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Active-ists

... media; athletes’ public personas have become more exposed, giving young people more access to them and the causes they support. However, as youth are so immersed in the social media sphere in their daily lives, they don’t necessarily see an athlete’s online advocacy as being a grand gesture. One 15-year-old female from New York told us in a focus group, “I feel like it’s more effective if it’s during a game because anyone can go on Twitter whenever they want, and that’s nothing really special ...

Home & Away Marketing Tips

... Airlines to launch an airport lounge igloo pop-up. The Coppa Club set up a dining igloo for eight on the roof of the Heathrow Clubhouse at Heathrow Airport. Those who had access to the exclusive pop-up were able to enjoy Insta-worthy dishes and cocktails in the heated igloo before boarding their flights. - 7. Provide Guidance - Today’s young travelers have access to a deluge of information, leaving them overwhelmed by the myriad of travel suggestions they come across online. In order to reduce the ...

Duty Free

... to commit until they have discussed each decision with friends, family, online acquaintances, and even strangers (see Gut Check). This is also true for formerly taboo topics; whereas Boomers and Xers would typically discuss questions of finance and health with family or paid experts, Ys go to their vast network of friends for help with such complicated choices (see Friends With Benefits). As they tend to lean on others for help, it follows that only 26% strongly agree that starting to make their ...

Parenting 101

... mishaps and challenges, showing that no parent is perfect (see Parenting Out Loud).Ys, having entered the job market during a particularly difficult economic climate, are eager to ensure that their children have the knowledge and skills to prepare for an uncertain future. Their concern for their child’s wellbeing (an extension of their burgeoning focus on their own wellbeing) comes at cost, however: 53% of UK parents and nearly half of U.S. parents (47%) think there’s too much pressure put on kids ...

The Malevolution

... parents among them are furthering the plight for gender equality by making their children more aware of the gap that still exists and executing new tactics to close it (see Mind The Gap), and they want to ensure that they’re setting the right example for their children. They’re finding that defining their success in terms of money or muscles is as limiting to men as defining it by marriage and motherhood has been to women. Trendsetting men have been vocal advocates for the empowerment of women, and ...

Where There's A Will, There's Away

... qualitative research. This willingness is fitting as young consumers tend to take a quality over quantity approach when it comes to this sector in particular (see The Optimization Generation), meaning that they don't need to make purchases often to have the curated, high-quality wardrobe they crave. While young people do buy new outfits for the purpose of wearing them on a trip, they consider that to be part of their travel spending.Dining out and drinking are other categories where young people are often ...

Innovation Halo

... for constant innovation, with companies such as Domino's, WeWork, and Delta Air Lines being prime models for this (see examples).Even if a brand does one thing well, they need to make sure they are not being complacent in terms of falling behind their competitors.NATHANIEL, 34, UKBrands die if they don’t innovate. Even those that emphasize their history reinvent themselves with the help of the past as a way to innovate and stay true to themselves.OSCAR, 29, UKHow To Earn An Innovation HaloWhile ...

Control Center

... generations' need to take control has become particularly evident in the health realm in recent years. They have become Health Hackers who don't rely solely on doctors to tell them what’s what. Instead, they feel a responsibility to be informed and opinionated about their health and wellness and to have an educated discussion with medical experts about their wellbeing, in which they see themselves as partners in determining an approach that works best for them. Given this tendency, it's fitting that 45 ...

Control Center 21+

... generations' need to take control has become particularly evident in the health realm in recent years. They have become Health Hackers who don't rely solely on doctors to tell them what’s what. Instead, they feel a responsibility to be informed and opinionated about their health and wellness and to have an educated discussion with medical experts about their wellbeing, in which they see themselves as partners in determining an approach that works best for them. Given this tendency, it's fitting that 45 ...

The Cassandra 2023 OutLOOK

... The Top Trends Defining Youth Culture in 2023Welcome to Cassandra's 2023 Outlook. We recommend viewing the following slideshows in full screen mode.THE STRUGGLE IS REALYes, the struggle is real, and in 2023 Gen Z will focus on being ok with that.THE GREAT HUMBLING OF GENIUS BILLIONAIRESSimply put, “let them eat cake” doesn’t align with Gen Zs values and we will see a great humbling of billionaires.GEN Z DOUBLE DOWN ON THEIR POLITICAL POWERIn 2023, you won't catch Gen Zs resting on their ...