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Macrotrends

Web Esteem

... -confidence. By its nature, this real-world feedback was limited in quantity and scope. Today’s Web-connected teens, on the other hand, regularly interact with a much larger, global community of peers. They look to the online crowd for bulk support of their decisions, ideas, feelings, and preferences. And as Ys’ social community has expanded, so has the potential for positive reinforcement. For perhaps the first time in history, personal validation is quantifiable. Peer approval can be measured in ...

Sense In Sensitivity

... all too often across the globe, brands shouldn’t treat ones that take place in a certain area as more significant than others. They’re expected to show that they’re paying attention to major events happening near and far and demonstrate that they feel for people everywhere. Of course they can’t address every issue, but as brands increasingly have a global presence, they should strive to be more globally conscious and concerned with the common good. The public praised Facebook for activating its ...

Free Spirit(uality)

... own, and their peers’, sound judgment. They consider exploration of the soul to be a journey that requires more flexibility than that presented by religion. Whereas spirituality’s inclusivity closely aligns with their open-source mindset, they perceive religion to be too exclusive and uncompromising. In keeping with their global curiosity, they enjoy learning about different religions, but ultimately, they like to choose the elements of each that best meet their transcendental goals. They don’t ...

Soundscape

... Audio is becoming an important communication tool that complements young people's reliance on visuals. Digital communication has shifted drastically over the past few decades. The phone call has largely been replaced by the written word (texts, IMs, and social media posts). More recently, young consumers have given rise to images as a legitimate and universally understood form of correspondence; as we discovered in our recent Global report, nearly 40% of 18- to 34-year-olds prefer to ...

The New Social Order

... denies). He has had partnerships with Disney's Maker Studios and YouTube, but these were terminated in 2017 after his anti-semitic comments inspired a public outcry. More recently, he's partnered with a social media app called Nimses.Beyoncé The superstar and global icon is U.S. youths’ third favorite influencer. Beyonce has 135 million Instagram followers and nearly 20 million YouTube subscribers, but when brands partner with her it's not to grab these followings, as her reach extends far beyond the ...

There's No Place Like Home(town)

... with their childhood. For Zs, who are the most globally-minded generation, their pride for their hometown is a way to highlight their place in the world as they connect with their global peers, but don’t necessarily want to focus specifically on Americanism, which they see as outré at the moment. More than just tapping into the idea of hometown for comfort when they’re feeling ungrounded, youth are going one step further and displaying where they’re from via style choices. Indeed, one in three U.S ...

Parenting In Partnership

... progeny roam around the dining room. This may seem like lazy parenting on the surface, but it indicates an underlying belief in Parenting in Partnership: children will be okay roaming about in a restaurant (within reason) because there is a tacit understanding among parents that they’ll keep an eye out for each others' children. The global cultural exchange is also at work: as parents from all over the world publicly share their parenting experiences, the ideas they exchange spread beyond their ...

Surprise & Delight

... Brands and marketers are reintroducing serendipity to the product discovery process.While global accessibility has made it relatively easy for consumers to track down specific products, the ease with which they can “identify and buy” has removed some of the serendipity once associated with more leisurely, aimless browsing. In reaction against the current state of over-planned, extensively researched consumerism, marketers are implementing tactics that aim to disrupt the traditional discovery ...

Nesting & Resting

... grooming equation. Aiming to compete with the likes of Glossier, a fresh crop of Gen Y-focused brands like Onomie, CONTEXT, and Stowaway are emerging, emphasizing the importance of beauty rituals.Sheet MasksWith origins in Asia, the global sheet mask market is experiencing rapid growth. The major players include L’Oreal, Estee Lauder, Shiseido, P&G, Unilever, Avon, Johnson & Johnson, AmorePacific, LVMH, Kose, Mentholatum, Mary Kay, Leaders Clinic, MAGIC, Inoherb, Herborist, A.S.Watson, Jinko ...

The Binge Method

... guests unlimited access to full editions of more than 2,500 global newspapers and magazines. JUST THE HIGHLIGHTS New offerings and platforms allow for on-the-go consumption of content “highlights,” to help users stay atop the cultural current in limited bursts of time. Brands and media properties can adopt this strategy to help fans keep apprised of complicated storylines, character development, and emergent news, all within a compressed time frame. In advance of Mad Men’s season 7 premiere, AMC ...