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Macrotrends

There's No Place Like Home(town)

... deftly between locations for opportunities and passion points, their ability to, and more tellingly their interest in, forming community in a traditional sense remains a low priority. Against the backdrop of a roving lifestyle they’re reaching into the one constant emotional touchstone they can access: their hometown and their pride in it.Youth, who care less about forming community where they now live—and acknowledge that they might never find it—always have the emotional connection to ...

Breaking Bad

... their nascency before the change becomes widely adopted; otherwise, they’ll seem behind or worse, working against the positive change.SOCIAL NORMS AROUND IDENTITYAlthough all generations today have greater freedom to identify themselves as they see fit, identity in and of itself is more divisive and open for commentary, especially as it's now broadcast online—particularly on social media. Older generations, who had to conform to rigid societal expectations as they grew up, are watching younger ...

The Democratization Of Sports

... —fans felt a void and decided to fill it themselves. They were able to translate their love and understanding of sports into businesses, and they won't be the last to do so. Many Ys and Zs are becoming analysts, pundits, and decision-makers in their own right thanks to greater access to online stats databanks, their experience playing team managers and owners in video games and fantasy leagues, and, of course, their ability to leverage social media for distribution. They’re increasingly posting ...

Doctor Who?

... done in ending its sales of cigarettes. Meanwhile, positioning themselves as just part of the solution, not the full picture of health, will in fact have greater power with young people who take pride in mixing-and-matching their own approach to wellness holistically and personally. And as young people aren't turning to pharma as the answer when they don't feel well, this presents a significant opportunity for any brand to have an impact in helping one feel better, whether physically, mentally ...

Global Betterment Trends

... , and beard balms have all rapidly become available; this is a major shift from just a decade ago when men resorted to using women’s products since there wasn’t much available to them on the market. Sales of men’s face creams have doubled in the past decade, and use of face-cleansing products has jumped 60 times between 2009 and 2016, according to Nielsen. We’ve also seen an increased demand for men’s grooming products in the U.S. and UK, but for different reasons outside of career growth (see ...

Membership Drive

... offers pre-paid membership plans through which participants can either buy 5 or 15 cups at a time at a discount, or pay a flat monthly fee for unlimited service. Plans are available in two tiers: Basic, which includes all sizes of regular coffee or tea, as well as small iced drinks, and All Drinks, which includes espresso-based and specialty drinks. - FITNESS - ClassPassClassPass, available in dozens of cities all over the world, offers members access to thousands of partner fitness studios starting ...

UnWasted Time

... -free beer sales are on the rise in Germany, and more alcohol-free and reduced alcohol beverages are entering the market. Traditional alcohol brands such as Budweiser are making non-alcoholic versions of their product; a non-alcoholic spirit resembling gin was backed by Diageo; and a non-alcoholic craft cocktail brand partnered with UberEats to reach new consumers. The numerous options for careful consumption are making it easier for young adults to cut back on their alcohol intake (see examples ...

The New Social Norms

... Gens Y and Z are creating a new social code around friendship dynamics, social habits, and nightlife, driving a need for brands to update the ways they depict and engage young people in their social lives. The current state of socializing looks radically different from that of previous generations, as well as from just five to 10 years ago. Gens Y and Z are spurring notable shifts when it comes to what they value in their social lives, how they hang out with friends, and what they deem cool in ...

POP Trends

... -held source of journalistic pride: being first. But mounting pressure to be the initial outlet to cover a story has resulted in shrinking standards of accuracy, inciting criticism from readers who long for perspective, not just promptness. But even young consumers of online articles, themselves, have proven susceptible to the inclination to post without forethought; this winter, 35% of Cassandra respondents reported that it’s still important to be the first to share something, and NPR recently ...

Where There's A Will, There's Away

... qualitative research. This willingness is fitting as young consumers tend to take a quality over quantity approach when it comes to this sector in particular (see The Optimization Generation), meaning that they don't need to make purchases often to have the curated, high-quality wardrobe they crave. While young people do buy new outfits for the purpose of wearing them on a trip, they consider that to be part of their travel spending.Dining out and drinking are other categories where young people are often ...