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Macrotrends

Live, Not Buy: Gen Z Activism

... action they must take in order to create change. On the other hand, Zs were born during a time of geopolitical unrest, and with access to a 24-hour news cycle heightening fears around the issues all consumers are facing today. With terrorism and school shootings affecting their sense of safety and warnings about the effects of climate change on the health of the planet threatening their very future, this generation has much to worry about. Their sense of insecurity has shaped Zs to be political ...

Flair and Balanced

... Youth are staying informed through social media and up-and-coming news sites that expose them to broad points of view, helping them cultivate more well-rounded opinions.  Contrary to the idea that social media fosters a “filter bubble” that limits people’s exposure to ideas that are dissimilar from their own, it may actually be helping youth broaden their horizons. A wider range of viewpoints has entered their feeds of late thanks to changes in social media settings that encourage ...

Pop In

... future. Preference for such is especially high in China (74%) and Indonesia (66%), indicating the trend will likely become most prominent in these countries first. Meanwhile, youth can even Pop In the news thanks to the app Genies, which allows users to create avatars of themselves and appear in short videos featuring current events and popular culture happenings. Being part of the cultural conversation has become much more than just reading, watching, or talking about the news; users can actually ...

Portraits Of A Generation

... about?Please select your top 5. Music | Gaming | Learning/education | Social media | TV shows | Movies | Cooking/food/ restaurants | Nature/the outdoors | Shopping | Fashion/style | Religion/spirituality | Reading | Health & wellness | Travel | Technology | Fitness | Art/design | Sports | Beauty/grooming | Volunteering | Digital culture (e.g., blogs, memes) | Politics & Social Causes | Science | News & Current Events | Live events (e.g., concerts, festivals, plays ...

All The Feels

... born out of their exposure to the news. Social media puts global issues into the pocket of every young person, and many teachers are even putting news in front of their elementary school students. The availability of real-time updates on the state of the world allows youth to learn about the issues others are facing, which inspires their feelings of empathy and desire to help. Newsela, for instance, congregates stories from credible sources and rewrites them to be appropriate for various reading ...

Pop Politics

... Politics are becoming increasingly entrenched in pop culture. Politics and pop culture have long been intertwined—think Elvis visiting Richard Nixon in the Oval Office, actors like Ronald Reagan and Arnold Schwarzenegger being elected into office, or MTV’s longstanding Rock the Vote initiative—but the relationship between them has never been as tightly bound as it is today. Each is mired in the other, a circumstance that owes as much to the way that young people today follow news ...

Culture Spotlight On The U.S.

... broadcast television channels that are airing multilingual shows in primetime slots with the expectation that they will be a success. Shows like Jane the Virgin on CW TV and Fresh Off the Boat on ABC incorporate multiple languages into their content and also share an additional cultural perspective outside of an American viewpoint.Take Comfort: Consumers Crave Feel-Good EntertainmentIn a sharp contrast to the barrage of negative stories infiltrating the news on a regular basis, and ...

Feel The Burn: Understanding Modern Burnout

... as No Money, More Problems. To earn extra cash and attain a sense of fulfillment or meaning, modern youth have adopted the attitude that they should Always Be Hustling. The combination of young people’s constant need to hustle and the Over Stimulation they experience from a 24/7 news and entertainment cycle is causing modern youth to seek respite in a multitude of ways: discover how young people are using their downtime to recover from burnout in Free For All; zone out To Your Heart’s Content in ...

Mixed Emotions

... others, be productive, and conduct my work to my own acceptable standard.KATIE, 25, ILThe contentious social and political climate of the world, the ubiquitous presence of technology, and the stresses piled on by one’s own friends has made non-physical aspects of health extremely important for modern youth; a third of young people in the U.S. and UK say that mental health has become more important to them in the past year, and it increases to 55% and 46% among Trendsetters, respectively. The news ...

The Direct Connection

... rather their key characteristics. This is good news for traditional retailers because it means that modern youth aren’t as concerned or even aware of the model of distribution; rather, young consumers are aware of these brands because of their effective marketing strategies that span social media, subway ads, and podcast sponsorships, as well as their customer service policies that make trying new products easier. To wit, one-third of Trendsetters in the U.S. and one-quarter of Trendsetters in the UK ...