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Macrotrends

Video Game Time

... their favorite players or even in a game when he or she logs on to play online, and, while the likelihood of either happening is slim, it’s far more likely than finding LeBron James at their local park looking for a pickup game. Compared to past generations who wanted their sports stars and celebrities on a pedestal, Ys and Zs are looking for more of an everyman star, and eSports is delivering just that.I see why people like eSports given the interest in video gaming and streaming. I don't watch ...

Epic Entertainment

... exaggeration and the abundance of filters available. Young consumers attend events or purchase food just for the social media cred they can earn by posting about it; people are willing to wait in line for several hours to take a photo in Yayoi Kusama’s Infinity Mirrored Room to post online, and “eating for the Insta” has become a popular trend. While youth may physically attend the art exhibit or actually eat a ramen burger, their appreciation of the content itself is overshadowed by the ...

Relationship Goals

... they and their partners see fit. For young people who have grown up being able to customize much around them, from the products they purchase to their social media profiles, they see no reason why they can’t determine their relationship style with each partner as well. Just as they take an Off-Roading approach to adulthood to fit their individual preferences, they’re also shaping their love lives to better align with their own definition of happiness. I don't believe in the old model that just one ...

Mix Masters

... high-quality work from a highly talented segment of youth.The Mix Master trend is driven largely by youth's desire for more ways to discuss, share, and engage with the content they love. Gens Y and Z have a creative spirit at their core, and they don’t see a completed work of entertainment as finished but rather as being ripe for a new iteration or interpretation which they can then share. Young people consider such evolutions of content as engaging as the original work, and they’ve promoted some ...

Obstruction Of Injustice

... people they only know in the online realm. They are distressed by the hatred they see from others, particularly as spreading kindness has become a personal mission for many (see Good Vibes). As a result, they are seeking Obstruction Of Injustice to censor such offensive language from their feeds with the hope that it will help scrub it from their real lives as well.I strongly feel that companies and brands have an incredible responsibility to help eliminate hate speech and harassment from ...

Anti-Social Media

... brands, calling their credibility into question and leading to the rise of micro-influencers and friends, as they feel more credible and reliable—not just a billboard for brands (see Side Buy Side). Per Forbes, multiple companies have found them to elicit better engagement than those with a massive following. To young consumers, micro-influencers feel more “real” and more like friends, which helps explain their success. In a new frontier where the number of followers a person has or the amount ...

CHANGEables

... feel like I have enough money or time for these charities. This in turn doesn't necessarily turn off my support for charities, it just stresses me out.JULIETTE, 16, MNI see charities everywhere—online, coffee shops, and even on my doorstep. Due to the fact that there are so many charities, if I donated to all that I saw, I would probably have no money to be completely honest.OLIVIA, 18, MN - Cool Consciousness - Many products have launched with the specific aim to ...

POP Marketing

... a “corpo-human” embodiment of the brand registered for classes. In a more recent episode, Subway tries to buy Greendale and turn it into a Subway University. Show creator Dan Harmon negotiated for creative control over the brand’s integration into episode narratives, a deal which gave him reign to portray Subway as a villain (and which in turn gives Subway its own cachet).SAMSUNG AND THE ACADEMY AWARDSHost Ellen DeGeneres’ now-famous celebrity-selfie moment was in large part the result of ...

Overboredom

... spend their free time doing activities that they consider productive and creative, not just hanging out. This ProPlay mentality, which has them elevating recreational pursuits and extracurricular activities as mediums for advancing in life, is impacting their feelings about free time today. Instilled with the understanding that they can do anything their elders can do, they no longer see age as a barrier to entry to learning a new skill, starting a business, or simply educating themselves about what ...

The Impact Of Influence

... for the future of the influencer marketing space (if technology can finally catch up to its rapid growth). But it still leaves brands with the question: what draws young people to influencers? Through our data analysis and our conversations with modern youth, we found the subject of influencer authenticity to be a recurring theme. But what does it mean to be authentic online today? This answer lies in what young people consider to be the most important qualities of the influencers they follow ...