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Macrotrends

Cultural Diplomats

... society that allows individuals, not just those in positions of authority, to influence global culture on a grand scale. In this sense, Ys are the first generation of Cultural Diplomats: emissaries empowered to bridge international divides, whether online, abroad, or at home. The expanding power of the individual was set into motion by forces that, for GYs, began early in life. Growing up with the unprecedented resource of the Internet afforded them direct access to international news and events. This ...

Next Gen Brand Loyalty

... that their relationship with consumers will look different depending on if the consumers are Baby Boomers, Gen Xers, Gen Ys, or Gen Zs. The sheer volume of brands available today—and the unprecedented access consumers have to them, with online shopping, global reach, and social media—has disrupted traditional brand loyalty, wherein a consumer found one brand they liked in a category from the limited selection that was available at the time and stuck with it. Such limitations no longer ...

Gut Check

... Faced with a surplus of options and information, today’s young generations are inclined to seek validation before committing to any one decision. Young consumers' need for external assurance is not entirely newfound; individuals have always sought the advice of trusted peers when presented with important choices. But the increased ease with which one can source advice and assurance—via online reviews, comments, likes and upvotes, crowdsourced Q&A sites, and quick requests for approval via email ...

Real Time+

... . Madewell took over Instagram with its first-ever online “flash mob.” The brand recruited employees, bloggers, and style editors to post pictures of their favorite jeans with the tags #denimmadewell and #flashtagram. For a moment, the stunt effectively plastered the site with the brand’s fashions. - BUILD A SENSE OF URGENCY - The UK National Lottery’s “Surprising Numbers” campaign targeted the country’s substantial population of rail commuters by creating ads in train terminals timed to display the ...

Monthly Deliveries

... services to reveal how their likeminded approach applies and appeals to both genders. - DOLLAR SHAVE CLUB - THE PROMOTIONDSC launched with a low- budget online ad in which co-founder Michael Dubin expounds on the service’s many advantages while riding a forklift, wielding a machete, and dancing alongside a factory worker and a person in a bear suit. The video immediately went viral thanks to its irreverent, over-the-top sense of humor. Since its premiere in March 2012, it has racked up more than 11 ...

Z DNA

... members of this generation are approaching college age. We’ll continue to see Zs assess whether a degree is really worth the cost since they’re well aware of the financial burden and that it doesn’t guarantee success. Their need to feel secure is also evidenced in the online realm. They’ve grown up being told to think about the permanent implications of what they share, especially in an era of frequent data breaches and marketers mining their personal information. As a result, they consider their ...

Web Esteem

... Ys’ web presence is irrevocably tied to their self-worth and self-esteem. Whereas earlier generations used to look in a mirror to confirm their with-it-ness and overall self-worth, today’s teens are instead compulsively checking their social media reflection. Their online communities are a source of not just entertainment and socialization, but also of personal validation; one correspondent told us that social media is a means of “building up an identity for yourself.” This emergent Web Esteem ...

Retail 2.0: Youth Outlook On Luxury

... brands’ social presence, the now-mainstream proliferation of fashion-centric media, and their tendency to shop online.RECOMMENDATION: Embrace your consumers—invite them more deeply into your world, both online and IRL, with touchpoints that reach them where they spend their time. Create engaging and entertaining content, which will create greater emotional resonance with your brand and drive true loyalty. INSIGHT: Youth champion diversity and inclusivity and expect the brands they patronize to ...

NOwners

... . Boomers and Xers had few alternatives to traditional consumption. Investing in a car, a home, or even an outfit for a special occasion was a given, as was the commitment to owning these and other items for a long while. And because owning goods was the primary way to enjoy them, ownership itself became a totem of success. In the rising share economy this convention no longer holds. The ease with which likeminded individuals can forge online connections to circumvent traditional consumption has ...

Free Spirit(uality)

... life tenets, those types of support and guidance still hold great value for them: they just derive such in new ways, like through peer advice sought out online and the vast assortment of inspirational quotes shared on social platforms like Instagram and Pinterest. Nonetheless, they still enjoy exploring spirituality, abstract as the concept is. This is evidenced by recent pop culture trends, such as the rise in mysticism (Occulture, The Cassandra Report, Spring/Summer 2014), the prominence of ...