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The Pandemic of Inequality

... young adults and the country at large. It’s important for brands to learn what life looks like for lower to middle class consumers so they can better support and strengthen these vulnerable communities.Following the financial crisis of 2008, incomes have inflated for the top 1%, while the middle class is not only stagnant, but shrinking. 2020’s coronavirus pandemic has further surfaced a range of socio-economic inequalities that had long been brewing beneath the surface. Rather than being the land ...

Portraits Of A Generation

... A snapshot of each generation, including who they are, what they value, and how brands should perceive them.To understand each generation and what matters most to them, we went straight to the source, asking Baby Boomers, Gen Xers, Gen Ys, and Gen Zs in the U.S. to tell us in their own words. The following Portraits Of A Generation offers a lens into each cohort, going beyond life stage to highlight their core values as well as their flaws, and what they think will define their generation ...

The Impact Of Influence

... deciding who could influence when, as they owned the channels of distribution. But the inception of the Internet and social media shifted the flow of power. Online social networks democratized access to these channels in that everyday people could hop on their online blog or their Twitter account and have access to an audience, potentially numbering into the hundreds, thousands, or even millions. And those among the general population who could amass a dedicated, loyal following online—whether ...

State Of The Art

... deeper and even richer experience because of A.I. rather than in spite of it.A.I. is a tool that is reshaping, rather than destroying, the creative industry, and needs to be positioned as such by the tech world that propagates it and the brands that utilize it. What constitutes “art” has been in a constant state of evolution and has long been in a symbiotic relationship with science. This partnership has been exemplified throughout the history of art, notably with the use of the Golden Ratio during ...

The Future Of Experiential Retail

... nicely into their quest for self-betterment. In addition to the social aspect itself, this type of experience builds social cred for Ys, which they can use for their social media channels as well as IRL interactions. Indeed, almost a quarter of Ys in the U.S. wish brands would do a better job of informing them of in-store events, illustrating just how much this cohort enjoys this type of experience. Like Ys, Zs also value the social aspect of shopping in-person, but Zs especially enjoy how in-store ...

The Cassandra 2023 OutLOOK

... The Top Trends Defining Youth Culture in 2023Welcome to Cassandra's 2023 Outlook. We recommend viewing the following slideshows in full screen mode.THE STRUGGLE IS REALYes, the struggle is real, and in 2023 Gen Z will focus on being ok with that.THE GREAT HUMBLING OF GENIUS BILLIONAIRESSimply put, “let them eat cake” doesn’t align with Gen Zs values and we will see a great humbling of billionaires.GEN Z DOUBLE DOWN ON THEIR POLITICAL POWERIn 2023, you won't catch Gen Zs resting on their ...

The Shape Of Belonging: A Map To Modern Community

... An ethnography of modern youth’s physical, online, and brand communities, demonstrating how they create their personal communities in today’s phygital world.We asked three young people aged 18-34 in the U.S. and three in the UK to bring us into their communities—the ones they feel a sense of belonging to in-person, online, and through brands. Each participant created a map of their physical community and labeled the different places in their cities and towns that give them a sense of ...

The State Of The Sub/Urban

... in particular to further help this type of environment evolve and lower carbon and energy use in the process. Much in the way that brands sponsor bike sharing programs, as Nike does in Portland, OR and Citibank does in NYC, brands across all industries can help fund greenery, thereby transforming a city and making the quality of life better for all residents, not just those who can afford it. Along with the rise of urban parks, cities are devoting ample space to grow food, which traditionally has ...

Tricks Of The Trade-Off

... bad/negatives that come with the good. In particular, young consumers are experiencing a strong push and pull between their increased digital adoption and their longing to preserve humanity, the individual benefits of innovation and their desire for community, their adoption of technology and their need to give up personal privacy in return, and their use of solutions that save them time, but limit their discovery.While young consumers ultimately believe that innovations are more beneficial than ...