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Macrotrends

Mind the Store

... -tracking devices. This has been a calculated shift: 75% of Ys and 82% of Zs say it’s important for the products they buy to contribute to their personal wellbeing. However, another important element in shoppers’ purchasing decisions—the experience—has been largely overlooked wellness-wise. This marks an emerging opportunity in retail. Just as young consumers have openly embraced wellness products, they are also beginning to seek out wellness-oriented shopping experiences marked by soothing stores ...

Gen Z State Of Mind

... disruption. Their core values, addressed below, will be at play in practically everything they do in life, meaning brands must also reflect these attributes and attitudes in creating products, services, and marketing for them. For Zs, who are growing up using their playtime for professional purposes (see ProPlay) and have unprecedented resources to participate in the gig economy and launch a business, work experience is more meaningful than education. They still prize learning and strive for ...

Over Stimulation

... that’s where the growth activities are." We've already seen this come to pass, as brands fight for consumers' limited time and attention. Indeed, one in three youth in the U.S. and UK, as well as four in 10 Trendsetters in both countries, feel overwhelmed by the number of advertisements/commercials they see on a daily basis. In 2007, a study found that the average consumer sees 5,000 ads a day, a number that has surely increased with the launch of social media platforms.ATTENTION MERCHANT ...

Exertainment

... boredom (see Overboredom) by ensuring it is interactive. While workout videos have long existed, nowadays, working out is emerging as the ultimate form of live entertainment. In fact, wellness brand Well + Good even dubs stadium-sized workout tours the new rock shows, as young people gravitate towards such concert-like experiences, where fitness instructors, who are the new celebrities, perform. For instance, Australia-based Instagram sensation Kayla Itsines hosted a Sweat Tour in 2016 that drew ...

Social Live

... Zs in the UK and 40% in the U.S. say they’re more comfortable socializing online than they are offline, and this jumps to 55% among UK Trendsetters, they’re often choosing the former over the latter for emotional reasons rather than purely practical ones. We’ve previously noted how youth, particularly Zs, are forming meaningful online-only relationships with people they’ve never met in-person (see eLationships), but now, many are also making their real life friendships, such as those with their ...

(Pas)Sport

... money to travel specifically to see a game, and on the whole, people tended to do this only for the teams or sports they followed closely. Yet now, as sporting events provide a party-like atmosphere (see Sports Clubbing) and a share-worthy experience to post about online, traveling with a sporting event as the focus (particularly in the U.S. where locations are more spread out) is a more common occurrence; it’s yet another type of social activity from which young people don’t want to be excluded ...

Job Search Party

... friends on their feeds, they’re also being directly referred for jobs by their friends; 32% of employed Trendsetters have recommended a close friend for a job at their company. Even if their connections don’t have open positions within their own company, friends are still sharing job posts with one another as they feel a desire to help their friends navigate adulthood (see Friends With Benefits). As they’re searching for new opportunities for themselves, they share posts they see that are better ...

The Young & The Restless

... Modern lifestyles and circumstances are preventing Gen Zs from getting adequate sleep, inciting stress and creating an opportunity for brands to offer solutions.Getting sufficient sleep is particularly problematic for Gen Zs, as they’re growing up with a multitude of distractions online and off, and they have constant stresses on their minds, many of which didn’t affect past generations of youth. Along with typical concerns of adolescence, such as popularity, discovering one’s self, and ...

The Education, Work & Success Perspective

... Young adults are taking time to reevaluate their goals and desires when it comes to work, education, and their overall success and life path. Many American young adults immediately felt the impact of the pandemic when they were sent home from school before the year’s end or required to work from home, laid off, or furloughed. Such changes happened seemingly overnight, and for the first few weeks of the pandemic students and educators and workers and employers were figuring it all out together ...

The Relationships & Community Perspective

... The ways that young people connect, feel a sense of togetherness, and maintain relationships will evolve rapidly in the wake of Covid-19 and create unprecedented opportunities for brands.More than five years ago, Cassandra predicted the rise of “eLationships,” a trend we identified related to the rise of online-only friendships. Even then, for many young people, digital relationships were as meaningful as their IRL counterparts. Much like their in-person friendships, their digital friendships ...