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Macrotrends

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 ...

True To Self

... The concept of digital identity is changing for today’s youth, as their emerging behaviors on social media reflect a newfound self-awareness. Today’s youth are unique in that they’re the first people in history to navigate the journey from adolescence to adulthood both online and off. As they come of age, their transition in the real world is mirrored in how they portray themselves online. When an individual is younger and still forming their identity, their social media persona tends to ...

It's A Mall World After All

... sorts that moved customers from one chain store to the next. The layout was always the same, and the stores rarely provided anything exciting or out of the ordinary. This approach doesn't cut it with today's youth, who expect a lot more out of the in-person shopping experience. If they just want to buy products, they can do so online, meaning IRL shopping needs to be social, engaging, and experiential. This is actually good news for malls that are up to the challenge because 71% of U.S. and UK ...

Future Of Fashion & Retail

... consumers have come to expect innovation in all areas of their lives—and even overwhelmingly agree that technology has a positive effect on their shopping habits, as 71% of youth in the U.S. and UK and 80% of U.S. and 77% of UK Trendsetters do—fashion brands and retailers are designing forward-thinking concepts that change the way consumers browse, buy, shop, get feedback on, and wear clothing. The baseline materials that go into garment construction are being reconceptualized as innovative ...

Gen Z Micro Trends

... Trends pertaining to gaming, reading, and news are developing based on Gen Zs' digital access and social media behaviors. - #GameNight - Game night has evolved in the age of social media as Gen Zs are increasingly sharing the experiences of the physical games they play with their social feeds. The performative aspect of analog games is more important than ever, as it's no longer just players who need to be entertained but also their online followers. A new crop of games help Zs bond with those ...

What's In Store

... than buying the same product online. I like seeing other people and experiencing time out that doesn't happen when you buy online.ALFREDO, 27, UK​I love Anthropologie because it draws you into an imaginary, fantasy world that's artistic, raw, and beautiful. I also love AllSaints Spitalfields because of the raw, industrial feel to the atmosphere.HEIDI, 24, MNMy favorite thing about shopping in-person at Lush is how personable the people are who work there. They are so cool, friendly, and not pushy ...

Home & Away Marketing Tips

... consumers and between consumers and brand. S.Pellegrino To celebrate the role of food in building community, luxury water brand S.Pellegrino launched an immersive supper club series called Taste of Italian in London. From May to October, people could purchase a £45 ticket to the monthly event, which featured a menu of authentic Italian sharing platters and dishes, as well as different immersive activities such as a wine workshop and chestnut hunting.Alvalle This past summer, Pepsico celebrated the ...

The State Of The Sub/Urban

... appeal to Millennials, a generation who has disrupted the typical life path. Whereas Boomers and Gen Xers tended to get married and move to the suburbs to buy a house and start a family, this is less likely the case for Millennials. As a result, they're giving rise to a new type of suburb that isn't necessarily geared toward people who are settling down with a family, have a car, and want a quieter way of life. This isn't merely a matter of life stage as Millennials take a "you do you" approach and ...

Office Space

... Retailers are enticing young people into their physical spaces with areas to work and be productive.  Young people don’t regard brick-and-mortar stores as merely places to browse and buy. More and more, they look to physical retail environments to serve other purposes, including providing spaces where they can learn, play, meet new people, hang out, and even host others, and they’re pleasantly surprised when brands offer such. In recent years, retailers have responded to ...

Clear Consciousness

... Everlane, it sends its employees to visit coffee farms and provides incentive-based rewards to farmers in an effort to ensure quality and transparency of the supply chain. MARIMEKKO Finnish fashion brand Marimekko releases a yearly sustainability report that details its design efforts, sourcing, production, employee wellbeing, and business practices. The company makes improving its fabric one of its major missions, upgrading machines to ensure that it’s using the smallest amount of water possible ...