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Macrotrends

Where Young Adults Live: Now & In The Future

... moving across the suburbs, urban areas, and rural areas, demonstrating that they are not only moving to different locations, but also to new types of locations. Additionally, preference for suburban areas, which dominated over urban areas for previous generations as they aged, is not as strong among modern youth when envisioning their future. Peruse each visual to see where Ys and Zs want to be residing from now until 2038. At present, the largest concentration of Zs aged 14-21 is in the suburbs (40 ...

Food Fixation

... Zs are the most food-focused cohort in history, a trait that’s helping shape their identities, but also hurting them in the physical sense. Ys have been labeled as a generation of “foodies,” but Gen Z is poised to surpass them as the most culinary-minded cohort. Food currently ranks seventh on their list of obsessions, surpassing even music and sports. Whereas Ys tend to use gastronomy as a tool for storytelling or global exploration (see Cultural Diplomats), Zs’ relationship with food is more ...

Habits/Rituals: Impact On CPG

... both what they feel they miss during the pandemic and what they are willing to spend on. For example, as the days have marched on, young people are missing sports and movie theaters less than they did at the start of the pandemic, but they are continuing to miss their friends and families and they miss shopping. It’s for these latter reasons that about two-thirds of young people would like to see stay-at-home orders relaxed around the country and which suggests that they have a sense of tempered ...

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 ...

POPscape

... chasers, and taking an elevated, intellectual view of the smarter pop now proliferating online and off. Our POPscape breaks down these three distinct developments in contemporary culture and explores their implications for both creators and consumers. MICRO POPThe old cultural paradigm dictated a polarity between Mainstream and Niche. Both subsets had their distinct idea of what was “good,” but only what was mainstream could strictly be considered popular (i.e., widely known and well regarded by most ...

Justifying Fan Fic

... publishers and movie studios, an abundance of fan fiction demonstrates fans’ dedication to a likeminded soul; for example, a work of fan fiction that has thousands of clicks online suggests an author with a built-in fan following of his or her own. Indeed, some of the most popular pieces of fan fiction have more readers than many New York Times bestsellers. Moving forward, brands should celebrate fan creativity with a level of excitement that matches fans’ own. - Justifying Fan Fiction - Last year ...

Outer Limits

... MARKETINGLast year, AXE launched the AXE Apollo Space Academy, an online contest to send 23 winners to the edge of space with Space Expedition Corp. After the online component, 100 people were sent to the Axe Apollo Space Camp in Florida to compete in space-simulation challenges for a seat on the ship. KLM Royal Dutch Airlines hosted a “Claim Your Place in Space” contest, in which a GPS-enabled balloon was launched in the Nevada Desert, and fans were tasked with guessing the height and location of the ...

Tips From The Influencer Industry

... for a brand and will fulfill their end of the arrangement.CASSANDRA: What are the new trends that you see working within the influencer space?ENGINE: The rise of the micro-influence community has been intriguing for many brands who don’t want to pay top dollar for a prominent influencer. Instead, they can spread budget across a variety of smaller influencers and see returns on their investment by measuring the scale of their campaign. This concept also reduces risk from an ROI standpoint, and the ...

The Mental Health Perspective

... -19 as Millennials and Zs are coping with the effects of social distancing, isolation, and uncertainty.For Gen Zs, they are relying on their pragmatism, as well as their openness about their mental health needs to get through their current daily challenges. On the whole, they’re comfortable openly talking about their issues and know when and how to seek help. They don’t see sharing mental health struggles as being vulnerable but rather as a logical approach to maintaining their overall health ...

Shop Class

... Gens Y and Z are seeking unique store experiences, ranging from special events to hands-on classes, as brand and retailer points of entry.Experiences have become a key form of social currency among young people, who value them for their minimalist footprint (most don’t require the accumulation of possessions), self-improvement tools, and storytelling material. Similar to how the growing practice of Fauxsumerism affords consumers the identity markers of consumption and brand affiliation at no ...