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Macrotrends

Well Rounded

... their lifestyle choices relevant to both ends of the health spectrum. The possession of a Well Rounded wellness lifestyle is tantamount to peer relevancy for this generation. For example, a 26-year-old woman in one of our focus groups told us about how she tried a high-impact barre class not because she was interested in its perceived health and/or weight loss benefits but because all of her friends were doing it and she wanted to understand what they were experiencing so that she could talk about ...

For Your Entertainment

... than Boomers and Xers to prefer reality television, having popularized this genre during their lifetimes; about four in 10 Ys and Zs in the U.S. and UK prefer to watch reality television over scripted television. These young, always-on cohorts are accustomed to viewing reality as a source of entertainment—from reality TV programs to watching their friends’ stories on social media. Notably, nearly three in 10 Xers in the U.S. prefer watching reality TV over scripted, demonstrating how youth ...

Social Studies

... users accept autoplay videos, marketers will be able to receive marquee placement in the fight for consumers’ attention share. Movie and auto marketers are expected to be the first to leverage the feature, but brands in all categories should consider the “prime time” opportunity. BISTRIPSOne of the biggest trends to hit the Facebook News Feed in recent months is Bitstrips. The app allows Facebook users to create avatars in their own and their friends’ likenesses, and then turn those digital ...

Transgender Voices

... BE MINE. BEAUTIFUL MUSIC FOR UGLY CHILDREN, a novel by Kirstin Cronn-Mills, tells the story of Gabe, née Elizabeth, whose high school experience is altered when friends and fans of his radio show learn of his transgender identity. HAPPY FAMILIES by Tanita S. Davis tells the story of one family’s reaction upon learning that their father is undergoing gender reassignment surgery. The book FREAKBOY by Kristin Elizabeth Clark centers on a teenage boy who dreams about having a woman’s body. BEING ...

The (DIS)Connect

... desires from the digital world to the physical realm, 81% of youth note that people say things to potential romantic partners online that they wouldn’t say in person. They are often more forward, having already learned a great deal about a potential partner online, allowing relationships to progress faster. One’s digital display doesn’t only factor in to relationships starting out but also impacts those more established. The ability to see one’s partner adding friends, getting likes and comments from ...

Consumed Takeaways

... Marketing directives to inform your future approach to the shifting consumer landscapeCreate ways for them to engage with products without necessitating a purchase.The contemporary definition of “shopping” encompasses a range of activities that don’t necessarily lead to purchasing. Young individuals—Zs, in particular—are just as likely to browse items as a source of entertainment, and share their favorites with friends as a statement of their personal taste, as they are to actually buy the item ...

Less Is Morality

... , sharing and discussing it with friends, and comparing and contrasting each person’s solution and point of view (not unlike their Flair and Balanced view of politics), particularly as youth are less interested in passive, siloed entertainment consumption and increasingly gravitating toward entertainment they can share and build on. By offering young consumers mental puzzles around morality, media can extend beyond a static presentation and grow its engagement through young consumers’ assessment and ...

Real Time+

... and improve targeting in recent years. Even on social media, where brands can take advantage of users’ personal information, ads are adding little to the existing conversations that their followers care about. Marketing sometimes distracts from the actual reasons Ys and Zs are on social media—to connect with their friends and know what’s going on in the wider world. Oreo, however, changed the game in 2013 when it tweeted about the Super Bowl blackout, ushering in an era of “real time” marketing in ...

Mom Focus

... , wife, and independent being. Making time for herself is her second primary challenge as a mom (behind making financial decisions). Six out of 10 moms believe that carving out alone time is an important factor in being a good parent, yet only 27% rate themselves as achieving it. Moms’ favorite activities, apart from being a mom, include entertaining friends and family (81%), surfing the web (80%), exercising (77%), playing games (56%), and gardening (42%). After a full day of being mom, there is ...

The Right Moves

... buying a home means staying in one place. Just 24% of global youth say it’s important to them to put down roots/settle in an area, which is not merely a factor of their life stage but rather their lifestyle, and they’re embracing more mobile versions of homeownership that give them the chance to pick up and relocate if and when they desire to make The Right Moves.I've stayed on friends' barges before. Non-traditional homes often allow you to change your surroundings, save money, meet interesting ...