598 results for '"gen y"'
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Macrotrends

Side Buy Side

... brands that the influence of friends is having an impact much more frequently and even naturally today, it means youth's opportunity for discovery is becoming more limited to an insular group with whom they tend to share common interests. In fact, moving forward, as Ys and Zs are constantly exposed to what their friends like, finding themselves Side Buy Side either physically or digitally, it will be harder for brands to break through these digital echo chambers, particularly those encouraged by a ...

Food Fixation

... Zs are the most food-focused cohort in history, a trait that’s helping shape their identities, but also hurting them in the physical sense. Ys have been labeled as a generation of “foodies,” but Gen Z is poised to surpass them as the most culinary-minded cohort. Food currently ranks seventh on their list of obsessions, surpassing even music and sports. Whereas Ys tend to use gastronomy as a tool for storytelling or global exploration (see Cultural Diplomats), Zs’ relationship with food is more ...

Feedback Loop

... , coupled with the fast growth of the “quantified self” movement, has made Zs highly eager and receptive to exchanging input. Indeed, to a greater extent than previous generations, they want to be part of a Feedback Loop, through which they can both attain a real-time understanding of what they’re doing right and how to be better, and also share their opinions of others, whether it be a person, entertainment property, or brand. Whereas Ys tend to look to the web for validation of their self-worth (Web ...

Innovation Halo

... moving away from brands, industries, and institutions that they feel are outdated and in need of a revamp, such as banks and healthcare, and adopting alternatives that better serve their needs. It's in their DNA to question and reimagine how anything can be better, whether that means easier, faster, smarter, or cheaper. Notorious for their open-mindedness, young generations are very accepting of change, which causes them to be avid adopters of innovation. Meanwhile, Ys were raised to believe that ...

Global Bytes

... , snooping moms – won’t know what they’ve been doing or that they’re online. Hike’s recent ads that depict how it offers users more options to keep secrets and block others from monitoring them helped the app jump to 20 million users in June, up from 15 million in February. The app caters to Ys’ and Zs’ desire to keep parts of their social life private, and, in providing this, it hopes to steal users from WhatsApp and Line—although the latter is reportedly working on a similar feature. - INDIA'S ...

Culture Spotlight On Japan

... of their videos, which reach their more than 4 million subscribers.Lusting For Luxury: Luxury Labels & Experiences See A BoomAfter years of constant decline in the luxury market, Japan is finally seeing a steady increase and is predicted to grow 3% to 4% in the next three years. Billions of dollars are spent on the luxury market every year in Japan, which is the second largest luxury market in the world. Japanese Millennials are shopping at trending high-end stores like ...

StoryTales

... The art of storytelling is undergoing a renaissance among youth and emerging as a popular tool for marketers.The art of storytelling is undergoing a renaissance among Gen Ys. Though they are notoriously distracted from the written page by other modes of entertainment, Ys are transforming the way we approach stories: They share personal narratives in real-time via social media, crowdsource plots with co-authors they’ve never met, appraise an item’s value by the power of its story, and assign ...

Total Recall

... Apps and tools are supplementing Ys' and Zs' memories, leveraging their digital footprint to remind them of past experiences and helping them savor moments.Young consumers’ tendency to track their every activity, idea, and emotion online has resulted in the inadvertent creation of a personal, historical online archive: a store of digital memory. As we discussed in our Past Presence macro trend (Cassandra, Winter 2012), the existence of this digital memory, and the ease with which young people ...

True To Self

... misrepresent themselves because it can come back to haunt them. Being able to observe their own development over time is also playing a role in Ys’ coming of age. Now that Facebook features and apps like Timehop make it possible to track one’s behaviors over time, they’re more aware of the web’s permanence and thus more discerning about what they share. In this sense, the ability to track vast amounts of detailed personal data allows them to quantify their habits for the sake of self-improvement and ...

Mix Masters

... entertainment properties they love.From a young age, Ys and Zs have had professional quality tools at their fingertips to create and remix material, and they’re well practiced playing with entertainment content. They’re already doing so with each others’ material: for example, there has been a trend of young people taking existing YouTube videos that others have posted of themselves singing or playing instruments and mashing them up to produce a new song, ultimately creating a richer, more impressive work ...