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Macrotrends

Dollars And Sense

... prepared for a longer period of retirement than that of previous generations. There is a significant opportunity for those banks and financial services that do eventually update their brands and offerings to earn long-term loyalty not only among Ys but also Zs, as the latter generation will soon be entering young adulthood, too. ACTION ITEMS Young adults are wary of interacting with massive corporations that use a one-size-fits-all approach. They are seeking out not just services and products that ...

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 ...

TasteMakers

... remind myself that I can cook my own food and use the stuff I have at home. It's like going to a clothing store before going out that night..sometimes it's just fun to be influenced.MARYN, 17, ORFOOD (AND DRINKS) FOR THOUGHTFood and beverages have come to take up much of young people’s attention and wallet share that had previously been put towards other sectors. That doesn’t mean brands in other categories aren’t relevant to youth, but there’s a growing need for all brands ...

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 ...

Innovation & Trust in Healthcare

... , compared with the same period in 2019. This points to a trend that may outlast the pandemic and become the norm, especially as Cassandra research shows that one-third (35%) of U.S. Trendsetters have already had a virtual health appointment. While virtual visits aren’t ideal for every area of healthcare, they offer expanded access to consultations, decrease transmission risk, and help preserve PPE. We probed attitudes around adoption of such technologies among Trendsetting youth, and we also examined ...

Habits/Rituals: Impact On CPG

... Young people are making changes to their daily habits during the pandemic—some intentional and some forced—and these will have a significant impact on the CPG category.Young people are taking stock of their priorities. This includes reevaluating major life decisions, as well as smaller day-to-day habits—and these are combining to create significant disruption in the lives of Gen Zs and Millennials. After all, these younger generations are highly focused on betterment and self ...

OK, Boomer!

... Explore the intergenerational conflict between modern youth and older generations to understand the root of the issue and the ways in which Gen Z compare and contrast to Baby Boomers when Boomers were coming of age.The phrase “OK Boomer” first appeared on Reddit in 2009, but it wasn’t until a full decade later in the fall of 2019 that it really burst into mainstream culture, propelled in part by Reddit, TikTok, and a young member of New Zealand’s parliament. “OK Boomer” neatly captures the ...

Youth Speak About Race

... of life. Though it might be difficult to take in, it is important for brands to see the numbers in order to understand just how truly systemic these racial disparities are in our society. Only through education and empathy can brands truly stand up in solidarity with vulnerable communities. For many young adults today, the Black Lives Matter movement plays a key role in their battle for racial justice and social equality, as it offers them a platform to protest, mobilize, discuss, and act ...