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Macrotrends

Fear Factors

... worry about bullying. This issue is especially prominent in the U.S., with both Ys and Zs ranking bullying number one of 22 different worries. From the nation’s politicians slinging mud at each other to cyberbullying, the cascade of unnecessary cruelty is wearing young Americans down. In order to mitigate their exposure to negative content online, Ys actively try to curb their digital usage. While they see the benefits of technology, they’re also conscious of how their consumption of online content ...

Friends With Benefits

... connotations. In the past, this label indicated someone did something awful, but now, as Ys expect more from their friendships, they’re using it when a friend simply takes too long to text back or cancels plans. Ys have taken on a larger role in their friends’ lives by choice, not only because technology has brought these relationships closer but also because many recognize a void in support systems and want to provide such for each other. Members of their generation are less likely to live near their ...

School Of (Work)Life

... access and flexibility to take their work outside the office. These cultural factors made them less inclined to socialize throughout the day, as did office layouts; having physical walls up created emotional barriers among colleagues. Yet modern young adults have a drastically different approach to work culture based on their generational values, life path, and the technology at their fingertips. As Ys are reaching many adult milestones like marriage and parenthood later in life and even foregoing ...

The FUND-amentals

... , training them to make decisions, including financial choices, for instant gratification rather than long-term gain. Similarly, they have come to prize the ephemerality of technology and the disposable, short-term nature of products and experiences. They don’t want the effects of their actions or decisions, financial or otherwise, to be permanent or last forever, rather they see permanence as a burden to avoid. Ys like to pivot frequently, enjoying the ability to change it up both to course correct en ...

#Celebrate

... community. By participating in the same rituals (e.g. sharing the same type of visuals as their peers on certain days), young consumers can feel more a part of their network. In this sense, technology doesn’t isolate individuals behind screens, but rather gives them frequent opportunities to come together and connect human-to-human. While the tendency to establish new occasions has stemmed from Ys’ and Zs’ inherently social outlook, it’s also risen in part because they are frustrated with how ...

Re-New

... quantity of TV series under their belt.Young consumers are also opting to rewatch entertainment as it takes much time and energy to find something new and fully devote oneself to it, especially as technology and people are constantly clawing for their attention. Indeed, 75% of youth in the U.S. and 74% in the UK say it’s an investment to start a new show. Even just deciding or agreeing to watch content feels like a commitment, even if they don't stick with it. Additionally, as young ...

The New Age

... ). Gone are the days when all ages viewed being in their 20s as aspirational. Ensure your advertising isn’t so narrowly focused that it becomes irrelevant to those outside the age range of the models you're using. Today’s young adults greatly admire older generations and enjoy interacting with them socially. Consider services or events that allow older, experienced people to lend advice and wisdom and young people to share their perspective on changing technology, culture, and entertainment; this ...

The Community Well

... time, money, and savvy to enjoy a life of self-improvement. Brands can tap into this mindset by acknowledging and rewarding young consumers for their health and wellness efforts. Previous generations who took part in wellness activities during young adulthood were less likely to talk about it than Ys. It was generally considered embarrassing to admit you were on a diet, and people didn’t have the technology to tell their entire social circle how many miles they ran. But today, wellness has become ...

Digital Trends

... such as iRobot and Beam allow telecommuting employees to “teleport” to another office, bringing an element of mobility to telepresence that traditional video conferencing doesn’t permit. We predict that applications of telepresence technology will pose enormous practical benefits across all categories (even apart from their promise to ease the stress of FOMO).SHOTS OF METhe selfie craze shows no sign of slowing, as demonstrated by the creation of the new social network Shots of Me. This app aims to ...

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