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Macrotrends

Universal Invite

... Dance, which consists of several side kicks, followed by bunnyhops, also has international appeal, with individuals in Romania, Turkey, and Saudi Arabia in particular taking to the web to share their own versions. GAME ON The thrill of victory and the agony of defeat feel the same in every country, drawing Ys from around the world to play many of the same digital games (e.g., League of Legends, Minecraft, and Clash of Clans). It’s more fun to play with others—regardless of whether they’re friends or ...

It's A Mall World After All

... play to appeal to younger shoppers' need for convenience.NORDSTROM LOCAL Nordstrom launched these mini stores in LA in 2017 and is opening two more outposts in NYC this year. The stores don't sell any merchandise; rather, they function as a hub for shoppers to pick up online purchases and make returns. They also offer services like tailoring, personal styling, manicures, and shoe repairs.BRAND IMPLICATIONSINSIGHT: Ys and Zs prefer to visit multiple stores when they shop, which gives malls a ...

Retail 2.0: A.I., AR & VR

... types of makeup, clothes, and/or accessories, preview products, and play around with various options before making a purchase. Additionally, 28% of Trendsetting youth in the U.S. and UK would also like to see augmented reality, such as an app that allows customers to view furniture items in-home, incorporated into their online shopping experiences. Which of the following, if any, would you like to see more of when shopping online?Please select all that apply. Virtual try-ons (i.e., upload a picture ...

Parenting 101

... school. They’re looking to brands to offer digital and real life opportunities for their children to gain knowledge and skills.TECH BOUNDARIESY parents recognize that devices have a place in their children’s lives—like it or not, today’s youth is growing up in the digital age—but they’re not ready to let technology take over their kids’ worlds entirely. That’s not to say they don’t appreciate the role that devices play in distracting their children when needed; a tablet can be a savior ...

Need For Speed

... around 37 billion hours a year waiting in line. That amount of time is spent in uncertainty and boredom and could easily be filled by branded initiatives that would expedite the process of waiting for consumers. Disney recently employed this approach to keep visitors entertained during excessively long wait times for its rides by creating a Play Disney Parks app that offers guests interactive experiences and activities that reposition wait time as an extension of the park’s entertainment. Play Disney ...

Digital Wellbeing Movement

... habits in adolescence and early adulthood. Even as recently as a few years ago, in order to fight against the negative effects of technology, people turned to digital detoxes as a solution. However, these tactics only provide temporary relief: given how pervasive and necessary technology is today, it’s not realistic to expect to be able to unplug or cut oneself off altogether—to do so would affect one’s ability to work, learn, and play. Instead, the emphasis is shifting from going cold turkey ...

Live, Not Buy: Gen Z Activism

... citizen, as well as 6 in 10 youth in the UK (63% of Ys and 61% of Zs). U.S. Zs are the most likely cohort to feel this sense of responsibility. This presents a white space for brands to play in. What is an issue that your brand can get behind, and how can you provide omnichannel educational content on that topic that can help enrich your consumers’ knowledge? While brand activism implies going against the grain, education is more like truth-telling to Zs, and it’s a great way to capture youth’s ...

Extracurriculars

... strategies like personalized curriculum, one-on-one sessions, and rearranging traditional classroom settings.While the education system is slowly evolving to better meet young people’s expectations for personalized learning, all brands can play a role in helping young people improve through lifelong learning by providing the classes, resources, new information, and mentorship they crave. YouTube has led the way in this regard, and it’s often lauded in focus groups for its educational value. As a 26-year ...

Show Your Emojins

... to interact with one another in fun and inventive ways. In increasing numbers, Ys and Zs are using emojis to create riddles and games and play “virtual charades.” They are reenacting TV shows, movies, and songs through emojis, and translating the emoji missives texted to them by their peers. Much of emojis’ appeal is that they require people to flex their creativity to relay messages using just a limited number of icons. Hundreds of symbols exist, but the challenge (and fun) lies in finding ones ...

The New Social Norms

... lives, they're devoting a portion of it to networking. As they see it, it's strategic to (Net)Work Hard, Play Hard simultaneously, since this allows them to hang out with others who have a shared interest and it helps them progress in their careers. In doing so, they're being purposeful about forming friendships that can help them personally.ME TIME VS. WE TIMEIn seeking fewer, quality friendships and interactions and more purposeful social experiences, young adults are striving to create a better ...