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Macrotrends

Relationship Goals

... . Unlike generations before them, global youth also have to choose the role that they want technology to play in their relationship (see The [DIS]Connect). They need to make myriad communication decisions, such as how often they expect to connect digitally, on which platforms, and the style of their interactions. They must establish expectations and boundaries early on regarding whether they prefer to be in constant contact with their partner via chats and texts or if they are comfortable communicating ...

Over The Influence

... positivity, education, and awareness. She cites YouTubers like Hannah Witton, who works with PlayStation while "spread[ing] a ton of awareness on illness and body confidence and sex," and Anna Saccone, who works with Benefit and "shares the ups and downs of pregnancy and parenthood and eating disorder recovery." Here again, a major differential is transparency. Influencers like Jake and Logan Paul produce most of their videos as stunts in a play for clicks; it's not a look into their real lives and it ...

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 ...

Soundscape

... even though video merges both pictures and sound, isolating the sense of hearing can magnify the effect. Gathering visual records of events and happenings has become the norm, and new tools are emerging to enable young consumers to document their audio activity. For example, taking this concept to the extreme, Kapture is a wristband that continuously records surrounding noises to play them back and save them as sound snapshots. And just as photos and videos have gone from private mementos to public ...

Fanning Out

... available for a game and choose their favorites angles. Meanwhile, Sky Sports has experimented with a “red button” offering that lets people play with their viewing angle, access highlight reels, and more. For many young fans, watching a highlight reel is more enticing than watching the game itself; they would rather have the best parts served to them on a platter than sift through boring time outs and commercials. It’s similar to how they’re consuming other types of content, like news. Unless a story ...

Carrying The Torch

... viewing event where youth can meet up IRL to watch the games and interact with your brand.Since the Olympics don’t happen every year, most Olympians are out of the spotlight in the interim. To satisfy young adults’ curiosity about Olympic athletes, re-introduce them leading up to the games by showcasing what they’ve been doing, sharing insight into their athletic training and their everyday lives.Every brand can play a part in the Olympics, as it’s such a culturally relevant form of sports. Find a ...

Origin Story

... learn how the creators came up with the concept and consume behind-the-scenes material as well. In this vein, when entertainment brands do offer adapted versions of TV shows for different countries, they should play up how this allows young consumers to extend their experience with content and dive deeper into stories they love in different forms.Aside from amassing a larger and more diverse swath of consumers, entertainment creators and distributors can also help society overall in being ...

Parenting In Partnership

... than friends to provide relevant advice. To be sure, the constant presence of technology has changed the parenting game: Boomers didn’t have to worry about what their Gen Y children were doing on their cellphones at the age of 10, for example, nor did they have a stream of data about their children’s health or digital activity to consult. But parenting has changed in more fundamental ways as well. Whereas Boomers put their children at the center of the family and got down on the floor to play with ...

Purposeful Pop

... , representing inclusivity and support and signifying a safe space. Instead of finding such fashion statements on the fringes, they’re permeating mainstream style as more young people embrace a more purposeful personal aesthetic.I believe popular culture has a big responsibility because the biggest popular culture consumers are Gen Ys which is the future of the world. Popular culture can play a role in informing, educating, bringing different view points, and igniting discussions as well as helping ...

Food Fixation

... children to grow creatively and improve their motor skills. Indeed, the act of preparing or staging a meal offers a counterbalance to Zs’ digital pursuits by providing a physical outlet for self-expression and play. Kids today want to know what is being made, how it is being made, and how they can be a part of the process. I think that has a lot to do with parents who are taking the time to educate their kids on food and nutrition and realizing the importance of getting kids excited about what they are ...