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Digital Wellbeing Movement

... hopes that it will lead to a scholarship or career, but just as athletes in training need to take care of their bodies, young gamers must take care of their minds. This positive view of gaming has trickled down to Zs who are changing the stigma around gaming and are seeing it as a forum that helps them build friendships, network for their careers, and learn key communication skills both online and in person (see Gaming The System). It comes as no surprise then that 83% of young people around the ...

Cashless Is King

... , allow users to purchase Spectacles directly from the app, or even permit instant product purchase through ads displayed within the app.LINE Popular in Japan, messaging platform LINE launched LINE Pay for users to connect their credit card and make in-app purchases in the LINE Store. It plans to expand further into online and offline purchases and peer-to-peer payment. - Digital Money Tools - Circle The Circle app allows users to send and request money via a quick text message. The fleeting ...

Flexible Fitness

... How young adults are embracing inclusive & connected exercise in 2020.As gyms and small studios within the $828 billion physical activity market struggled to reinvent their offerings at the start of the Covid-19 pandemic, this sudden and severe industry interruption created space for young consumers to take their physical health into their own hands. With their newfound fitness freedom, young adults are adopting a hybrid approach to exercise that blends both online and offline touchpoints ...

The New Social Norms

... nightlife. Most of the stereotypes of how young people socialize no longer apply. For instance, the image of a young person drinking excessively at a bar with a large group of friends hardly resonates nowadays; while this may still happen occasionally and with certain young people, it's no longer aspirational to many. In fact, modern young adults increasingly look down upon such behavior, and nearly four in 10 young adults in the U.S. and UK are interested in nightlife activities that do not involve ...

The Urge To Splurge

... attention and admiration. Their luxury beauty & grooming purchases serve a similar function in that Zs know their use of makeup can ultimately result in a photo that will end up posted by themselves or by their friends. And their luxury tech & accessory purchases make sharing all of this possible. Digital existence is their lifeblood, and Zs' tendencies to splurge ladder back to how their purchases contribute to the visual identity they’re crafting online. What It Means For Brands: As Zs are pragmatic ...

R&R (Rest & Replay)

... Entertainment that evokes mindfulness is on the rise, as young consumers drive demand for content that relieves stress and enhances their mental state.While the constant influx of content that modern consumers are exposed to can incite much anxiety, young adults are turning this problem caused by their access into a solution. Increasingly, they're navigating through the noise in the online realm and creating and consuming content that provides catharsis. Much as they embrace methods of ...

The Democratization Of Sports

... variety of young fan to remain relevant. In this way, Ys and Zs are leading the Democratization of Sports because they have claimed a seat at the table in determining the future of the genre. Modern young fans are armed with social media, broadcasting their own voices, turning to alternative sources for sports info, and redefining what and who matters (and doesn’t) when it comes to following and engaging with sports. The usual metrics of measuring sports fandom—namely live TV viewership—no ...

Ethical Click

... implications of their own participation in the ethical machine by thinking before they click or share. It follows that marketers need to employ the same type of thoughtfulness by avoiding brand propositions based on provocativeness alone. Even the humorous use of scandalous click bait may be seen as participating in a flawed ethical system. ONLINE POLICING Online policing of ethics, both in the public sphere and through self-regulation, is emerging as a common, yet sometimes flawed, practice. This spring ...

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 ...