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Macrotrends

House Funders

... live in a house with a brother or sister and his/her significant other and/or their own to cut back on costs. In some scenarios, a sibling may be the owner of the house and ask others to pay rent in order to be able to afford it, while for others, siblings can be co-owners. Given this new reality, brands need to reflect these modern living scenarios when creating marketing, messaging, and entertainment aimed at homebuyers and homeowners. Homeownership is also made possible by the abundance of ...

Nesting & Resting

... tasks that they find undesirable (see Duty Free), they embrace the chores they do find enjoyable as meditative tasks. Marketing messages should reflect this mindset. Marketers should also keep in mind that this trend isn’t just occurring among single people or those without children. Partners and parents are likewise creating personal spaces to recharge on their own at home, rationalizing that you can’t take care of others if you don’t take care of yourself. Nesting & Resting is about becoming a ...

Show Me Love

... simply important for their wellbeing. Create marketing and entertainment that shows people focusing on their relationships with themselves, regardless of if they are single or coupled up. TO THY OWN SELF BE TRUE While young adults around the world seek to have a romantic partner in life, they don’t think their relationship status should define who they are. Most don’t think that they need to be in a relationship in order to be happy or successful. Moreover, youth today believe people need to first ...

Well at Work

... movement. Those who wish to extol the benefits of their company – whether to prospective hires or to consumers on social media – must practice radical transparency in order to be considered a thought leader. In the end, companies that do so stand to benefit enormously, as Y employees (and consumers) will be more likely to invest in a company that’s invested in wellbeing. - MARKETING EXAMPLES - MASTERCARD “ONE MORE DAY”To help inspire a movement to get Americans to take their well-earned time-off ...

The Freeform Movement

... , and channeling both will be key for marketers wishing to resonate with young parents.ACTION ITEMSIn advertising and marketing, consider moving away from goal-oriented and overtly educational messaging and instead include more portrayals of children engaged in freeform play. Show how unstructured time can enhance creativity and make kids happier and healthier on a mental, physical, and emotional level.Offer platforms for parents and children to showcase their personal creativity that doesn’t ...

The Fail

... experience, and take another shot at getting it right—just as Zs would themselves. As with their idols, Zs will feel that brands that acknowledge their imperfections are more authentic and in line with their values, and they will lend such companies their support. Failing will no longer be a kiss of death for brands, but rather an opportunity to impress Z consumers with their ability to reinvent themselves. Likewise, marketing messages must address Zs’ shift in mindset. While previous generations enjoyed ...

Job Search Party

... London Byte London developed a Facebook chat bot to further engage with potential employees during the recruitment process. The marketing technology agency used the bot to help candidates build a deeper understanding of the brand and it was so successful that candidates mentioned the bot’s usefulness during interviews.McDonald’s The fast food chain launched “Snaplications,” prompting users to apply via Snapchat. McDonald’s specifically wanted to appeal to half of their target audience for summer ...

(Gender) Role Playing

... gratuitous attention to them, as it more authentically reflects how young people live their lives. The more facets of relationships that brands are able to celebrate, the more likely they are to woo youth (see The One) and build lasting relationships. ACTION ITEMS When appropriate, engage in Gender Flipping, which calls attention to the pervasive gender bias across media and marketing by swapping one sex for another, thus highlighting the absurdity of “gender norms.” Consider enhancing or ...

Z DNA

... . They’re the ultimate self-starters, as evidenced by how adept they are at marketing themselves online, setting up digital storefronts, and raising money via crowdfunding. They know how to work within the existing system to make extra money and build a brand. And unlike Ys who are characterized as entitled, Zs have an especially strong work ethic. They’re eager to learn as much as possible and will be more able to pick themselves up and start over should their plans not work out. They don’t feel ...

Parenting 101

... accurately in their marketing, showing that companies have some catching up to do.EDUCATIONAL TECHNOLOGYModern parents acknowledge that technology is a blessing and a curse in many ways: it entertains and distracts, it connects and disconnects families, it teaches and it also rots the brain. When parents first introduce their children to technology, it’s often in the form of educational apps and websites that are highly immersive and engaging. Admittedly, parents leverage these as babysitters on occasion ...