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Macrotrends

Build Your Own Career

... graduation. For Zs who value experience > education and have less desire to attend college/university than did young people in previous decades, the idea of focusing on one area of expertise and letting that dictate the rest of their career path is even more strange than it is for Ys.Young employees are seeking jobs that can offer them varied experiences—or they will find a different job. The corporate world is beginning to shift to allow young people to explore more, use their skills, and ...

Global Movie Trends

... , the American supernatural thriller Hereditary follows the story of a family that is haunted by the passing of their reclusive matriarchal grandmother after the desecration of her grave. The film proves most upsetting not with the use of the usual gore and torture-porn, but with exploration of the scariest spirits of all: the ghosts within rather than without. Suspiria When Amazon Studios debuted a scene from Suspiria at CinemaCon in April, audiences were traumatized ...

Brand Friends Forever

... The real-time web has broken down the wall between corporations and consumers, shifting brands into the role of constant companions. As a result of social media, brands have become more like people. Indeed, they are now able to converse, listen, hang out, “friend” consumers, and forge more intimate one-to-one relationships, compelling Gen Ys to think of them as trusted friends. Today, companies that strive to be Brand Friends Forever—a BFF—must wholly develop their human sides, and think and ...

Family Ties

... need to make time for quality time and are prioritizing it in their daily lives, while also redefining what the concept means in the process.I find myself looking for ways to make quality family time as life can get so busy and there are so many distractions. Technology does play a part surely.BRIAN, 35, INModern parents don’t have the luxury of built-in family time that often existed in previous generations, but that’s not to say that quality time is any less important now than it was in the past ...

10 Gender Takeaways

... introduction of its first scent for women. The move was inspired by the fact that about a quarter of Axe’s Facebook “likes” at the time were from women, and that the female market for body spray use was larger than the corresponding male market by about 30%. - ​DEFY GENDER STEREOTYPES - Young consumers are hypersensitive to stereotyping. They consider the old tropes of gender marketing to be ham-fisted at best and offensive at worst, and they don’t see their own complex identities reflected in them at ...

ProPlay

... Young people are taking a professional approach to their play and free time activities, which are informing their future career aspirations. Increasingly, Gen Zs are of the mindset that “playtime” should be purposeful. Much like Ys’ shift from downtime to UPTIME (Cassandra Report, Spring 2011) in which they are focusing on productive personal pursuits even when they’re “relaxing,” Zs, too, are recasting their free time as an opportunity to get ahead, with an eye towards their future selves ...

Sports Clubbing

... professional teams to hold a Tinder event for its fans, the Atlanta Hawks have hosted a “Swipe Right Night,” where fans can use the app to swipe right, expressing interesting in meeting other Hawks fans at the venue. Designated in-arena locations were provided for Tinder users to meet and mingle. - New Nightlife-Inspired Sports Experiences - Virgin Sport Richard Branson believes that sports festivals, in which people play and socialize around sports, are the future of live events, and he’s created a new ...

Fear Factors

... screen is no less painful or impactful. While brands have put much effort into bullying campaigns and initiatives, there's still a long way to go in the eyes of their Z consumers. With this knowledge, brands across all categories can use their voices to promote messages of positivity and empowerment and to further emphasize the importance of this issue.The news is horrible and it’s been more negative for the past year or so, and so growing up in that societal environment is making more people ...

IRL (In Real Live)

... Youth want entertainment that is typically reserved for in-home engagement to be delivered via live events in order to experience this content in a more immersive, participatory manner. Past generations grew up in the era of “must see TV” in which live TV was a compelling, frequent viewing experience—and therefore one that marketers and advertisers needed to leverage for their brands. While youth today still tune in for special events and exceptional shows that they love, overall ...

Venture Consumers

... Having emerged somewhat shaken from the seemingly endless Great Recession, Gen Ys are adopting a new, long-view approach to their finances, purchases, and decision-making in general. Their desire for instant gratification is diminishing as they start to think more carefully about what truly warrants an investment of time, money, or energy. Perhaps in reaction against real-time overload, they’re increasingly seeking out longer-term, longer-lasting investments; for example, spending more on ...