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Macrotrends

Major Dads

... do the same for all fathers—and not just around Father’s Day. Despite this increasingly visible shift in family life among Y parents, marketers and entertainment creators have been slow to keep pace with the times, most often focusing their efforts on mothers exclusively. (After all, consider how many marketing conferences are devoted to reaching mothers and not parents.) Only 19% of U.S. parents and 13% of UK parents think brands show fathers with their children realistically in ...

eLationships

... connection to the “matchmaker” brand responsible for the friendship. When you live and breathe a brand, story-telling comes naturally. This is not a marketing strategy, it’s called being human. What I do as @DKNY PR GIRL is intuitive. I naturally gravitate toward sharing what I feel passionate about and venting about what I don’t. I wear the multiple hats of brand expert, fashion therapist, and a behind the scenes insider with secrets to share. In my own life, I’ve always been that kind of friend-the one ...

Parenting Out Loud

... expectations for how parenthood is reflected in marketing and entertainment. Presenting parents as childrearing experts hardly resonates today because Ys realize such an expectation is unreasonable, nor do they even want to follow a prescribed set of rules about how to raise their kids. They realize that parenting is about trying different tactics, making mistakes, and learning what works from their own experiences and from one another. Brands should help people see how facing obstacles or feeling hesitant ...

Well Intentioned

... balanced approach (see Well Rounded) and a customizable, non-restrictive definition of what it means to be healthy (see Health Hackers). Considering Ys’ compulsions toward overindulging in wellness, marketing messages should present a modern and moderate image of fitness, being careful not to encourage young consumers to overdo it. Part of that depiction should recognize that it’s okay for Ys to stray from their health habits once in a while to help alleviate the pressure they feel to always do the ...

The Monetization Generation

... weren’t marketing their personal brand. Zs don’t tend to consider it annoying or spamming to post about monetization opportunities as older generations might, but rather, they regard it as a savvy practice and admire others who recognize the opportunity to profit. In many ways, social media has become the new mall for Zs: a place where they can hang out with their friends—just online instead of in-person—and shop from brands, as well as from each other. As a result, Zs aren’t just looking ...

Friends With Benefits

... meaningful relationships in order to earn these influential consumers’ attention, respect, and loyalty. ACTION ITEMS Consider how marketing, messaging, and entertainment depicting families could be retold through a friend dynamic. Offer tools and services that enable group coordination with friends for various activities, such as booking a flight or grocery shopping for a dinner party. Enable young consumers to crowdsource or poll their friends when making decisions about purchases. Recognize ...

Fear Factors

... marketing and advertising, as well as be a megaphone for Ys’ efforts to champion diversity.The future of humanity won’t matter if the planet cannot sustain it. The fear of climate change has moved from the back of people’s minds to the forefront, with 35% of UK Ys and 34% in the U.S. worrying about the environment/climate change, and nearly four in 10 U.S. Ys worrying about natural disaster. To help curb the effects of climate change and propagate the spread of socially progressive ideals, Ys are ...

School Of (Work)Life

... companies need to recognize how work “campuses” can be a new space for marketing, too.ACTION ITEMSYoung generations want to work for a company where they feel a close sense of community, much as one obtains from university life. Employers should create activities, traditions, atmospheres, and programs where workers can feel supported and build personal relationships with one another.Work is becoming an integral part of young people’s social lives. Employers can help facilitate these work-formed ...

Dual Intentions

... ’ personalities and strategies. Think about creating content that chronicles modern dating, as it serves to entertain singles and couples alike. Modern dating culture has made it more common to be dating multiple people at once. Think about generational nuances such as this when reflecting dating in your marketing and communications. - DATING STORIES - TINDER NIGHTMARESThe Tinder Nightmares Instagram account, which has 1.3 million followers as of publication of this report, publishes bizarre (and ...

#Celebrate

... commercialized holidays have become (consider the earlier onset of Halloween, Thanksgiving, and Christmas marketing each year). Instead of celebrating just a few holidays, most of which are over marketed and hyped up to the point that they are anticlimactic, young consumers want a bigger pool of occasions that they can choose from. That’s not to say that young consumers are disinterested in traditional holidays; in fact, it’s quite the opposite. Indeed, they look forward to these days and view them as the ...