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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 ...

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 ...

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 ...

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 ...

(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 ...

Tech Truths

... increasingly filling their homes with smart/WiFi connected technology, turning to streaming services to consume entertainment, and posting on social media to keep up with friends and family. They don't depend on technology like Ys and Zs, but they're comfortable welcoming lots of devices and platforms into their lives, particularly as they're the generation most likely to feel that tech makes life easier. Demonstrating their tech-savviness, Xers are only slightly behind Ys and Zs in saying they use tech ...

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 ...

The Hive Mind

... like a lot of good things about this. Cancel culture is toxic, but sometimes it’s necessary. I think people deserve to be canceled for certain things like racism or homophobia or stuff like that. But there are like petty cancel cases that I'm like, they probably didn't deserve to have their career ended over it.” Another 34-year-old female in our Gen Y focus group chimed in, “I've talked about this at length with friends, it's like a hot button topic. Some people would say [the person being ...