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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 ...

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 ...

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 ...

Peace Of Mind: The Guide To Gen Z Burnout

... . When it comes to school, Zs live in a state of fear that they might fall victim to a school shooting. And when it comes to religion, exposé journalism and documentaries about church abuses have made young people jaded by organized religion. This inability to rely on traditional social support systems has made Zs a generation of doers who are inclined to demonstrate both online and IRL in order to fight for their futures. But they can only do so much without the backing of adult leaders, and this ...

True To Self

... The concept of digital identity is changing for today’s youth, as their emerging behaviors on social media reflect a newfound self-awareness. Today’s youth are unique in that they’re the first people in history to navigate the journey from adolescence to adulthood both online and off. As they come of age, their transition in the real world is mirrored in how they portray themselves online. When an individual is younger and still forming their identity, their social media persona tends to ...

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 ...

Set In (E)motion: The Guide to Gen Y Burnout

... /7 news cycle, and the rise of online ‘watchdog’ activity, among other factors), this cohort has become less trusting of the institutions that past generations were able to rely on, which is impacting their current emotional burnout. This is definitely a two-sided affair: Ys see institutions as becoming less supporting over time, leaving modern consumers, and Ys especially, to be gradually less trusting. For example, Baby Boomers overall had comparatively more trust in the military and believed ...

Asking Price

... Young consumers consider prices to be flexible as they attempt to maximize their return on spend, and brands have an opportunity to win their loyalty by offering strategic discounts and engaging in negotiation practices.Having come of age as consumers in the era of online shopping, today’s youth have a different perception of price than past generations do. Prices are more public than ever, easily searched, compared, and evaluated, and young consumers who have only known such a time of retail ...

Leaning Out To Lean In

... Young parents are “leaning out” of the Lean In movement and discovering that, by prioritizing family life, they’re happier people and more effective workers.Contrary to the idea that achieving professional success requires “leaning in” at work even if it means “leaning out” at home, young parents are championing the notion that a successful career shouldn’t have to come at the expense of family life. Instead, they are discovering that being a parent can actually help their careers, and not just ...