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Macrotrends

All The Feels

... grew up desiring such change, Zs have grown up expecting it to be a given. This expectation has engendered empathy in their ranks, which lends itself to support for global, social, and political causes. As a generation, Zs are very aware of the issues facing the world today; by empathizing with others, they see themselves as having a responsibility to help. Zs differ from Boomers, who strove to “keep up with the Joneses” and coveted their neighbor's’ possessions; Xers who prioritized climbing the ...

Carrying The Torch

... she expresses her interest by following results online, saying, “I’m very patriotic, so this last summer I would always go on Google and see where the U.S. was in ranking of sports.” Youth can easily find clips online afterward, follow live commentary on their social media feeds, or wait until their friends share the funniest athlete reaction memes. If young people do decide to watch the Olympics live, they don’t necessarily watch the standard telecast at home, which isn't fully accounted for in ...

Scene Stealers

... -scenes components leading up to an event and those that occur after it since they regard this as engaging material in presenting the full story of their lives online (see ROI). When I used to watch 2 Broke Girls, I noticed that some episodes were funnier than others, so I looked at the script writers for the episodes and noticed that the ones I liked best were written by certain authors that weren't featured on the episodes I didn't like as much.MARION, 20, FLBehind-the-scenes material isn’t new ...

Global Y Dream

... traditional family, it follows that GYs are fashioning their own non-traditional cohesive units of friends and partners. Much as they were raised in the “it takes a village” mindset, they continue to see a wider community as their extended family. There is an opportunity for brands to help GYs maintain these powerful connections. For example, Skype’s “Stay Together” campaign showcases two best friends who have grown close through the service though they have never met in person, and Starbucks’ “Tweet a ...

The Education, Work & Success Perspective

... Young adults are taking time to reevaluate their goals and desires when it comes to work, education, and their overall success and life path. Many American young adults immediately felt the impact of the pandemic when they were sent home from school before the year’s end or required to work from home, laid off, or furloughed. Such changes happened seemingly overnight, and for the first few weeks of the pandemic students and educators and workers and employers were figuring it all out together ...

Nesting & Resting

... . But whereas minimalism aligned with young people’s desire for simplicity, hygge aligns with their growing need for a sanctuary, a place to physically and mentally recharge on one’s own amid lives marked by constant connectivity. This interest in acquiring possessions for the home might seem like a departure from their NOwner mentality and in conflict with their longing to live in many different locations (see Living Experiments), but since many of the items they’re choosing to amass are small ...

Future Of Entertainment

... Innovations in entertainment that are shaping the future of film and television, music, and gaming.Innovations in technology are shaping the content modern youth consume and the ways in which they see and experience entertainment, from TV shows and movies about technology itself to tech that allows listeners to customize music to fit their hearing capabilities. Innovations in gaming are allowing players to streamline their processes, reducing their need for multiple games and consoles, while ...

IRL (In Real Live)

... Youth want entertainment that is typically reserved for in-home engagement to be delivered via live events in order to experience this content in a more immersive, participatory manner. Past generations grew up in the era of “must see TV” in which live TV was a compelling, frequent viewing experience—and therefore one that marketers and advertisers needed to leverage for their brands. While youth today still tune in for special events and exceptional shows that they love, overall ...

Gaming The System

... during their childhood, reveled in opportunities to gamify their interactions with people and brands, and share the perception that if it didn’t negatively affect them as children, it’s probably safe for their own kids—much like parents of past generations destigmatized cartoons. Taking the concept even further, parents and experts see gaming as a step up from other forms of video entertainment, such as TV or movies. Rather than passively absorbing a story, video game players have to engage and ...

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 ...