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Macrotrends

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 ...

The Cassandra 2022 OutLOOK

... The Top Trends Defining Youth Culture in 2022Welcome to Cassandra's 2022 Outlook. We recommend viewing the following slideshows in full screen mode.SEEING THROUGH THE ALGORITHMThe algorithm doesn’t drive us; we drive the algorithm–because we know it’s there. TRUST HAS LEFT THE CHATIt’s been building for a while, but trust in institutions including science, government, media, and big tech have all but disappeared. EMERGENCY URGENCYIn 2021, we ran out of names for hurricanes, ocean levels are now ...

Cassandra's 2021 Outlook

... themselves and actively building a life that resonates with and reflects their true selves.Inconsequential PlayYoung consumers are craving some time for Inconsequential Play, seeking out moments of levity, joy, silliness, and plain old fun across multiple downtime touchpoints. This includes the entertainment they consume, the social media they depend on, and the hobbies they’re taking up as they spend more time than ever at home.Navigating the New-borhoodYoung adults have a new perspective on ...