436 results for '"community"'
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Macrotrends

Open House

... personal (and often more expensive) hotels. They’re even seeking out locals’ dining rooms as an alternative to restaurants, spawning services such as EatWith and VizEat, which connect them with strangers eager to host them for a home-cooked meal. Young consumers are also finding a sense of home through brands’ physical outposts. As they’re devoting more time to their wellness and feel that their fitness pursuits make them part of a community (see The Community Well), it stands to reason that many are ...

Free Spirit(uality)

... choose the elements of religious systems that align with their values than adopt a religion wholly. This finding is indicative of how the siloed nature of religion can be off-putting to Ys, and how it has the potential to cut one off from the larger community. Take for instance Chick-fil-A, a brand that is outspoken about its Christianity; while its stance is appealing to some, its forthright beliefs are also very alienating to many. On the other hand, a brand like Method that has a more inclusive ...

WELLth Investors

... if I look good doing it.” Her sentiment is widespread; 86% of Ys and 92% of Trendsetters say that exercising and eating well is an investment in their health. SOCIAL LIFE As discussed in The Community Well, Ys don’t invest their money in wellness pursuits for health reasons alone. The social aspect of wellness provides additional incentive, which may have as much to do with their biology as with their generational tendency for teamwork. Research from Oxford University suggests that group exercise ...

The Community Well

... just improve their personal health. This is partly because wellness has become a greater priority in popular culture, and also because social media has amplified consumers’ personal efforts, turning solitary goals and activities into supportive, community-oriented ones. For marketers across all categories, this means that helping Ys better themselves through collaboration is now expected. CREATING A CLOSE-KNIT COMMUNITY Efforts to achieve wellness have become so widespread that people who are ...

The Shape Of Belonging: A Map To Modern Community

... An ethnography of modern youth’s physical, online, and brand communities, demonstrating how they create their personal communities in today’s phygital world.We asked three young people aged 18-34 in the U.S. and three in the UK to bring us into their communities—the ones they feel a sense of belonging to in-person, online, and through brands. Each participant created a map of their physical community and labeled the different places in their cities and towns that give them a sense of ...

Cassandra's 2021 Outlook

... neighborhood and community that highlights just how localized their lives are right now. Whether they’ve stayed in a city or have decamped for more space (or even moved back into their parent’s houses temporarily), Millennials and the oldest subset of Gen Zs are existing in the neighborhoods they find themselves in a very new way.Cancel Culture is CancelledWhile seemingly everything was literally cancelled in 2020 (even the year itself), the growing backlash against cancel culture, simmering for years now ...

Welcome To The Club

... Young people are seeking out IRL community outside of their neighborhoods and creating new means to obtain it, presenting a key opportunity for brands to help them foster meaningful interactions with other like-minded people.For previous cohorts of young adults, community was tied to where one lived and could be found in local places, such as schools, community centers, and town squares, as well as through their interactions with neighbors. Yet, today, young people are less likely to feel a ...

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 ...

Opportunity Knocks

... Modern youth are moving more often than their predecessors in order to find opportunities, including jobs and passions, rather than community.Young people in previous generations moved locations to settle into a community where they felt like they could belong and could be close to friends and family, but modern young adults aren’t prioritizing these factors. Instead, they’re moving for opportunities, and doing so more frequently, as well. Today, home isn’t where the heart is, but rather where ...

Life For Like

... vendetta taken too far), others are oversharing on their platforms to engage with their followers and create an online community where everyone has a voice. In some cases, influencers are opening up about personal experiences that are usually stigmatized to foster awareness and help viewers, as well we themselves, feel less alone.IT’S BEEN REALI like people who aren't going to give themselves up for an ad or for money. All the people that I follow I feel are genuine and true.LIZA, 34, AUSTINOpening up ...