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Macrotrends

Tech Truths

... increasingly filling their homes with smart/WiFi connected technology, turning to streaming services to consume entertainment, and posting on social media to keep up with friends and family. They don't depend on technology like Ys and Zs, but they're comfortable welcoming lots of devices and platforms into their lives, particularly as they're the generation most likely to feel that tech makes life easier. Demonstrating their tech-savviness, Xers are only slightly behind Ys and Zs in saying they use tech ...

Try Before You Buy

... adopting virtual and physical home try-on models. Companies are enabling individuals to upload photos, use webcams, or create avatars from their measurements to have products placed on a digital version of themselves. These technologies lower the risk of buying clothing, accessories, and cosmetics online by virtually replicating the act of trying on items in a brick-and-mortar store—with the added convenience of 24/7 availability. Virtual try-ons also allow shoppers to share photos with friends to ...

Fanning Out

... others are finding it difficult to watch in person given the high cost of tickets and concessions. Watching online, where they can simultaneously view the game, chat with friends, and follow commentary, lets them feel like they’re still part of a communal experience, something group-oriented youth crave. A good aspect of the sports audience experience today is that it’s becoming a lot easier to watch from home and from your smartphone.BRYAN, 28, NYFor older generations, the idea of finding ...

Presence of Mind

... , or even just to be “available” for friends and colleagues, has instilled in them an “always on” mentality that is making it more difficult for them to both be alone with their thoughts and carve out time for themselves. Those times and ideas that were once reserved for introspection are increasingly evolving into a sort of navel-gazing performance curated for the social media stage. In essence, the generation is largely extroverted—61% consider themself an extrovert—even among those who would ...

New Morals

... latter is cutting out a host of artificial ingredients. The brands that Ys are more apt to choose and acknowledge to their friends are those that come closest to aligning with their definitions of wellness (think “real” ingredients, fresh preparation, and lower salt and sugar content). Such brands are easier to justify because they aren’t as damaging and therefore don’t require as much effort to counteract. Ys believe the brands that they associate with reflect who they are, and for that reason ...

Family Ties

... Parents are ensuring that quality family time persists amidst their busy lives and are updating what it means today. Technology, friends, and colleagues are constantly fighting for the attention of modern parents, making it harder than ever to have quality time with their immediate family. Even when working moms and dads come home to their children, they have emails, texts, and phone calls begging to be answered. They also have the real-time stream of news and social media with which to ...

The Hive Mind

... like a lot of good things about this. Cancel culture is toxic, but sometimes it’s necessary. I think people deserve to be canceled for certain things like racism or homophobia or stuff like that. But there are like petty cancel cases that I'm like, they probably didn't deserve to have their career ended over it.” Another 34-year-old female in our Gen Y focus group chimed in, “I've talked about this at length with friends, it's like a hot button topic. Some people would say [the person being ...

Sense In Sensitivity

... ; they have the opportunity to be a source of real-time relief, much like non-profits and government organizations. By offering whatever they can when appropriate, they can make bad circumstances a little bit better and create a deeply meaningful, emotional connection. After the Paris terrorist attacks, the following brands helped provide safety and comfort: Google, Skype, Verizon, and Sprint all made calls to France free for people to get in contact with their friends and loved ones and ensure ...

Parental Advisory

... technology or electronics for the family because the younger set simply understood these categories better than their parents did. Now that they have children of their own, Ys acknowledge that their kids can be savvy consumers just like they were at their age. Children are “always on” and hearing about products and services from friends, from traditional ads, and on social media, and parents can’t be the gatekeepers they once were. Not only do kids today have access to a wealth of information with which ...

Free Spirit(uality)

... church’s views on homosexuality, but may still enjoy the pageantry of Latin mass. They may not identify with Catholicism or believe in God, but they may enjoy the spiritual grounding and nostalgic sensibility that dipping one’s fingers in holy water or smelling frankincense lends. Similarly, someone who was raised in the Jewish faith may not consider themselves a believer, but may still host a Passover seder for their friends every year because it allows them to play a role in cultural preservation ...