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Macrotrends

Fear Factors

... is the fact that they are vulnerable to harassment in real life and online. While older generations had only in-person bullying to contend with, Zs also encounter aggression online where the anonymity of being behind a screen often gives people license to be even more cruel than they would be in person. And while it might be easy to tell young people to just turn off social media and put down their devices, for Zs, their lives online are important and the harassment they experience through a ...

The Self-Improvement Revolution

... largely shaped by their digital view of the world; they see more opportunities to better themselves than did previous generations of youth, particularly due to social media, and they also have more ways to personally do something about it. The ease with which they can improve themselves across any aspect of their lives nowadays—from their health, to their knowledge, to their productivity, to their personal style—has prompted them to do so frequently, trying different tools and strategies ...

UnWasted Time

... go to quieter bars where we can talk and catch up. The socializing has become more about talking and less about drinking. This is so much the case that I would be just as likely to get coffee with a friend than get an alcoholic beverage.ERIN, 28, ILIn the era of social media, more and more of one’s personal life has become public, from photos of meals featuring dietary cleanses to peer-to-peer services displaying one’s finances. Gen Y gave rise to a renewed focus on wellness, and cutting back on ...

Free For All

... to engaging with a brand.FREE TIME ACTIVITIESAmong Trendsetters, more than eight in 10 in the U.S. and seven in 10 in the UK, do each of the following in their free time: listen to music, watch movies/TV shows, watch TV/videos, and browse social media. In both countries women list each of these items more so than men, as do Gen Zs in the U.S. Outside of these top five free time go-to’s, other passion-based activities arose. Four in 10 youth in the U.S. and UK, as well as 73% of U.S. Trendsetters ...

The One

... than others, then I'm in. These are brands that I think will be with me for a very very long time.” The desire to find qualities in brands that one also seeks in a romantic partner is only fitting given that brands occupy a more emotional role in consumers’ lives today than ever before. Social media has broken down the wall between corporation and consumer, making it essential for brands to demonstrate their human side, including having a distinct personality reflected in their online voice (see ...

New Morals

... nearly two-thirds say that they avoid brands that don’t align with their moral values. Proving that those values include a wellness component, 43% of Ys say they would be embarrassed to post about unhealthy food on social media. Of course, “unhealthy” is a relative term, and Ys would rather be seen with a healthful edition of a product. They’ll tear into a Hershey bar knowing that the ingredients are higher quality, and they’ll drink Honest Tea (a subsidiary of Coca-Cola) understanding that the ...

Universal Invite

... inclusivity is an innate part of GYs’ generational DNA, they’re drawn to content, platforms, and ideas that transcend the barriers of language and culture. Media that proves universally inviting around the world resonates strongly with Ys’ unbordered mindset, as it enables communication and connection across cultural divides and encourages global unity. The importance of global inclusivity among GYs is especially evident in recent social media trends—specifically, in the fact that visual platforms are ...

Active-ists

... media; athletes’ public personas have become more exposed, giving young people more access to them and the causes they support. However, as youth are so immersed in the social media sphere in their daily lives, they don’t necessarily see an athlete’s online advocacy as being a grand gesture. One 15-year-old female from New York told us in a focus group, “I feel like it’s more effective if it’s during a game because anyone can go on Twitter whenever they want, and that’s nothing really special ...

Inside Out

... generation, being raised in a time which Christian ideas and influence are no longer dominating the world, this does not mean Zs are anti-religion. They’re expressing their interest in religion in nontraditional ways; rather than attending a weekly service at a local place of worship, they’re following religious and spiritual leaders on social media—approximately two in 10 Trendsetters in the U.S. and one in 10 in the UK do so, and the general population on social media will likely follow suit. As ...

Scene Stealers

... watch, read, listen to, etc., but when it comes to the works they feel most strongly about, they aren’t fulfilled by just consuming the piece of entertainment itself. Indeed, 68% of youth in the U.S. and 62% in the UK wish there was more entertainment about the creation of entertainment.When it comes to my favorite entertainment, I tend to follow the writers, directors, and production companies on social media. I'm obsessed with looking them up! If a new show has come out, like ...