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Macrotrends

Doctor Who?

... those hosted by The Big Quiet. We've been noticing the rise in this form of alternative medicine, having identified back in 2015 in our Body Mind Soul Report that more than half of Millennials in the U.S. and nearly 70% of Trendsetters were interested in it. Now, other forms of alternative healing are likewise gaining such significant followings (see examples), particularly in major coastal cities in the U.S. and wellness-focused regions. In particular, Reiki healing has been catching on as of late ...

Sports Clubbing

... Ys in both the U.S. and UK who are also more likely to prefer partying and drinking when it’s centered around a sporting event than drinking at a nightclub. Young men, more than young women, are also more likely to report that they only go to a bar when there is a sporting event being shown. How strongly do you agree or disagree with each of the following statements?Summary Of Strongly/Somewhat Agree The social aspect of watching sports is more fun than the game itself | The social aspect ...

Tech Truths

... result.Take Baby Boomers for instance. They didn't have personal devices until well into their adulthood, causing them to regard tech as merely a nice-to-have today and to only use it sporadically. To that end, Boomers are the least likely of the four generations in this report to say they use technology for as many tasks as possible, with only four in 10 members of this cohort in the U.S. and UK doing so. By contrast, Gen Zs have never known a time when they weren't relying on digital devices, so tech is ...

POPscape

... % of respondents report that subcultures aren’t as prominent as they once were. With access to innumerable cultural trends and hobbies, they are less willing to invest so much of their identity into just one, instead preferring to experiment and dabble in many. Pockets of popularity are especially evident on YouTube, where small, involved communities of online video engagers can have an enormous impact. The below data from Tubular Labs was collected from February 6, 2014 to May 7, 2014. Even the ...

Dollars And Sense

... friends immediately. These are also generations that have grown accustomed to features like avatar personalization, custom social profile settings, and the ability to view and manipulate data in media such as video games; in contrast, most ATMs don’t even greet patrons by name. I like to see how my cash flow is moving. I like to be able to see all my transactions (investments included, if possible!) and then maybe get a daily report: how much was spent, on what types of things (sorted by category ...

Dual Intentions

... ’ personalities and strategies. Think about creating content that chronicles modern dating, as it serves to entertain singles and couples alike. Modern dating culture has made it more common to be dating multiple people at once. Think about generational nuances such as this when reflecting dating in your marketing and communications. - DATING STORIES - TINDER NIGHTMARESThe Tinder Nightmares Instagram account, which has 1.3 million followers as of publication of this report, publishes bizarre (and ...

Re-New

... is set to debut in early 2017.91% of U.S. youth and 87% of UK youth re-watch entertainment content.WHY REWATCHThe number one reason young adults, especially Trendsetters, re-watch entertainment is because they know they will enjoy it. Many also report re-watching content in order to pick up on things they may have missed, because it brings back memories, and they feel it’s easier to multi-task if they have already seen the content. Few young people choose to re-watch content because they think ...

TasteMakers

... anything, with Trendsetters in the U.S. being especially likely to do so (40%). This finding was echoed in our qualitative research as young people explained that they like going to farmers’ markets, specialty grocery stores, food halls, and other food-focused destinations just to hang out, even if they don’t intend to purchase anything. While they can often obtain samples and sometimes give into the temptation to buy, they report seeking out such places regularly ...

The New Age

... . By spending time and money on their wellness now (see WELLth Investors), they are purposefully preparing for their inevitable seniority. Consequently, milestone birthdays are aging up, with 40 being “the new 30,” 50 being “the new 40,” etc. However, although young people are less concerned with the physical aspects of getting older than were those in the past, they are more acutely aware of the possibility of mental deterioration. In focus groups conducted for this report, the younger half of the ...

Single Inclusive

... . In fact, more than one-third (37%) of the singles 18 and older whom we surveyed said they wish there were more products, services, and ads targeted to singles. Hence, it’s imperative that brands and marketers become more Single Inclusive (SI). 28% of all households in the United States now consist of just one person.As covered in the Solo Living theme from the S/S 2013 edition of The Cassandra Report, a record number of Americans are living as lone rangers. Recent US Census data reports that ...