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Macrotrends

Shop Talk

... when compared to their older counterparts—in the U.S., 52% of Ys and 46% of Zs prefer to shop online, whereas only 42% of Xers and 36% of Boomers feel this way. When they are online shopping, each generation’s behaviors around technology play a part. Ys and Zs in the U.S. are split half and half in their preference for shopping via a mobile device (e.g., cellphone, tablet) or a laptop/desktop computer, but Boomers and Xers greatly prefer a laptop/desktop computer, with 75% and 57 ...

Food Fixation

... children to grow creatively and improve their motor skills. Indeed, the act of preparing or staging a meal offers a counterbalance to Zs’ digital pursuits by providing a physical outlet for self-expression and play. Kids today want to know what is being made, how it is being made, and how they can be a part of the process. I think that has a lot to do with parents who are taking the time to educate their kids on food and nutrition and realizing the importance of getting kids excited about what they are ...

Nesting & Resting

... are open to brands expanding beyond their core category to offer products and services that encompass a larger lifestyle. Consider how your company can play in the home, self-care, and gardening spaces and more in ways that align with your values.Department stores should consider recategorizing their home, bed, and bath departments now that the living room is moving beyond its chief domain.  - GOOD VIBES ONLY - These increasingly popular items double as home décor and wellness-boosters ...

Brand Mentorships

...  Impact Report, young consumers feel a personal responsibility to make the world a better place, and 89% of U.S. youth and 85% of UK youth think that supporting small businesses will help do so. It frustrates them when they see major retailers steal the IPs of indie designers and mass produce them as their own when they could instead partner with these budding artists, as the recent controversy between fashion giant Zara and LA-based designer Tuesday Bassen highlights. Rather than play a ...

Top Takeaways for Digital Marketers

... favorite football team, Bradford City, play in the final at Wembley last year, David Bowers posted to Facebook that if he received a million likes, his wife would allow him to purchase the expensive flight from their home base of Australia. Football Club sponsor Chevrolet learned of Bowers’ quest and promptly promoted the post—which received 1.7 million likes. Though Bowers had met his goal, and implicitly won his wife’s permission, Chevrolet nonetheless financed the voyage and gave Bowers a Chevrolet ...

Accelerated Adulthood

... strain.The traditional markers of entering adulthood are also evolving. Although 63% of Zs in the U.S. and 54% in the UK consider having their own house or apartment a marker of adulthood, as prior generations would likely agree, few consider getting their first social media account a harbinger of maturity (15% in the U.S. and 11% in the UK) because social media is so prevalent among even young children that a mature sense of self-awareness doesn’t necessarily have to play a part in developing an online ...

The Parent Trap

... their lives easier. This shift is also evidenced in their dismissal of over-scheduling their kids’ time and prioritizing unstructured play (see The Freeform Movement).I do feel like there is an overwhelming amount of products and information out there. I tend to do research, and sometimes probably too much, but I always end up going with my instincts.HEATHER, 28, ALModern parents’ efforts to escape The Parent Trap signal a need for brands and marketers to reduce the parenting clutter rather than ...

The (DIS)Connect

... “prolonged attention and eye contact,” which make viewers feel they are cared for; the videos are shot very close and often involve actors roleplaying situations, such as going to the doctor or barber. Much of ASMR is not sexual, tending toward whispering and other tactics that indicate closeness and familiarity, though pornographic ASMR does exist.IN-GAME RELATIONSHIPS Young people have long since used gaming to play out their fantasies, but with games being designed to be ever more realistic, so are ...

All In Good Time

... dedicated mission to explore, discover, and learn about themselves, it’s imperative that brands continue to track and check in on evolving adult goals to remain relevant to them over time. HAVING IT ALL The majority of today’s youth say that in order to feel that they personally “have it all,” they first and foremost need to have a job they enjoy doing; this is especially true among teen Zs. Financial security and traditional aspirations like owning a home and a car also play an important role in ...

Culture Spotlight On China

... Chinese youth are finding new ways to display luxury, turning to street brands and gym routines.Modern youth in China have been defining their style, from fashion to beauty, with nods to Chinese heritage, hip-hop music, and the constant pursuit of artfully filtered faces. Meanwhile, young people in China continue to play a large role in luxury markets and are making their preferences known.Heritage Is Hip: History-Inspired Products Are TrendingHeritage and history have become highly valuable to ...