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Macrotrends

Making A Living

... like they need to make tradeoffs to have the job they want, such as not making as much money.All told, young generations' purview on these three pillars has changed due to their global outlook. They're beginning to take less of a materialistic approach by challenging the notion that they need more, particularly when it comes to money. They recognize that other countries don't make work and/or money their primary focus, such as France, which has pioneered the 4-day work week and even passed a law ...

Side Buy Side

... impact on their joint decision. In fact, as revealed in our Self Made report, more than half (52%) of global youth are interested in sharing airline miles with a friend(s), and 43% are even interested in getting a joint bank account with friends. Not only are modern youth exposed to their friends' recommendations more often nowadays, but they also hold them in very high regard. Ys and Zs increasingly consider their friends to be the arbiters of taste more than industry experts (see Supply & On ...

Feedback Loop

... share their “work” online since they consider it worth it to receive guidance. For example, in posting a makeup tutorial on YouTube, a clip of their comedic chops on Vine, or fan fiction on Tumblr, they’re looking to gauge the reactions of the global community and expose themselves to a broader range of ideas. The nature of the web has always enabled this, but it’s Zs’ mindset that differentiates them from their older counterparts. They’re taking the feedback they get—and give—more seriously as a ...

UnWasted Time

...  As part of its Global Smart Drinking Goals initiative, AB InBev in the UK focused on marketing its lower-alcohol and alcohol-free options; the company aims to have 20% of of its global beer volume be low alcohol or alcohol-free by 2020. They’re also including clear nutritional information on beer labels so people can make conscious health decisions.Haig ClubWhisky brand Haig Club produced the “Leave as you arrived” campaign, featuring models Jack Guinness and Jasmine Sanders and actress Suki ...

The Self-Improvement Revolution

... . men to think each have a “cool factor,” and the same goes for U.S. Zs more so than U.S. Ys.Which of the following, if any, are cool to you?Please select all that apply. Learning new things | Trying new things | Being healthy physically | Taking time for yourself | Being mindful | Being intellectual | Being well-traveled | Spending time on your appearance | Being on top of global cultural | None of the above THE YEAR OF SELF-IMPROVEMENTIn the past year, youth have taken ...

Overboredom

... brands are no longer just competing with each other, they’re also competing with content from amateur creators and Zs’ friends on social media, which Zs are more likely to be emotionally invested in and therefore dedicate their time to. Moving forward, Zs’ fear of boredom is likely to have implications that reach far beyond the content they choose to consume. As we noted in the Global Love report, many young people feel that the rise of digital makes dating feel more disposable, as there’s ...

Good Vibes

... they can. They seek to spread Good Vibes because they truly believe they stand to improve society and inspire people to have a more hopeful outlook; 82% of youth in the U.S. and 71% in the UK even consider it a personal responsibility to promote kindness and positivity in the world. This focus has become particularly evident in recent years through global movements like “pay it forward” and “random acts of kindness,” as well as through heightened visibility of the Pope, the Dalai Lama and the ...

Risk Management

... turn, affect their values, mindsets, and actions. They experienced the Great Recession as young children, but as they come into adulthood more than a decade later, the economy is growing and unemployment is down. Following a strong focus on global economy and culture, President Trump’s and Prime Minister May’s foreign policies are prioritizing a nation-centric approach in the face of terrorist attacks and concerns over the effects of immigration. Unlike their predecessors, who had to make mistakes ...

Peace Of Mind: The Guide To Gen Z Burnout

... Ys, who grew up trusting these organizations and lost that trust later on in life, Zs have grown up never truly being able to put their faith in these establishments. Partisan conflicts with both the U.S. and UK governments, which are meant to protect their interests and help secure their future, have among other things incited racism, failed to protect them from violence and terrorism, and, in the case of the U.S., neglected the global climate crisis—all issues that keep Zs up at night ...

Fauxsumerism

... . This mindset is bolstered by the fact that young consumers view the world as an always-on, unbounded, global retail environment. As Ys and Zs see it, almost everything they encounter is clickable or searchable, regardless of whether they encounter it online or off. They track and share products incessantly, inviting peers’ opinions and comments, and making known their own appreciation of the objects and services they discover in the world. As a result, the act of browsing without purchasing is more ...