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Macrotrends

All The Feels

... online and can pick up on cues embedded in a digital message or interaction. This talent for interpreting nuances contributes to their heightened sensation of empathy, as they easily recognize when others are in need of compassion. They’re also more likely than their Y counterparts to consider the feelings of others when they post something to their social networks. When social media gained popularity among Ys, it was used as a medium for showing off the best parts of their lives, even to brag ...

Breaking Bad

... as older generations are actually less likely to view vaping and marijuana as stigmas. Four in 10 Zs in the U.S. call out vaping/e-cigarettes as having a stigma, while a slightly lower number of Boomers (36%) do the same. Ys and Xers in the U.S. are even less likely to think this is a stigma, with only 24% and 27% respectively saying this. Overall, this follows our findings across various social stigmas: that young people are more likely to see something as a stigma because they’re engaging in ...

Beacons

... enticing in terms of their offers. For example, lingering in front of a certain appliance at a department store could trigger a video demonstrating its new and novel features; wandering into the freezer aisle at a grocery store could activate an e-coupon for frozen pizza. Beacons also allow brands to take into account their customers’ unique preferences. Individual shoppers can receive promotional offers specific to their purchasing histories, favorite brands, or even their typical path throughout the ...

Opportunity Knocks

... they’re moving to a place than what/where the place even is. Today’s young adults are also waiting longer to settle down and start families of their own, if they do so at all (see No Kid[ding]), and aren’t as likely to stay in or return to a hometown where their parents and/or extended family resides. They’re more transient than their predecessors, so they’re willing to move somewhere new for the opportunity it provides, even if it’s for a short stretch of time, rather than moving to settle down and ...

Global Art & Design Trends

... %), Indonesia (36%), and Nigeria (36%). Whether it's by incorporating an imperfection as an aesthetic flair or inviting young consumers to participate in a portrait challenge, brands across all verticals can appeal to global youth’s emerging art preferences.SEEING ISN’T BELIEVINGJust over half (51%) of global youth say that street art is more relevant to them than traditional art forms, with young people in South Korea (60%), Turkey (56%), Australia (55%), and China (55%) feeling even more strongly about ...

The Relationships & Community Perspective

... The ways that young people connect, feel a sense of togetherness, and maintain relationships will evolve rapidly in the wake of Covid-19 and create unprecedented opportunities for brands.More than five years ago, Cassandra predicted the rise of “eLationships,” a trend we identified related to the rise of online-only friendships. Even then, for many young people, digital relationships were as meaningful as their IRL counterparts. Much like their in-person friendships, their digital friendships ...

Innovation Halo

... innovation are far lower in modern times than they were when previous generations were young, and today's youth are finding a new role as catalysts to drive innovation further. Brands are better able to identify the pain points consumers experience nowadays because consumers will either tell them directly through feedback or indirectly through their digital behavior. Brands used to have to uncover innovation opportunities, but increasingly, young consumers are revealing what they want brands to address ...

Brand Mentorships

... Forward-thinking major retailers are winning over consumers by embracing independent brands as allies rather than regarding them as competition to be squashed. Major retailers have had to step outside of their comfort zones in recent years in order to maintain relevance with young consumers, even partnering with would-be competitors in a bid to entice and seduce. Perhaps nowhere has this been more prevalent than in the fashion world, where global retailers like Target and H&M have aligned ...

The Future Of Experiential Retail

... . LA’s first Nordstrom Local is yet another concept that boasts an inventory-less retail model: customers go to Nordstrom Local primarily to pick up their online orders, which they can even do from the comfort of their cars thanks to a curbside pickup feature. But this is merely one aspect of the physical store’s service-hub setup: shoppers can also sip expensive green juices and libations, get mani-pedis, enjoy the attention of online and on-site stylists, and enlist the services of seamstresses and ...

Eco Chic

... materials, not all entry points to the space are that imposing. One of the simplest ways that young people are participating in a more sustainable fashion cycle is through the resale economy. Vintage or used items are increasingly regarded as cool—even cooler than new in many cases. In a world where new clothing and collections from around the globe can be accessed at the click of a button, there’s something special to consumers about the treasure hunt that comes with combing through inventory to ...