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Macrotrends

ProPlay

... someone their age can do and achieve. Witnessing such extraordinary achievements and seeing that kids are being taken seriously now, they therefore feel empowered by a greater sense of professional pride and take their pursuits more seriously as a result. In the past, kids and teens lived in siloed worlds of their own in which the adult realm offered an escapist moment. For instance, staying up late to watch a parent’s favorite TV show that aired every Thursday night at 10 was once considered a ...

Work In Progress

... their relatively short existence so far, they have learned that things are constantly evolving, growing, and improving. Born of realist Xer parents, Zs are practical problem-solvers, and with technology at their fingertips, they see themselves as empowered agents of change. Whereas their Y predecessors dream of change but often lack the follow-through to make it happen, Zs are driven by the satisfaction they derive from working to make a difference. They turn this same passion for improvement inward ...

Cashless Is King

... expectation from the financial tools they use, and those that cannot keep up with the speed of their digital lives will be dropped for others that can.Young people’s cashless, digital-first mindset is not only eroding traditional payments, it is bringing into question the very format of financial institutions. For example, the majority of youth (52%) are interested in using online-only banks that do not have physical locations. After all, if they don’t need cash from ATMs and process all of their ...

weCommerce

... Youth are enjoying the cyclical, personal nature of the modern resale economy, presenting significant opportunity for brands to extend the life of products.Young people today have adopted a shared pride in paring back on material goods, a mindset that sees them curating their lives with careful consideration and purpose (see The Optimization Generation) and likewise influences their nascent resistance to the siren call of consumerism (see Buy Not). Nonetheless, they wish to welcome new ...

Personal Property

... be unique and have greater character than what’s currently available for people to buy en masse. More than a third of youth (35%) and 53% of Trendsetters are open to buying used furniture and home décor.Brands Head HomeAll told, to resonate with the youngest generations of home buyers, brands need to make uniqueness and creativity a priority in the products and services they offer. Home Depot has made this a focus lately by partnering with online interior design service Laurel & Wolf so that its ...

Storefront Extensions

... Retailers are bringing the always-on nature of the web to the real world through shoppable walls, windows, and billboards.Having grown up with e-commerce, today’s young consumers are accustomed to shopping 24/7. However, until recently, this behavior was only possible online; those wanting to shop at an actual store were still confined to business hours. Now, having recognized young people’s desire for constant access, retailers and services are increasingly implementing 24-hour physical ...

Origin Story

... well—both in the literal and figurative sense; for instance, the British TV show Skins was a hit in markets around the world, but when remade for a U.S. audience, it was cancelled after the first season when viewers generally felt it couldn't live up to the original, foreign version. Of course not every adaption is poorly received—both the U.S. and UK versions of The Office are highly-acclaimed—however, brands open themselves up to risk in recreating entertainment that ...

Dual Intentions

... Young people are finding new benefits to dating, causing them to view it both as an engaging game and an important conduit for life experiences. Dating once had a singular, universal purpose that was relatively obvious to all parties involved: to find a life partner. While finding true love remains a common ambition among most global youth who date today, they are finding secondary outcomes to the process that were far less prominent among previous generations. Courtship has become ...

Digital Trends

... BEAUTYAmazon recently unveiled a Luxury Beauty Store within its greater Beauty & Health category. This shop-within-a-shop carries 24 high-end cosmetics brands, and was designed to resemble shoppers’ go-to luxury beauty destinations, like Sephora and Net-A-Porter. According to a 2012 survey by Forrester, 30% of online shoppers begin their product research at Amazon. The retail giant’s creation of the themed microsite suggests its intention to intercept purchases at this point of preliminary research. For ...

Culture First, Country Second

... If content aligns with modern youth's personal taste, they'll embrace it from any country, meaning brands need to be on top of culture from everywhere to understand what can spread anywhere.Today, any piece of popular culture, from music to fashion to art, is more important to a young person than the country from which it comes. If content is captivating, it will reach the youth audience no matter where they live; for example, TV shows from Turkey are gaining a strong youth audience in Latin ...