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Personal Property

... be unique and have greater character than what’s currently available for people to buy en masse. More than a third of youth (35%) and 53% of Trendsetters are open to buying used furniture and home décor.Brands Head HomeAll told, to resonate with the youngest generations of home buyers, brands need to make uniqueness and creativity a priority in the products and services they offer. Home Depot has made this a focus lately by partnering with online interior design service Laurel & Wolf so that its ...

Culture Spotlight On South Africa

... QuestionSoap operas, often referred to as "soapies," are a significant genre in South Africa, accounting for 40% of TV viewing in the country. While this viewership isn’t specific to youth, the genre has an important role in South African culture; reflective of youth's appetite for purposeful popular culture, such shows in the country frequently raise complex issues, including racism, domestic violence, and HIV/AIDS, encouraging conversation and helping incite change. It's even common for such ...

The Freeform Movement

... reconsidering this approach in the face of information that highlights how the lack of downtime can negatively impact a child’s wellbeing and capacity for imagination, which parents regard as essential for their children’s success and happiness. Indeed, 65% percent of U.S. parents and 62% of UK parents say it’s important to them their child is imaginative. Though helicopter dads and tiger moms are still alive and well, a growing Freeform Movement is seeing young parents prioritize unstructured play in ...

Creating For The Creators

... creative process, as well as what they and their peers produce. With creativity being among the most highly valued forms of social currency among young consumers, behind-the-scenes staff, including writers and art directors, have become Scene Stealers, claiming the spotlight from actors who used to be the only stars of a production. Youth are even turning to their own peers for entertainment, enjoying the short bursts of fun provided by everyday people; as brands have adopted this style, it is giving ...

Personal Best

... looking for personal care brands to take specificity even further, making products that are highly customizable across a range of categories, from shampoo and skincare to vitamins and supplements. To do so, brands are leveraging factors from one's lifestyle and environment to their DNA, and even using tech to help determine the exact personal care products that best address an individual's needs. This trend is predominantly happening around female-oriented products, as the personal care industry is ...

OK, Boomer!

... to pivot, hustle, and constantly learn new things to stay afloat. Consistent with what Cassandra reported in The Burnout Report, Zs and Millennials feel enormous pressure and urgency to work hard to get (and stay) ahead. The new news here is that today there is an even stronger belief that with this hard work, it just might be possible.Government & PartyAs we have reported, one of the hallmarks of youth today (and indeed, the population as a whole) is a decades-long decline in the trust of larger ...

Retail 2.0: Incentivized Shopping

... shopping into a game, and modern youth are likely to not only use them, but to seek them out in anticipation of the rewards they’ll gain. With this in mind, offering multi-platform touchpoints for incentives is the way to go in the future, as a singular format for incentives risks alienating core customers, not to mention that having an omnichannel incentives strategy assists consumers with their gamified approach to deals.Rakuten (formerly Ebates) is a best-in-class example of a brand that rewards ...

The Fail

... experience. VC company 500 Startups even likes to refer to itself as a “fail factory.” Founder Dave McClure continually reminds the entrepreneurs to whom he provides funding that most startups will fail, but that getting used to bouncing back and using those experiences is key to success. This attitude hasn’t gone unnoticed by Zs, who recognize that failing is a part of business, learning, and life. Growing up in an entrepreneurial era when failing and fixing (and failing again and fixing again) is seen ...

Tech Truths

... question in Google. While it pokes fun at older generations, the spot resonates as it shows that tech isn't always intuitive to Boomers and Gen Xers.Spark New Zealand Telecommunications company Spark released an ad called "Generation Voice Is Here," demonstrating just how natural it is for Gen Zs to use tech. Instead of asking their parents questions, they're accustomed to turning to voice assistants for life's answers, and because of this, they're never shielded from anything, despite their parents ...

The New Age

... experiences out of their everyday purview. And, in a world where there are fewer unknowns and where almost everything can be tracked and quantified, the free-spirited mindset of childhood is particularly prized. Older generations are quick to peg Ys as immature or to believe that they are “delaying” adulthood, but this interest in juvenile hobbies and subject matter isn’t actually stunting their maturity; rather, it’s providing them with necessary creative outlets and unbridled stress relief. Those ...