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Macrotrends

Break It UP

... face them. They show up on social feeds, at parties with friends, around favorite neighborhood haunts. Exes no longer split their “possessions” of friends, restaurants, and even pets, but they instead learn to share and coexist: after all, they are bound to run into each other. Friends, who play a key role in modern relationships (see The New Friend Zone), are also integral to an easy letdown when it ends. One’s friends have borne witness to the narrative of the relationship—the couple falling in ...

Feedback Loop

... been getting regular assessments since they entered school, which has allowed them to always know how they’re doing and compare themselves to others. More recently, they’ve become the beneficiaries of advancements in assessments; institutions are placing more emphasis on individual learning styles and tailoring education plans and the means by which they give feedback to students’ specific needs. Even the ease with which they can play digital games and see how they measure up against the global ...

DND (Do Not Distress)

... than it was a few years ago. Being able to get together IRL frequently is particularly challenging since work is no longer 9 to 5, and young adults are increasingly devoting a portion of their social time to networking specifically (see [Net]Work Hard, Play Hard). Even Zs noted in qualitative research that it's hard to hang out with friends physically in a given week due to their schedules and/or that of their parents, their jobs, and their side projects, which is why they often use video hangouts ...

Data Mine

... happening. Indeed, nearly two in 10 youth, as well as 31% of Trendsetters in the U.S. and 27% in the UK, say they’re willing to allow a company/brand to see their online activity so it can provide them with personalized recommendations/experiences. A 22-year-old female in one of our focus groups said, “It’s a pay to play world. You have to agree to certain terms and that’s you opting in to all of the data that giant companies can take.” Sometimes this means turning on a specific feature, such as sharing ...

State Of The Art

... , brands would do well to play up the person behind the algorithm. Modern youth are eager to know how the entertainment they so voraciously consume was created (see Scene Stealers), and learning about the people behind-the-scenes who contribute to the end product heightens their enjoyment of their entertainment. Emphasizing the humanity inherent to creative A.I. adds more meaning to young consumers and enables them to be more emotionally invested in the entertainment than they would be otherwise. THE ...

Global Fashion & Style Trends

... involvement in or connection to the cereal. The fashion industry, recently plagued with intense global visibility to the ramifications of its methods of mass-production, is seeking out ways to play in this field of radical transparency. It is no longer enough to make a product that generates buzz, for that excitement is ephemeral and fleeting. Instead, brands need to draw upon the rich tapestry of the story behind the garment and the creators' process of making it in order to encourage consumers to spend ...

Control Center

... restless or calm.Friendships/RelationshipsIn the quest for self-betterment, Ys and Zs are exercising a need for control in their relationships as well (see DND [Do Not Distress]). They're not seeking to control the individual but to understand the interpersonal dynamics at play, their role in the partnership, and how they can improve both the interactions and the relationships. One way this is playing out is through personality tests, which have come back in vogue. This manifests itself on a lighter ...

Control Center 21+

... restless or calm.Friendships/RelationshipsIn the quest for self-betterment, Ys and Zs are exercising a need for control in their relationships as well (see DND [Do Not Distress]). They're not seeking to control the individual but to understand the interpersonal dynamics at play, their role in the partnership, and how they can improve both the interactions and the relationships. One way this is playing out is through personality tests, which have come back in vogue. This manifests itself on a lighter ...

Personal Best

... pollution, humidity, wind, and smoke can all play a role in the health of hair and skin. For instance, hair care startup Prose doesn't just consider one's hair type when creating its custom shampoo and conditioner; it also looks at the city where a user lives and how their environment impacts their hair. Meanwhile, at the 2018 Consumer Electronics Show, Romy Paris unveiled a device that analyzes a variety of factors, including pollution, and creates a custom mix for one's skin each day. It's not ...

No Kid(ding)

... %), and having a demanding job (12%) also come into play, indicating that young adults, while optimistic, are also realistic. For which of the following reasons, if any, do you not want to have children/are you unsure about having children?Those who don't want/are unsure about whether they want to have childern It's too expensive | I do not want the responsibility | I don't want to give up the flexibility I currently have in my personal life | I don't think I am fit to be a parent | I do not think ...