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... skills or a desire to draw attention to oneself has evolved as brands embrace the idea and start to create opportunities for fans to do this officially. Brands in the U.S. have been leading the way in encouraging this behavior and providing resources for people to do so, and based on the popularity of such initiatives, it's poised to spread globally.As modern youth see it, what they choose to consume is a reflection of who they are and what they value; given this mindset, they're showing their ...

Consumed Innovations

... ’ impending purchasing decisions. Based on prior and recurring orders, frequent searches, and even personal wishlists, items a consumer is deemed likely to buy will be dispatched to a warehouse in his or her immediate area. While shipments won’t be carried out to consumer doorsteps before they click “purchase,” their wait time for delivery could be drastically diminished by this anticipatory practice. Whether drones will be carrying out the predictive delivery behavior has yet to be confirmed.GOOGLE GET ...

The Invisibles

... aesthetic preferences above the presence of technology. It's not to say they value the function of devices over the form, as they still care about design, they just want technology that's subtler than in years past. Though modern youth are notorious for being obsessed with tech, their interaction with it is changing. The more technology that we have, the more noticeable it becomes all around us, and young consumers are looking to tame its intrusion. Recognizing that we've started to let technology run ...

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 ...

Marketing Tips

... Dollars For Change). - 2. Help curb consumerism to strengthen relationships with customers. - Young people feel that society’s consumerist behavior has gotten out of control (see Buy Not), and they’re now focused on being more strategic about what they purchase, how to make items last, and how to reduce waste. While they’re paring back on their purchases and prioritizing essentials, they’re also looking for brands to help them minimize their footprint and maximize the possessions they already own ...

DND (Do Not Distress)

... , brands should consider serving as a social concierge, streamlining the discovery and planning processes. Meanwhile, just as modern youth are taking a quality over quantity approach to many aspects of their lives, from the clothes they buy to the drinks they consume, they are likewise doing so with friendships. We're starting to see a shift away from big “squads” and a greater focus on having fewer, more meaningful relationships due to how much is required for one to be a good friend today (see No New ...

Global Food & Beverage Trends

... finish of a Gatorade bottle cap, while a debossed bolt is featured on the shoe’s lateral heel. A dual branded Jumpman and Gatorade hand towel and matching hangtag are also included in the Like Mike branded shoebox.AriZona Iced Tea The beverage brand known for its colorful cans of tea and energy drinks launched a pop-up store in NYC. The Great Buy 99 store sold fashion merchandise, including dresses, tracksuits, pajamas, and custom sneakers featuring designs reminiscent of AriZona Ice Tea ...

Identity Theft

... to buy themselves more time for other interests and relationships, whether it be one’s self, one’s partner, or one’s friends. Home cleaning, home maintenance, lawn maintenance, and childcare are the four areas in which parents are most interested. Brands have a largely untapped opportunity to align with existing outsourcing services or create their own, and should market such as an accessible way for parents to attain more time with both their children and the other people in their lives ...

The FUND-amentals

... goals, such as redecorating their living space or taking a trip. They’re prioritizing saving for such expenses; however, they don’t want to give up their freewheeling financial habits in order to do so. They’re turning to apps that subtly squirrel away the money they’ll need to achieve their savings goal within a few months. This allows them to continue their habit of spending until they run out of money each month and simultaneously have enough set aside to buy what they want. As a 21-year-old man ...

Single Inclusive

... spend it. I am the target market for splurge items and vacations and last-minute fun decisions. Travel, airlines, and luxury brands are missing me in their marketing.” MARISSA, 31“There is definitely a big market for young, single professionals, and there’s much opportunity to target them. It is my belief that the single crowd is more likely to go out more often, buy more cosmetic or beauty products, and have a more rounded social circle—so they are a great target group for many products ...