand and serve as exclusive retail opportunities. Modern youth don't just see shopping as something to do with friends; they're increasingly drawn to retail experiences that are billed as events in and of themselves. For previous generations, sales functioned as events that were guaranteed to get people in the door, but in the era of online shopping, sales are ...

Well Intentioned

... driven, and even pressured, to take their self-improvement to ever-higher heights. TOO MUCH OF A GOOD THING Ys’ access to wellness information has only expanded in recent years—they are essentially surrounded by it, which is both helping and harming them. They have no shortage of new tactics to try with bloggers, Instagram friends, and even mainstream media tipping them off to fresh health trends on a daily basis. Some young people are embracing each new fad, trying every new super food, and latching ...

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 ...

Global Y Dream

... with social networking, the value of personal relationships has increased. Friends are more important than ever. Half of GYs say that strong relationships contribute to their measure of success in life. Unlike their parents’ generation, GYs’ sense of “family” is unconventional, blending actual family members, friends, coworkers, and even ex-partners into a new type of support network. They are drawing on others to fill gaps because they have fewer traditional family members to lean on. In recent ...

Humanology

... can feel like a small fish in a big pond and where it can be difficult to find one’s community. In today’s gig economy, many young professionals are now working remotely, which offers the benefit of flexibility, but the trade-off is the lack of workplace friendships and the once common social interactions that came with working in an office. Additionally, young people are finding it harder to form new friendships given what's expected of a friend nowadays (see No New Friends).People are attached ...

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 ...

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 ...

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 ...

Glutton Goals

... and dining decisions—it’s the top category where they hold sway over household spending. That’s why when they do decide to indulge, it’s as much an act of defiance against society’s expectations as their parents’ wishes.If I’m going out to eat with friends I eat way more unhealthy. My favorite thing to order at a restaurant are burgers, so this definitely adds up. I’m generally healthy, inside and out, so I just try to enjoy whatever my tastebuds are craving and don’t look back. MELANIE ...