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Macrotrends

Stick It

... Despicable Me and Duck Dynasty. Young consumers worldwide are drawn to these cartoon-like images, which allow them to easily add a fun, visual pop to their text communications. Ys’ and Zs’ desire to infuse their digital communications with lighthearted images led to the fast rise of emoji characters, which they use to convey their feelings and tone, and to reduce the likelihood of miscommunication between friends. Stickers provide a similar function, but are even more culturally relevant than their emoji ...

ROI (Return On Image)

... , pre-gaming, or setting a table for a dinner party build anticipation for the Thailand vacation, guys’ night out, or feast with friends. In this same vein, a selfie on the flight home, late night pizza, or table strewn with empty wine bottles help the audience complete the journey, making them feel invested in the story and, by extension, the storyteller. In response, savvy social platforms are offering solutions to help consumers and brands expand their narratives, as Snapchat did when it ...

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 ...

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 ...

(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 ...

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 ...

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 ...

Shop Talk

... most of them have yet to enter the workforce and they use shopping as a means of hanging out with friends. By contrast, Boomers and Xers are often not just shopping for themselves but for their families, so it’s a responsibility rather than just a fun pastime. Ys and Zs have also grown accustomed to experiential retail and stores as destinations, which contributes to their desire to shop, whereas older generations regard shopping as a duty to be done at stores that provide the necessary items and ...

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 ...

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 ...