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Macrotrends

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 ...

Flexible Fitness

... How young adults are embracing inclusive & connected exercise in 2020.As gyms and small studios within the $828 billion physical activity market struggled to reinvent their offerings at the start of the Covid-19 pandemic, this sudden and severe industry interruption created space for young consumers to take their physical health into their own hands. With their newfound fitness freedom, young adults are adopting a hybrid approach to exercise that blends both online and offline touchpoints ...

Digital Wellbeing Movement

... hopes that it will lead to a scholarship or career, but just as athletes in training need to take care of their bodies, young gamers must take care of their minds. This positive view of gaming has trickled down to Zs who are changing the stigma around gaming and are seeing it as a forum that helps them build friendships, network for their careers, and learn key communication skills both online and in person (see Gaming The System). It comes as no surprise then that 83% of young people around the ...

Have Guidance, Will Travel

... their own, which can easily turn into rabbit hole after rabbit hole as they navigate the seemingly infinite amount of information online. Seeing where all of their peers are going on social media can be inspiring but it also adds to the pile of options to sift through. Faced with unending options, young travelers want ways to cut out the clutter and make a decision—or have one made for them. The pendulum is beginning to swing back as young travelers seek to take some of the hassle out of ...

Welcome To The Club

... in their neighborhood (see examples). Modern youth’s need to form human-to-human connections is fueling the popularity of community meetup groups, such as supper clubs, book clubs, and salons, wherein individuals can come together for events centered around common interests rather than a common location. They’re also using community-building apps that connect people online so they can eventually meet in-person. With the knowledge that IRL community is a priority to modern youth, brands across all ...

Innovation Marketing Tips

... society overall. These directives and examples can provide inspiration on what to prioritize, thereby making innovation less lofty or overwhelming, and setting brands up for success. - 1. Be Curious. - As young people see it, brands needs to always be questioning the status quo and open to change—even willing to make mistakes—in order to truly be innovative. In particular, they need to regularly reimagine what they offer and how they operate. As it's become harder than ever for a brand to ...

Global Digital Trends

... feel this way. Young people are powering the rise of new digital trends that are reflective of their values and interests, as well as the state of the world in which they are growing up. For example, young people’s desire to participate in the creation of entertainment has led to the popularity of user-generated music video apps. Their worries over the sociopolitical state of the world is driving the formation of online social justice movements that are more impactful than previous online movements ...

Seize The Day

... flipping the perspective to see it as restorative and quite productive, since they were able to engage in their socializing during the day and still have energy for activities the next day, too, thus optimizing their whole weekend for maximum potential. Although previous generations often used some of the daytime on weekends to do productive tasks like running errands, going to stores, and completing chores around the house, the ease of outsourcing such activities through laundry drop-off, online ...

Mixed Emotions

... more acceptable for males, who were traditionally taught to keep a poker face in place, to display and discuss emotions (see Malevolution). Rather than seeing emotions as a sign of weakness, modern youth are pushing emotional health forward as a valuable aspect of day-to-day identity and are working on ways to improve both the internal and external components of it. Internally, 63% of U.S. Trendsetters and 61% in the UK have prioritized time for themselves in the past year as part of their self ...

Purposeful Pop

... new concept, it is one that has evolved and become even more elevated of late for young generations (see Pop Politics). In fact, 54% of young people say it is hard to truly understand popular culture if they are not up-to-date on politics; youth in China (65%) and India (66%) feel even more strongly about this. Particularly with the current state of the world, politics has been in the spotlight, and unfortunately it’s often for negative reasons rather than positive. This climate of discontent ...