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Macrotrends

Social Live

... 10 in the UK say their social life mostly happens online. Live video is poised to steal a larger share of it and grow beyond the early adopters given how instinctive and comfortable it is for Zs to connect digitally, as well as the greater flexibility it affords them. It’s only fitting that a generation that leads mobile, on-the-go lives would embrace get-togethers with friends that can happen wherever they are. As Zs spend less of their social lives physically alongside their friends and more of ...

Digital Destinations

... Cassandra Report Trendsetters share their go-to-destinations on the web for news, entertainment, fashion, food, and more.CURRENT EVENTS/NEWScnn, nytimes, ny times, new york times, google, twitter, facebook, yahoo, bbc, huffpost, huffington post, reddit, tumblr, reddit, fox news, ap, associated press, aljazeera, al jazeera, buzzfeed, digg, la times, los angeles times, msnbc, daily beast, drudge report, nprGOSSIPfacebook, perez hilton, tmz, buzzfeed, twitter, google, entertainment, e!, instagram ...

Know It Alls

... to keep up with everything at all times, brands can streamline information to present to young consumers, whether it be in print, online, or at an immersive event like a BrandCon. When it comes to entertainment, 58% of Trendsetters in the U.S. and 52% in the UK prefer it to be educational instead of mindless, which is of note even for non-entertainment brands when considering marketing and advertising efforts. Additionally, just as young consumers are shrugging off labels, preferring to be ...

Over The Influence

... Handmaid's Tale-themed party earlier this year. These examples speak to larger trends of influencers being criticized for cultural appropriation, repping poor quality products, and generally being tone deaf. Issues like these will continue to proliferate as the influencer space becomes oversaturated and the cultural and political discourse gets increasingly contentious.EXTREMELY ONLINE AND INCREDIBLY EVERYWHEREAccording to InfluencerDB, there are more than 500,000 influencer accounts on Instagram, with ...

Global Digital Trends

... feel this way. Young people are powering the rise of new digital trends that are reflective of their values and interests, as well as the state of the world in which they are growing up. For example, young people’s desire to participate in the creation of entertainment has led to the popularity of user-generated music video apps. Their worries over the sociopolitical state of the world is driving the formation of online social justice movements that are more impactful than previous online movements ...

The Fail

... Failure takes on new meaning in Zs’ eyes; they see it not as a negative but rather as an opportunity, a chance to reset and try again. For many Gen Ys, just reading the word “failure” brings on pangs of anxiety. As children, Ys were a generation that was simply not allowed to fail. Many were given constant reassurance that they could do anything they set their minds to and were buoyed by praise from their parents, coaches, and teachers for every attempt they made, regardless of how successful ...

Break It UP

... Calling it quits in a serious relationship is always difficult, but young people are starting to see it less as an ending and more as a beginning. Deciding to separate from a partner is never easy, but, for the most part, young people around the world are putting a new spin on breakups. From conscious uncoupling to divorce selfies, most don’t see the end of serious relationships as a failure and are instead looking back fondly on the time they spent with their significant others and taking ...

Culture Spotlight On South Korea

... keep up with popular culture by looking at social media (e.g., scrolling through Facebook, Instagram). Women (56%) are more likely than men (34%) to stay up-to-date with popular culture through social media channels. Another avenue for keeping up with culture in South Korea is by watching TV shows online/streaming, dominated again by women, as well as those aged 22-34. One-quarter of youth also follow the news (print or online) to keep up with popular culture in South Korea.Which of the following ...

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 ...