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Macrotrends

Omnitainment

... culture where a large portion of 14- to 34-year-olds don’t see the ads they create. Even ads that appear online or during streaming content is having a tough time reaching its intended audience as they’re multitasking while engaging with these mediums. Unless a spot has something they deem noteworthy (for instance, great comedic moments, cool music, or a celebrity they like), they’re simply not registering it.GEICO has consistently made entertaining ads over the past few years. I like that they put ...

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 ...

Fauxsumerism

... consumerism isn’t just about consuming; rather, it’s about the experience of and interaction with products. Gens Y and Z shop without feeling any need or compulsion to buy. Browsing (both online and off), trying and testing, pinning, wishlisting, and happening upon covetable products are enjoyable acts in and of themselves—they don’t require the “validation” of a purchase. In this sense, e-commerce has become its own form of entertainment. Browsing products on favorite sites and apps, discovery platforms ...

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 ...

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 ...

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 ...

Public Funds

... lot about who they are. Teen Zs in both countries are significantly more likely than their Gen Y counterparts to believe their purchases reflect their personalities. Trendsetters, too, are far more likely than the general population to believe what they buy says a lot about who they are. Furthermore, today’s youth are grateful for online wishlists and social media platforms as they believe these outlets help them define and share their personal tastes; Trendsetters are more likely ...

(Pas)Sport

... money to travel specifically to see a game, and on the whole, people tended to do this only for the teams or sports they followed closely. Yet now, as sporting events provide a party-like atmosphere (see Sports Clubbing) and a share-worthy experience to post about online, traveling with a sporting event as the focus (particularly in the U.S. where locations are more spread out) is a more common occurrence; it’s yet another type of social activity from which young people don’t want to be excluded ...

The Relationships & Community Perspective

... The ways that young people connect, feel a sense of togetherness, and maintain relationships will evolve rapidly in the wake of Covid-19 and create unprecedented opportunities for brands.More than five years ago, Cassandra predicted the rise of “eLationships,” a trend we identified related to the rise of online-only friendships. Even then, for many young people, digital relationships were as meaningful as their IRL counterparts. Much like their in-person friendships, their digital friendships ...

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 ...