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Global Analog Trends

... different photo editing apps and have physical copies of their pictures in less than 10 seconds.Gudak Camera The mobile camera app Gudak Camera was developed by Korean startup Screw Bar. Gudak mimics the function of a Kodak disposable camera. The app itself looks like the back of a plastic disposable film camera, including the small viewfinder. Users are allotted 24 shots every hour and must wait three days for their photographs to “process” in the Gudak film lab. Unlike other camera apps, users ...

Retail 2.0: Shopping As A Live Event

... Live events are a new way to shop, giving young consumers unique social experiences that create a stronger relationship with the brand and serve as exclusive retail opportunities. Modern youth don't just see shopping as something to do with friends; they're increasingly drawn to retail experiences that are billed as events in and of themselves. For previous generations, sales functioned as events that were guaranteed to get people in the door, but in the era of online shopping, sales are ...

The Protest Selfie

... martial law this past May following months of anti-government protests, Ys took to the streets to capture ironic selfies posing with soldiers—a photo op that made light of the government’s militancy to illuminate the injustice of the situation. As the photos spread across social media, Thailand’s military threatened to suspend online services and asked unnamed social media companies to censor the photos, giving selfie protestors even more reason to take a stand. Turkish Deputy Prime Minister Bülent ...

Accelerated Adulthood

...  "the path" to adulthood, Zs are redefining the path through adolescence, making it a shrunken life stage as they quickly enter into adult-like experiences and challenges. They don’t just wait until they’re of age to vote to pay attention to politics, they begin following along and getting involved online and offline much sooner; they don’t just start noticing the opposite sex is actually cute and doesn’t have cooties, they have to figure out where they fall on the gender identity and sexuality ...

Tricks Of The Trade-Off

... bad/negatives that come with the good. In particular, young consumers are experiencing a strong push and pull between their increased digital adoption and their longing to preserve humanity, the individual benefits of innovation and their desire for community, their adoption of technology and their need to give up personal privacy in return, and their use of solutions that save them time, but limit their discovery.While young consumers ultimately believe that innovations are more beneficial than ...

The Optimization Generation

... control these habits takes a level of maturity not usually associated with their cohort. On a deeper level, by seeking “more from less” both online and off, young people are reinventing the concept of a “simple life” that was so prevalent during the Recession. The term no longer conjures images of crunchy agrarianism but rather of a focused pursuit of personal fulfillment. Having the freedom and means to concentrate on one’s priorities—whether they be to start a business, trek the globe, or ...

The Self-Improvement Revolution

... , and this jumps to nine in 10 among Trendsetters in each country, indicating that prioritization will only grow among the general population of young adults. Meanwhile, in the past year, about six in 10 young people in both countries, as well as eight in 10 Trendsetters, have spent more money on self-improvement, demonstrating that it's an area that brands need to make top of mind as well in their products, services, and marketing.The concept of self-improvement has been around for generations, but ...

Alternative Education

... political and social issues.IT’s NOT ABOUT YOUR BOTTOM LINE Young consumers value engagement with the brands they patronize—even if there is no monetary exchange happening between that consumer and a brand. Take, for example, an in-store experience that one of our focus group participants discussed. She mentioned that her local West Elm was handing out informational material pertaining to inclusiveness for informational purposes, rather than to gather support around LGBTQ+ causes, even though West ...

The Sexual Mehvolution

... Pornography consumption has come a long way since the days of sneaking Playboys and scrambled Cinemax. Ys are the first generation to come of age with the ability to access a cornucopia of sexual scenarios via the Internet, making porn an easy (though perhaps unwarranted) scapegoat for their current sexual frustrations. 54% of global youth report having watched it, including 64% in the U.S., where viewership is second only to Brazil (67%). For many, explicit online content marks some of their earliest ...

Fauxsumerism

... shop with purpose than were prior generations. For them, the transaction that traditionally follows a shopping experience is no longer the ultimate goal. This shift away from purposeful shopping demonstrates the emergence of a new Fauxsumerist mindset, according to which shopping is as much about product discovery as it is about making a purchase. The rise of Fauxsumerism demonstrates that the intention driving consumers’ shopping tendencies has changed dramatically in recent years. Modern-day ...