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Macrotrends

(Net)Work Hard, Play Hard

... efficient use of their time, in keeping with Ys’ Optimization Generation tendencies and Zs’ desire for ProPlay. Social media platforms also play a major role, as it’s now commonplace to use “professional” platforms for social purposes and “personal” platforms to build one’s brands and amass business contacts (see Job Search Party). Consider how dating platform Bumble recently launched Bumble Bizz for work-oriented matching. Young people find it intuitive and even fun to network via such platforms ...

Overboredom

... brands are no longer just competing with each other, they’re also competing with content from amateur creators and Zs’ friends on social media, which Zs are more likely to be emotionally invested in and therefore dedicate their time to. Moving forward, Zs’ fear of boredom is likely to have implications that reach far beyond the content they choose to consume. As we noted in the Global Love report, many young people feel that the rise of digital makes dating feel more disposable, as there’s ...

Job Search Party

... career path and the upswing in the gig economy have also led them to seek new jobs more often than their predecessors, requiring a renovation of the traditional job search to align with their expectations. As the workplace becomes more social to better serve young generations' preferences, the job hunt has as well. More companies are turning to social media to recruit potential employees, and some new search services resemble dating apps (see examples). Mediums that Ys and Zs are comfortable with in ...

Sports Clubbing

... viewing a sporting event at a bar provide an opportunity to meet other singles offline (see Pairing Off), but it also ensures they have a shared interest with the people there. As sports have become more inclusive of women, who now make up a more significant portion of fans, it’s more possible for the hookup or dating element to exist than it was for young adults in previous generations. Furthermore, sports reduce Ys' need to turn to traditional forms of nightlife for this purpose. Already, about one ...

Show Me Love

... modern dating landscape. As they are dating for a longer period before settling down (if at all) in comparison to previous generations, many realize that they can’t only expect someone else to love them: it must also come from within. Dating may be more casual and commitment-free than ever before, but Ys, as a characteristically optimistic generation, aren’t letting The Dating Game defeat them. Rather, they see an opportunity to focus on falling in love with themselves and build this reliable ...

Omnitainment

... was a spot recreating the French revolution with French soccer legend Marcel Desailly exclaiming, “Let them drink beer."Coors Light Coors Light’s first-ever content series, My Climb. My Story, spotlights real-life tales of people overcoming personal challenges. The idea behind the project was to open up conversations that encourage people to take on and conquer their own challenges.Hinge To introduce the new Hinge, which was revamped with relationships in mind, the dating service created the ...

Friends With Benefits

... look to friends to fill roles previously occupied by one’s family or significant other. In the past, soon after young people entered adulthood, they married, established a household, and grew into this life stage with a partner. However, Ys’ extended adolescence and casual approach to dating has prompted them to experience more of these formative years with their friends as their primary support system. As a result, their expectations for friendship have crossed into new territories, including ...

(Gender) Role Playing

... cheap.” In this way, young people are applying their characteristically open-minded way of looking at the world to gender politics in dating: they don’t approach payment decisions through the lens of male vs. female, but rather of good manners vs. bad ones. However, this can be a source of stress for guys who aren’t yet familiar with their date’s views on such matters, as many of them think of themselves as male feminists and don’t want to risk coming off as chauvinists. Some experts, like LGBT ...

UnWasted Time

... to be the social lubricant it provided to help drinkers feel more comfortable meeting and talking to new people, the rise of dating apps has given single people the buffer of a screen to help meet others so the liquid courage isn’t as necessary. There is also a movement away from extreme drinking, so even when youth are choosing to drink alcohol, they’re doing so in moderation—two in 10 of legal drinking age in the U.S. and UK, and a quarter of Trendsetters, are making an effort to ...

Accelerated Adulthood

... | Having my own car | Getting a driver's license | Having my own credit card/debit card | Making my own purchase decisions | Voting | Going out without my parents' supervision (to stores, to the movies) | Completing high school/Year 11 | Getting my own cellphone | Being allowed to stay home without parental supervision | Dating | Having sex | Drinking alcohol | Getting my own computer/tablet | Being allowed to go online without parental supervision | Being allowed to watch TV ...