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Macrotrends

The Path

... actually regard them more as a suitable solution until they can buy a car of their own. Indeed, 84% say they would rather buy/lease a car than use a rental service. This preference may seem inconsistent with their desire to own few possessions (see NOwners), but as they value experiences and being able to go where they want when they want, they seek to have a car since it enables them to do so more easily. Get Married Though much has been said about the rise of “hookup culture,” the institution of ...

Creating For The Creators

... through interpretation and reinvention driven by these young creator generations. They ascribe new meaning to media, as exemplified in their use pieces of songs and GIFs from movies as messaging shorthand. Whether adding a funny quip to a post as they share their viewing habits or remixing the latest chart-topping hit or meme-ifying a favorite scene from a film, youth see entertainment as more than just a driver of cultural conversation; it’s a driver of their own self-expression ...

The Optimization Generation

... , or storing thousands of candid photos on their phones—all because they could. This hoarding gradually diminished as digital habits began to reflect physical ones. Today, the digital and physical realms are so integrated that Ys are now scrubbing their social feeds in the same way they clean out their closets. To wit, 77% say they’re more selective about the social platforms they use. This reflects the notion that digital burdens can weigh them down the same way that physical ones do. As a 30-year ...

The Privacy Premium

... a USB stick that enables users to browse anonymously and securely on any Mac, Windows, or Linux computer. - PASSWORD SECURITY - Two OKCupid founders, Chris Coyne and Max Krohn, are working on Keybase, an experimental project that seeks to make the creation and use of public keys easy for all web users, thereby making their online identities more secure and eradicating the use of complicated passwords, security questions, pins, or codes.At Twitter’s recent developer’s conference, the platform ...

Sport The Look

... alienating their peers. However, the world of sports is becoming a notable exception to this rule. Sports fandom, like sports in general, is being democratized and welcoming to fans of all levels. Gens Y and Z are now gravitating towards branded sports attire, merchandise, and equipment regardless of whether they’re passionate about a team or even the sport itself. Much like young people are filling their closets with athleisure and activewear regardless of whether they’re active or lazy, so too are they ...

Play The Game

... play them. Young generations’ interest in playing sports is only growing given the importance they place on health and wellness, as well as the trend of sports becoming a greater part of culture, but their access to do so is shrinking. Four in 10 young adults consider playing sports vital to their lives, and this is especially true for Trendsetters (69% in the UK and 56% in the U.S.). This gives brands a key opportunity to ease the problems young people face as athletes and aspiring athletes ...

The Sexual Mehvolution

... its potency. Instead, a longing for emotional connection is emerging. Even Playboy dropped nudity from its site last year and will soon do the same in its printed product. Moreover, the media brand plans to use models that feel more “real” and accessible. The new sexy speaks to a deeper need for human connections and the physical, mental, and spiritual catharsis that comes with it. This is part of a larger movement that has seen Ys prioritizing wellness in all areas of their lives (see Body Mind ...

The (DIS)Connect

... brand loyalties and the food they love—but so, too, does their grammar, style of posting, frequency of messaging, and even their preferred social platform. These become a means to continually judge compatibility. For example, it can be telling about someone if they don’t use Instagram (is she not very creative?) or still rely on an old AOL email address (is he hopelessly uncool or unwilling to adapt?). Using or not using abbreviations, emojis, and GIFs can be deal makers—or deal breakers ...

The New Social Norms

... Gens Y and Z are creating a new social code around friendship dynamics, social habits, and nightlife, driving a need for brands to update the ways they depict and engage young people in their social lives. The current state of socializing looks radically different from that of previous generations, as well as from just five to 10 years ago. Gens Y and Z are spurring notable shifts when it comes to what they value in their social lives, how they hang out with friends, and what they deem cool in ...

The Community Well

... The pursuit of wellness has become both a key part of Ys’ identities and a significant social unifier. For previous generations, wellness was an individualistic pursuit. Boomers and Xers who worked out to Jane Fonda videos or in Jazzercise classes primarily did so for the sake of personal betterment, and if their efforts happened to provide a social component, it was an added bonus. Ys, however, as a highly group-oriented generation, embrace wellness in order to feel a sense of belonging, not ...