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Macrotrends

Find Your Place

... While Gen Ys and Zs are the most digitally connected cohorts, they're struggling to find their sense of belonging in person, as evidenced by their approach to home and travel, creating a need for brands to help them obtain it. While modern young adults are more connected to others online than ever before, which would seem to make them experience a greater sense of community than their predecessors, many are lacking it offline, with their approach to home and travel compounding this ...

StoryTales

... how stories are created, told, and consumed. Blogs, tweets, photos, videos, status updates, and even hashtags have emerged as storytelling tools. New online platforms created specifically for storytelling, such as Storify and Thumbscribes, allow would-be authors to write stories via their computers, cell phones, IM, and Twitter, and even pull from preexisting social media content. Gaming, too, has emerged as a way to craft a manuscript; the alternative reality game The Black Helix is crowdsourcing ...

Try Before You Buy

... Retailers are addressing young consumers' penchant for pre-purchase research by introducing both physical and digital home trial initiatives.Generations Y and Z are discerning shoppers and diligent researchers who are highly cautious of their spending. In fact, 54% of Cassandra Report respondents say they do more pre-purchase research than they did just five years ago. To cater to these careful consumers and alleviate their uncertainties about purchasing online, retailers in rising numbers are ...

The Protest Selfie

... Young digital activists are sharing photos of themselves to make political and social statements that can easily spread globally. Today’s youth have an unprecedented sense of sociopolitical consciousness and civic duty. Armed with mobile tools and digital platforms, GYs are actively speaking to world issues in their ongoing effort to effect global change. Whether through armchair activism, like signing Change.org petitions, or propagating social movements online, like Occupy or Arab Spring ...

Total Recall

... Apps and tools are supplementing Ys' and Zs' memories, leveraging their digital footprint to remind them of past experiences and helping them savor moments.Young consumers’ tendency to track their every activity, idea, and emotion online has resulted in the inadvertent creation of a personal, historical online archive: a store of digital memory. As we discussed in our Past Presence macro trend (Cassandra, Winter 2012), the existence of this digital memory, and the ease with which young people ...

Obstruction Of Injustice

... people they only know in the online realm. They are distressed by the hatred they see from others, particularly as spreading kindness has become a personal mission for many (see Good Vibes). As a result, they are seeking Obstruction Of Injustice to censor such offensive language from their feeds with the hope that it will help scrub it from their real lives as well.I strongly feel that companies and brands have an incredible responsibility to help eliminate hate speech and harassment from ...

Overboredom

... Young & The Restless). My generation does have a short attention span, so for me if I wanted to look at an ad it would have to be something that relates to me or makes me laugh. Something funny, eye-catching, and a bit different.  We are so bombarded by adverts online that very few ads grab my attention.LUENA, 18, UKWhen they’re not using social media to connect with friends, they’re using it as a source of entertainment in the more traditional sense. Nearly half of Zs in the U.S. and 43 ...

Fair Game

... the industry. Just Not Sports started the #MoreThanMean campaign with a video of real men reading derogatory comments made by other men on the internet toward sports reporters Sarah Spain and Julie DiCaro. The comments attacking the women are full of hate, violence, and sexual aggression, and though the men participating in the video are horrified, Spain and DiCaro say it’s not abnormal for them to receive such negative feedback online, simply because their jobs as sports experts put them in ...

Fauxsumerism

... consumerism isn’t just about consuming; rather, it’s about the experience of and interaction with products. Gens Y and Z shop without feeling any need or compulsion to buy. Browsing (both online and off), trying and testing, pinning, wishlisting, and happening upon covetable products are enjoyable acts in and of themselves—they don’t require the “validation” of a purchase. In this sense, e-commerce has become its own form of entertainment. Browsing products on favorite sites and apps, discovery platforms ...

Social (TV) Network

... space for their audience, as was the case with The Mindy Project when it aired on Fox. Hulu gave it a second chance based on the popularity of the show during time-shifted viewing online, but this content could have also been taken to Facebook, for instance, as a delivery platform that better serves its audience. This suggests that if entertainment doesn’t work on TV or in theaters, it doesn’t mean it’s not good content that won’t resonate with youth, but rather, it may not have had the right ...