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Macrotrends

Ethical Click

... Young consumers are considering the ethical implications of their digital behaviors. Consumer outcry regarding the ethics of brands, companies, and online platforms has generated widespread attention as of late. As a result, people are feeling more accountable for their actions, both in terms of their spending and their digital engagement. After actress Jennifer Lawrence, a victim of a recent celebrity photo hacking, told Vanity Fair, “It’s not a scandal. It’s a sex crime,” fans who played a ...

ROI (Return On Image)

... males, place a greater importance on their digital image than do other young people. Overall, the number of likes they get on a post are even more important than the amount of followers they have, revealing the value they place on creating and sharing content. This is particularly true for teen girls and 25- to 34-year-old men. How important are each of the following things to you?Social media usersTop 2 Box Summary of “Very important” and “Somewhat important” My online reputation | The number of ...

Digital Intimacy

... information have long been the norm, young people are now scaling back by seeking out more personal pockets of the web. They are prioritizing the quality over quantity of their contacts, one-on-one interactions over mass audiences, and the ephemeral over the permanent. We are in a new digital era where young generations are shifting the online world from the public square to a more intimate environment, and bringing a human touch to the web in the process. For brands, this means a marked shift from ...

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 ...

Cultural Diplomats

... society that allows individuals, not just those in positions of authority, to influence global culture on a grand scale. In this sense, Ys are the first generation of Cultural Diplomats: emissaries empowered to bridge international divides, whether online, abroad, or at home. The expanding power of the individual was set into motion by forces that, for GYs, began early in life. Growing up with the unprecedented resource of the Internet afforded them direct access to international news and events. This ...

GPS (Global Positioning Success)

... International Women’s Day by creating a feminist spinoff of its “all in” campaign, called “all in for #mygirls.” With the goal of encouraging young women to excel in both sports and life, the cornerstone of the campaign was an online magazine that crowdsourced consumer social media content via the #mygirls hashtag. Additional campaign components were created for various online platforms, retail, and TV, with “all in for #mygirls” commercials airing in Russia, Korea, and China. Major bank ANZ, as part of its ...

Sports Clubbing

... Young adults are mainly socializing around sports, regarding it as a more relevant and meaningful form of nightlife than many alternatives.As sports have grown from a lifestyle among those who love particular games to infiltrate nearly every part of popular culture, young people en masse are joining the party—literally—regarding sports as a key opportunity to let loose and obtain fulfilling social lives. Sports have always provided an occasion to celebrate, but increasingly, they’re ...

First Glocals

... homogenization. Travel used to provide a highly anticipated opportunity to collect products one can’t find at home, but with online shopping, it is now difficult to find anything truly unique that can’t be ordered with a click. In response, we are seeing a new duality among GYs, who want to foster international connectedness without sacrificing pride in their cultural heritage. Indeed, as a 25-year-old respondent from South Korea told us, “Right now I have both local culture and global culture within myself ...

The Protest Selfie

... Young digital activists are sharing photos of themselves to make political and social statements that can easily spread globally. Today’s youth have an unprecedented sense of sociopolitical consciousness and civic duty. Armed with mobile tools and digital platforms, GYs are actively speaking to world issues in their ongoing effort to effect global change. Whether through armchair activism, like signing Change.org petitions, or propagating social movements online, like Occupy or Arab Spring ...

POP Trends

... -held source of journalistic pride: being first. But mounting pressure to be the initial outlet to cover a story has resulted in shrinking standards of accuracy, inciting criticism from readers who long for perspective, not just promptness. But even young consumers of online articles, themselves, have proven susceptible to the inclination to post without forethought; this winter, 35% of Cassandra respondents reported that it’s still important to be the first to share something, and NPR recently ...