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Hi & Buy

... Gen Zs are reimagining online shopping as an entertaining and social experience first and foremost, not just a convenient and practical way to make purchases.Gen Y made waves for being disruptors of myriad industries, from transportation to hospitality to healthcare, and now brands must continue to adapt to new developments as their Gen Z counterparts gain more purchasing power and influence. Although disruption isn’t generally a conscious decision, Zs are nonetheless impacting the ...

The Relationships & Community Perspective

... The ways that young people connect, feel a sense of togetherness, and maintain relationships will evolve rapidly in the wake of Covid-19 and create unprecedented opportunities for brands.More than five years ago, Cassandra predicted the rise of “eLationships,” a trend we identified related to the rise of online-only friendships. Even then, for many young people, digital relationships were as meaningful as their IRL counterparts. Much like their in-person friendships, their digital friendships ...

The Education, Work & Success Perspective

... the same as they were, and these in turn are impacting what young people choose to do with their lives. In this issue of Life Interrupted, we explore the future of education. Gen Zs already indicated that they were questioning the value of a college education, and now, with many universities shifting classes to be online, young adults feel the supposed benefits of college, which have been drilled into them their entire lives, are further eroded in their perception. This will have significant ...

Identity Theft

... natural networkers and seek to amplify this desire for social interaction through constant connectivity in any given sphere, from work to friends to hobbies and passions. This culminates in an unreasonable level of demand to be always-on. As they are driven multitaskers, the undivided attention demanded by children disrupts the productivity to which they are accustomed. Nearly one in five U.S. parents say feeling like they are spread too thin is one of the top three challenges of being a parent. As a ...

Parenting In Partnership

... don’t have children in their family activities. As one 27-year-old dad explained in a focus group, “We try to open up our house as much as we can for our friends, so a lot of our time is spent with three, four, five other people who aren’t part of our family.” This is a departure from past generations who often felt that, once they had kids who became central to their lives, they didn’t have much left in common with their friends who remained childless. However, as modern parents are striving to ...

Leaning Out To Lean In

... , such as not letting children stand in the way of them saying “yes” to new opportunities at work. This generated the popular Lean In movement among young women and the more experienced coworkers wishing to mentor them. But three years later, a growing counter-movement has people questioning the fairness and practicality of a crusade that seems custom built for childless women, who are more likely to have the time and flexibility to lean in at work, and affluent working mothers, who have the ...

An Eye Towards The Future

... , including TikTok, to create the data-driven change they want to see in the world. Sense And (The New) SensibilityWe’ll dive into a lesser-discussed area of how the pandemic is impacting the five senses. Whether in isolation or a stimulating environment, young adults are undergoing a range of experiences that ultimately shape their approach to online interactions, entertainment, relationships and more. This insight will allow brands to connect with consumers in new and unique ways. ...

Major Dads

... technology, 8BitDad serves a mix of parenting news, studies, science, and first-person humor pieces. The site has seven contributing writers, known as the “founding fathers” and also has its own podcast.Billed as the “unexpected confessions of a stay-at-home dad,” Adrian Kulp’s Dad or Alive blog is a personal narrative chronicling his life as a primary caretaker of three small children. Due to the blog’s popularity, Kulp penned a book of the same name a few years ago. Written by Armin Brott, a ...

Open House

... they’re proud of and can show off, especially as they’re now able to do so both online and off. Yet, their desires present a paradox: Ys want the ability to design and socialize in their home, but since they can’t commit to a place for the long-term, they don’t want to invest a lot of money and effort into their space. As one 27-year-old man told us, “I don’t want to put too much into my apartment because I don’t know how long I’ll live there, but if my space isn’t that nice and homey, it makes me ...

Realistic Optimism

... the majority feel that they can’t rely on those in charge to effect change. Around three-quarters of U.S. and UK youth (77% and 73%, respectively) don’t trust politicians, and nearly as many (65% and 67%) have lost faith in the political system in their countries. Consequently, they are channeling these frustrations into activism suited to their deep-seated belief in the power of the group. After all, having grown up during the advent of social media, they are well attuned to the critical mass ...