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Macrotrends

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

The Community Well

... so relevant that many Ys are regularly conversing about it online and off; nearly a quarter say they often discuss health and wellness with friends. In fact, the social factor is often what prompts young consumers to participate in wellness efforts since they don’t want to be left out of the activity or conversation. Doing a juice cleanse, for example, is as much a detox for oneself as it is a way for friends to support each other through their commitment to a challenge. At the same time, the ...

Gaming The System

... gamers. But in the past decade, gaming has grown and developed a new image, driven by Zs and their parents. Compared to 2007 when gaming was largely console-based and only four in 10 U.S. and UK households had gaming devices; today, smartphones and PCs represent a significant share of gaming, and nearly seven in 10 teen Zs in both countries have played video games in the prior three months. A majority of teen Zs (54% in the U.S. and 56% in the UK) also acknowledge playing more than they used to ...