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Macrotrends

The One

... than others, then I'm in. These are brands that I think will be with me for a very very long time.” The desire to find qualities in brands that one also seeks in a romantic partner is only fitting given that brands occupy a more emotional role in consumers’ lives today than ever before. Social media has broken down the wall between corporation and consumer, making it essential for brands to demonstrate their human side, including having a distinct personality reflected in their online voice (see ...

Culture Spotlight On China

... West for years, but it's more recently become a favorite style among young consumers in China. Much of this is due to the extremely popular rap competition show, The Rap of China, which made streetwear brands a phenomenon before the government took it off the air and cancelled upcoming seasons due to its hip-hip television ban (see below). With almost 200 million viewers per episode, the show contributed to a rise in streetwear purchases by young adults from brands like Off-White ...

Culture Spotlight On The UK

... sold clothing/accessories on resale apps/websites. In all categories, women lead men in buying or selling clothing/accessories through secondhand stores, both online and in-person.Which of the following, if any, are true for you?Please select all that apply. I like to shop for clothing/ accessories from resale apps/websites | I like to shop for clothing/ accessories at thrift/secondhand stores (in person) | I have sold clothing/ accessories on resales apps/ websites 1 in 4 UK youth think it's ...

Fear Factors

... part of their normal, everyday lives. Growing up during a time of geopolitical instability has accelerated their adulthood and shaped them to be a notoriously realistic generation, having never been shielded from what’s going on around the world (see Accelerated Adulthood). While this heightened sense of self-awareness propels this generation of young people to take action, it has also had a profound effect on their minds. For these always-on youth, the endless news cycle, coupled with the things ...

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 ...

Consumer Journeys

... We conducted ethnographies with a dozen young people aged 14 to 34 to understand, in detail, how they make purchases. We explored why they choose the brands they do, how they decide where to buy, and what they love and hate about the shopping experience. For a digitally immersed cohort, it follows that every purchase includes an online component—whether that be researching specs and reading reviews or exploring options via Instagram and sharing their purchases after the fact. But ...

Robot Relations

... enter a workforce on track to be more machine-reliant over time. Socializing kids with A.I. early could better prepare them for what may lie ahead. While proponents of the Singularity assert that artificial superintelligence will one day see machines not only match all forms of human intelligence but surpass it, A.I. has yet to achieve the awareness required to seamlessly socialize with humans (see Bot or Not). Until that day comes, machines will need humans to fill in the gaps when it comes to ...

Culture Spotlight On Brazil

... causes. Those aged 30-34 are more likely than those aged 14-29 to buy or make these types of political/social statements.Which of the following are true for you, if any?Please select all that apply I've made a clothing item/accessory with a statement about politics/social issues | I've bought a clothing item/accessory with a statement about politics/social issues BRANDS & POLITICS IN BRAZILOver a third of Brazil’s youth like when brands engage in social causes. Women and young people aged 22-34 ...

Active-ists

... media; athletes’ public personas have become more exposed, giving young people more access to them and the causes they support. However, as youth are so immersed in the social media sphere in their daily lives, they don’t necessarily see an athlete’s online advocacy as being a grand gesture. One 15-year-old female from New York told us in a focus group, “I feel like it’s more effective if it’s during a game because anyone can go on Twitter whenever they want, and that’s nothing really special ...

Parenting 101

... mishaps and challenges, showing that no parent is perfect (see Parenting Out Loud).Ys, having entered the job market during a particularly difficult economic climate, are eager to ensure that their children have the knowledge and skills to prepare for an uncertain future. Their concern for their child’s wellbeing (an extension of their burgeoning focus on their own wellbeing) comes at cost, however: 53% of UK parents and nearly half of U.S. parents (47%) think there’s too much pressure put on kids ...