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Macrotrends

The Self-Improvement Revolution

... . Increased access, coupled with the improved economy in recent years, is influencing the rapid curve of adoption. When the economy was weaker, young consumers had less means to focus on betterment and instead needed to prioritize the essentials: getting themselves out of debt and paying their bills. Now that society is in a more prosperous time and young people are more likely to have a disposable income, they're choosing to spend a growing share of it on betterment efforts in a quest to live their ...

The Optimization Generation

... . The desire to be unburdened applies to Ys’ digital consumption as well, which is a relatively recent development in their relationship with technology. During the Recession, their minimalist habits were largely relegated to the physical world and tangible items; we saw opposite behaviors emerge in the digital realm (see Debt Crisis). To compensate for scaling back, Ys became digital hoarders—saving more books than they could possibly read on their Kindles, downloading a musician’s entire catalogue ...

Opportunity Knocks

... amount would be paid out over two years, and with stipulations on how the money could be spent and how many workers could earn it; most participants would not receive the full $10k.Maine Although Maine doesn’t offer a stipend outright, the state incentivizes young adults to move there by subtracting the amount one is paying in student loan debt from the state taxes they owe. Residents must have received their degree after 2015, as Maine is aiming for new young residents who graduated relatively ...

Would You(th) Care For A Cause?

... , opioid epidemic) | Immigration | Disaster relief | Terrorism | National debt | Criminal justice reform (e.g., prison reform, police brutality) | Reproductive rights (e.g., abortion) | School integration | Other | None of the above YOUTH OUTLOOK ON BRANDS THAT TAKE A STANDThe majority of youth in both the U.S. and the UK agree that it’s important to know where a brand stands on social issues, with 58% of Ys and 51% of Zs in the U.S and 66% of Ys and 55% of Zs in the UK, saying this. But ...

The Binge Method

... long ago that young individuals had begun enacting media bans and DVR cleanses to free themselves from content backlog and pay down their “entertainment debt.” Having had some time to grow accustomed to such an abundance of content, these users are now taking a different approach to their media consumption. Opting out of a must-see TV series, a buzzy new novel, or an enhanced reissue of a favorite album no longer seems a desirable option. Instead, individuals are taking control of the excess of pop ...

Obstruction Of Injustice

... , for example, “war” or “debt,” and avoid them—or try creating a browser extension to scrub them from their online viewing. Your brand can serve to lighten the mood and make it easier for young people to face the day knowing they won’t encounter them.Try using comedy—with careful consideration—to enable your brand to challenge cultural perceptions and habits. Young consumers will be grateful to brands that make the effort to spark thoughtful conversations.Think about censoring hate ...

House Funders

... , they’re devising ways to get on the property ladder and even obtain their dream home, as they aspire to have a living space they can truly customize (see Personal Property).In previous decades, young adults typically got married and bought a house with their significant other. Yet as Ys aren’t getting married until later in life, if at all, many need people other than a romantic partner with whom they can buy a house. Relationship status aside, many Ys are saddled with debt and take a “live for the ...

Brand Mentorships

... to constantly learn, grow, and transform. However, just because they’re interested in creating an open-source society in which everyone benefits from access doesn’t mean they think smaller entities should suffer financially. As generations saddled in debt who came of age during the worst recession since the Great Depression, they want to be paid fairly.  Brand partnerships introduce me to brands I wouldn't normally see. Waterstone's has Costa coffee inside which I would never ...

Set In (E)motion: The Guide to Gen Y Burnout

... , they could secure, at the very least, a solid job with steady income. The Great Recession thoroughly cancelled this notion, leaving older Gen Ys graduating from their secondary education with few job prospects, if they were lucky enough to have any at all. This sparked a wave of arrested development wherein many Millennials had to move back home with their parents. The financial angle of this particular ordeal only adds to Ys’ institutional distrust: many in this cohort took on debt to go to ...

The Sexual Mehvolution

... that given the choice between disappointing encounters or abstinence, many forego sex altogether: 40% were still virgins, and both men and women considered rejection to be their greatest sexual fear. In this way, concerns over being unremarkable in bed prevents them from being better partners. While fear of rejection isn’t a new phenomenon, the new anxieties compounding this fear are. As the generation with the highest debt levels in history, Ys are experiencing unprecedented financial stress along ...