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Macrotrends

The Customer Isn't Always Right

... brands could rate their customers. If people realized they were being ‘rated,’ they may improve their behavior rather than being rude or obscene. I wish lots of stores had the ability to do that. MAGGIE, 28, GABrands shouldn’t shy away from this responsibility that young consumers are laying at their doorstep. In fact, young adults are not only accustomed to feedback but are also desperate for it, and that includes feedback from peers, employers, and, yes, brands. As we found in our Gen Z report ...

Generational Comparison Chart

... external factors: pop culture, parenting styles, shifting social norms, game changing events, socioeconomic conditions, and tech advancements. The confluence of these factors, experienced in the crucible of young adulthood, impact a generation’s core values, and thus, their behaviors now and in the future. For example, the pop culture that Boomers experienced made them idealistic, the shifting social norms that Ys experienced made them politically aware, and so on and so forth. To see an even more in ...

Marketing Tips For Engaging Modern Parents

... anxiety and pressure that parents experience with light-hearted and funny messaging. Provide relatable experiences that allow parents to laugh at themselves and reflect upon the challenges of modern parenthood. T-MobileThe ad “Paparazzi Parents” uses a comical tone in showing moms and dads snapping non-stop pictures of their kids and posting them online. The spot highlights the cellphone carrier’s expanded coverage, making it easier for parents to post regularly and Parent Out Loud. However, T-Mobile ...

POP Trends

... a live experience akin to going to an actual performance. POP PLAYSPECTATOR GAMING To the uninitiated, video games may seem an unlikely candidate for a spectator sport. But recent developments have demonstrated that spectatorship is in fact a major—and growing—facet of the gaming industry. Contemporary gamers aren’t interested only in their own gameplay. They want to watch pros and peers, alike, in competition and in ordinary games, and both online and in person. This trend has ...

Home & Away Entertainment Trends

... genres that reflect young adults' travel preferences and home experiences. Just as road trips are on the rise in real life (see The Joyride), so too are they proliferating in film in a slew of road movies. Additionally, a new genre has arisen in TV about the dissolved sense of community that young people are experiencing in the areas where they live and about the uncertainty people have about their neighbors. As modern youth spur new forms of entertainment, brands can tap into these new trends too ...

WELLth Investors

... . healthcare system have heightened Ys’ anxieties about what the future holds for them. Indeed, 72% of Ys and 80% of Trendsetters say they worry that the healthcare system won’t be able to support their generation when they’re old. So rather than rely on institutions alone, many are embracing new technology that lets them track and quantify their individual health to gain a sense of control. Many are also paying premiums for items that may have seemed nonessential in the past, such as organic food and ...

Gut Check

... be empowering, it can also leave many feeling less confident in their own decision-making prowess. The availability of feedback only confirms that there is no perfect product or place to live, no item, service, or work of art that fully escapes a bad review. One can never be 100% sure that they’re making the “right” choice—but with due diligence, they can feel better assured. A quick gut check on a mobile screen provides the validation young individuals need to move forward. They may not be as ...

Good Vibes

... gloomy headlines infiltrating consumers’ devices, but also to the rampant bullying and trolling of recent years. The occurrence of such malicious behavior online and offline has reached a tipping point; youth simply won’t tolerate it anymore and are now actively working to eliminate negativity. They feel a personal duty to call out people who are part of the problem rather than letting it persist. Recent Pew data reaffirms this focus, as 40% of Millennials are okay with the government banning ...

Dress To Thrill

... reasons to turn normal occasions into something special (see #Celebrate). Young people are more motivated to leave the house if they’re going to take part in something that’s unique and interesting, and selecting a theme as a group offers this opportunity; this trend is currently seeing more popularity in the U.S., but UK Trendsetters in our focus groups also spoke to it, so it’s likely to grow there as well. A 25-year-old woman in one of our focus groups in New York talked about her enjoyment of ...

The Self-Improvement Revolution

... generations of youth, and seeing others' betterment experiences and performative lives inspires them to improve while simultaneously making them keenly aware of how they compare and anxious that they're not progressing enough. While this unprecedented access empowers them to take action, it also creates pressure that they should do so regularly and that they'll always need to strive to be better across many categories. Youth's focus on themselves is often criticized as narcissistic, but as Ys and Zs see ...