50 results for '"ownership"'
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Macrotrends

No Kid(ding)

... and reflect the new reality of a sizeable group of consumers who don’t have or want kids. Just as Ys have shied away from home ownership, car ownership, and marriage in notable numbers, they are also realizing that raising kids may not be in the cards of their newly defined adulthood. The U.S. Census Bureau reports that as of 2014, nearly half of women aged 15 to 44 have never had kids, the highest percentage since 1976. Moreover, the birth rate has been steadily declining in recent years. Much in ...

(Ana)logging Off

... in a particular entertainment property when they’re willing to own a physical piece of media today; despite their preference for access over ownership (see NOwners) and dismissal of being weighed down by possessions, they’re willing to have such physical media for more emotional reasons. These analog entertainment options also help youth be more mindful about the media they consume in an extension of the wellness movement that has seen young people embrace activities that emphasize Presence ...

Creating For The Creators

... creative process. They began to see the concept of ownership of media as malleable. Gen Z’s open source mindset furthers this notion that all content—from software to songs to TV shows—should be considered a foundation upon which to grow new ideas and, in this case, additional entertaining content. Entertainment has become a free for all. The industry no longer has full control of the stories it tells once they are released; rather media often has a second, third, and fourth life ...

Gen Z State Of Mind

... to all brands when it comes to messaging and advertising.SECURITY > SPONTANEITY Zs will always be chasing security throughout their lives, having had a lack of it during their formative years, between the Great Recession and the unsettling state of the world. Aside from prioritizing financial security, they long for many of the comforts and sources of stability that Boomers and Xers had, such as marriage, a family, and home ownership. For instance, marriage is among the top five things Zs ...

Realistic Optimism

... they are confident in the ways they can personally contribute small measures to make it a little better and believe that, collectively, their efforts can make a difference on a grander scale. Youth’s enthusiasm for claiming ownership of world betterment is most visible through their everyday relationships and actions. Informed by their loyalty to small-scale endeavors like independent boutiques, CSAs, and handmade brands, their optimism is largely being filtered through a 1-to-1 approach, as ...

ReLuxe

... , it may as well not exist. Even though many Zs still prefer to shop for products in-store rather than online (60% in the U.S. and 43% in the UK), the digital realm is where they go to discover products and form relationships with brands. Those early connections on social media lead to an affinity that will inform their purchasing decisions when they can finally afford luxury.Zs are also good news for luxury brands because they aspire to ownership. While much has been said about the ...

Consumed Takeaways

... question or request. Strike up the right balance of Hands-On help by creating a pathway to 24/7 communication (e.g., via Twitter), providing personalized responses to their queries, and offering help when they need it most. West Elm’s Design Lab provides practical, hands-on help to consumers, in the form of flat-rate assembly services, style guidance, and assistance with tricky home tasks like taking precise measurements.Give them access to ownership alternatives.Scary though this idea may be, the ...

The Right Moves

... a shift in customer demographic thanks to the vanlife movement. RV ownership in the U.S. is at an all-time high and the European Caravan Federation reported its highest sales in seven years. In addition to purchases by members of older generations looking to spend their retirement on the road, Ys now make up 38% of all RV users. The ability these days to build a flexible work schedule and do many jobs remotely combined with the advances in technology that allow RVs to be outfitted with all the ...

Leagues Of Their Own

... . Consider sponsoring or hosting events around these sports to show your brand’s relevancy and cultural savvy.As young consumers rally behind non-traditional sports, they feel a sense of ownership over these games and regard them as the new leagues for their generations. Marketing and media should reflect these games as wholly relevant to the sports world today, just as Ys and Zs do. Entertainment properties are inspiring young consumers to participate in nontraditional sports. When launching a new ...

Duty Free

... burdens that come with home and car ownership, and they are accused of shying away from accountability in the workplace. Societal shifts are adding to Ys’ ability to offload responsibilities. Some are living at home for an extended period, which means their parents are more likely to be handling household issues for them well into their adult years. Others are also putting off parenthood, which means they are delaying the point in their lives when another person is wholly reliant on them. When they do ...