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Macrotrends

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 ...

Fauxsumerism

... consumerism isn’t just about consuming; rather, it’s about the experience of and interaction with products. Gens Y and Z shop without feeling any need or compulsion to buy. Browsing (both online and off), trying and testing, pinning, wishlisting, and happening upon covetable products are enjoyable acts in and of themselves—they don’t require the “validation” of a purchase. In this sense, e-commerce has become its own form of entertainment. Browsing products on favorite sites and apps, discovery platforms ...

Global Art & Design Trends

... and who they’re targeting—are appealing to young people around the world for multiple reasons. An obvious one is the pleasure they derive from ‘gramming a noteworthy experience; social media "likes" are a form of social currency that’s all but guaranteed to accumulate after a visit to one of these destinations. Two in 10 global youth have gone to an event so they could post about it on social media, with young people in India (31%), Nigeria (31%), China (31%), Indonesia (30%), and South ...

Brand Mentorships

... -consumption they’re trying to avoid (see Buy Not). Shopping online during a launch isn’t necessarily a more attractive alternative since these retailers’ websites are notorious for crashing at the moment they’re needed most, leaving visitors incessantly refreshing the page. VISION AND VALUESThat’s not to say that consumers have outgrown brand partnerships entirely. But in order for such collaborations to resonate moving forward, the parties involved must be aligned in their vision and values ...

Parental Advisory

... rather are filling the role of advisor for their kids; at the same time, children are less naive and pliable when it comes to marketing and are, in fact, savvy consumers in their own right and contributing to family choices. Companies can no longer court parents and kids as distinct segments; instead they need to consider the whole family, because all members have a say in what they buy and use.ACTION ITEMSAvoid campaigns that market to parents and children with separate or distinct messages ...

Omnitainment

... culture where a large portion of 14- to 34-year-olds don’t see the ads they create. Even ads that appear online or during streaming content is having a tough time reaching its intended audience as they’re multitasking while engaging with these mediums. Unless a spot has something they deem noteworthy (for instance, great comedic moments, cool music, or a celebrity they like), they’re simply not registering it.GEICO has consistently made entertaining ads over the past few years. I like that they put ...

Public Funds

... lot about who they are. Teen Zs in both countries are significantly more likely than their Gen Y counterparts to believe their purchases reflect their personalities. Trendsetters, too, are far more likely than the general population to believe what they buy says a lot about who they are. Furthermore, today’s youth are grateful for online wishlists and social media platforms as they believe these outlets help them define and share their personal tastes; Trendsetters are more likely ...

Flexible Fitness

... How young adults are embracing inclusive & connected exercise in 2020.As gyms and small studios within the $828 billion physical activity market struggled to reinvent their offerings at the start of the Covid-19 pandemic, this sudden and severe industry interruption created space for young consumers to take their physical health into their own hands. With their newfound fitness freedom, young adults are adopting a hybrid approach to exercise that blends both online and offline touchpoints ...

(Pas)Sport

... money to travel specifically to see a game, and on the whole, people tended to do this only for the teams or sports they followed closely. Yet now, as sporting events provide a party-like atmosphere (see Sports Clubbing) and a share-worthy experience to post about online, traveling with a sporting event as the focus (particularly in the U.S. where locations are more spread out) is a more common occurrence; it’s yet another type of social activity from which young people don’t want to be excluded ...

Culture Counseling

... , or playing a game, young consumers are inclined to find takeaways they can apply to their own lives, as evidenced by an abundance of articles online titled “lessons from [x].” This shift is further demonstrated by the sudden rise of online quiz culture. Through innocuous online quizzes (like BuzzFeed’s viral hit, “What City Should You Live In?”), users are seeking to quantify elements of their selfhood. The recent surge of interest in this clickable, shareable content form, demonstrated most ...