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Macrotrends

Sports Clubbing

... 45% of young adults in the U.S. and 43% in the UK wish there were more upscale sporting events and more than half of Trendsetters in both countries want this.There’s also significant demand for brands to create more nightlife opportunities where young people can participate in sports, creating a game night of sorts with a physical component. Already, Ys have given rise to rec leagues as a suitable option to standard happy hours since these are just as much about drinking as they are about the ...

(Net)Work Hard, Play Hard

... their economic security rests on it, young people are more willing to devote more time to it than in the past, seeing it as a shrewd move. Alternative work styles are also contributing to the networking boom since many young people are working remotely and aren’t surrounded by colleagues all day, meaning they don’t have work as an outlet to meet new friends on a regular basis. To grapple with this circumstance, they’re turning to other organized outlets. Already, 35% of U.S. Trendsetters and 30% of ...

The Invisibles

... refuse to accept that a smart home means living in a space with less character that's sterile, cold, and inhumane. As they increasingly expect technology to fit their lifestyle, they're turned off by devices that prevent a home from feeling warm and inviting. In years past, a smart home held much appeal as futuristic and sleek, but as this becomes a reality, young people are realizing that there are negatives that come with it. Just as there are trade-offs that they have to make with any innovation ...

House Funders

... comes to who they live in a house with and how they can afford to own it. Today, there’s no norm for whom one shares a home with and how they afford it, just as there is no norm for what a home looks like nowadays. For instance, as Ys have elevated the role of friendship (see Friends With Benefits), many are going in on a home with friends since they believe it’s more financially sound than renting a place, and it caters to their social tendencies—about three in 10 Trendsetters in the U.S. and ...

Anti-Social Media

... their fun in a once sacred space. While their presence isn’t enough to stop youth from using social platforms, it is changing how they feel about them and the nature of their interactions there. Young people feel that social media is moving in a retrograde motion; 70% in the UK and two-thirds in the U.S. feel that social media is making people less social these days. No longer predominantly a space to catch up with friends or make new ones, it more closely resembles a traditional media network&mdash ...

Overboredom

... brands are no longer just competing with each other, they’re also competing with content from amateur creators and Zs’ friends on social media, which Zs are more likely to be emotionally invested in and therefore dedicate their time to. Moving forward, Zs’ fear of boredom is likely to have implications that reach far beyond the content they choose to consume. As we noted in the Global Love report, many young people feel that the rise of digital makes dating feel more disposable, as there’s ...

Gen Z State Of Mind

... , and thereby shape society. Indeed, Zs, who are 81 million strong in the U.S. with $44 billion in spending power, are currently influential consumers, employees, and cultural disruptors in their own right, whom marketers must understand in order to be relevant today and ready for tomorrow. While Ys challenged the status quo across nearly every industry to better accommodate their generational traits, habits, and lifestyles, Zs will usher in a new era of disruption. Their core values, addressed ...

Home & Away Work & Commuting Trends

... there easier.COMBINING WORK & TRAVELFor young generations, a job is more than what they do; young people want work that they are passionate about and that fulfills them. As travel is another area they are incredibly passionate about, young employees are finding ways to combine work and travel that allow them to be productive and complete their workload while exploring places outside of where they live. Thanks to the always-on world youth live in, they’re able to work at any time and from anywhere ...

Scene Stealers

... since these people’s processes bring them closer to the content. When there’s a show I love, I will follow the people behind the scenes. For example, I follow tons of people involved in making Pretty Little Liars, from the costume designer to the production assistants. I enjoy seeing their Snapchats on set of how the show is made, and it’s as interesting as episodes of the show.HAYLEY, 15, NYThe new rising star for modern youth is anyone involved in the creation of entertainment. Nearly ...

No Kid(ding)

... announced how happy they are with their choice. In previous generations, if one didn’t have a kid, others simply assumed they were unable able to, especially because their childless status wasn’t discussed socially. Today, however, with increased media attention about the subject, Ys are more comfortable talking about their personal choice. I feel like there's a lot less pressure to have kids today than there was for my parents’ generation and there’s more acceptance towards those that choose not to ...