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Macrotrends

Reality Bites

... entertainment experiences do. Given youth’s desire to use entertainment and digital platforms as touchpoints for forming deeper connections, VR usage is not likely to spike among young consumers until they can directly share the experience with friends in real time. As it stands currently, the isolation factor is deterring youth, as they want entertainment to have a participatory and social aspect. To wit, a Verizon ad for Google’s Pixel phone highlights how out of place VR is in youth’s ...

Have Guidance, Will Travel

... Ys feel it's overwhelming to do research before traveling.TRIP PLANNINGApproximately three in 10 youth (34% in the U.S. and 29% in the UK) say that planning for a trip is stressful rather than enjoyable. When planning a trip, young people prefer to do their own research about a destination rather than speak to friends/family about things to do/visit before traveling.Please select one statement from each pair below that you agree with more. Planning a trip is enjoyable | Planning a trip is ...

Culture Spotlight On Germany

... that a quarter of young adults in Germany say drinking alcohol is less cool among people their age than it used to be and only 18% say that socializing with their friends usually involves drinking. As more brands offer non-alcoholic beverages, this acceptance will likely grow.Creative Capital: Berlin Is Attracting Creative YouthBerlin is home to over 2,500 fashion businesses, and creativity is blossoming across the city. Despite all of these factors pushing young, bright minds to Berlin ...

Parenting Out Loud

... In discussing their parenting experiences publicly, young parents are admitting their challenges and mishaps, thereby deeming the concept of a “perfect” parent irrelevant.In previous generations, parenting was a relatively private topic. How people chose to raise their children was considered a personal, family matter, and thus, they tended to only discuss it with relatives and close friends, if at all. Yet, as Gen Ys become moms and dads themselves, they’re publicizing their parenting ...

The Optimization Generation

... simply spend more time with friends and loved ones—is becoming this generation’s primary status symbol. Thus, when young people are faced with manifold choices about their careers, their social lives, or the purchases that accompany both, they want to optimize their behaviors in order to free up time and money for these larger goals. CRAFTED CAREERISM Young people are optimizing their careers by making strategic decisions about how they spend their money and time, though those in school approach it ...

(Pas)Sport

... . Consider how young people will go to music festivals even if they don’t really love all the artists playing—Coachella and Glastonbury are the most obvious examples as the parties and fashion have become just as compelling of a reason to attend and check the event off one’s bucket list. Sporting events are similar as they increasingly offer something for everyone. In fact, for many, the journey to sporting events (e.g. road tripping with friends or taking the train with fellow fans) can be just as ...

India's Missed Call

... Ys in India have found a workaround for the high cost of phone bills; they’re calling people and hanging up to signal they want to talk.In most countries, people who wish to avoid phone conversations while still communicating with friends and contacts default to text messaging. In India, however, where costs for both voice calls and sent texts can be prohibitively high, Ys have devised a clever workaround: the so-called missed call. Simply by dialing a friend and hanging up, they are able to ...

Try Before You Buy

... adopting virtual and physical home try-on models. Companies are enabling individuals to upload photos, use webcams, or create avatars from their measurements to have products placed on a digital version of themselves. These technologies lower the risk of buying clothing, accessories, and cosmetics online by virtually replicating the act of trying on items in a brick-and-mortar store—with the added convenience of 24/7 availability. Virtual try-ons also allow shoppers to share photos with friends to ...

ReLuxe

... generational values. Experiences give them the opportunity to come together and connect, which has become more important to them than ever due to the feelings of detachment their immersion in technology has fostered. For Ys, luxury is only a true luxury when enjoyed with a group—it is inclusive, not exclusive. As they see it, what’s the fun in enjoying something exclusive if you can’t bring along your closest friends? They’ll pay luxury-level prices on concert tickets despite their aversion to paying ...

Origin Story

... . Any time they consume the news from other countries, talk to friends in other countries, and browse social media, they discover aspects of culture in these places. By turning to these outlets, they aren't just perpetuating their own world view, but rather, seeing the world through the lens of others in far-flung places. Given this access, they likewise want a view into other countries from authentic entertainment—not one that is modified for their own culture. Much in the way that high ...