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Macrotrends

Control Center 21+

... , Gens Y and Z have always had a digital timeline of their personal progress. Social media also lets them see how they've grown and evolved over time—how their style has changed, how their humor has sharpened, how they've expanded their circles and developed more fully formed opinions to share with the wider world. Therefore, it's ingrained in them to assess their current standing and recognize ways to continue to grow. Meanwhile, young generations' digital access has created an innate need to ...

Global Movie Trends

... affect the moviegoer) that audiences seek amidst troubling times. It might not have a traditionally happy ending, but the evolution of the movie industry is so engaging that audiences keep coming back.THE FUTURE (OF FILM) IS FEMALEAs modern youth look to popular culture to mirror the change they want to enact in the world (see Purposeful Pop), it becomes fundamental to not only have greater representation of female empowerment in movies, but also industry initiatives and projects that work to incite ...

Fauxsumerism

... consumerism isn’t just about consuming; rather, it’s about the experience of and interaction with products. Gens Y and Z shop without feeling any need or compulsion to buy. Browsing (both online and off), trying and testing, pinning, wishlisting, and happening upon covetable products are enjoyable acts in and of themselves—they don’t require the “validation” of a purchase. In this sense, e-commerce has become its own form of entertainment. Browsing products on favorite sites and apps, discovery platforms ...

#Celebrate

... way to celebrate these days, rallying friends and even waiting in long lines for free or discounted items and a picture to post. This presents a unique opportunity for brands to create a social experience both on- and offline, and engage consumers who they may not otherwise reach. These occasions also tap into people’s inherent desire to commune around food and young consumers’ foodie mindset. In addition to offering celebratory promotions, brands can use these designated days to introduce new ...

Hi & Buy

... online shopping experience to offer such social and entertaining experiences, too. Yet, given that approximately one-third of Zs in both countries would rather shop online than in-store, and the preference is stronger among Trendsetters, at 39% in the U.S. and 49% in the UK, e-commerce, as it stands, is merely a utility to their generation. Despite the allure of convenience that online shopping provides, it often feels dull and uninspiring as it lacks the human element that young consumers can obtain ...

Presence of Mind

... straightforward, uncluttered, and easy to navigate, from end to end, in both stores and on digital platforms. Consider whether consumers want your category to be experienced socially, or if it’s better experienced as an individual. Tailor experiences and messaging accordingly. Experiment with sensorial levers not available in the online experience to help Ys focus in the moment (e.g., scent, taste, ambience, lighting, etc.). CALM QUEST While the majority of Ys say they use tehnology to induce a sense of ...

Open House

... personal (and often more expensive) hotels. They’re even seeking out locals’ dining rooms as an alternative to restaurants, spawning services such as EatWith and VizEat, which connect them with strangers eager to host them for a home-cooked meal. Young consumers are also finding a sense of home through brands’ physical outposts. As they’re devoting more time to their wellness and feel that their fitness pursuits make them part of a community (see The Community Well), it stands to reason that many are ...

Community > Commerce

... Young people prioritize gaining a sense of connectedness above individual consumption when shopping and spending.Young consumers are shunning shopping experiences that are merely transactional. Brands can no longer simply put products on shelves and expect young people to buy them. As youth expect to have personally meaningful relationships with brands (see The One), they browse and buy for more emotional reasons than utilitarian ones. Today, the purpose of shopping has shifted from just ...

Gen Z Micro Trends

... Trends pertaining to gaming, reading, and news are developing based on Gen Zs' digital access and social media behaviors. - #GameNight - Game night has evolved in the age of social media as Gen Zs are increasingly sharing the experiences of the physical games they play with their social feeds. The performative aspect of analog games is more important than ever, as it's no longer just players who need to be entertained but also their online followers. A new crop of games help Zs bond with those ...

Re-New

... familiar. In fact, 91% of youth in the U.S. and 87% in the UK say they rewatch entertainment, demonstrating how popular this pastime has become. They find comfort in knowing what they can expect from entertainment, and they want to be confident they’ll enjoy their selection. Rewatching TV shows or movies also allows them to avoid feeling frustrated or disappointed about content not living up to their expectations or answering all their questions. Consider the general hysteria after the series ...