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Macrotrends

Know It Alls

... sense of identity. This shift is becoming more pronounced as young people seek to be well-rounded, as 71% of UK Trendsetters and 68% in the U.S. strive for. Among other contributing factors, global connectivity has led to a need to be able to relate to more people than ever, and a greater diversity of people specifically, thus requiring that young people have a wider breadth of knowledge. The push to be knowledgeable about a vast and hypothetically infinite pool of topics leads to continual learning ...

Extracurriculars

... , including if it's even helping them stay competitive in a constantly evolving—and increasingly global—job market. While they recognize that a degree is still necessary for getting most aspirational jobs, they look forward to a time when expensive institutions are no longer a prerequisite for achieving their desired career. In fact, 73% of young people in the U.S. and 70% in the UK say that what people can learn on their own is more relevant today than what they learn through formal education ...

Mixed Emotions

... often refers to the “emotional toll” of an event—be it a natural disaster, a physical health epidemic, the effect of sexual allegations against loved ones, or Trump’s presidency—but less often offers news that provides an emotional boost. Even though global connectedness is in some ways at an all-time high, society can also feel more disconnected than ever with the disintegration of communities and the walls put up by screens, which can contribute to social and emotional health problems ...

Doctor Who?

... is in direct response to society's dependence on big pharma, causing them to take a stance that they don't want to perpetuate the problem. Modern young adults are seeing Boomers' and Gen Xers' reliance on pills, and as they grew up in an era in which such were over-prescribed, the issue has become more prevalent among their peers. As the Institute for Health Metrics and Evaluation reveals, Millennials globally are more susceptible than any generation to opioid addiction, with the crisis being ...

The Malevolution

... strength, men are increasingly elevating their identities through a route historically tread by women: physical appearance. This is evident in the booming global male grooming market, which is projected to swell to US$60.7 billion by 2020 or even as high as US$116.7 billion by 2025. The growth of male grooming is also an extension of the wellness movement; youth in general are making more time for self-care (see Nesting & Resting). Half of young men in the U.S. and 37% in the UK even say that grooming ...

R&R (Rest & Replay)

... entertainment consumption that boost their physical wellness (see Exertainment), they're also giving rise to new forms of entertainment that are particularly soothing and enhance their mental state. Well beyond relaxing music and ASMR (autonomous sensory meridian response) videos is a growing genre of content focused on simplicity as a stress relief. Just as coloring books became a global phenomenon in recent years for providing a much-needed tool to enhance one's mental wellbeing, new forms of ...

Exertainment

... Zealand-based company Les Mills, which now has locations globally. We're even seeing studios offering classes where riders simultaneously perform karaoke, as is the case at Epic Ryde in Denver, Colorado. In previous decades, working out was considered work, but to modern youth, it increasingly is a fun experience because of the entertainment aspect. Even when video or gaming elements aren't involved, exercising is regarded as a form of entertainment that alleviates young people from their fear of ...

UnWasted Time

...  As part of its Global Smart Drinking Goals initiative, AB InBev in the UK focused on marketing its lower-alcohol and alcohol-free options; the company aims to have 20% of of its global beer volume be low alcohol or alcohol-free by 2020. They’re also including clear nutritional information on beer labels so people can make conscious health decisions.Haig ClubWhisky brand Haig Club produced the “Leave as you arrived” campaign, featuring models Jack Guinness and Jasmine Sanders and actress Suki ...

Side Buy Side

... impact on their joint decision. In fact, as revealed in our Self Made report, more than half (52%) of global youth are interested in sharing airline miles with a friend(s), and 43% are even interested in getting a joint bank account with friends. Not only are modern youth exposed to their friends' recommendations more often nowadays, but they also hold them in very high regard. Ys and Zs increasingly consider their friends to be the arbiters of taste more than industry experts (see Supply & On ...

Some Other Time

... cell phones, further complicating one’s ability to sense when it is appropriate and convenient to contact friends.In addition, as youth are globally minded, a significant number have friends from other countries (including more than four in 10 young adults in the U.S. and UK, as well as 74% of UK Trendsetters and 60% of U.S. Trendsetters) whose schedules are radically different than theirs. For example, a person might be commuting to work in the morning, looking to kill time by chatting with ...