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Macrotrends

The Education, Work & Success Perspective

... implications for marketers who may no longer have an easy way to target early adults through university systems. We also explore the future of work in this issue. For young adults in the working world, they are grappling with work-life blending to the extreme and how the work culture they’ve known previously will never be the same. As businesses pivot their policies (as well as their products and services), workers are also pivoting—and younger workers are leaning into opportunities to challenge the ...

Would You(th) Care For A Cause?

... actions (especially as a consumer) have contributed to a larger, positive change. What’s more, Ys also seek out brands that provide elevated experiences, which they perceive as a luxury.RECOMMENDATION: Ys, who already like to buy into change and are more likely to report consumer activist tendencies, will be even more excited to purchase from a brand when its cause-related products and services are positioned as elevated, or even as a luxury.TOP 5 CAUSES/ISSUES FOR BRANDS TO TAKE A STAND ON What five ...

No Money, More Problems

... worries, experts are forecasting another recession on the horizon, making the future seem even more chaotic and unknown. Ideally, they'd be better prepared than people were in 2008, able to withstand the downturn and bounce back more quickly. With that in mind, the question looms: how can you as a brand future-proof modern youth against financial burnout?BOOM, THEN BUSTThe Great Recession had a massive impact on older Ys, and its ripple effects are still being felt. Just as Ys were entering the ...

CHANGEables

... ). What’s more, they’re used to tracking their progress in many areas, from education to physical fitness, and they seek the same level of real-time information from charitable organizations so they can see they are helping to move the needle. Just as they like to see how a Kickstarter campaign shares the story of its progress and hits its funding goals, they also like to witness the growing number of peers signing online petitions. However, there is a distinct difference between contributing to a ...

Culture Spotlight On Japan

... Céline, Balenciaga, and Gucci, and older shoppers are focusing on Chanel and Hermès. Luxury shoppers in Japan don’t only care about the quality of the product but also about the overall experience of shopping. In-store shopping is much more common than luxury e-commerce. Experiential shopping has also gained popularity, and malls like Ginza Six in Tokyo and Doton in Osaka provide entertainment, art, and an experience beyond luxury shopping. Tourism plays a large role in the luxury ...

Fair Game

... the middle of a male-dominated arena. MLB’s first female TV analyst, Jessica Mendoza, received prolific abuse online from men bashing her for not having experience as a baseball player even though she was on the U.S. Olympic softball team that won a gold medal in 2004. Sportscaster Kevin Kiley, a longtime industry expert, has spoken out against women in authoritative roles, saying the NFL is the “wrong place to put a woman” after the first female referee was hired in 2015. He publicly ...

Doctor Who?

... towards pharma from their parents or that of their classmates from a young age. And with high costs of healthcare these days, young consumers are reticent to go to the doctor and pay pricey fees for an impersonal experience where they're told to take pills. Healthcare and pharma rely on research, but young generations who expect personalization in all aspects of their lives believe that only they know what makes their whole being feel good. For that reason, seven in 10 young adults say going to a ...

Video Game Time

... experience, we expect to see new products and services from companies and brands, such as gaming lessons and training akin to little league programs, new tools and peripherals, vitamin supplements to improve reaction times, and even adjustments to government immigration rules to provide visas for pro gamers much as they do for pro athletes. The opportunities stretch far and wide because the sport is young and ripe for development. Brands that take the time to fully understand the needs of players and the ...

House Funders

... now given that they’ve experienced a much-discussed extended adolescence and aren’t following the same life path as their predecessors (see Off-Roading). However, they can’t ignore the number of current young homeowners, and they need to address this group in their messaging, products, and services. Meanwhile, brands across all categories need to be ready for Ys who are finding ways to reach homeownership and will soon be buying houses in droves. While Ys may be delayed homeowners compared to ...

Peer Improvement

... , but there's also a lot of bad things. Because you never hear the real story. It's just all comparison. There's a lot of really good aspects to it but there's a lot that I think is kind of dangerous for people, too.JESS, 32, COThe issues one can experience in comparing their own self-improvement process to others is multiplied by social media. Young people tend to post such content as a positive; sharing their own experiences with self-improvement on social media demonstrates to their friends and ...