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Macrotrends

Accelerated Adulthood

... they were doing, how they looked, and who they were with by scrolling back in their profiles or using Facebook Memories or Timehop, providing an even easier way to measure the progress they’ve made as they mature, which can be both positive and negative (see True To Self). As the diverse generation Zs are, figuring themselves out as individuals can actually be more difficult, because the variety of “labels” a young person can use as part of their identity is practically infinite. There are new ...

Food Fixation

... Zs are the most food-focused cohort in history, a trait that’s helping shape their identities, but also hurting them in the physical sense. Ys have been labeled as a generation of “foodies,” but Gen Z is poised to surpass them as the most culinary-minded cohort. Food currently ranks seventh on their list of obsessions, surpassing even music and sports. Whereas Ys tend to use gastronomy as a tool for storytelling or global exploration (see Cultural Diplomats), Zs’ relationship with food is more ...

Omnitainment

... are less of a differentiator that they used to be now that nearly every young consumer has access to the same products at the click of a button. It’s what the brand and its larger lifestyle represents that appeals to young consumers. Differentiating brands through the use of entertainment allows consumers to absorb marketing without their usual defenses, better enabling brands to reach their target audiences. Whether or not that content will resonate with those audiences will depend on the quality ...

PREPAREnting

... Modern moms and dads are raising children with a grown-up understanding of the world and are readying them to make it better.Parents have two distinct tasks in preparing their children for the future. One is to focus on the day-to-day aspects of life to help their children get through their formative years relatively unscathed. The other is to consider the future to ensure that their child has the tools and skills necessary to be successful. Arguably, both of these tasks have become more ...

Modern Love

... An overview of what romance looks like today, from relationship markers to displays of affection. Romantic love has always been a fundamental global touch point. Humanity’s need for emotional fulfillment through intimacy is one of the few truths that translates across borders and languages. But, with youth around the world reexamining what they want out of romantic relationships—not to mention, elevating the voice of dating culture in media and entertainment—the evolving nuances of that truth ...

Go Big Or Go Home

... cities.Scavenger Hunts Any brand can host an in-person scavenger hunt to create an adventure for consumers and simultaneously promote its products or services. For instance, Nike has made shoe drops an adventurous experience via high-tech sneaker scavenger hunts. Participants use tools in its app to find clues to unlock a purchasing portal. For the recent release of limited PSNY Air Jordans, fans turned into a “flash mob” at Washington Square Park, holding up their phones to scan their surroundings and find ...

Know It Alls

... topics. I read different newspapers every day and use Wikipedia and other fact websites to learn more about the history and politics of what I am discussing.SAM, 30, UKAdditionally, young people, Zs in particular, see labels as a negative; young people today consider gender, sexual orientation, religion, and more to be fluid constructs, so they’re not interested in being labeled as the sports expert, or the heath guru, or the pop culture aficionado—they want to be a little bit of all of it ...

Life Resume

... individual’s “Brand Me,” their comprehensive sense of self and purpose.Confronted with a world of choice, Ys use the act of building a Life Resume as a way to sample a bit of everything they’re interested in. They were raised to be generalists rather than specialists, and they value having a diverse and divergent set of knowledge, skills, interests, and experiences. In their eyes, building an identity based solely on a single vocation or hobby would be far too limiting; the more multifaceted a person is ...

Well at Work

... positions in their own right, giving them greater sway over company-wide decisions. As such, those in positions of authority are beginning to promote policies that tap into Ys’ characteristically team-oriented and altruistic nature. Because of Ys’ optimistic outlook, they want to improve wellness in the workplace not just to better themselves but also to improve the lives of their peers and society at large. While their motivations are partly noble, they are also driven by a need to enhance their own ...

Inside Out

... of differing religions will lead Zs to be more open-minded about religion overall: we predict that youth will be more apt to have a build-your-own approach to religion in which they adopt certain practices from multiple faiths as a way to find the right fit for themselves, and to use their personally-modified religion as a form of individualism. Currently, 28% of U.S. Zs and 19% of UK Zs say they are more spiritual than religious, with 45% of U.S. Trendsetters and 44% of UK Trendsetters ...