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Macrotrends

The Parent Trap

... Buy Not). They don’t want to invest in myriad items that their child will quickly outgrow or that create more chaos in their lives. As follows, they’re making a concerted effort to limit their buying to the essentials, with nearly four in 10 parents in the U.S. and a third in the UK saying they limit the number of toys and clothes they buy for their child. Doing so allows them to optimize their spending and space and is reflective of a behavior that Ys are applying to all aspects of ...

PREPAREnting

... a balance of old world and new world skills. They see value in the former because they instill imagination and creativity from spending unstructured time climbing trees and pretending in the backyard (see The Freeform Movement); and they value the latter because of the digital acumen gained from learning to code, playing video games, or shooting and editing videos that can prepare them to be comfortable in a high-tech future. They want their children to be capable with technology, but they also ...

Well at Work

... boosting their own brand image in the process. Marketers have long courted Ys due to their remarkable generational size and spending power and, in recent years, as more of them have entered the workforce, employers have had to follow suit. Now, just as brands have had to update their practices and policies to accommodate Ys, so too do the companies hiring them. This is partly because their numbers make them too powerful to ignore, but also because some Ys have begun to achieve senior leadership ...

Know It Alls

... Trendsetters, respectively, say that learning new things is cool to them, it ranked the coolest among other options such as being well-traveled and spending time on their appearance. Additionally, 65% of U.S. youth and 81% of U.S. Trendsetters, as well as 56% of UK youth and 76% of UK Trendsetters, say that learning is vital to their lives, which also ranked the highest among options like fitness and professional growth. Youth have a fear of being bored, and continual learning helps alleviate this stress ...

Inside Out

... shifting notions of luxury; it’s not enough anymore to be able to afford a high-end product, but also a limited-edition one. Also, in an era of personalization, Zs desire to display their uniqueness by adding on that extra layer of luxury by spending more on customizing their expensive goods. Zs are less likely than their Y counterparts to prefer an experience over a product, since products can depict a physical manifestation of wealth. However, 70% of Zs in the U.S. and 61% in the UK say they don’t ...

(Gender) Role Playing

... ambition and independence contrasts dramatically with how they’re portrayed in Chinese media, which persistently labels them as “leftover women” or a sexless “third gender.” Contrary to these depictions, this upwardly mobile group is proactively choosing to remain single in their youth, and they represent a significant opportunity for brands thanks to their spending power and financial independence. What’s more, many enjoy the added perk of continued financial support from older relatives, since there ...

Z Marketing Tips

... These marketing directives and examples act as guidelines for engaging the next generation. Gen Zs may be young, but given their generation’s size, influence, and spending power, marketers need to start thinking about them now. These emerging consumers are already wise to marketing given their unprecedented digital access, which means brands will be tasked with reaching them in continually new and inventive ways. Here are 10 tips to address their unique characteristics and preferences. - THINK ...

Global Y Dream

... brands and products are addressing their demand for conscious consumerism. They are holding both themselves and the companies they support accountable for their practices. In developing countries where the rising middle class now has money to put toward discretionary spending, Ys are demanding more from brands. Eighty-eight percent of Ys in India and 86% of Ys in China want brands to help them be happier and better people, compared to 72% overall. The vast majority expects brands to guide them with ...

Demo Real

... others helps them feel more connected to their generation.In-person activism also comes as a response to having become so immersed in their online lives. Just as they are increasingly finding value in reengaging with analog activities, spending time in person with friends, and relishing real world experiences, they are also seeing the effect that their physical presence and voices can have on causes, issues, and elections. As with the other aspects of their lives—such as reading a ...

Global Fashion & Style Trends

... second year, LMFW specifically highlights designers who take a stylish approach to chaste dressing and serves as a platform to amplify the brands, street style stars, and influencers who champion this style of dress on a global media scale. Muslim women specifically are a large focus of this movement due to this cohort’s increased visibility on a global scale and projected spending on clothing and apparel, which the Reuters State of the Global Islamic Economy report says will reach $368 billion ...