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Macrotrends

Marketing Tips

... need them (note: Engine Group owns ORC which publishes the Cassandra Report). For example, The Mirror dropped letters from its masthead, and Coca-Cola, Spotify, Microsoft, and Honda were among the many brands who participated on social media with the hashtag #MissingType. The campaign served as a call to action for people to drop the letters from their profiles in solidarity, as well as to donate blood.UK’s National Health Service & Tinder To encourage more young people to become organ donors ...

Numbers Game

... Internet access. Like the age-old question about who would win in a fight, Batman or Superman, metrics give fans fodder for arguing why their favorite football star is better than their friend’s beloved basketball player. While people have always loved arguing over sports, they can now make well-informed cases for why their player is the best because they have data to support their claims. This democratization has opened up commentary around sports, with the Bleacher Report and Barstool Sports paving ...

Active-ists

... , as explored in the Impact report, they look to brands and companies to help shoulder that responsibility—athletes, teams, and leagues can fill this role. Though some die-hard fans think that pushing political or social agendas at sporting events detracts from the entertainment at hand, young adults in our focus groups agree that athletes have the right to speak their mind, whether it’s in the middle of a game or through independent channels. As more participants in the sports ...

The Joyride

... currently growing both in number and popularity as more and more young consumers seek out ways to make the most of their journeys when traveling by plane. While only three in 10 Gen Ys in the U.S and UK say they have explored a destination during a layover, another five in 10 Ys in the U.S. and four in 10 in the UK who haven’t report that they would be interested in doing so, presenting an opportunity for airlines to step up their layover offerings and capture these adventurous consumers.I have not used ...

Inside Out

... , saying it’s an important part of their life, which increases to 43% and 23% among Trendsetters.In Cassandra’s 2015 Body Mind Soul Report, teen Zs were five times more likely to identify as religious (32%) than agnostic or atheist (6% for each); fewer Ys identified as religious (28%), and more said they’re agnostic or atheist (10% for each). This suggests that Zs are not stepping back from religion as much as Ys have done. Though Zs are considered by some to be the first fully post-Christian ...

Variety Show

... although youth want to see more racial and ethnic diversity, they also want entertainment that accurately reflects society. Diversity not only provides a more realistic representation of what people in the United States are truly experiencing, it's also translating into the ratings. According to the 2015 Hollywood Diversity Report, produced by the Bunche Center for African-American Studies at the University of California, Los Angeles, films with relatively diverse casts took in the highest median ...

Data Mine

... their digital privacy.PRIVACY MINDSETTransparency is key, as more than half of UK and U.S. Trendsetters (59% and 51%, respectively) report avoiding companies if they cannot trust that they will use their personal data ethically. Security of customer data must be given top priority among brands today, especially as half of all Trendsetters are concerned about their privacy and security online and worry about how much information other people are able to view about them online. As youth increase their ...

MEtail

... similar to that of crowdfunding platforms, where individuals can launch businesses with financial backing from supporters and future purchasers. Sites like Kickstarter and Indiegogo let users raise money from investment-minded peers—aka, Venture Consumers (Cassandra Report, Spring/Summer 2013)—who believe in their proposed projects and want them produced. This model not only enables individuals to actualize their ideas, but also minimizes risk by helping them to quantify interest in advance of ...

What's In Store

... retailers gave all young people access to trends and widened their options to products from around the globe. Fast forward to today: young people have adopted a Debranded mindset (Cassandra Report, Spring/Summer 2013) in which they want their personality to shine through rather than let products or brands take center stage and speak for them, which is impacting the purpose of retail in their lives. Despite the promise that online shopping held, in modern times, it is still not the default means of ...

Health Hackers

... of these individuals, they develop eLationships with them (The Cassandra Report, Fall/Winter 2014), and trust them as they would friends they know in real life. Leveraging this idea, San Francisco-based startup MyHealthTeams has launched a collection of social networks designed specifically for people to connect with others who have the same illnesses, including MS, Crohn’s, and lupus. Firsthand health knowledge to complement the information they can find online is of great import to Ys. They ...