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Macrotrends

Food Fixation

... Zs are the most food-focused cohort in history, a trait that’s helping shape their identities, but also hurting them in the physical sense. Ys have been labeled as a generation of “foodies,” but Gen Z is poised to surpass them as the most culinary-minded cohort. Food currently ranks seventh on their list of obsessions, surpassing even music and sports. Whereas Ys tend to use gastronomy as a tool for storytelling or global exploration (see Cultural Diplomats), Zs’ relationship with food is more ...

Buy Not

... impact of overconsumption, its message has since expanded to also highlight global income inequality. Buy Nothing groups in more than 60 countries have organized anti-consumption demonstrations, such as protest caroling and “zombie walks” in malls. Now, somewhat ironically, brands and marketers are also starting to join the movement by either sitting out the retail frenzy or finding ways to leverage the hyper-consumerism for social good. EVERLANE used to speak out against Black Friday by shutting ...

Brand Mentorships

... Forward-thinking major retailers are winning over consumers by embracing independent brands as allies rather than regarding them as competition to be squashed. Major retailers have had to step outside of their comfort zones in recent years in order to maintain relevance with young consumers, even partnering with would-be competitors in a bid to entice and seduce. Perhaps nowhere has this been more prevalent than in the fashion world, where global retailers like Target and H&M have aligned ...

DIY Therapy

... , You’re OK even going on to become one of the genre’s best-selling works, society is even more open to such today. This is demonstrated not only by cultural phenomenon of the past decade like The Secret but also the recent global popularity of self-help coloring books aimed at providing adults with a therapeutic experience. Perhaps surprising, the analog activity has truly caught on, offering participants an easy way to reduce stress, induce a sense of calm, and express themselves. To maximize the ...

Mixed Emotions

... often refers to the “emotional toll” of an event—be it a natural disaster, a physical health epidemic, the effect of sexual allegations against loved ones, or Trump’s presidency—but less often offers news that provides an emotional boost. Even though global connectedness is in some ways at an all-time high, society can also feel more disconnected than ever with the disintegration of communities and the walls put up by screens, which can contribute to social and emotional health problems ...

Life Resume

... , the more opportunities they’ll enjoy. Social media has cemented the desire to have a wide range of experiences, by providing instant access to an ever widening breadth of people, places, experiences, and ideas. Perhaps as a result of this global mindset, Ys have come to realize that the trappings of traditional success—money, status, popularity, material possessions—don’t have the power to make them happy, at least not in isolation of a larger purpose. Having advanced the midlife crisis to quarter ...

The Freeform Movement

... important life skill.   My youngest is five. He's very creative; he loves building things with LEGOs and drawing and designing on Minecraft, so he may end up being an architect.KELLY, 33, UKThe missteps of their peers abroad are likewise giving parents cause to champion the Freeform Movement. Given their global access and awareness, Ys have observed how children in affluent Asian nations have suffered severe stress and anxiety in recent years due to overscheduling and immense pressure from an ...

PREPAREnting

... could come about as the result of international conflicts and global warming makes envisioning the future even more difficult. However, while the future is unpredictable, parents believe they can make their kids ready for it: 81% of UK parents and 78% of U.S. parents say that although the world is changing so rapidly, they feel equipped to prepare their children for the future. As they strive to prepare their children for such a world, modern parents are encouraging their children to have ...

Culture Spotlight On China

... especially not yet appropriate as work wear—but it’s likely headed in that direction, as has been the case in the West. Major global sportswear brands such as Nike, Asics, Reebok, and New Balance are finding much traction, while there’s a growing crop of locally designed activewear brands, like Particle Fever, which makes sports bras, leggings, and running shorts that are both practical and fashionable. Another successful newcomer to the local fitness scene is Runner Camp, a concept ...

How Can I Help You?

... attention than those that do not. Indeed, 45% of youth in the U.S. and 39% in the UK, as well as 64% of U.S. Trendsetters and 49% of UK Trendsetters, say that good customer service would make them loyal to a brand. Good customer service is very important to global youth, as 70% of youth in China, 62% in Nigeria, 59% in Brazil, 48% in Australia, and 41% in France also say that it would make them more loyal to a brand. Additionally, about three in 10 youth in the U.S. and UK, as well as 44% of ...