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Macrotrends

The Sexual Mehvolution

... Pornography consumption has come a long way since the days of sneaking Playboys and scrambled Cinemax. Ys are the first generation to come of age with the ability to access a cornucopia of sexual scenarios via the Internet, making porn an easy (though perhaps unwarranted) scapegoat for their current sexual frustrations. 54% of global youth report having watched it, including 64% in the U.S., where viewership is second only to Brazil (67%). For many, explicit online content marks some of their earliest ...

Global Movie Trends

... been in the spotlight for purportedly usurping theatergoers, going to the movies is increasingly relevant to young people around the world: 63% of global youth say in the past year, going to see movies in theaters has become more popular in their country.Rather than outright dying, the film industry is kaleidoscopically evolving. Ticket sales might be weakening at the margins due to economic concerns and the proliferation of home viewing options, but movies are still an important cultural ...

Dollars And Sense

... necessarily mean they are financially savvy. Because many young people are approaching adulthood differently than did their parents (see Off-Roading), they don’t perceive the need to plan for the future as possessing the same degree of importance today. To wit, more than half of Ys (58%) say that forming a retirement plan is something that they will wait to do until they’re older. Customer service is a huge factor for me. I switched from a big bank to a credit union a few years ago, because they offered ...

Mind the Store

... -tracking devices. This has been a calculated shift: 75% of Ys and 82% of Zs say it’s important for the products they buy to contribute to their personal wellbeing. However, another important element in shoppers’ purchasing decisions—the experience—has been largely overlooked wellness-wise. This marks an emerging opportunity in retail. Just as young consumers have openly embraced wellness products, they are also beginning to seek out wellness-oriented shopping experiences marked by soothing stores ...

TasteMakers

... so, I find it fun to go to farmer's markets, in particular.ERIN, 26, ILYoung people’s interest in and excitement about food and beverages is so pronounced that many frequently go to food establishments just for the entertainment value, rather than for the sake of consumption. They feel that the act of browsing and discovering is as enjoyable as buying (see Fauxsumerism); 29% of young people in the U.S. and 24% in the UK say they enjoy exploring food stores/venues even if they don’t intend to buy ...

Find Your Place

... While Gen Ys and Zs are the most digitally connected cohorts, they're struggling to find their sense of belonging in person, as evidenced by their approach to home and travel, creating a need for brands to help them obtain it. While modern young adults are more connected to others online than ever before, which would seem to make them experience a greater sense of community than their predecessors, many are lacking it offline, with their approach to home and travel compounding this ...

No New Friends

... with similar interests don’t have the built-in social network provided by a workplace with such people. Fortunately the scope of networking is growing, and people are combining the process of making professional and personal connections, which will provide more possibilities to make friends (see [Net]Work Hard, Play Hard).Although online dating has seen overwhelming success in recent years, apps for forming friendships have not experienced such popularity. Only 18% of UK youth and 17% in the U.S ...

Global TV Trends

... TV trends from around the world.In today’s evolving global media landscape, TV is still an important touchpoint for young people all over the world. Young people are obsessed with TV shows, with 84% of global youth saying TV is important to their lives and 41% saying they can’t go a day without watching TV. The advent of TV streaming sites, such as Netflix and Hulu, have allowed the reach of a TV show to extend far beyond its country of origin. Global access to these online streaming platforms ...

Culture Spotlight On Australia

... fashion/style among women.Which of the following, if any, are true for you?Select all that apply. Men in my country have become more focused on their fashion/style in recent years | Women in my country have become more focused on their fashion/style in recent years 57% of Trendsetters in Australia shop online at least once a week.ONLINE VERSUS IN-STORE PURCHASES IN AUSTRALIAThe majority of youth in Australia (69%) prefer to shop for shoes in-store rather than online, and this is especially true ...

Gen Z State Of Mind

... disruption. Their core values, addressed below, will be at play in practically everything they do in life, meaning brands must also reflect these attributes and attitudes in creating products, services, and marketing for them. For Zs, who are growing up using their playtime for professional purposes (see ProPlay) and have unprecedented resources to participate in the gig economy and launch a business, work experience is more meaningful than education. They still prize learning and strive for ...