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Macrotrends

Leaning Out To Lean In

... financial means and support systems to access quality childcare. Typical working mothers, by comparison, are often left struggling for time and money. A 35-year-old mother in a focus group explained, “If I had Sheryl Sandberg’s money, I would be leaning so far in that you would be tasting my perfume.” Their battle is made harder by the fact that the current zeitgeist celebrates people who live and breathe their careers, placing unrealistic expectations on working parents. Indeed, nearly 90% in the U.S ...

Well Rounded

... finding social currency in wellness activities—an endeavor that, while often Well Intentioned, can prove challenging for those with a propensity for perfection. As this generation of WELLth Investors puts significant time and money into wellness, they are looking for health investments that offer more than one benefit, thereby streamlining their methodology to prevent the quest for wellness from becoming all-consuming. Additionally, they are seeking Presence of Mind to help them live more mindful ...

Global Digital Trends

... risen to fame via social media and their notable followings serve as proof that they wield as much clout as human celebrities. The rise of CGI influencers is more than just a marketing stunt; A.I. influencers have the potential to become serious money makers. For example, the virtual Instagram influencer Miquela Sousa has already earned partnerships with Giphy and Prada. The hyper-realistic 19-year-old Brazilian-American CGI human is the brainchild of Brud, a LA-based tech startup specializing in ...

Side Buy Side

... consider it a responsibility of modern friendship to inform their friends of money saving strategies, so by sharing deals, promo codes, and referrals, they're influencing their friends' purchase decisions. Based on these tendencies, it's no surprise that nearly half of Trendsetters in both countries have tried a new brand because a friend told them to, and nearly four in 10 Trendsetters have changed brands because a friend introduced them to something new. It's significant to note that these ...

Open House

... , security, and domesticity of a home in spaces apart from where they lay their head. For marketers, recognizing young consumers’ reinterpretation of home is critical to understanding their evolving needs through adulthood. Ys’ financial circumstances have significantly impacted their perception of home ownership. As a generation saddled with debt from the moment they entered adulthood, most haven’t had the money to buy a home and have needed to delay this milestone until much later in life. They simply ...

The New Friend Zone

... life. They introduce me to potential partners and are always up for helping in some way, like arranging a meeting, helping me choose gifts, or even lending me money." GAURAV, 25, INDIA"My friends are very important in my relationships. They introduce me to new guys, and I only go forward in a relationship if he gets along with my closest friends. They don't have to be friends, but they do have to behave properly together." GUILHERME, 24, BRAZILWhile young people in industrialized nations have long ...

weCommerce

... via social media in the past year.I'm currently trying to swap a cologne I received for Christmas on a Reddit forum. I would consider myself a pretty assiduous buyer, and I dislike waste: when I have no more use for something that still has value, I'll try to find it a new home—if I can make money in the process, that's great.OSCAR, 25, UKI buy my jeans from Nudie Jeans who offer a free repair service for life. I love it, and I buy my jeans exclusively from Nudie because of it.ALAN, 34, UKI ...

Mix Masters

... artists to allow people to experiment with their music etc. as it seems it’s all about money and credit, but sometimes, a remix is better than the original or inspires a new angle for the original artist.ZOE, 18, UKRemixed content isn’t only of interest to creators; there is a wide audience that enjoys such work. Mix Masters are able to raise user-generated content to a new level because they’re starting with professional quality material and leveraging their professional grade tools. Soundcloud is ...

Cease & Assist

... passively scrolling through their feeds.Young consumers used to feel empowered by the ability to make purchase decisions, but lately, they’re paralyzed by the possibilities. They feel a need to spend their time and money wisely as they’re increasingly public about their spending habits and want to say that they’ve done or bought something cool in order to contribute to the cultural conversation. Moreover, they’re worried about committing to any one choice for fear of missing out on a ...

Consumed Takeaways

... recent growth of the share economy suggests that brands would be wise to get on board. The rise of collaborative consumption has myriad benefits: it cuts back on clutter and waste, builds community, and saves consumers money. Incidentally, it’s also been demonstrated to be a savvy practice for brands. Patagonia’s sales actually went up after the brand advocated for more conscious consumerism, and teamed up with eBay to build a designated platform for resale and recycling. Think about ways to offer ...