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Extracurriculars

... push marketing messages, these brands are providing content platforms to help educate and inspire consumers on the topics that matter to them. Acorns Micro-investing app Acorns’ online magazine, Grow, is on a mission to educate consumers about their money. Its team of 20-something financial journalist contributors has seen about 5 million visitors since it launched last year, converting readers to Acorns users and providing an alternative revenue stream for the brand.Apple Apple recently launched a ...

Would You(th) Care For A Cause?

... consumers—to recycle, to eat locally, to buy a blouse made of organic cotton instead of polyester—will not change the world.” Wicke uses this quote to make her point that conscious consumerism is a mere distraction from the real issues at hand. To Wicke, this includes working to dismantle the incentives that keep companies reliant on unsustainable business models, instead of feeling good about oneself for buying into change.Our data shows that Zs aren’t all-or-nothing champions of social or ...

For Your Entertainment

... -watching and older generations are participating in gaming, especially technically-astute Gen Xers and those who have children that game. While habits around entertainment hinge greatly on each generation’s exposure to different genres and technologies during their youth, the influence of today’s popular culture, as well as the proliferation of entertainment technology in recent years, have made entertainment an area in which people are willing to adapt and upgrade for greater access to what they watch ...

The Self-Improvement Revolution

... Gen Ys and Zs are placing increased focus on personal betterment across all aspects of their lives, creating a need for brands to engage with them around this deep motivation and help enhance individuals' improvement efforts. Self-betterment is increasingly top of mind to modern youth, emerging as a way of life that they're putting much of their time and money towards—and in turn, becoming an area that brands cannot ignore. Young generations' strong emphasis on improving themselves is ...

Know It Alls

... 28% of U.S Ys.Which of the following statements, if any, are true for you?Select all that apply. I want to be a well-rounded person (e.g., having a wide variety of skills) | It's important to be up-to-date on what's going on in the world LEARNING ONLINEIn the current age of technology, 62% of U.S. Trendsetters and 51% of UK Trendsetters usually end up learning something new when they go online. Nearly half of Zs in the U.S. (48%) and 42% in the UK are more likely than Ys (40% and 34 ...

Betterment Marketing Tips

... . The classroom spaces will be provided by WeWork, while 2U is offering scholarships to members worth a total of $5 million. The partnership offers the opportunity for those in the workforce to continue obtaining skills and degrees, allowing them to stay competitive and advance within their fields of work and interest. The first location will most likely be in London.CollegeFashionista Online fashion site CollegeFashionista has launched a digital education platform and fellowship for its 5,000 ...

Dollars For Change

... powerful to donate directly to an organization than to contribute to a cause by purchasing an item; 61% of youth in the U.S. and 52% in the UK say they would rather a non-profit help a cause with a donation they make than a brand donate to a cause with proceeds from a purchase they’ve made. This preference is consistent with young people’s de-emphasis on consumption as of late (see Buy Not), and focus group respondents specifically expressed that they don’t need to get something in return for giving ...

Try Before You Buy

... Retailers are addressing young consumers' penchant for pre-purchase research by introducing both physical and digital home trial initiatives.Generations Y and Z are discerning shoppers and diligent researchers who are highly cautious of their spending. In fact, 54% of Cassandra Report respondents say they do more pre-purchase research than they did just five years ago. To cater to these careful consumers and alleviate their uncertainties about purchasing online, retailers in rising numbers are ...

The Future Of Experiential Retail

... and convenient as online shopping—will provide the total package for today’s modern, informed, and savvy shoppers. I think brands should have both an online and real life component. I like pop up shops because they feel like you're buying exclusive or limited time items, but just being able to see an item I want to buy online in real life is helpful in my purchase decision. I also think the online component of shopping is important, both for customer service and product information. Product ...

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 ...