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Gaming The System

... surroundings in the company of fellow gamers, there is a significant opportunity for the medium to further connect players in deeply meaningful and engaging ways. With such features available via mobile, gamers are no longer isolated or only connected via a chat window but rather united in a “phygital” (physical + digital) world. This only enhances the benefits of gaming as a means for young people to achieve their life goals, such as building close friendships, networking for their careers, and learning ...

Culture Spotlight On The U.S.

... in particular, the current political climate, U.S. youth are embracing entertainment that provides a source of comfort. Heartwarming content is no longer a guilty pleasure, but rather, a much-needed source of relief. The success of recent TV hits including NBC's family-focused tearjerker This Is Us and ABC's The Good Doctor about a pediatric surgeon with autism demonstrate consumer demand for this type of content. Meanwhile, 2017 was a breakthrough year for Hallmark ...

The Age Of Innocence

... adults (62% in the UK and 55% in the U.S.) feel that socializing is less wild in recent years, and a similar number (59% and 50% respectively) believe that nightlife is less wild. As tamer forms of socializing arise to meet young people’s social needs and values, this signals a pendulum swing to a new Age Of Innocence. Whereas the first age of innocence back at the turn of the 20th century was an effort by older people to shield youth from harsh realities and complexities of adulthood for as long as ...

The Sexual Mehvolution

... their sexuality are omnipresent, radiating not only from the usual suspects like entertainment and advertising but also from young people’s mobile feeds, where Instagram celebs in provocative poses and Tinder users down for no-strings-attached hookups are never more than a swipe away. This pervasiveness has made global youth more accepting of in-your-face sexuality, but it’s also contributing to a misconception that it plays a major role in their lives. The reality is that sex is taking a back seat ...

Carrying The Torch

... , these statistics do not reflect a decline in the relevance of the Olympics among young adults—Cassandra finds that 61% of UK youth and 56% of U.S. youth believe the Olympics is the most important sporting event, and this ranking jumps to 70% and 65% for UK and U.S. Trendsetters, respectively. These statistics demonstrate a decline in relevance of the platforms and manner in which the content is delivered, but not interest in the content itself. Instead of assuming that Gens Y and Z don’t care ...

Mind the Store

... -tracking devices. This has been a calculated shift: 75% of Ys and 82% of Zs say it’s important for the products they buy to contribute to their personal wellbeing. However, another important element in shoppers’ purchasing decisions—the experience—has been largely overlooked wellness-wise. This marks an emerging opportunity in retail. Just as young consumers have openly embraced wellness products, they are also beginning to seek out wellness-oriented shopping experiences marked by soothing stores ...

Retail 2.0: Tech-Based Commerce

... was a natural expansion of the social media shopping experience and its ripple effects are changing the very nature of shopping. To wit, 32% of U.S. and UK Trendsetters have used a "buy" button on a social media site, while 42% of U.S. Trendsetters and 37% in the UK are interested in this payment method. And around one in five U.S. and UK Trendsetters have ordered and paid using a social media post, such as texting a pizza emoji to Dominos. This type of ordering and payment system is still ...

Shop Talk

... and buying differently. Far more Zs and Ys in the U.S. (46% and 36%, respectively) like to go to stores even if they’re not planning to buy anything than do Xers and Boomers (32% and 30%, respectively), and this pattern is mirrored in the UK. Going shopping without a purpose may seem like wasted time to older generations, but to younger generations shopping without purchasing something isn’t wasting time that could be spent buying things, because they are two separate activities. I'd much rather ...

Through the Looking Glass

... navigate the streets more easily while en route. While it is not recommended that cyclists employ the app while riding in the street, a simple side-of-the-road stop allows riders to view a map of the surrounding area and cyclist-recommended directions without having to fumble with a phone.A technologist at digital agency Roundarch Isobar developed an app concept, known as Glass Theft Auto, that projects Grand Theft Auto III’s GPS system onto Glass’ screen, allowing players to navigate the game more ...

Retail 2.0: A.I., AR & VR

... Brandcon). Still, VR headsets are isolating, which is in direct contrast to what young consumers gravitate toward: social, dynamic shopping experiences. And VR use by major brands has lagged in the past year, so it remains to be seen whether this technology is a viable marketing tool. - Brands Using Virtual Reality to Educate and Inform - Macy'sThe department store rolled out VR capabilities for furniture shopping in nearly 100 of its stores. Customers in these locations can use a tablet to map the ...