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Macrotrends

Life Resume

... Gen Ys don't feel that a career resume fully encapsulates their experience and accomplishments; instead, they have given rise to a Life Resume as the principal tool for documenting their achievements and success in life.Whereas past generations felt obligated to stick to a traditional life path (college, career, family, retirement), Ys are compelled to find and follow their personal passions. They don’t define themselves by their careers, so professional resumes miss the point; the Life Resume ...

Build Your Own Career

... less concerned about planning for retirement (see The Fund-amentals), so they’re less motivated to remain at a company that offers long term benefits. Whereas young professionals in previous generations were more likely to pick a career and follow that prescribed path until retirement, youth today see this as far too constricting. They fear being bored and don't want to be limited to a particular, established course that they'll be set on for their whole working lives. They don't want to have the ...

No Money, More Problems

... Ys' tendency to delay milestones that were easily hit by earlier generations: buying a home, getting married and having kids, and saving for retirement. And these financial issues don't just mean Ys have to wait a few years to buy a house: they're negatively impacting this cohort’s mental health and creating constant stressors, whether that's due to debt or the fear that they won’t be able to live up to expectations set by previous generations. In Cassandra’s qualitative research, a Gen Y female ...

Making A Living

... circumstances. And Ys and Zs are re-evaluating The Fund-amentals of financial security, and, in turn, their approach to banking and retirement, to fit the lives they want. They even feel they should be able to determine the Asking Price of everything they buy across all consumer categories. These pieces, along with the many others in this report, demonstrate how young generations are reinventing work, finance, and home to meet their modern needs, lifestyles, and values.  ...

The New Age

... anything at most ages, despite any prior societal stereotypes. Ys’ “peerented” upbringing has also contributed to this flattening of age; not only have they grown up hanging out with their Boomer parents as they would friends, but their parents have also shunned what was once considered old age, ultimately altering Ys’ perception of what it means to be old. Similarly, retirement used to be a marker of old age, but with their parents retiring later—not always out of financial necessity but because they ...

POPulism

... decade ago. The strong cultural standing of such comedic commentary was most recently demonstrated by the announcement that Stephen Colbert will replace David Letterman as host of the Late Show after Letterman’s retirement in 2015. Meanwhile, comedic treatments of political issues are thriving, and we’re likewise seeing a growing demand for dramatic content that features political storylines and characters—suggesting that when it comes to serious politics, young viewers are increasingly open to ...

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 ...

The Urge To Splurge

... the last year. Why These Splurges: Boomers are at a point in their lives where their children are either graduated and established in their adult lives or finishing up school, meaning that their households, their schedules, and to some extent, their finances, are freed up from the enormous responsibilities of actively raising kids. This recent freedom is coinciding with their cohort’s retirement, giving Boomers the opportunity to actively pursue the lifestyle—and incumbent purchases&mdash ...

GPS (Global Positioning Success)

... to, FCB Brazil created a “Speaking Exchange” project to connect these individuals via web chat. The ad agency connected a school in Brazil with a retirement home in the US to forge international relationships and lessen language barriers. - 5. HONE IN ON THE LOCAL - While it’s vital for brands to have an international outlook to match Ys’ inherently global mindset, they also need to recognize Ys’ role as local citizens. As global campaigns become more common, marketers that celebrate the ...

Venture Consumers

... creatively and financially to the concepts they most strongly believe in. For marketers, this shift will provide a new key to securing and maintaining consumer loyalty from the ground up.In the wake of the economic recession, the life stages that Ys once took for granted—like landing a steady job, getting married, and working toward retirement—are no longer assumed. Ys aren’t landing their dream jobs, they’re not marrying as early as did previous generations, and they’re wondering whether ...