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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 ...

ProPlay

... real cosmetics application skills, tries them out, makes a video about it, and posts it, as does tween makeup vlogger Emma of popular YouTube channel KittiesMama. A 12-year-old girl from Texas told us, “I take videos of my friends and I singing and dancing. I also like to record myself playing flute, putting on makeup, and fixing hair. I sometimes post the videos to Instagram.” Rather than “playing pretend,” Zs are experimenting with hobbies head-on in order to determine not only where their ...

New Muslims

... of conservative backlash. Thanks to the Internet’s power in uniting previously insular populations, many are amassing new networks of likeminded friends with whom they can engage in international dialogues. One such community is the Honesty Policy, a group of British Ys who created a tribute video for Pharrell’s “Happy” in an effort to help Muslims come across as more contemporary and accessible. Their homage was seen by millions and widely praised, as were many “Happy” remixes worldwide, but ...

The One

... Brand Friends Forever). As people carry brands around in their pockets via their smartphones, brands have become constant companions. Consider how consumers now have instantaneous two-way interactions with brands on the very same personal devices used to connect with their current or potential romantic partners. Despite this increased intimacy, many brands still regard individuals as mere business transactions. Yet, they should view them as possible romantic partners whom they need to woo in order ...

Dollars For Change

... notable numbers, they are helping squash perceptions that any sum is too little and are empowered by the ability to create change through their micro donations.Today’s young consumers are presented with more pleas to donate than ever before: not only do they regularly receive requests from nonprofits, brands, friends, and strangers offline, but also, such information infiltrates their social feeds. Along with the causes that they’re passionate about personally, their large network is frequently asking ...

Single Inclusive

... “frouples” (i.e., best friends who act like a couple) provide enough companionship, emotional support, and intellectual stimulation that the lack of a domestic partner or spouse does not leave modern solos unfulfilled. (So secure are they in their close friendships, in fact, that 34% even say they’d consider co-parenting with a friend or someone who is not a romantic partner.) Moreover, recent developments in the dating space, like Tinder, make it easy and fun to meet interesting new people —and to ...

Show Me Love

... independently, the pressure to always help others has made them realize they need to do more to help themselves. Because they are expected to always be available to support their friends, they often don’t give themselves enough support. They feel such a tremendous responsibility to always respond quickly and to be a good friend (see Friends With Benefits) that they often end up devaluing their own needs. Lately, however, they are realizing that they can’t do everything to please everyone, and that making ...

The Sexual Mehvolution

... —sex. In fact, young people may even be less sexually active than their parents. Today’s sexual revolution is currently more “meh” than magnificent, but thanks to Ys’ characteristic curiosity and optimism, better sex could soon be on the horizon. For many Ys, sex is less important than other concerns like getting ahead at work, spending quality times with friends and family, or devoting energy to passion projects and hobbies. Ys’ relative lack of lust may seem surprising given that signs of ...

Universal Invite

... them to transcend language and cultural barriers, GYs are drawn to media and marketing that feature universally resonant themes and ideas. Communications that make an effort to include everyone in the conversation—whether through a shared interest, common mindset, or cross-cultural message—appeal to Ys, who are seeking to connect with global peers the same way they do with their local friends and neighbors: namely, through the content they consume and share. Marketers should aim to feature ...

GPS (Global Positioning Success)

... traditional family unit has gotten smaller as Ys are delaying marriage and having fewer kids, if any. Brands need to display this new reality in their marketing in order to be relevant among GYs who are forging their own path in adulthood. In anticipation of International Women’s Day, Baileys created a female-targeted campaign in China that encouraged women to celebrate their best friends. The concept was conceived around the notion that because of China’s one-child policy, having female friends is the ...