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Where Young Adults Live: Now & In The Future

... %), with the rest nearly evenly split between rural areas (31%) and urban areas (29%); as many members of this generation are still living at home with their parents, the heavy suburban presence is expected. Moving forward as Zs have more autonomy over their location, fewer expect to live in the suburbs than at present; initially, urban areas are more desirable, but 20 years out, Zs expect to have a more similar breakdown to the one they do currently. When they’re 34-41, it’s natural that they may be ...

Have Guidance, Will Travel

... become overwhelmed by the sheer amount of information available to them. While this information was exciting when it initially began to accumulate, for many young consumers it has reached a tipping point; too much information leads to choice overload, making planning for a trip a nuisance to navigate. In fact, one-third of youth in the U.S. and UK say that planning for a trip is stressful rather than enjoyable. To counteract this pain point, young travelers are looking for tools and services ...

PTSD: The Pandemic, Turmoil, & Social Disruption

... Unpacking the collective trauma experienced by today’s Gen Zs and Millennials Young people today are experiencing a collective trauma, which we’re unpacking so that clients will understand how to help their consumers cope through these immense shifts. Ultimately, ALL brands need to understand this, and will need to build strategies/tools into their offerings to safeguard consumer mental health and help them mitigate their PTSD. ...

Category Lens

... are less of an issue for those in the FMCG category, given that many products are mass in their distribution and reach. However, it is precisely because of that mass audience that polarization presents challenges to the category, as customers are so heterogenous. What are some of the implications for the FMCG categories?The FMCG category has been tackling issues related to sustainability for quite a while now. The biodegradable plastic packaging market was valued at USD 3.97 billion in 2018 and is ...

Stage Of The Game

... , there's an influx of content in the works that puts the spotlight on the players involved in sports—not just the athletes, but also the many people who have a role in their personal and professional lives, too.Increased interest in this entertainment genre is only fitting given that young adults strive to be well-informed about the sports world to keep up with the cultural conversation, and they're drawn to entertainment that gives them a behind-the-scenes perspective (see Scene Stealers ...

Active-ists

... to the cause, illustrating the need for teams and leagues to demonstrate true commitment to a social issue—anything less will be sniffed out by young fans.MLB Stand Up To Cancer The MLB was a founding donor of Stand Up To Cancer in 2008, which this year streamed a one-hour fundraising event live on MLB.com in addition to the players who were featured in ads and help run related charities that support cancer research and cancer patients.Two-thirds of Trendsetters agree that it is rare for a ...

Next Gen Brand Loyalty

... do their due diligence and try before they buy—or at least before they buy consistently, which used to be the definition of brand loyalty. Along with the evolution of the empowered consumer, this definition of brand loyalty through consistent purchasing is also changing, predicated on generational factors.Defining Brand Loyalty By GenerationThe battle for brand loyalty isn’t fought on the same ground across generations. For Boomers and Xers, brands are dealing with a wallet economy, but for ...

Culture Spotlight On Indonesia

... shows include. With one episode usually created per day, the quality of writing ends up being poor and there's greater focus on churning out quantity over quality. Metalheads: A Genre To WatchA heavy metal scene is rising in Indonesia, proving that a loud-headbanging genre doesn't have to clash with the country's Islamic identity. Indonesia has the highest number of heavy metal bands in Asia: approximately 1,500, compared to China which has less than 300. While the genre itself isn't ...

A Lightness of Being

... privacy suggests that there’s new cultural cachet in attaining A Lightness of Being: the quality of being unfettered by one’s browser history, online identity, or personal past. Users striving for this newfound freedom are shifting the norms of their online behaviors: from over-sharing to selective sharing; from emphasis on the creator to emphasis on the creation; from permanence to transience; from transparency to privacy; and from accountability to freedom. A number of cultural developments have ...

Retail 2.0: Youth Outlook On Luxury

... program and an in-house volunteering program. This kind of triaged “put your money where your mouth is” approach appeals to Zs especially, who are the most culturally and racially diverse generation and want to know that brands keep this issue top-of-mind. Brands who ignore this and present a singular, insular vision of who their customer is will find themselves looked over at best and “cancelled” at worst. Dolce & Gabana is one such brand that found itself facing crippling backlash after a series of ...