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Macrotrends

Always Be Hustling

... , they channel their extra energy into a side hustle, which is where they find meaning and happiness. Nearly one in three Ys in the U.S., along with a quarter of Ys in the UK, say they have a side hustle (e.g., an additional job/project that they work on). In Cassandra’s Gen Y qualitative research, a 23-year-old woman told us she was passionate about her hustle, which is drawing comics and posting them on Instagram. She went on to say that she invests her time in these comics and even wishes it could ...

Over Stimulation

... that’s where the growth activities are." We've already seen this come to pass, as brands fight for consumers' limited time and attention. Indeed, one in three youth in the U.S. and UK, as well as four in 10 Trendsetters in both countries, feel overwhelmed by the number of advertisements/commercials they see on a daily basis. In 2007, a study found that the average consumer sees 5,000 ads a day, a number that has surely increased with the launch of social media platforms.ATTENTION MERCHANT ...

The One

... love for a brand. While many young people enjoy the thrill of trying out different brands regularly—“dating around”—they don’t want to always be on the hunt in each consumer category, spending time, energy, and money on brands that aren’t right for them. They ultimately want to find one in each sector that best complements their lives, and when they do, they’ll become a consistent supporter: nearly three in 10 say they have had a long-term relationship with a brand. They realize ...

Users Anonymous

... of Web Esteem (Cassandra, Spring 2012) are compounding to such an extent that some young people are starting to opt out of having a visible online profile. In fact, reports indicate that more than 40,000 people have closed their Facebook accounts in the past three years. While young people still want to participate in the acts of curation and creation that define their generation’s dominant position in the online universe, they are beginning to care less about getting personal credit for it ...

Humanology

... people’s need to be seen, heard, and cared for. With this mindset, popular culture is seeing a rise in entertainment about A.I. devices and humanoids, demonstrating young people’s desire to see more of these technologies, whether on screen or in real life (see Future Of Entertainment). With this knowledge, brands should consider using chatbots that are emotive and personable as opposed to bots that feel like one is having a robotic online interaction. In the same way a brand has to have a “personality ...

Global TV Trends

... TV trends from around the world.In today’s evolving global media landscape, TV is still an important touchpoint for young people all over the world. Young people are obsessed with TV shows, with 84% of global youth saying TV is important to their lives and 41% saying they can’t go a day without watching TV. The advent of TV streaming sites, such as Netflix and Hulu, have allowed the reach of a TV show to extend far beyond its country of origin. Global access to these online streaming platforms ...

Life Skills

... With schools focusing on book learning, Zs are acquiring new life skills, such as coding, sewing, and tinkering, outside the classroom. Gen Zs, having never known a world in which the online realm is not seamlessly integrated into the physical one, are, in some ways, even more reliant on the web than are older generations. Whereas previous generations would have gone to their parents when wondering why the sky is blue or how babies are made, more often than not, Zs are defaulting to the ...

ProPlay

... parenting”—Zs are being raised to inhabit the adult world as children. Xers, having seen the effects of Boomers’ arguably overinvolved parenting, are adopting a reverse childrearing mindset, often letting their kids direct their interests and earnestly regarding them with respect, but not necessarily as buddies. This is starting very early, as evidenced by the growing popularity of Learning Tower structures (and the plethora of online instructions on how to DIY them) that allow children as young ...

Nesting & Resting

... themselves at home has become more important to them in recent years (65% of young women and 57% of young men). Nearly three-quarters of Trendsetters (74%) feel this way, indicating the importance is only poised to grow. Young people are increasingly spending on products and services that let them elevate body and mind in a relaxing sanctuary of one’s own, regarding it as an investment in their personal wellbeing. Moving forward, marketers have an opportunity to build brand loyalty through products ...

Purposeful Pop

... makes it all the more important for popular culture to be a magnifying glass on the world, giving young people a closer look at what’s going on near and far. Young people have reached a point where they’re increasingly turning to popular culture—movies, TV shows, music, and fashion in particular—for reasons that are threefold: for entertainment, for information, and for hope. The content that can capitalize on all three will contribute to public discourse and capture the attention of a ...