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Macrotrends

Social Studies

... product announcements, giving its fans access to the same type of insider’s perspective typically only granted to journalists and industry folk. CREATE GAMES THAT HIGHLIGHT NEW PRODUCT FEATURESKia’s Techathlete Games app included five games that each corresponded to a different feature in its new Forte sedan. For example, the “Sla-La-La-Lom” game required players to use voice-control to navigate down a ski slope as a way to highlight the car’s voice-command navigation system. An online leaderboard ...

DIY Therapy

... , but as a highly social and group-oriented generation, Ys tend to do so on a more public level. As they feel that achieving wellness is a collective effort (see The Community Well), they turn to their peers to both ask for and provide support or share similar experiences. Even when they’re uncomfortable opening up to their entire network, the web ensures they always have someone to hear them out and provide guidance. As they’re inclined to form bonds with strangers online that are often more ...

DND (Do Not Distress)

... , brands should consider serving as a social concierge, streamlining the discovery and planning processes. Meanwhile, just as modern youth are taking a quality over quantity approach to many aspects of their lives, from the clothes they buy to the drinks they consume, they are likewise doing so with friendships. We're starting to see a shift away from big “squads” and a greater focus on having fewer, more meaningful relationships due to how much is required for one to be a good friend today (see No New ...

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 ...

#Celebrate

... friends and followers, no matter how big or small the event. In finding opportunities to commemorate ordinary days and connect with their peers, Ys and Zs are reworking the traditional calendar of holidays to better meet their needs. They recognize their power to disrupt almost every industry, from retail to travel to entertainment. Consequently, they see no reason why they cannot adjust tradition and invent new ways for society to mark occasions; this is only fitting for generations engrained with a ...

Brand We

... “matrimania,” can be attributed to young people’s desire for earned ROI (Return on Image), through which they seek compelling personal narratives and behind-the-scenes content to share and connect over online. I'd rather pay for a very long honeymoon or put the money to a house fund than spend tons of money on a party that lasts a few hours, with people I won't see ever again and family I barely speak to. I think it is very hypocritical, throwing a big party just to impress everyone. In my case, that's ...

BrandCon

... consumers better themselves in developing business acumen and becoming more informed individuals. Beyond providing a fun, social activity, BrandCons serve to help consumers in their quest for self-improvement by giving them knowledge and skills that they can use in their personal lives and even towards their professional aspirations.Modern youth have an open-source mindset in which they believe people should share their knowledge, resources, and experience rather than hoard it; as they see it, doing so ...

Pro Parodies

... , TV, music, books, and celebrities. Such “pro-”parodies are flourishing not as part of an effort to cut down their subjects, but as an original way for fans to celebrate and engage with their favorite culture content. Among young consumers and the actors and comedians they emulate, the desire to parody has become an immediate, instinctive response to everyday content consumption. One can barely keep tabs on the parodies proliferating online and trending across social media; a quick Google video ...

Web Esteem

... Ys’ web presence is irrevocably tied to their self-worth and self-esteem. Whereas earlier generations used to look in a mirror to confirm their with-it-ness and overall self-worth, today’s teens are instead compulsively checking their social media reflection. Their online communities are a source of not just entertainment and socialization, but also of personal validation; one correspondent told us that social media is a means of “building up an identity for yourself.” This emergent Web Esteem ...

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 ...