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Macrotrends

Know It Alls

... Modern youth desire to be knowledgeable across many topics rather than one niche subject in order to better relate in today's interconnected world.Young people are feeling pressure to be knowledgeable about everything—at least at a basic level—in order to engage with others. Unlike generations past, wherein people chose their niche and learned as much as they could about that area while being free to mostly ignore other topics, youth nowadays don’t have the luxury of sticking to one ...

Free For All

... types of activities allow young people to spend time with their friends while doing a productive activity in a controlled environment. To these youth, there’s less risk in attending a book club meeting than there is in a night out drinking with friends, which is how they’re able to lessen the potential for emotional stress. As a brand, consider how you can provide opportunities around social activities that allow emotionally and socially burnt out Ys to unwind and destress together.GAME THE BURNOUT ...

Category Lens

... ? Are there further opportunities to provide an outlet for young people to connect with others who share the same cause, contribute to a cause, or join an effort aligned with that cause? The causes you champion should be thought of as part of your omnichannel strategy. Just as you work to create integrated and cohesive experiences along the consumer journey, the causes that you stand for should be consistently represented as well.Fast Moving Consumer GoodsIt may seem as if Plurality & Polarization ...

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

... into the empowerment of saying “no.” As a Gen Y female in our qualitative focus group told us, “I'm starting to say no to people a lot more. Saying no is something I didn't mention but I think it’s good because I did try to overachieve and make everyone happy.” She went on to delineate that this was specifically for social activities. Though they struggle with saying no, Ys are now trying to set boundaries for themselves in order to mitigate their burnout, even going so far as to counteract their ...

Need For Speed

... focus on optimization and innovation down to a regional level will certainly curry favor with young consumers, who not only demand the removal of barriers to convenience but also expect customization with their speed. Faster is generally better, as long as there is sufficient time to review the process and make corrections as needed. Being able to complete transactions online or through a mobile app is much better than doing so in person or through 'snail' mail.DAVID, 20, KSUltimately, young people ...

Global Analog Trends

... supplementing their digital consumption with analog content and gadgets, from vinyl records and physical cameras to print magazines and board games. Brands that tap into this old school consumption habit can stand out in today's digitally-driven world and this countertrend is poised to grow as young people are even sharing their analog consumption habits online, encouraging their friends and followers to embrace such mediums, too.LO-FI LISTENINGDespite the prevailing popularity of music streaming platforms ...

Data Mine

... —nearly three-quarters of young people (75% in the UK and 74% in the U.S.) believe there is no way to keep one’s personal information truly secure—and young consumers are now more willing than ever to let down their guard and put their trust in the companies that provide transparency around how they will be handling their information in order to receive the benefits that follow. Young consumers don’t view their personal data as private property anymore due to the inevitable situation ...

Find Your Place

... circumstance. When it comes to home, young adults aren't settling down in one place to the same extent as did past generations, and therefore, they're not looking to their neighborhoods to establish a sense of community where they live. Even those who do stay in the same location for a long period of time typically don't look to their immediate surroundings or neighbors for a sense of community. As they see it, there’s little point in getting to know the people who live alongside them who they may have ...

To Your Heart's Content

... and reminding her that baking was similar to other challenges in life: "You can fail twice, then get up the next day and give it another go." This captures a big reason shows like Queer Eye and TGBBS are such hits with Ys and Zs: they're reminders that even when life is overwhelming, there's good in the world and people can be a force for positivity. Young viewers watch Bob Ross and ASMR videos in order to calm down and escape burnout, and then they turn to programs like Queer Eye and TGBBS as a ...

Global Fashion & Style Trends

... , which deviates from current fast fashion trends in an act of reclaiming the body and conveying “rigor and intellectual thoughtfulness” rather than a more traditionally feminine aura. In the same vein, young women are embracing the return of power dressing in the workplace to exude strength amidst social movements to stand up for women’s rights in that very arena. Another is the notion that made-to-order apparel is pricey and less relevant thanks to new technologies and platforms that are making ...