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Macrotrends

Good Vibes

... gloomy headlines infiltrating consumers’ devices, but also to the rampant bullying and trolling of recent years. The occurrence of such malicious behavior online and offline has reached a tipping point; youth simply won’t tolerate it anymore and are now actively working to eliminate negativity. They feel a personal duty to call out people who are part of the problem rather than letting it persist. Recent Pew data reaffirms this focus, as 40% of Millennials are okay with the government banning ...

Game Of Life(style)

... generations, in reality, three-quarters of young people in the U.S. and UK agree that sports are an important part of pop culture, and Trendsetters are significantly more likely to feel this way, with 94% in the U.S. and 92% in the UK saying so. Putting a greater focus on cultural elements makes engaging with a new sport feel more welcoming for the uninitiated because it provides young people with a clear entry point to interact with other fans around lifestyle elements on display—such as food ...

The Urge To Splurge

... younger generations, these priorities start to shift, as Gen Ys prioritize spending on luxury food and experiences that allow them to enjoy their splurges in a highly social and shareable format. And while most members of this generation are not financially independent quite yet, Gen Zs’ splurges tend to be more aligned with categories that they can display for social currency, such as clothing and shoes that convey their personal visual brand online and IRL, a crucial component they carefully ...

Doctor Who?

... three areas that work for them, giving them the control they crave to be the best version of themselves (see Control Center). Modern youth are designing their own plan that may include various types of alternative medicine, from the more commonly known practices such as acupuncture and massage therapy to the less mainstream and more mystical methods, including healing crystals and essential oils, which are nonetheless big business and catching on rapidly (see examples). In fact, 42% of Trendsetters ...

Carrying The Torch

... she expresses her interest by following results online, saying, “I’m very patriotic, so this last summer I would always go on Google and see where the U.S. was in ranking of sports.” Youth can easily find clips online afterward, follow live commentary on their social media feeds, or wait until their friends share the funniest athlete reaction memes. If young people do decide to watch the Olympics live, they don’t necessarily watch the standard telecast at home, which isn't fully accounted for in ...

Betterment Marketing Tips

... Best-in-class examples for engaging with young consumers around betterment.As young people increasingly spend their time and money on self-improvement, brands across all categories will need to help them in their efforts to continually progress and grow. In fact, six in 10 young people in the U.S. and UK, as well as three-quarters of Trendsetters in both countries, believe that in the future, all brands will need a self-improvement component. These examples can provide inspiration for how to ...

Gender Worldwide

... achieve unrealistic—and heavily Westernized—beauty standards. Ogilvy Shanghai set out to start a national debate on perceptions of female beauty, inviting three artists to paint questions on women’s pregnant bellies that represented their concerns for their unborn daughters. One stomach displayed the message, “I am a girl who will soon join your world. [If] while growing up I have a flat nose, will you accept me anyway?” The other two featured similar questions of acceptance regarding weight and ...

Digital Wellbeing Movement

... photo off social media if they feel it didn't get enough attention or “likes,” and I think they base a lot of their self-worth on their online presence.AMELIA, 21, UKGAME OVER(LOAD)As digital gaming has grown in popularity, so, too, has public concern grown around the pastime as it relates to mental and psychological health. Despite this, there are many who believe that gaming can be a constructive form of entertainment with positive real-world implications—a position advocated by industry ...

UnWasted Time

... quality alcoholic beverages and have fewer of them rather than drink lower quality alcoholic beverages and have more of them—and three-quarters of Trendsetters prefer this, so the trend is still growing. Young consumers are being strategic about how they’re spending money on alcohol, and in some cases this means they skip out on buying booze altogether.I have recently abstained from alcoholic beverages for a little over a month in efforts to cleanse my body. I wouldn't say it heavily impacted my ...

Future Of Food & Beverage

... personalized food choices. dishq recently closed a pre-seed funding round to enable their plans for rapid expansion. FlavorWiki Flavorwiki is an online platform that allows teams across the food industry to create studies that capture consumer insights around taste. Consumers take surveys via their smartphone and a machine learning algorithm processes the responses into sensory profiles that are shared back to the survey creators, which can then support initiatives like flavor reformulations.Johnnie ...