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Macrotrends

Control Center

... In an increasingly chaotic world, young generations are seeking control over all aspects of their lives—improving themselves and, by extension, improving the world.As young people seek to improve themselves, there is a driving force behind many of their efforts: a need to take control of their lives. For Gen Ys, this is a significant shift from years past, in which they experienced an extended adolescence and outsourced many responsibilities, such as housing, bills, and even scheduling ...

Control Center 21+

... In an increasingly chaotic world, young generations are seeking control over all aspects of their lives—improving themselves and, by extension, improving the world.As young people seek to improve themselves, there is a driving force behind many of their efforts: a need to take control of their lives. For Gen Ys, this is a significant shift from years past, in which they experienced an extended adolescence and outsourced many responsibilities, such as housing, bills, and even scheduling ...

Family Ties

... children. They’re devising creative solutions to do so, looking to brands to acknowledge this in their messaging and marketing and to show the many new ways in which families are finding quality time together both offline and online. It’s important to understand that parents today aren’t unsure how to bond with their children, but rather, they’re finding additional, more relevant ways to do so that better speak to their needs. Only a quarter of parents in both the U.S. and UK say that they wish there ...

Scene Stealers

... Young consumers have elevated the role of behind-the-scenes content, considering it just as important as primary pieces of entertainment.Modern youth crave more than just a finished piece of entertainment; they’re eager to understand the whole picture behind the creation of a work. Although the completed content delivered to them (e.g., a TV episode, movie, song, etc.) is the main attraction, that product alone is not enough to satisfy their deep curiosity and passion for the entertainment they ...

Global TV Trends

... TV trends from around the world.In today’s evolving global media landscape, TV is still an important touchpoint for young people all over the world. Young people are obsessed with TV shows, with 84% of global youth saying TV is important to their lives and 41% saying they can’t go a day without watching TV. The advent of TV streaming sites, such as Netflix and Hulu, have allowed the reach of a TV show to extend far beyond its country of origin. Global access to these online streaming platforms ...

Brand We

... “matrimania,” can be attributed to young people’s desire for earned ROI (Return on Image), through which they seek compelling personal narratives and behind-the-scenes content to share and connect over online. I'd rather pay for a very long honeymoon or put the money to a house fund than spend tons of money on a party that lasts a few hours, with people I won't see ever again and family I barely speak to. I think it is very hypocritical, throwing a big party just to impress everyone. In my case, that's ...

Friends With Benefits

... look to friends to fill roles previously occupied by one’s family or significant other. In the past, soon after young people entered adulthood, they married, established a household, and grew into this life stage with a partner. However, Ys’ extended adolescence and casual approach to dating has prompted them to experience more of these formative years with their friends as their primary support system. As a result, their expectations for friendship have crossed into new territories, including ...

The Cassandra 2023 OutLOOK

... The Top Trends Defining Youth Culture in 2023Welcome to Cassandra's 2023 Outlook. We recommend viewing the following slideshows in full screen mode.THE STRUGGLE IS REALYes, the struggle is real, and in 2023 Gen Z will focus on being ok with that.THE GREAT HUMBLING OF GENIUS BILLIONAIRESSimply put, “let them eat cake” doesn’t align with Gen Zs values and we will see a great humbling of billionaires.GEN Z DOUBLE DOWN ON THEIR POLITICAL POWERIn 2023, you won't catch Gen Zs resting on their ...