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Macrotrends

Accelerated Adulthood

... number of Trendsetters who consider people who have a lot of followers on social media to be the coolest (40% in the U.S. and 45% in the UK). Along with being knowledgeable on current events, Zs can also build a global community of contacts via social media. As a characteristically diverse and inclusive generation, it’s easy for them to find others online who identify like them, helping them feel like they fit in, an important step in feeling comfortable with themselves. On the flip side, the world ...

Global Y Dream

... professions. Such options weren’t as available in their parents’ time when job stability was the goal and working for conglomerates was more common. For GYs, life isn’t only what happens outside the office—rather, work is a part of life. Around the globe, 50% of Ys want a lively work environment with fun coworkers. Keeping employees energized is important at Taobao, a Chinese online retailer akin to Amazon, where even its package distribution room reflects the company’s kung fu flair. SnapPea, a China ...

Pairing Off

... modern technology to be unthinkable, they are proving to be romantics at heart. No matter how easy it is to find a romantic partner through a digital dating destination, they nonetheless aspire to first encounter love in the real world. More than four in five (83%) would rather meet a romantic partner in person than online. This juxtaposition is particularly complicated because they feel ill-equipped to accomplish this on their own having socialized behind screens for so long at this point: only 40 ...

Race To Zero

... —while waiting up to five hours for the Slinky Dog Dash roller coaster in Toy Story Land, guests can play Andy’s Board Game Blast—making more enjoyable use of the time. LaGuardia Airport As part of the ArtPort Residency program, LaGuardia Airport in New York City is offering a creative benefit to travelers passing through. Passengers visit the Landing Pages kiosk and provide their flight number and contact information to receive a custom story, poem, or illustration by the time ...

Parenting Out Loud

... decisions and experiences and are highly exposed to those of other parents, too. As a generation accustomed to sharing their everyday lives online with their vast networks and even strangers, it’s only fitting that they’ve put parenting in the public realm and made it part of the social discourse. To wit, about 40% of young parents in the U.S. and 37% in the UK say that parenting has become a more public activity than it was for previous generations."I think that our generation is less likely to ...

Gaming The System

... key communication skills that translate regardless of whether they’re talking online or in person. It’s worth noting that these are also skills they look to brands to help them cultivate, revealing an opportunity for marketers that tap into gaming.Gaming has had a very positive impact on many of my friends' lives. I have friends who have made incredible amounts of money through streaming wager matches and competitions in games. They also have made money from selling virtual items for money in ...

The Gender Landscape

... Givenchy. Even the ongoing facial hair trend is an experiment in gender claiming (and not an insignificant one: There’s been a 10% drop in razor sales in the past year alone). For both sexes, a return to gender archetypes can be both a comfort and a source of identity in a society where gender has all but ceased to matter. The neutrality and equality of the current landscape has inspired these individuals to claim solidarity with their gender as a way of differentiating themselves and building ...

Realistic Optimism

... possible from peer-to-peer interactions. Their methods of retaining optimism are taking shape in numerous ways as addressed throughout this report, including random acts of kindness (Good Vibes), savvy consumer choices (Buy Not and Clear Consciousness), micro donations (Dollars for Change), and real-world activism (Demo Real). This collective effort to reclaim optimism is crucial for brands to consider as they think about conscious marketing efforts. Shadowy donation initiatives and green-washed ...

The Privacy Premium

... ensuring online privacy.” Easily finding a private corner of the web has become somewhat of a rarity, between apps that require a Facebook login and search engines that track users’ activity. In fact, 54% of 14- to 34-year-olds surveyed agree that “privacy is hard to attain online.” So elusive has privacy become that some are contending that it is “the new luxury.” Reporter Julia Agwin, who also authored the book Dragnet Nation: A Quest for Privacy, Security, and Freedom in a World of Relentless ...

All The Feels

... online and can pick up on cues embedded in a digital message or interaction. This talent for interpreting nuances contributes to their heightened sensation of empathy, as they easily recognize when others are in need of compassion. They’re also more likely than their Y counterparts to consider the feelings of others when they post something to their social networks. When social media gained popularity among Ys, it was used as a medium for showing off the best parts of their lives, even to brag ...