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Macrotrends

Global Y Dream

... Dream solidified as a path to a prosperous and equitable society. Global Ys (GYs), however, are giving rise to a global dream for their collective future. GYs’ common experiences and global outlook have given them a set of shared aspirations and life goals. Ys around the world consider themselves new pioneers; they’re changing the meaning of family, seeking careers they love, and expecting brands to play a significant role along the way. THE NEW PIONEERS Life goals of Ys in many developing countries ...

Web Esteem

... to open up about the behind-the-scenes reality of all that seems glamorous, and to both address and fight against negative portrayals that might diminish Ys’ sense of self-worth. As Web Esteem becomes a more widely acknowledged phenomenon among Ys, expect to see the rise of platforms that not only encourage and reward sharing, but also aggregate shared content and responses (I Just Shared is one early example). In the meantime, marketers can appeal to the upside of Web Esteem by focusing on the ...

Life Skills

... so doing, they are seeking a unique balance of tactile and technological learnings. While the independence that the aforementioned open-access brain trust affords them is certainly informing key generational characteristics (see Z DNA), it also poses risks and challenges with regard to their future adult selves. Not only are they able to outsource knowledge to the collective wisdom of the web, but marked changes in the mainstream education system are also pointing to a mounting demand for ...

Well at Work

... , MasterCard launched “One More Day”—a travel-focused campaign that invites consumers to make a social pledge to take just one more day of vacation to travel, spend time with family and friends, or simply experience new things.EXPEDIAFeaturing the Grimes song “No Excuses,” Expedia ran a TV spot portraying a young woman abandoning her excuses about why she couldn’t travel and finally using her vacation days to explore the world.Watch the video to see her travel adventures. - EMPLOYERS INVESTING IN WELLNESS ...

Sport The Look

... branded sports apparel, merchandise, and related lifestyle products will thrive by connecting consumers around a shared interest rather than a shared income. However, although the trend is about inclusiveness, the high price point of many branded items automatically excludes some consumers (as a recent spot from MasterCard highlights, a Red Sox jersey alone can cost $145). We expect to see products in more price tiers emerge that speak to fan tribes of a broader range of incomes, from mass to luxury ...

The New Friend Zone

... ” and closing off your friend group but rather opening it up to a wider circle, sometimes sexually in addition to socially (see Relationship Goals). Relaxed cultural attitudes towards relationships are making it so that couples can be the same vibrant people as when they were single, able to hang out with friends either individually or as a duo. The flattening of gender roles also means that there’s less friction when men hang out with female friends or women hang out with male friends without being ...

The Real Story

... bin Laden, but they also profiled the SEAL team members that successfully carried out the mission. More recently, they ran stories of a small plane wreck, but gave the incident prominent coverage by featuring the 7-year-old girl who survived the crash and led authorities to the scene. Previous generations may have been sheltered from such sensational stories, but Zs are exposed to them from a young age. We expect the shift toward realistic entertainment to only grow stronger, as Zs’ preference for ...

New Morals

... Ys see it as a moral duty to maintain a sense of wellness in their lives, and brands must adjust to this new attitude to remain relevant. As consumers embrace a new mindset regarding health and wellbeing, they are, in turn, defining a new sense of morality that brands cannot ignore. Gen Ys see maintaining their wellness as a responsibility not only to themselves but also to society: a majority say it is “wrong” not to be healthy, and 78% would feel guilty if their health problems cost others ...

Social Studies

... brand engagement. Executions could range from requesting likes to reach a certain number, to requesting feedback on or soliciting suggestions for new products.VIRTUAL IDENTITY SUICIDEA QuitFacebookDay campaign launched in 2010 as a response to Facebook’s seemingly underhanded privacy policies. Since the official May 31, 2010 quit date, nearly 41k site members have closed their accounts—a number that’s only expected to grow as Twitter, Instagram, and the like continue to capture increasing market ...

Marketing Tips

... . Train employees to advocate for equality. - Youth not only want brands to be transparent about their behaviors and values (see Clear Consciousness), but they also expect for these guiding principles to be reflected throughout the entire organization. This means that employees need to be knowledgeable about the belief systems that define a brand and, ideally, embody them as its representatives. Brands should consider educating staff on how to deal with complex issues and empower them to advocate for ...