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Macrotrends

The Malevolution

... -oriented self-care is vital to their lives. As such, they don’t want to be forced to turn to products marketed to women to meet their needs. Many beauty giants have created specific male grooming products and sub-brands in response, and a number of male grooming startups that go beyond the typical shaving or fragrance categories have emerged to address these unmet needs (see examples). As a globally minded group, young men are also becoming more influenced by trends out of Asia, where male grooming has ...

Ethical Click

... economy,” in which startups are turning profits by exploiting contract workers, many of whom are employed the same number of hours as a typical full-time employee but without the benefits of one (workers’ comp, vacation, health care, pay stubs for proof of employment, reliable income etc.); some, like Homejoy, have even been criticized for contributing to the disenfranchisement of the homeless by hiring them but not treating them fairly. Similarly, consumers are starting to realize exactly what ...

Duty Free

... that selects products on their behalf. Instead of being swayed by a brand’s advertising alone, their decisions are being influenced (and sometimes made) by startups that cater to their preference for convenience and help them optimize their time (see The Optimization Generation). This shift in their approach to adult responsibilities has significant implications for brands. With a growing number of young consumers outsourcing their shopping, cleaning, and general household business, they are ...

Next Gen Brand Loyalty

... many other brands out there that they could potentially love even more, and they won’t know until they try.Young generations in particular are accustomed to having endless options across categories given their online access and their acceptance of the growing number of startups and direct-to-consumer brands that are disrupting industries and challenging established brands. Choosing to stick with brands that they know decreases from generation to generation. In the U.S., the majority of Boomers and ...

Pairing Off

... how your brand can create tools that help engineer serendipity for them. - ON/OFF APPS - HAPPN Launched in France in 2013, Happn has since become one of the fastest growing startups in the mobile dating category. Now available around the globe, the app leverages GPS tracking to show members a list of other members nearby, including information like how often they’ve passed by one another and a map pinpointing the locations. Users express interest by pressing a heart button; when such is ...

Clear Consciousness

... in regards to their practices, policies, and impact—whether or not “giving back” is necessarily central to their mission. The burgeoning desire for transparency is rising in tandem with social consciousness fatigue. Despite youth’s pervasive optimism, an oversaturation of politicians, brands, and startups touting their mission to make the world a better place is contributing to a growing sense of jadedness with the persistent stream of good intentions flowing their way. Today ...

Well at Work

... among tech startups but are now gaining momentum in other industries. For instance, Dan Gilbert, the businessman who has helped drive the revitalization of Detroit, has notably found success transforming cheap, beautiful old buildings into modern offices for Quicken Loans and other tenants. At street level, there are healthy options like a salad restaurant, yoga studio, and sneaker store, and on the street itself, there are public basketball courts in summer and an ice rink in winter. As he told Re ...

Debranded

... statement jewelry, individuals are beginning to explore new and unexpected ways to accessorize their looks and their lives—like neon, pastel, and dip-dyed hair, cell phone “bracelets,” tech-enabled watches, and even outfit-specific glasses (now cheaper and more widely available thanks to startups like Warby Parker). Fashion accessory and beauty product subscription clubs like ShoeMINT, JewelMINT, and Birchbox are likewise thriving. This booming market holds a ton of opportunities, even for brands ...

On/Off

... seamless, comprehensive messaging and services that unite their presences in both worlds as a singular identity. Retailers are increasingly adopting this WWW approach through the execution of omni-channel strategies. Traditional brick-and-mortar brands are recognizing the importance of delivering interactive in-store experiences that mirror those found online, while new online startups are realizing the value in offering consumers multisensory, physical experiences. Just as young consumers’ perception ...

Supply & On Demand

... young consumers’ desire for on-demand entertainment, they need to supply whatever movie whenever requested. While this wouldn’t be economically feasible on an individual basis, it can be when youth collectively make such a demand.  Startups such as Tugg offer young people the means to do just that: one person can request that their local theater screen the film of their choice at a specific time and then share their event with their friends and social network (see Fan-Supported Movie Screenings ...