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Dual Intentions

... knowledge about different cultures, fashion, news, etc. RENU, 34, INDIAThe pursuit of love (or maybe just sex, as some members of the Tinder generation would argue) is not the only benefit of dating among youth today. The fact that more than a quarter (26%) now find most dates online vs. offline is expanding people’s views on the possible outcomes of dating. Because many introductions and dates are initiated behind screens, physical chemistry is no longer the initial spark that it once was. Rather ...

Glutton Goals

... display on social media, having visually compelling, shareworthy content helps them boost their online presence while also letting them relay the impression that they’re not trying too hard to be perfect. In a focus group, a 13-year-old girl from NY explained, “You eat things that aren’t good for you so you can be like, ‘I can eat ice cream and still look great.’ You want to make it look seamless when it’s really not.”I tend to eat more unhealthy—a lot of fast food, for example McDonald's, Dairy ...

All The Feels

... -led lives has made Zs more attuned in some circumstances to picking up human emotions because they grow up learning how to do so through 140 characters in a tweet, 10 seconds of a snap, and a heavily filtered Instagram photo. Rather than desensitizing them, such online communications may actually be making them hyper aware of the feelings of the people around them. Unlike Ys who grew up socializing mostly in-person, such as in their neighborhood or at the mall, Zs get to know their friends better ...

No Kid(ding)

... aimed at childless women, Westin Grand Central offers a four-day package called Womanhood Redefined, which focuses on how this cohort is redefining happiness outside of parenthood. The getaway boasts one-on-one health and wellness consultations, a discount at a nearby yoga studio, food and drink credit, and a copy of Otherhood: Modern Women Finding a New Kind of Happiness by Melanie Notkin.HUGGIES As part of its “Surprise Hug” campaign, Huggies arranged a flight for a woman to visit her sister in ...

Always Be Hustling

... , they channel their extra energy into a side hustle, which is where they find meaning and happiness. Nearly one in three Ys in the U.S., along with a quarter of Ys in the UK, say they have a side hustle (e.g., an additional job/project that they work on). In Cassandra’s Gen Y qualitative research, a 23-year-old woman told us she was passionate about her hustle, which is drawing comics and posting them on Instagram. She went on to say that she invests her time in these comics and even wishes it could ...

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 ...

Storefront Extensions

... Retailers are bringing the always-on nature of the web to the real world through shoppable walls, windows, and billboards.Having grown up with e-commerce, today’s young consumers are accustomed to shopping 24/7. However, until recently, this behavior was only possible online; those wanting to shop at an actual store were still confined to business hours. Now, having recognized young people’s desire for constant access, retailers and services are increasingly implementing 24-hour physical ...

CHANGEables

... claim it is their responsibility to make the world a better place, they do not think very highly of their peers when it comes to actually following through on this promise. About three-quarters of young adults in both the U.S. and UK believe members of their generation are slacktivists—only putting in minimal effort to aid social causes, such as signing an online petition or liking a social media post. Additionally, the majority of young people, especially those in the U.S., believe others ...

Mixed Emotions

... , which has a positive impact on emotional health. In addition to understanding the limits of someone’s social capacity, young people are also trying to better understand the personalities of those they socialize with to improve their emotional connections. While "Love Languages" have long been around, an online quiz about such recently found popularity as young people, whether in a relationship or not, wanted to understand the type of way they give and receive love, and the book about the theory was ...

On/Off

... suiting company Blank Label only sells its wares online, but shoppers can visit its Boston and Chicago showrooms (and, soon, a third showroom in DC) to be measured by sales consultants before placing their orders. Personal measurements remain accessible via the brand’s website for those who want to order more on their own later.GEMVARAJewelry e-tailer Gemvara opened a seasonal showroom, equipped with tablets and computers for custom gem design and ordering, on Boston’s Newbury Street. Customers who ...