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Macrotrends

Reality Bites

... men in the U.S. and UK are more likely than women in these countries to have tried 4D, AR, and VR technology. In the U.S., Gen Ys are more likely than teen Zs to have experienced both 4D and VR technology. In the UK however, things are reversed, with teens being more likely than Gen Ys to have tried 3D, 4D, and AR technology.Which of the following best describes your experience with each of the following media technologies?Tried It Summary 3D – 3 Dimensional (3D movies where you wear special ...

(Gender) Role Playing

... romantic dilemmas: with the line between masculine and feminine roles blurring, knowing which person should take the lead (and when) can be a source of stress. As gender norms dissipate, so too, in theory, should the social practices surrounding them, which raises a question that has been lingering since the dawn of feminism: Is chivalry dead? The answer, like many things in Ys’ lives, is not cut-and-dry. Our findings suggest that that while acts of chivalry are alive and well, the concept itself ...

Creating For The Creators

... that’s worth consuming. In the Supply & On Demand economy, they expect to be able to tell the Establishment of movie theaters, radio stations, and TV networks what to air, when, in what locations, and on what devices. They push distributors to Re-New the stories they love to give them new chapters and longer lives. True to their characteristics of being open-minded and accepting, Ys and Zs are also pushing traditional entertainment providers to create a Variety Show to be more reflective of the ...

(Pas)Sport

... global community. As a 15-year-old girl noted in our qualitative research, “I don’t even follow soccer, but I think it would be cool to go see the World Cup one year. I think it would be a good experience from a global standpoint to see other cultures and people.” The media has fixated on how these global sporting events fail to garner high viewership among young generations and thus may be losing their relevance, but Ys’ and Zs’ desire to physically attend these events suggests otherwise. Their ...

Life For Like

... empathetic and human, and influencers are the closest thing to a human brand. It follows that their behaviors and strategies can be a source of inspiration for brands looking to make a genuine connection with their consumers. THE SOCIAL EXCHANGEIn the early 2000s, the older subset of Millennials poured their hearts out on blogs like Xanga and Blogspot, which allowed them to connect with like-minded individuals, receive feedback and validation, and ultimately feel less alone. Blogs like these weren’t just ...

Transgender Voices

... only recently made steps toward improvement in this area. California just became the first state to sign a law giving transgender students in public schools the right to decide which bathroom and locker-room facility to use and which sports teams to join based on their gender identity. Additionally, a transgender first grader in Colorado recently won a civil rights case permitting her to use the girls’ bathroom at her school. As Ys and Zs strive for a more accepting and gender-inclusive world, they ...

Gender Flipping

... infantile, and sexy outfits achieve a new height of impracticality. Marketers should stay apprised of this mindset, as a way to keep from inadvertently slipping into gender clichés in content, ads, and imagery. Moving forward, expect Ys to instinctively “flip” any and all gender-targeted representations—whether literally, or simply in their minds—in order to test whether an image holds its own or proves offensive and trite when applied to both genders. THE HAWKEYE INITIATIVEThe Hawkeye Initiative ...

Where There's A Will, There's Away

... flexibility at work before the rise of unlimited vacation and work from home policies. Gen Ys, on the other hand, don't have many of these same responsibilities and are choosing to make travel a priority. Accustomed to instant gratification, they don't want to wait until later in life, nor do they feel assured that they'll be able to retire one day and have the time to travel at their leisure. As they live for the now, they're spending for the present, with travel being a key part of this. Moreover, as a ...

Consumed Takeaways

... with them. Ys and Zs consider themselves active, not passive, participants in the consumer landscape. Speak to this newfound mindset by showcasing their independent successes and inviting their input, feedback, and ideas. Provide guidance when they're overwhelmed.The excess of options available today can be paralyzing. To help individuals make informed choices that are right for them, provide a measure of direct guidance. Offer virtual and live tutorials and real-time assistance in-store or ...

The 3Rs

... behavior demonstrated by Gen Ys and Zs, it also provides marketers with a definitive road map for effectively engaging them in a cause or endeavor. Now, social businesses that implement the 3Rs model are increasingly emerging, and are redefining the “good” arena in the process. These ventures place an unprecedented emphasis on tangibility: the results they report, the resources they provide, and the rewards they dole out are direct, comprehensible, and hands-on. These youth-driven organizations tie ...