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Macrotrends

Build Your Own Career

... that didn’t develop naturally or participate in a remote work opportunity that wouldn’t have been possible to workers in the past. Ys and Zs also have a wider personal network than did youth in previous decades thanks to technology and social media that can provide them with a larger scope of professional prospects; because they have more connections to utilize and take advantage of, they’re more apt to explore the links that come along with their own expanded network rather than their employer’s ...

Realistic Optimism

... the majority feel that they can’t rely on those in charge to effect change. Around three-quarters of U.S. and UK youth (77% and 73%, respectively) don’t trust politicians, and nearly as many (65% and 67%) have lost faith in the political system in their countries. Consequently, they are channeling these frustrations into activism suited to their deep-seated belief in the power of the group. After all, having grown up during the advent of social media, they are well attuned to the critical mass ...

Cultural Diplomats

... allowed them to form independent opinions about the world much sooner in life than youth from previous generations, whose information was filtered mainly through parents and teachers. GYs’ radical openness was then further amplified by more recent technological advancements that made it possible for them to communicate with foreign peers on a personal level. Social media, video chatting services, language translation tools, and online games all served as conduits to a collective global consciousness ...

R&R (Rest & Replay)

... they'll pay attention and care about it if it adds personal value to their lives, and making them feel better mentally does just that.BRAND IMPLICATIONSModern youth are looking to consume content in their everyday lives that provides relief from their stresses, particularly those they're exposed to in the digital realm. Any brand can create social media content or advertising spots that are a form of such soothing entertainment by using calming visuals and sounds.Young people's desire for calming ...

Exertainment

... Francisco and the company has drummed up much attention by winning an Innovation Award at CES 2018. Such advancement suggests that it's no longer just fellow entertainment brands' content or other types of media (e.g. social media, online streaming) competing for young consumers' attention; exercise is also stealing a share of young people's media consumption as it becomes a form of entertainment—one that leaves them feeling better, happier, and stronger. Meanwhile, fitness brands can't just ...

The New Friend Zone

... through family or through dating sites and apps. Meeting through friends is particularly common in Brazil and Mexico, at 58%. Companies around the world are tapping into the comfort of meeting this way. For example, matchmaking app Hinge connects users who share friends on social media, and clubs in Asia host brand-sponsored gatherings that allow potential love interests to meet singles surrounded by their friends, which creates less social pressure. "My friends play an important role in my dating ...

The Path

... diverse social circle, something Zs already have access to through social media. Highly averse to debt, they are also willing to attend more affordable schools or ones that offer the most financial assistance over those that are simply the most prestigious, as did Ronald Nelson, a recent high school grad who turned down every Ivy League school due to their high costs in order to attend the University of Alabama on a full scholarship. Zs see college as important for professional development, networking ...

Breaking Bad

... their nascency before the change becomes widely adopted; otherwise, they’ll seem behind or worse, working against the positive change.SOCIAL NORMS AROUND IDENTITYAlthough all generations today have greater freedom to identify themselves as they see fit, identity in and of itself is more divisive and open for commentary, especially as it's now broadcast online—particularly on social media. Older generations, who had to conform to rigid societal expectations as they grew up, are watching younger ...

Less Is Morality

... years, several networks continued to honor the policy for many years after it was taken off the books, meaning that young viewers were generally exposed to “clean” programming that included positive messages at their core. While such lessons were standard fare in entertainment during their early years, in the present day, only 39% of U.S. youth and 29% of UK youth feel that moral messages make for great entertainment. Social media has taken over as the voice of society, literally, giving it the role ...

Fair Game

... leaders, including their career journeys, and connect them with young women through live social media chats or in-person events.Young adults recognize that the sports industry is behind the times concerning gender equality. Incorporate more women in sports-related positions in advertising and messaging in subtle ways to integrate their presence in the industry naturally.Young adults feel that the sports industry is behind society overall in terms of gender equality. Brands should help discontinue the ...