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Macrotrends

IRL (In Real Live)

... explained that this isn’t merely because he doesn’t have cable but rather because his viewing experience is enhanced by getting to gauge the reaction of other fans there, discuss the show with them, and analyze it more closely than he could otherwise. He also likes that there’s a sense of community in seeing the same people there each week. These theatergoers are the new bar regulars, developing a sense of camaraderie with each other. Another 26-year-old woman in our qualitative research echoed this ...

The Malevolution

... , many men find themselves in lower-wage service jobs despite having college educations. Parallel patterns have emerged in the UK; while women in their 30s still fall behind their male peers in earning power, the gender pay gap has almost disappeared for people in their 20s. And while Australia is lagging in closing the gender pay gap, the average gap is smallest for employees aged 20 years and under, suggesting that the trend towards income parity will continue and similar social patterns could ...

(Pas)Sport

... . As a result, nearly three in 10 young people (28% in the U.S. and 27% in the UK) have taken a trip to a specific place in order to attend a sporting event, and about half of Trendsetters have done so (55% in the U.S. and 49% in the UK). What’s more, an additional three in 10 young people in both countries haven’t yet taken a trip for the sake of seeing a sport, but they’re interested in doing so. In previous generations, it was mostly hardcore fans who were willing to put in the time, energy, and ...

Culture Spotlight On France

... reach a large audience with lesser known musicians at little to no cost to the consumer. At this year’s “Victoires de la Musique,” 10 of the 12 winners came from independent record labels.Food For Thought: Veganism Is Gaining TractionThough cheese is a staple of the food culture in France, veganism is on the rise in the country, as the lifestyle has taken off around the world. There’s been a rise in brands selling vegan foods even since the start of the year; French Supermarket chain Carrefour began ...

Sense In Sensitivity

... the public with a negative view. Shortly after the earthquake hit Nepal last year, eyewear brand LensKart texted consumers with a pun about how they could shop and shake it off. Online retailer American Swan made a similar joke about its earth-shattering sale. Both brands were immediately called out for their faux pas.I think brands are in a very good position to influence people and motivate them to help causes, and I would like to see them use this position as much as possible, while keeping it ...

Nesting & Resting

... Young people are reinventing “nesting” to meet their needs, presenting a growing opportunity for brands to reach them through the home and self-care space.The retail industry has been faced with mounting challenges as it adapts to young consumers’ shifting shopping preferences in recent years, but when it comes to budding opportunities for brands, there’s no place like home. Nesting, once reserved for single people making their living spaces “their own” before starting a family, has taken ...

Side Buy Side

... Modern youth are more exposed to what brands their friends like than were youth in previous generations, and with this greater awareness comes greater influence.Although youth have always held much influence over their friends in terms of what they do and buy, it's never been more prevalent as it is for Gens Y and Z given that today, young people are influencing their friends both online and off, and as much passively as they are purposely. Modern youth are simply more exposed to what ...

(Ana)logging Off

... and curate a collection, rather than having simply clicked to access digital content, and therefore, it feels more special. Young people in focus groups noted that it’s a point of pride to have analog media and display it. Consider how it’s not very share-worthy to post a photo of one’s digital music or ebook library on social media, but with physical entertainment, youth can artfully arrange and show off these items to their friends and followers. Moreover, it says a lot about youth’s investment ...

The Generational Manifesto

... collectively shape their identity. Whereas studying people by life stage allows brands to understand what is affecting consumers during a particular period of time, generational research provides a lens into who consumers are overall, and therefore, how they will behave in the future. Meanwhile, categorizing people by life stage is increasingly irrelevant as traditional milestones and timelines no longer apply. Consider how Gen Zs are experiencing an Accelerated Adulthood and questioning the value of ...

Global Food & Beverage Trends

... ;per Forbes, while DHM has worked successfully in a rat model to prevent alcohol from bonding to specific receptors in the brain, there is no evidence to suggest it may work in humans. The drink, which is sipped before bed after a night of indulgence, also includes vitamin B, milk thistle, prickly pear, and taurine to help reduce the side effects of alcohol withdrawal that can leave people feeling groggy and nauseated.THE DNA DIETModern young people are on a self-improvement kick, and this relies ...