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Pop Politics

... reason youth are so eager to support the intertwining of politics and pop culture is their frustration with government inefficiency; rather than wait for institutions to effect change, they are looking for potentially more impactful ways to influence the overall mindset of the general population. For them, this means information conduits like television, celebrities, music, online memes, and mainstream media outside of the traditional news sphere. Politicians, too, need to adopt this point of view ...

Pop In

... skills or a desire to draw attention to oneself has evolved as brands embrace the idea and start to create opportunities for fans to do this officially. Brands in the U.S. have been leading the way in encouraging this behavior and providing resources for people to do so, and based on the popularity of such initiatives, it's poised to spread globally.As modern youth see it, what they choose to consume is a reflection of who they are and what they value; given this mindset, they're showing their ...

Flair and Balanced

... believe that having this skill shows maturity—an enticing trait to a generation that wishes to rid itself of its reputation for juvenile self-promotion (see True to Self). They are open to hearing opinions that don’t align with their own as long as the sharer can convincingly back up their reasoning with facts. Only 11% of youth in the U.S. and 13% in the UK have stopped interacting with or “defriended” someone whose political views do not align with their own, which suggests that they ...

True To Self

... The concept of digital identity is changing for today’s youth, as their emerging behaviors on social media reflect a newfound self-awareness. Today’s youth are unique in that they’re the first people in history to navigate the journey from adolescence to adulthood both online and off. As they come of age, their transition in the real world is mirrored in how they portray themselves online. When an individual is younger and still forming their identity, their social media persona tends to ...

Z Marketing Tips

... . Having grown up online, they’ve always had an outlet to express themselves and infinite inspiration from friends and strangers alike. Their digital lives have also challenged them to be the most artistic, clever, and imaginative version of themselves in order to stand out in the real-time stream. Marketers need to recognize that creativity is a badge of honor for this generation; help Zs unleash it by asking them to contribute ideas and designs. They also want brands to help them find new ways to be ...

The New Age

... are healthier and sharper than were previous generations—that boundary that once divided the old from the young is no longer meaningful. In fact, as Ys work to further the mindset that “age is but a number,” the conceit of “acting one’s age” is being rendered rather outdated. Defining what it means to be “old” and what it means to be “young” today is challenging for younger generations. As the accumulation of sundry experiences is highly aspirational among Ys (see Life Resumé), this ...

Making A Living

... traditional symbols of wealth and high price tags (see ReLuxe), they too are asserting that when it comes to work, money, and a home, the best doesn't mean the most prestigious. While some may still strive for the typical markers of success, modern young adults are more likely than previous generations to have varied goals because they have more control over achieving the lifestyle that aligns with their individual preference. They believe in the "you do you" mantra when it comes to determining how much ...

Health Hackers

... of these individuals, they develop eLationships with them (The Cassandra Report, Fall/Winter 2014), and trust them as they would friends they know in real life. Leveraging this idea, San Francisco-based startup MyHealthTeams has launched a collection of social networks designed specifically for people to connect with others who have the same illnesses, including MS, Crohn’s, and lupus. Firsthand health knowledge to complement the information they can find online is of great import to Ys. They ...

Dream Team

... entry point to get involved and learn about the game, as well as improve one’s ability to join the conversation around sports in the workplace or at school, which is a reason why 26% of U.S. participants enjoy fantasy sports. For more experienced fans, participating in a league helps them continue to grow their expertise and gives them a constructive outlet to utilize the sports data widely available today (see Numbers Game). As one 34-year-old young woman told us in a focus group, “It heightens my ...

Presence of Mind

... their need for such still persists to some degree (see Well Intentioned), 81% say it’s become more socially acceptable to take time for oneself. I have an app on my phone that rings a little bell every 20 minutes. It’s my mindfulness bell, and serves as a reminder to stay in the moment. KATHRYN, 24, TNOlder generations are admittedly tethered to their mobile devices too, but Ys feel an even more consequential obligation to stay connected. The pressure they feel to participate in the social stream ...