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Macrotrends

The Privacy Premium

... ensuring online privacy.” Easily finding a private corner of the web has become somewhat of a rarity, between apps that require a Facebook login and search engines that track users’ activity. In fact, 54% of 14- to 34-year-olds surveyed agree that “privacy is hard to attain online.” So elusive has privacy become that some are contending that it is “the new luxury.” Reporter Julia Agwin, who also authored the book Dragnet Nation: A Quest for Privacy, Security, and Freedom in a World of Relentless ...

Soundscape

... communicate with pictures over words. This progression to visuals—which also includes emojis and digital stickers—allows individuals to put more expression into their digital conversations and to articulate themselves more succinctly. Now, audio is emerging as the next iteration of young people’s online interactions, enabling them to incorporate emotion through their own voice or prerecorded sound bites, as well as offering new ways to efficiently send messages and capture moments in time. I often use ...

Global Bytes

... viewership that relates to the main characters. While the series start small and are produced by amateurs, they have grown in viewership to the point that big names (like DreamWorks) are interested in bringing them to even wider audiences. - THE ELAUNCH - In China, where online and mobile accounts for 60% of Ys’ purchases as we discovered in our Global Report, new stores are skipping the traditional ribbon-cutting ceremony in favor of a digital launch. Rather than snapping selfies in a shiny new store ...

#Celebrate

... relationships (e.g. Mother’s Day, Father’s Day, National Siblings’ Day) has become especially important online as evidenced by the abundance of picture collages and statuses paying tribute to loved ones on these days. As families become more spread out geographically and find it harder to come together in person, these holidays give them a means to connect with and celebrate their relatives. Young consumers are also placing emphasis on days for other types of meaningful relationships, including pets, bosses ...

Real Time+

... . Madewell took over Instagram with its first-ever online “flash mob.” The brand recruited employees, bloggers, and style editors to post pictures of their favorite jeans with the tags #denimmadewell and #flashtagram. For a moment, the stunt effectively plastered the site with the brand’s fashions. - BUILD A SENSE OF URGENCY - The UK National Lottery’s “Surprising Numbers” campaign targeted the country’s substantial population of rail commuters by creating ads in train terminals timed to display the ...

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 ...

eLationships

... users are exhibiting a burgeoning sense of digital intimacy in which they are getting to know relative strangers on an emotional level that is often more profound than that of their real-life acquaintances. Given Ys’ inherently social nature and penchant for garnering unusual experiences and knowledge, it follows then that this shift is happening. In fact, 24% of Cassandra Report respondents said that they “feel close to people [they’ve] met online even though [they] haven’t met them in person ...

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 ...

Over Stimulation

... Youth experience near constant stimulation and struggle to find downtime, making it more important than ever for brands to position themselves as a solution and not add to the noise.In today's society, modern youth experience near constant stimulation. Between social media, work emails that come at all hours of the day and night, cell phone notifications, and the endless barrage of news, it can be difficult to carve out any mental space for quiet. On top of that, when Gen Ys and Zs actually do ...

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 ...