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Macrotrends

10 Gender Takeaways

... shopping for baking mixes, doing laundry, and, in one scenario, tearing open bags of chips and cookies in the midst of a pregnancy craving. - EMPOWER THEM TO BE THEIR BEST SELVES - Nobody wants to be reflected in a bad light, and marketing efforts that depict men and women at their stereotypical worst are rightfully coming under fire. Young consumers are seeking brands, ads, and products that make them feel empowered and important, so they’re understandably not amused by marketing that, for example ...

Slow Web

... continued emergence of new platforms and tools that encourage meaningful creations of art, stories, music, design, film, and even businesses. SEARCH / DISCOVERYSearch engines, with their emphasis on speed, efficiency, and breadth of coverage, will always have a place and a purpose in users’ on- and offline lives. But the Slow Web emphasizes a different style of online discovery, whether users are shopping, sharing, or seeking inspiration. Instead of relying solely on practical searches, young consumers ...

Family Ties

... videos games together | Going out to see a movie together | Going out to eat | Playing sports together | Shopping together | Cooking together | Playing with pets together | Going to cultural events/ destinations together (e.g., museums, historic sites) | Going to live events (e.g., concerts, plays, sports games) | Going to religious services | Exercising together | Going to a spa/ salon/barbershop together Only 43% of parents in the U.S. and 37% in the UK say their family makes an effort ...

First Glocals

... homogenization. Travel used to provide a highly anticipated opportunity to collect products one can’t find at home, but with online shopping, it is now difficult to find anything truly unique that can’t be ordered with a click. In response, we are seeing a new duality among GYs, who want to foster international connectedness without sacrificing pride in their cultural heritage. Indeed, as a 25-year-old respondent from South Korea told us, “Right now I have both local culture and global culture within myself ...

The Gender Landscape

... unique use of them and, as a result, they’re not all that interested in predefined versions designated “for” them—especially when the made-for-you messaging is delivered via outdated gender cues (think flowery pink-and-purple packaging for women, steely black-and-grey designs for men). This emphasis on gender neutrality shouldn’t come as a surprise, considering that nearly three-quarters of them feel gender doesn’t define an individual to the extent that it used to. When shopping for anything from ...

Doctor Who?

... , 28, COA BITTER PILL TO SWALLOW FOR PHARMAThe pharmaceutical industry used to be seen as innovative, but now, it's typically perceived as profit hungry. Young people, who are accustomed to doing in-depth shopping research, particularly when it comes to matters of their personal health (see Health Hackers), are stopping and questioning the value of big pharma. In fact, a third of young people in the U.S. and UK do not trust pharmaceutical companies, and according to a SERMO poll, Millennials are ...

Race To Zero

... their life better or easier, and 84% of Trendsetters in both the U.S. and the UK think this. In reducing the amount of time that is wasted—meaning it serves no productive purpose and/or there is a more efficient way for it to be spent—brands are doing both of these things. A focus on frictionless shopping and speedy production cycles helps shorten the amount of time spent inefficiently (see Need For Speed Marketplace Examples) and the collection and use of a consumer’s data helps ...

The Monetization Generation

... ) | Other adults they know | Strangers Only 12% of Zs currently have financial investing/budgeting skills; however, half want to learn about this.SAVING & BUDGETINGZs in the UK are slightly more likely than their U.S. counterparts to say they stick to a budget when shopping than not. However those in the U.S. are more apt to describe themselves as savers vs. spenders. Young women in both countries are more likely than men to stick to a budget.Please select the one statement from each pair that most ...

Dollars And Sense

... Traditional financial institutions aren’t speaking to young adults in relevant ways, causing them to seek alternative fiscal tools. Today’s young adults have grown accustomed to updating traditional systems and institutions that are neither relevant to their vision of modern society nor personalized to their individual needs. They aren’t making these changes to rebel but rather because they perceive current systems as inefficient. For example, consider the changes they have induced in shopping ...

Friends With Benefits

... meaningful relationships in order to earn these influential consumers’ attention, respect, and loyalty. ACTION ITEMS Consider how marketing, messaging, and entertainment depicting families could be retold through a friend dynamic. Offer tools and services that enable group coordination with friends for various activities, such as booking a flight or grocery shopping for a dinner party. Enable young consumers to crowdsource or poll their friends when making decisions about purchases. Recognize ...