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Macrotrends

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 Future Of Experiential Retail

... otherwise. Even if shoppers miss out on a pop-up, they can experience the communal aspect over shareable social posts from both brands and other attendees. Some, such as online retailer Brandless’ pop-up in NYC, exemplify next-gen product sampling: the entire experience was built around taste and trial in an effort to mitigate the disconnect customers felt when deciding to buy the previously online-only products Brandless offered. Shoppers at the pop-up were treated to a coffee bar, beauty lounge, a ...

To Your Heart's Content

... Young people today are overstimulated and burnt out, and they're seeking refuge in entertainment that allows them to disengage and recharge.Young people today are overstimulated and burnt out; they’re overwhelmed by work and school, bombarded by ads, and inundated with TV shows, video games, podcasts, and YouTube videos. And even as they're overstimulated, they have a difficult time enjoying downtime, often feeling like they could be doing something more productive. As a result, Ys and Zs are ...

It's A Mall World After All

... sorts that moved customers from one chain store to the next. The layout was always the same, and the stores rarely provided anything exciting or out of the ordinary. This approach doesn't cut it with today's youth, who expect a lot more out of the in-person shopping experience. If they just want to buy products, they can do so online, meaning IRL shopping needs to be social, engaging, and experiential. This is actually good news for malls that are up to the challenge because 71% of U.S. and UK ...

Race To Zero

... —while waiting up to five hours for the Slinky Dog Dash roller coaster in Toy Story Land, guests can play Andy’s Board Game Blast—making more enjoyable use of the time. LaGuardia Airport As part of the ArtPort Residency program, LaGuardia Airport in New York City is offering a creative benefit to travelers passing through. Passengers visit the Landing Pages kiosk and provide their flight number and contact information to receive a custom story, poem, or illustration by the time ...

The Urge To Splurge

... younger generations, these priorities start to shift, as Gen Ys prioritize spending on luxury food and experiences that allow them to enjoy their splurges in a highly social and shareable format. And while most members of this generation are not financially independent quite yet, Gen Zs’ splurges tend to be more aligned with categories that they can display for social currency, such as clothing and shoes that convey their personal visual brand online and IRL, a crucial component they carefully ...

Retail 2.0: Shopping As A Live Event

... Live events are a new way to shop, giving young consumers unique social experiences that create a stronger relationship with the brand and serve as exclusive retail opportunities. Modern youth don't just see shopping as something to do with friends; they're increasingly drawn to retail experiences that are billed as events in and of themselves. For previous generations, sales functioned as events that were guaranteed to get people in the door, but in the era of online shopping, sales are ...

Welcome To The Club

... education (e.g., charter schools, magnet schools, etc.); the local store has been displaced by impersonal big box suburban supercenters and online retailers; and people are skipping the library and using electronic readers and ordering cheaper books online. As four in 10 young adults in the U.S. and UK say they don’t feel a sense of community where they live, they’re branching out and creating new ways to join IRL communities because they can’t rely on their immediate neighborhood or community fixtures ...

What's In Store

... each country). Today’s youth believe stores are more than just places to buy. For many, visiting stores is akin to visiting friends and shopping in stores now gives them a feeling of community, especially compared to shopping online. U.S. and UK women are more likely than their male counterparts to enjoy the shopping experience.Which of the following statements, if any, do you agree with?Please select all that apply. I like to visit stores even if I am not planning to buy anything | I like the ...

Dress To Thrill

... Young people are seeking opportunities to elevate outings by participating in themed events where they can dress up in costume with friends.Instead of turning to cufflinks and high heels to transform a daytime look to a nighttime ensemble, young adults are shifting the dress code for many of their socializing activities from dressy to dressing up—they’re seeking themed nights out that allow them to express their creativity through their outfits. Approximately six in 10 youth, including 73 ...