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Macrotrends

The Right Moves

... a shift in customer demographic thanks to the vanlife movement. RV ownership in the U.S. is at an all-time high and the European Caravan Federation reported its highest sales in seven years. In addition to purchases by members of older generations looking to spend their retirement on the road, Ys now make up 38% of all RV users. The ability these days to build a flexible work schedule and do many jobs remotely combined with the advances in technology that allow RVs to be outfitted with all the ...

First Glocals

... that to preserve certain customs for future generations, they sometimes need to tweak traditions so that they can remain relevant in a modern world. GYs are using the very tools that connect them to other cultures to modernize their own. For this generation of digital natives, technology is the most natural and obvious platform for updating local customs. The inclination to enhance cherished traditions by way of a digital makeover isn’t specific to locales defined by an insular or highly visible ...

Risk Management

... generation.Every generation is a product of its environment, which affect its values. The circumstances surrounding Ys' arrival on the scene (a strong economy in their youth followed by the Great Recession, the growth of consumer technology, increasing globalization, etc.) set them up to be disruptors, taking an Off-Roading approach to life. They had to take chances to survive and get ahead, and they were rewarded for doing so. But Zs are coming of age in their own unique circumstances, which will, in ...

No New Friends

... approaching it with care rather than jumping into a casual relationship with everyone they interact with. It’s not that they don’t want to make new friends (only one in 10 young people in the U.S. and 7% in the UK say this), they just don’t have the capacity to take on new friendships, particularly as technology has caused friendship to be an always-on endeavor. The intentions are positive—youth don’t want to overextend themselves by offering too much to too many people, and they don’t take ...

(Net)Work Hard, Play Hard

... , it aims to bring meaningful interactions into the lifestyles of modern day young professionals. Membership grants access to privately hosted events, the members’ database, and a personal concierge.The Path As The New York Times highlighted, few meditation studios have capitalized on mindful networking quite like The Path. Its classes have become a nucleus for technology and fashion types who would rather mingle over post-class tea than cocktails. The Path teaches ancient meditation using modern ...

Marketing Tips

... brand through challenges. Ford’s Escape The Room To make the traditional test drive more exciting, Ford transformed it into a giant Escape the Room-style game. Teams of four hopped in a Ford Escape SUV and used the car’s technology to solve puzzles to get out of multiple rooms in a space in NYC. More than 1,000 fans signed up to play the game, selling out pre-registration in less than 24 hours. Smart Spotting Tapping into the popularity of Pokémon Go, auto brand Smart USA employed a similar ...

Mind the Store

... achieved in myriad ways beyond what has already been noted. Brands can provide culinary offerings or in-store cafés that allow customers to indulge their healthy side; they can serve as a relaxing “third space” for wellness activities like yoga or meditation sessions, especially in cities where space is a luxury; and they can utilize in-store technology to personalize customers’ purchasing decisions and streamline checkout. Moving forward, shifts like these will become increasingly relevant as Ys ...

Have Guidance, Will Travel

... interested in doing so—the majority in each country have used a travel agent or are interested in using one. Although it may sound strange at first that young people, who have adopted technology into every aspect of their lives, would return to this outdated service, it fits in context with Ys' preference for experiences over products; Ys redefined the concept of luxury to match their experience-first lifestyle, and as such, they view travel agents and similar services as providing that luxury ...

The Gig Is Up

... access technology has provided for seeking out job options (see examples), Ys and Zs are the first generations that have the ability to capitalize on the money-making opportunities provided by the gig economy. The gig economy is only growing, and as expectations evolve, services are emerging to provide benefits, which is often considered to be a major drawback of participating in this marketplace. The gig economy takes youth’s propensity to Build Your Own Career to greater heights by giving them ...