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Macrotrends

The Democratization Of Sports

... —fans felt a void and decided to fill it themselves. They were able to translate their love and understanding of sports into businesses, and they won't be the last to do so. Many Ys and Zs are becoming analysts, pundits, and decision-makers in their own right thanks to greater access to online stats databanks, their experience playing team managers and owners in video games and fantasy leagues, and, of course, their ability to leverage social media for distribution. They’re increasingly posting ...

Breaking Bad

... their nascency before the change becomes widely adopted; otherwise, they’ll seem behind or worse, working against the positive change.SOCIAL NORMS AROUND IDENTITYAlthough all generations today have greater freedom to identify themselves as they see fit, identity in and of itself is more divisive and open for commentary, especially as it's now broadcast online—particularly on social media. Older generations, who had to conform to rigid societal expectations as they grew up, are watching younger ...

All In Good Time

... bend for youth today. For example, when it comes to conceiving of their dream job, it’s hard to do because it probably hasn’t been invented yet. In the past, there was a “one size fits all” idea of success, but, as that’s no longer the case, brands need to recognize this. For instance, getting a raise rather than landing a dream job is now a milestone of success. And for generations who are used to comparing their lives to those of others online, there are always new dreams to discover and follow ...

Fear Factors

... is the fact that they are vulnerable to harassment in real life and online. While older generations had only in-person bullying to contend with, Zs also encounter aggression online where the anonymity of being behind a screen often gives people license to be even more cruel than they would be in person. And while it might be easy to tell young people to just turn off social media and put down their devices, for Zs, their lives online are important and the harassment they experience through a ...

Global Fashion & Style Trends

... , an online marketplace that connects conservative consumers to the indie boutiques who design for them. ModLi curates “Now Trending” edits such as “Dress for Church” and “Resort Swimwear” and offers a large assortment of product categories that include head coverings, plus size, and bridal.LTD H&M launched its debut modest fashion line LTD Collection at the beginning of May. The collection is sold exclusively on H&M’s e-commerce platform for greater geographic availability, a strategy ...

Robot Relations

... , if any, are true for you?Please select all that apply. Technology makes my life better rather than more stressful | I use my voice to interact with technology (for example, Siri, Google Assistant, Amazon Echo, Google Home) Technology makes my life better rather than more stressful | I use my voice to interact with technology (for example, Siri, Google Assistant, Amazon Echo, Google Home) About 1 in 3 Zs believe they learn best when using technology. ONLINE PRIVACY About seven in 10 ...

An Eye Towards The Future

... Four macrotrends emerging from the Covid-19 pandemicOver the past four months, Cassandra has looked at how major facets of youth culture have been rocked by the Covid-19 pandemic, in turn giving rise to new cultural trends, attitudinal shifts, and behavioral changes in its wake.This final report for Q2 calls out four macrotrends that are emerging from the many shifts we’ve been pinpointing throughout last quarter. These seemingly disparate trends are all grounded in how today’s Millennials and ...

The Path

... Young people today have a different perception of what it means to be an adult and are adapting traditional milestones to meet their preferences.Today’s youth are entering adulthood with a somewhat neo-traditional perspective. While, for the most part, their desired life path is similar to that of previous generations, they are shifting the timeline of events to better meet their own unique wants and needs, often delaying particular markers. For some, certain milestones are irrelevant, as they ...

The Education, Work & Success Perspective

... Young adults are taking time to reevaluate their goals and desires when it comes to work, education, and their overall success and life path. Many American young adults immediately felt the impact of the pandemic when they were sent home from school before the year’s end or required to work from home, laid off, or furloughed. Such changes happened seemingly overnight, and for the first few weeks of the pandemic students and educators and workers and employers were figuring it all out together ...

Health Hackers

... of these individuals, they develop eLationships with them (The Cassandra Report, Fall/Winter 2014), and trust them as they would friends they know in real life. Leveraging this idea, San Francisco-based startup MyHealthTeams has launched a collection of social networks designed specifically for people to connect with others who have the same illnesses, including MS, Crohn’s, and lupus. Firsthand health knowledge to complement the information they can find online is of great import to Ys. They ...