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Macrotrends

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 ...

(A)social Skills

... , the nature of Zs’ communication on Facebook is more utilitarian than on other platforms. As one 14-year-old boy explained it, “I’ll go to Instagram and Snapchat to see what my friends are doing, and Facebook to check the time of my soccer practice.”Fragmenting people and platforms in this nature may help Zs manage their digital lives, but some experts contend that it’s contributing to asocial behavior offline. Because Zs can’t filter the people in front of them the way they can online, they are ...

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 ...

The Invisibles

... us, and that this will only continue with increased adoption, modern youth are developing new expectations for devices that minimize this drawback. When they're not using a device, they want it to fade away; they don't want to see it or think about it. Likewise, they only want technology to speak when spoken to. Ultimately, they want technology to "serve" them, rather than overpower them, creating a market for more integrated devices: The Invisibles. - Discreet In-Home Technology - Technology ...

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 ...

Surprise & Delight

... Brands and marketers are reintroducing serendipity to the product discovery process.While global accessibility has made it relatively easy for consumers to track down specific products, the ease with which they can “identify and buy” has removed some of the serendipity once associated with more leisurely, aimless browsing. In reaction against the current state of over-planned, extensively researched consumerism, marketers are implementing tactics that aim to disrupt the traditional discovery ...

Opportunity Knocks

... they’re moving to a place than what/where the place even is. Today’s young adults are also waiting longer to settle down and start families of their own, if they do so at all (see No Kid[ding]), and aren’t as likely to stay in or return to a hometown where their parents and/or extended family resides. They’re more transient than their predecessors, so they’re willing to move somewhere new for the opportunity it provides, even if it’s for a short stretch of time, rather than moving to settle down and ...

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 ...

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 ...

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 ...