598 results for '"gen y"'
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Macrotrends

Work In Progress

... are Ys. But while their older peers have used this talent to find the easiest or quickest path to their desired end, Zs are going outside the system in an effort to have the greatest impact. When 17-year-old Joshua Wong added his voice to the movement for a democratic Hong Kong, he turned to Fire Chat to take the conversation off the grid and put it in the hands of young revolutionaries. Similarly, 16-year-old Erik Finman decided he could act “without permission” to invest in Bitcoin, launch a ...

The Protest Selfie

... martial law this past May following months of anti-government protests, Ys took to the streets to capture ironic selfies posing with soldiers—a photo op that made light of the government’s militancy to illuminate the injustice of the situation. As the photos spread across social media, Thailand’s military threatened to suspend online services and asked unnamed social media companies to censor the photos, giving selfie protestors even more reason to take a stand. Turkish Deputy Prime Minister Bülent ...

(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 ...

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 ...

(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 ...

Race To Zero

... three key areas of their lives: they desire zero waste, zero inefficient time, and zero unknowns. The idea of zero isn’t nothingness, but rather, nothing left to solve. The idea might seem far-fetched, a modern day moonshot, but to young people in the late ‘60s, so did landing on the moon. The space race didn’t end overnight; the entire process of getting to the moon was an exciting journey to watch and it gave people a worthy cause to rally behind. For Gen Ys, raised on optimism, it’s important ...

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 ...

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 ...