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Macrotrends

Z DNA

... research products before they commit to anything, and seek validation from both friends and strangers to give them confidence in their purchasing decisions. On the whole, this generation is more likely than were kids in the past to only buy items they need and to consider the resale value of products to feel secure that their investment is worth the cost. As they’ve gotten older, they are recognizing the importance of not only budgeting but also planning for economic security, especially as the oldest ...

An Eye Towards The Future

... Four macrotrends emerging from the Covid-19 pandemicOver the past four months, Cassandra has looked at how major facets of youth culture have been rocked by the Covid-19 pandemic, in turn giving rise to new cultural trends, attitudinal shifts, and behavioral changes in its wake.This final report for Q2 calls out four macrotrends that are emerging from the many shifts we’ve been pinpointing throughout last quarter. These seemingly disparate trends are all grounded in how today’s Millennials and ...

Welcome To The Club

... to provide this sense of belonging. While there's no shortage of ways in which they can feel part of a community online, young people are realizing that doesn’t fully substitute for having it in-person and are therefore still seeking it offline. Belonging to an IRL community is still very important to youth, so much so that they’re willing to go out of their way to attain it and go so far as to pay for it in the form of membership to clubs and co-working spaces, even if these communities are not ...

The Age Of Innocence

... the game, two teams compete to unravel clues and make contact with their “network of spies” identified in the cards.Bar-Based Lecture Series Ranging from Nerd Night to the Secret Science Club to Raising The Bar, young people around the world are turning their local bars and after-hours hot spots into learning centers. While some are ticketed events and others are free, each occasion represents an opportunity for attendees to further explore a passion or gain some new knowledge from entertaining ...

GPS (Global Positioning Success)

... International Women’s Day by creating a feminist spinoff of its “all in” campaign, called “all in for #mygirls.” With the goal of encouraging young women to excel in both sports and life, the cornerstone of the campaign was an online magazine that crowdsourced consumer social media content via the #mygirls hashtag. Additional campaign components were created for various online platforms, retail, and TV, with “all in for #mygirls” commercials airing in Russia, Korea, and China. Major bank ANZ, as part of its ...

Extracurriculars

... push marketing messages, these brands are providing content platforms to help educate and inspire consumers on the topics that matter to them. Acorns Micro-investing app Acorns’ online magazine, Grow, is on a mission to educate consumers about their money. Its team of 20-something financial journalist contributors has seen about 5 million visitors since it launched last year, converting readers to Acorns users and providing an alternative revenue stream for the brand.Apple Apple recently launched a ...

Culture Spotlight On Japan

... youth in Japan agree luxury goods (e.g. clothing and accessories) are becoming increasingly important in their country, and over half of those aged 14-17 agree.IN-STORE PURCHASES IN JAPANYouth in Japan prefer in-store shopping experiences over online shopping when purchasing shoes (72%), clothing (63%), and accessories (55%). Women are more likely than men to prefer shopping in-store for shoes than online, whereas gender does not play a factor in preference when shopping for clothing or ...

First Glocals

... buy. This demand is being met by brands like clothing company Honest By, which tells people where its materials originate, how much they cost, and where a product was made. We expect GYs’ desire for local products to become increasingly apparent as globalization takes hold, and we anticipate that the duality of local and global allegiances will prove to be one of the defining traits of Ys across the world. I think that culture nowadays is divided in two halves. There is a global culture, which is ...

Green Rush

... their generational views on the importance of wellness. Similar to how it’s now difficult for consumers to wrap their heads around the Prohibition era, in the not-so-distant future it will likely seem astonishing that marijuana was, for so long, illegal. In fact, marijuana is now the nation’s fastest-growing industry, increasing 74% over the past year. Now valued at $2.4 billion, the industry is anticipated to be worth $11 billion as early as 2019. And, as pot continues to drive aboveground big ...

Culture Spotlight On Brazil

... causes. Those aged 30-34 are more likely than those aged 14-29 to buy or make these types of political/social statements.Which of the following are true for you, if any?Please select all that apply I've made a clothing item/accessory with a statement about politics/social issues | I've bought a clothing item/accessory with a statement about politics/social issues BRANDS & POLITICS IN BRAZILOver a third of Brazil’s youth like when brands engage in social causes. Women and young people aged 22-34 ...