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Macrotrends

The Direct Connection

... andparticipate in community events tied to the company’s values. The pop-up environments were intended to activate all five senses while showing off its 300+ products; for instance, visitors could partake in tasting menus, visit a beauty lounge, and get a first glimpse at its newest products.1 in 3 U.S. Trendsetters and 1 in 4 in the UK have made a purchase from a direct to consumer brand in the past year. DTC SHOPPINGLow cost, convenience, and promotions/deals prompt half of U.S. Trendsetters to shop from a ...

Cultural Diplomats

... society that allows individuals, not just those in positions of authority, to influence global culture on a grand scale. In this sense, Ys are the first generation of Cultural Diplomats: emissaries empowered to bridge international divides, whether online, abroad, or at home. The expanding power of the individual was set into motion by forces that, for GYs, began early in life. Growing up with the unprecedented resource of the Internet afforded them direct access to international news and events. This ...

The New Social Norms

... as lectures and science nights. Nightlife in the traditional sense isn't completely dead, but when young adults "go out," they're wanting it to provide greater purpose and give them a reason to put in the effort, which increasingly is being met by theme parties. They're looking to Dress To Thrill by attending events and parties where they can put together a creative ensemble and have an incentive to go to a particular place. Additionally, as young adults want to be productive in their social ...

Extracurriculars

... that pertain to its business and values, offer guidance formally or informally, and host educational events based on its expertise (see BrandCon). By helping young people dictate their own course for lifelong learning rather than have it dictated for them, brands can not only provide a sense of control but also create a relationship in which consumers see companies as their partners for personal betterment—not just purveyors of products and services.BRAND IMPLICATIONSYoung people constantly ...

#Celebrate

... to events like Friendsgiving and National Best Friends Day, which reflect their contemporary, expanded definition of family. Likewise, with Ys around the globe staying single longer, young people in many countries are celebrating an anti-Valentine’s Day; Singles Day in China has become the world’s largest online shopping event, in which the unattached celebrate and treat themselves. Beyond the abundance of alt-holidays that focus on relationships, Ys and Zs are peppering the calendar with days ...

Marketing Tips

... experiences that take them out of their homes and into immersive, participatory events. Following the popularity of Escape the Room games, brands are producing their own challenges to get consumers involved. Fever-Tree To launch its new range of dark spirit mixers, the Fever-Tree premium tonic water and drink mixer company created an experiential activation at Imbibe 2017 and London Cocktail Week. Participants could play alone or in pairs to complete in a series of smell and taste tests leading up to a ...

Where There's A Will, There's Away

... , such as going to the movies, or cancel their media subscriptions, young people are willing to do so as they see this as a non-essential area in their lives that can add up. Though they're more willing to cut back on the aforementioned categories, it's fitting that entertainment spending is sometimes cut as they'd rather explore the world first-hand than see it or hear about it via the content they consume. From modern youth’s perspective, missing out on entertainment events or not having ...

Always Be Hustling

... -old in our Gen Z focus group told us, “I'll see these satirical memes where there’s a guy lifting weights at 5:00 in the morning, and then there's a bunch of emojis like “never stop the grind, every day, all day.” He and his friends enjoy memes like this, since they allow him and his peers to take themselves a little less seriously and even poke fun at how hard youth have to work at everything, especially as they struggle to hustle through school, homework, extracurriculars, events, and all the ...

POPulism

... learning and enhancing their awareness through laughter. Having come to terms with the idea that Ys prefer to absorb their political news and current events through this comic lens, politicians themselves suddenly seem eager to get in on the act. In the wake of the 2012 election, the significance of the Gen Y vote can hardly be disputed; nor can the success wrought by the Obama administration’s continued demonstration of awareness of these voters, and willing participation in the pop culture that ...

Open House

... . - CO-LIVING SPACES - Krash offers eight shared living spaces in Boston, NYC, and DC for entrepreneurs who want to live in a community focused on innovation. The company boasts ample communal areas, weekly family-style dinners, and business events on-site. Pure House, a co-living space geared towards entrepreneurs, has five locations in Brooklyn, with private and shared bedrooms, amenities, and holistic health services. The Collective offers group living in central London with communal facilities ...