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Macrotrends

WELLth Investors

... if I look good doing it.” Her sentiment is widespread; 86% of Ys and 92% of Trendsetters say that exercising and eating well is an investment in their health. SOCIAL LIFE As discussed in The Community Well, Ys don’t invest their money in wellness pursuits for health reasons alone. The social aspect of wellness provides additional incentive, which may have as much to do with their biology as with their generational tendency for teamwork. Research from Oxford University suggests that group exercise ...

Demo Real

... U.S. and UK believe in-person advocating or rallying can create more change than doing so online. When it comes to protesting, those in the UK would prefer to do so online, as would a slight majority in the U.S. This is largely driven by women, who may believe they are more at-risk participating in person. Please select the one statement from each pair that most closely aligns with your views. More change can be created by advocating in person | More change can be created by advocating ...

Carrying The Torch

... she expresses her interest by following results online, saying, “I’m very patriotic, so this last summer I would always go on Google and see where the U.S. was in ranking of sports.” Youth can easily find clips online afterward, follow live commentary on their social media feeds, or wait until their friends share the funniest athlete reaction memes. If young people do decide to watch the Olympics live, they don’t necessarily watch the standard telecast at home, which isn't fully accounted for in ...

GPS (Global Positioning Success)

... its store. And in an effort to help consumers in Argentina tackle the summer heat, home electronics brand BGH created a “My Home is an Oven” campaign, in which individuals could track their homes’ exposure to the sun online. Those with the hottest households received the biggest discounts. - 3. HIGHLIGHT A UNIVERSAL IDEA - Around the world, Ys feel more alike than different from one another. Marketers should address their shared interests, experiences, and even cross-cultural challenges to create ...

Accelerated Adulthood

... these days,” accompanied by a shake of their head. However, the Internet era makes it seem that Zs are growing up even faster than youth of previous generations because of their ability to discover “adult” content prior to becoming adults.  With unprecedented access to sophisticated content, be it news online, mature movies and TV shows on streaming services, or uncensored opinions and photos on social media, it’s become increasingly difficult to shelter youth in an “age-appropriate” bubble ...

(Ana)logging Off

... an increased interest from youth in meeting potential partners offline (see Pairing Off). And although it’s easier than ever to shop online, youth prefer to get out from behind their screens and physically visit stores for the experience it provides (see What’s In Store). As with these other aspects of their lives, young consumers feel that engaging in tactile entertainment experiences can be more fulfilling than their digital equivalent because they tap into the nostalgia of the experiences ...

Gaming The System

... key communication skills that translate regardless of whether they’re talking online or in person. It’s worth noting that these are also skills they look to brands to help them cultivate, revealing an opportunity for marketers that tap into gaming.Gaming has had a very positive impact on many of my friends' lives. I have friends who have made incredible amounts of money through streaming wager matches and competitions in games. They also have made money from selling virtual items for money in ...

Global Analog Trends

... supplementing their digital consumption with analog content and gadgets, from vinyl records and physical cameras to print magazines and board games. Brands that tap into this old school consumption habit can stand out in today's digitally-driven world and this countertrend is poised to grow as young people are even sharing their analog consumption habits online, encouraging their friends and followers to embrace such mediums, too.LO-FI LISTENINGDespite the prevailing popularity of music streaming platforms ...

All The Feels

... corporate ladder to snag the corner office at the expense of others; and even Ys, who shifted from products as status symbols to social markers, but who use those social keys to compete with and exclude one another. A strong generational trait among Zs is the ability to empathize with those around them, showing much concern for the feelings of others and celebrating the value of every individual.I would say that in general, people my age are nice to each other or at least respectful of one another ...