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Macrotrends

Realistic Optimism

... possible from peer-to-peer interactions. Their methods of retaining optimism are taking shape in numerous ways as addressed throughout this report, including random acts of kindness (Good Vibes), savvy consumer choices (Buy Not and Clear Consciousness), micro donations (Dollars for Change), and real-world activism (Demo Real). This collective effort to reclaim optimism is crucial for brands to consider as they think about conscious marketing efforts. Shadowy donation initiatives and green-washed ...

Mix Masters

... a different time period. Young people have an open-source mindset in which they don’t consider intellectual property as belonging to anyone; rather, they see IP as something to build from, manipulate, and create anew, and they’re applying this vision to entertainment. With or without others’ permission, they’re looking to take the creative work that brands and people produce and add their own flair to build upon the original and turn it into something fresh. As young people admire creativity ...

Home & Away Marketing Tips

... to the Unknown.” Audi tapped into shoppers at Seattle’s Amazon Go, Amazon’s frictionless retail location, offering participants the ability to take a “key box” from the store in order to test drive the Audi A6. Participants who volunteered their time encountered adventures such as personal concerts, mural paintings, and professional photo shoots, and had the chance to win large prizes such as helicopter rides, cheese-making classes, and even a trip to Germany to test drive the A6 on Germany’s ...

Free Spirit(uality)

... Ys are embracing spirituality over religion due to its more flexible nature that allows them to evolve their belief systems as they grow. Spirituality is becoming the primary conduit in Gen Ys’ search for big picture meaning. Similar to how they are personalizing wellness, they are leaning towards spirituality over religion because it allows them to evolve beliefs without question. They don’t want to rely on religious institutions to tell them right from wrong, but rather prefer to use their ...

Global Movie Trends

... systemic and deeply rooted cultural prejudice against women from Al-Faqih’s peers and the more uneducated general population, both of whom were of the opinion that women were too emotional to be impartial judges.Headless Women of Hollywood Another project is shining a spotlight on sexism in the movie industry—but this one utilizes movie posters instead of scripts. American stand-up comedian Monica Belsky gathers movie posters depicting women’s anatomy, sans heads or faces, and posts them to the ...

Web Esteem

... imagine. But even those who are validated are at some risk; winning the bulk of self-esteem highs via the screen may ultimately lessen the incentive to seek support, approval, or even conversation in the offline world, which simply can’t keep up with the assessable approval found online. Gen Ys were raised to believe that they are singularly fascinating and unique individuals. This “special as a snowflake” mentality has snowballed on the Web, where Ys share their every move and thought—demonstrating ...

The Malevolution

... soon emerge.I feel the idea of masculinity has changed from being rough and rugged to just being yourself.DAVID, 27, ILNow that young men are experiencing a decline in employment opportunities and are less likely to identify as lead “breadwinners” than in the past (see Gender Role Playing), they’re finding new ways to define and celebrate their role in society and within a couple or family unit. Many are embracing fatherhood and take a more active role in their children’s upbringing. Indeed, the ...

Less Is Morality

... of modern moral barometer. As people are airing their life choices and personal perspectives online, social networks are rife with moral dictation from the masses, making it less appealing for entertainment properties to further add to the clamor. I think the messages have always been there, but they may be subtler and less cheesy now. I'm thinking of old television shows that end with the parents sitting the kids down and talking to them about important life lessons they have learned from ...

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 ...

Life Skills

... With schools focusing on book learning, Zs are acquiring new life skills, such as coding, sewing, and tinkering, outside the classroom. Gen Zs, having never known a world in which the online realm is not seamlessly integrated into the physical one, are, in some ways, even more reliant on the web than are older generations. Whereas previous generations would have gone to their parents when wondering why the sky is blue or how babies are made, more often than not, Zs are defaulting to the ...