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Macrotrends

A Defining Moment

... friends virtually, focusing on hobbies, and generally learning new things. “I am doing my Rosetta Stone, learning new dance moves, and I bought a bike so I can ride on my own. I’m also doing a book club with coworkers.”ARIANA, 29, NY“I have a garden that I would love to flourish.”ARYANA, 21, CA“My parents won’t let me go anywhere with my friends. I want to scream at times. but I’ve been mostly playing video games online with my friends.”VICTOR, 14, ILWhile clearly a fluid and evolving situation, the ...

A Lightness of Being

... Young consumers digital habits are evolving as they think about the effects of their online behavior. They have a newfound appreciation for freedom and privacy. For several years now, young people have surrendered their privacy to social networks for the sake of creating a comprehensive online identity within an open, transparent community of peers. But, recently, they have come to realize that not everything warrants sharing with every online contact—and that sharing to such a wide circle can ...

Consumed Global

... Retail and shopping trends from around the worldCouriers in Russia Serve As Sales Associates & Stylists Russia’s vast size makes it a challenging place to deliver packages. On top of this, the country’s postal service is considered extremely unreliable, creating a high barrier for entry into the e-commerce space. To overcome these obstacles, numerous online retailers in Russia, including Lamoda.ru, Ozon.ru, and Wildberries.ru, are employing couriers who are also trained as sales associates ...

Best of Digital Marketing

... Zs are of the mindset that all experience—whether online or offline—is equally real, worthwhile, and valid. To that end, they are looking to make their digital connectivity just as genuine and meaningful as their interactions that occur face-to-face. Brands should create messaging and platforms that help young consumers develop deep bonds in the digital sphere. Offering language and tools that evoke and enable close connections online will appeal to young consumers and bring an element of human ...

Gen Z Micro Trends

... Trends pertaining to gaming, reading, and news are developing based on Gen Zs' digital access and social media behaviors. - #GameNight - Game night has evolved in the age of social media as Gen Zs are increasingly sharing the experiences of the physical games they play with their social feeds. The performative aspect of analog games is more important than ever, as it's no longer just players who need to be entertained but also their online followers. A new crop of games help Zs bond with those ...

Short Life

... is inspiring shifts in consumer behavior both on- and offline.I am sincerely nervous that I have so many email accounts to keep track of. A few years ago I did extensive work to hack back into my MySpace account just to delete it. I unsubscribe from email lists as soon as I realize I’ve been put on them. I get totally freaked out that my information is expanding and my online footprint is permanent. So I avoid signing up for services or online accounts I know I won’t use more than once, and I ...

Hands On

... Young consumers expect thoughtful, personalized customer service with a human touch.Younger generations, having grown accustomed to the independence that online shopping affords, are sometimes turned off by the hovering presence of sales associates. But that’s not to say that they don’t want access to help on their own terms, as demonstrated by the increasing number of consumers who use Twitter as their primary customer service tool. Gen Y and Z shoppers not only seek a 24/7 line of ...

Off-Roading

... to get rid of it as quickly as possible. Instead of feeling helpless about their debt situation, they’re turning to online tools and savvy financial strategies to help them dig their way out. They’re replacing their credit with prepaid debit cards and taking extreme measures to pay down what they already owe, enacting spending fasts and diets and money-saving challenges, and signing debt-free-life pledges. Financial institutions are just beginning to respond to Ys’ unique financial situation ...

Consumed Takeaways

... (s) in question. Think creatively about ways to inspire these Fauxsumers to engage with your products and share them across their networks, as a means of building positive brand associations. Be omnipresent.Shopping has evolved into an everywhere activity, and brands need to follow suit. Make a concerted effort to be where consumers are and respond to them in real-time—not just online, but in real-world spaces as well. Look back at our primer on Beacons to learn about the latest in responsive ...

Consumer Journeys

... We conducted ethnographies with a dozen young people aged 14 to 34 to understand, in detail, how they make purchases. We explored why they choose the brands they do, how they decide where to buy, and what they love and hate about the shopping experience. For a digitally immersed cohort, it follows that every purchase includes an online component—whether that be researching specs and reading reviews or exploring options via Instagram and sharing their purchases after the fact. But ...