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Macrotrends

Mind the Store

... individuals, they can in fact be influential brand advocates, as they’re likely to share their positive experience on social media and champion the brand to friends and family. When giving retail environments and service a wellness update, it’s important for brands to note that young consumers don’t expect all stores to look and feel like sanitized spas. Rather, they want them to induce a similarly salubrious state-of-being regardless of aesthetic. Transporting shoppers to their happy place can be ...

Single Inclusive

... generation, 74% say their careers are very important to them, and more than two-thirds (67%) would rather climb the corporate ladder while they’re young than start a family while they’re young. Whereas in previous eras women may have sought a mate in part to handle so-called manly tasks like home repairs, and men for “softer” domestic duties like cooking and cleaning, the division between the sexes has eroded to the point that each now prioritizes the mastering of skills traditionally associated with ...

No New Friends

... system from their friends. Previous generations were more likely to seek support from spouses and one’s immediate family, who often lived close by; they didn’t have access to the vast network of people who are now available via cell phones, social media, and the internet. Notably, relying on friends to play such an important role in their lives requires a bigger commitment than friendship in the past. Young people know that there is responsibility involved in being someone’s friend, so they’re ...

IRL (In Real Live)

... interested in seeing entertainment such as Netflix Originals in more public settings. Being able to view these shows with a large group of friends and family would be exciting and another form of entertainment that’s more social than watching the show at home.JONTI, 16, UKAll told, brands producing TV and streaming shows should do what the movie industry has been doing for ages: take static entertainment and create events around it. It may seem that this format doesn’t resonate with modern youth given ...

Well Intentioned

... uncomfortable. If they said they couldn’t make it to an event because they were binge-watching TV, they would be called out by friends and family; if they avoided doing their taxes because they were more interested in spending hours on Tumblr, they would feel remorse. But they can get away with opting out and ignoring problems when their excuse for doing so is to maintain their wellness. WELL-TO-DO As wellness becomes more mainstream, it is following the path of other product and service categories as it ...

The Real Story

... her family sinks into poverty and the other is a disabled veteran just returned home from the Middle East.Mosquitoland by David ArnoldA modernized road trip story, this novel shares Mim Malone’s journey from her father’s home in Mississipi to see her sick mother in Ohio. The tale takes several twists and turns as the author addresses several issues that have become particularly poignant to Zs, including mental illness, sexual assault, and sexual identity.The Start of Me and You by Emery LordDeath ...

Soloists

... able to be in constant contact with their friends and family. To that point, 57% of young adults say it’s a badge of honor to be comfortable having dinner alone in a restaurant (though only 42% have tried it). In addition, their team-oriented social nature causes young generations to see taking alone time as being a little selfish, but as they grow older and more self aware, they realize that it’s necessary for their wellbeing (see Presence of Mind). They can focus on their own needs and don’t ...

Flair and Balanced

... transparency and discovery. Consider how platforms like Instagram and Twitter display trending topics that are influenced by one’s extended network and how Facebook shows not only the interactions that one’s friends make with shared connections but also with those in outer circles: friends of friends, friends of family members, friends of colleagues and classmates, friends of foreigners met while traveling, friends of brands and organizations they follow, and even friends of “strangers” whom they only ...

Ethical Click

... steals another’s baby photos and creates fictional accounts about the baby and family) have taken their complaints to the site’s administrators, but they are seeing no action being taken. This demonstrates that platforms don’t necessarily need to be policing more but policing smarter. ANTI-OUTSOURCING Sharing economy apps that offer consumers cheap, convenient, on-demand, outsourced shortcuts to bothersome, time-consuming chores and errands have become popular in recent years for all the above ...

Venture Consumers

... should be allocated and what acts should headline. Consider new, different, and unusual net gains that will inspire them to invest, and adequately reward them for it.Artists featured on the independent funding platform See.Me can opt to reward fans who “tip” them through the site with limited-edition or previously unreleased works.Think about your product as an investment piece, and allow consumers to work together to fund it—especially if they’re investing in it for a friend or family ...