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Macrotrends

Brand We

... leading up to it are commonly shared by both parties. They may shop for a (decidedly nontraditional) engagement ring together, or it may be the woman who proposes to the man. My wedding cost £90, my dress was £40, and it cost £50 for a small reception at home. It’s just one day in your life and it should be done your way, not to make others happy. KELLY, 33, UKJust as global youth are reshaping perceptions of the institution of marriage and reevaluating relationship timelines, they are likewise ...

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 ...

Men Today

... . Understanding men’s modern concerns will help brands to anticipate this gender’s unique needs, particularly in terms of how best to provide guidance on navigating modern masculinity. new, dadThe parental role of men has drastically changed in recent years. Over the past decade, the number of men who have left the workforce to become full-time stay-at-home dads more than doubled (to 176K in 2011), and the New America Foundation recently reported that 30% of men in dual-income households classify ...

Culture Spotlight On Australia

... applicants and will run annually. Women only represent 19% of the game development sector in Australia, which is why female game developers have taken efforts to remove the stereotypes and stigmas of women in the industry and create more games that women enjoy and find relatable.Stealth Sellers: Exported Goods Are GrowingThe rise of Chinese students at Australian universities has led to a booming gray market, with students selling Australian goods to Chinese consumers back home. They are known as daigou ...

Dual Intentions

... challenging for them to commit to one person and to have love interests commit to them. Modern dating culture seduces with a seemingly endless digital dossier of suitors, making it difficult for participants to feel content with one person. A feeling (in some cases, it more closely resembles a fear) that there is someone superior to the last person one went out with nags at young adults today, no matter which country they call home, and the ease with which one can browse for romantic companions makes ...

The Joyride

... freedom and flexibility. Consider how young people want to be able to work remotely, make their own hours, and not be tied down to one place. Gen Ys with this attitude gave rise to the popularity of RVs that are fully equipped with home and office essentials and that allow inhabitants to live, work, and travel from one vehicle. Even without going to that extreme, this ability to forge your own path in the moment is important to modern youth. Indeed, half of U.S. and UK youth say that they’re ...

Shop Right

... home through brands’ physical outposts (see Open House). While Ys are embracing such welcoming store environments in reaction to the hectic nature of their always-on lives, Y parents are especially appreciative of them since shopping is more stressful with a child in tow. After all, navigating a cramped aisle is annoying when shopping alone, but it takes on a new level of frustration when one has a stroller and energetic child beside them. That’s one reason why, after obvious factors like ...

Out Of Office

... ambitions isn’t a natural fit for all brands, there are some tactics that every employer can incorporate to make their company more enticing. For instance, they can offer screen-free zones or meetings that allow employees to be present and feel more connected to the physical world. What’s more, 61% of youth and particularly those in the U.S. (65%) say they would not consider a job that didn’t allow them to work remotely or from home, so offering or amplifying this is critical when attracting or ...

Culture Spotlight On South Africa

... economy. To get its start, gqom music is often created on basic home computers and distributed person-to-person via bootlegged CDs, bluetooth on phones, and WhatsApp groups. However, numerous gqom artists have reached mainstream fandoms, such as Distruction Boyz, DJ Tira, and DJ Lag, all of whom have toured internationally. Most recently, gqom is influencing the Nigerian music scene, inspiring drum-heavy beats that encourage dancing.No More Drama?: The Future Of Soap Operas Is In ...

No Kid(ding)

... and reflect the new reality of a sizeable group of consumers who don’t have or want kids. Just as Ys have shied away from home ownership, car ownership, and marriage in notable numbers, they are also realizing that raising kids may not be in the cards of their newly defined adulthood. The U.S. Census Bureau reports that as of 2014, nearly half of women aged 15 to 44 have never had kids, the highest percentage since 1976. Moreover, the birth rate has been steadily declining in recent years. Much in ...