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Flexible Fitness

... How young adults are embracing inclusive & connected exercise in 2020.As gyms and small studios within the $828 billion physical activity market struggled to reinvent their offerings at the start of the Covid-19 pandemic, this sudden and severe industry interruption created space for young consumers to take their physical health into their own hands. With their newfound fitness freedom, young adults are adopting a hybrid approach to exercise that blends both online and offline touchpoints ...

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 ...

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 ...

(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 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 ...

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 ...

Culture Counseling

... , or playing a game, young consumers are inclined to find takeaways they can apply to their own lives, as evidenced by an abundance of articles online titled “lessons from [x].” This shift is further demonstrated by the sudden rise of online quiz culture. Through innocuous online quizzes (like BuzzFeed’s viral hit, “What City Should You Live In?”), users are seeking to quantify elements of their selfhood. The recent surge of interest in this clickable, shareable content form, demonstrated most ...

Perfect Boyfriend

... Women are crafting social media fan fiction that depicts their ideal male companions through the lens of humor.Women have traditionally looked to romance novels and romantic comedies for representations of the perfect man. But in the age of social media, they are instead reading (and building) Tumblrs about him. In a twist on fan fiction, these visual blogs present over-the-top depictions of today’s dream mate, and thus provide an outlet for women to fantasize about a nonexistent romantic ...

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 ...

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 ...