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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 Fail

... Failure takes on new meaning in Zs’ eyes; they see it not as a negative but rather as an opportunity, a chance to reset and try again. For many Gen Ys, just reading the word “failure” brings on pangs of anxiety. As children, Ys were a generation that was simply not allowed to fail. Many were given constant reassurance that they could do anything they set their minds to and were buoyed by praise from their parents, coaches, and teachers for every attempt they made, regardless of how successful ...

Culture Spotlight On South Africa

... is most known for its hip-hop and house music scenes, but punk rock is rising in popularity among youth, with artists such as TCIFY, Brainwreck, The Brother Moves On, and Death at the Party leading the movement. The rebellious guitar-driven songs and skater culture have made waves in the country in recent years, particularly in Soweto, an area in Johannesburg. The genre is rapidly spreading, with punk rock bands now playing at some of the country's biggest music festivals ...

Well Intentioned

... Ys’ penchant for health and wellness can sometimes stray to a desire for perfection, resulting in overdoing it and taking good intentions to the extreme. Gen Ys are trapped in a wellness paradox: efforts that are good for oneself can quickly run to excess with harmful results. Ys mean well as they aim to further wellbeing for themselves and others—they see plenty of room for improvement as they hope to make health top of mind for everyone. As one 23-year-old woman put it, “We have so much ...

New Morals

... money (see WELLth Investors). They place the same pressure on brands and will have little forgiveness for those that knowingly undermine their efforts to be well. That’s not to say that they expect every brand to take wellness to an extreme (that would be detrimental to their pleasure and enjoyment), but rather they want companies to help them cultivate balance. Brands will need to recalibrate their offerings in light of Ys’ new morals, tempering indulgent ones with salubrious alternatives—and vice ...

The Real Story

... hard work, they are drawn to narratives that embody this attitude. Zs’ consumption habits already demonstrate their interest in realism over idealism. From non-fiction and biographies to reality TV shows about survival challenges and unusual careers, Zs have learned to revere average people who forge their own paths in life. They have the same appreciation for their peers on YouTube, whom they see as real people showcasing their unique talents and perspectives on the platform. In fact, the most ...

Play The Game

... sports is a category where young people can justify spending—and even splurging—compared to other areas (see WELLth Investors), they nonetheless feel that the cost has become unreasonable, off-putting for those who aren’t the most devoted athletes, and exclusive, which goes against their values.With Ys being less likely than twenty and thirtysomethings were in previous decades to flock to the suburbs and start families, they tend to have more free time for their personal passions and ...

The Gig Is Up

... access technology has provided for seeking out job options (see examples), Ys and Zs are the first generations that have the ability to capitalize on the money-making opportunities provided by the gig economy. The gig economy is only growing, and as expectations evolve, services are emerging to provide benefits, which is often considered to be a major drawback of participating in this marketplace. The gig economy takes youth’s propensity to Build Your Own Career to greater heights by giving them ...

Some Other Time

... , only 56% of youth in the UK and 52% of youth in the U.S. feel guilty when they don’t respond right away to their friends on digital platforms, and Trendsetters are no more likely to feel this way. Furthermore, when young people finally do respond at a time that is convenient to them, they no longer see it as being necessary to apologize or give an excuse for why they couldn’t answer earlier, which was a common occurrence in years past. We’re seeing a similar trend with after-hours work emails ...

WELLth Investors

... them to become WELLth Investors who are willing to spend in sectors with long-term wellness gains. Marketers who recognize the three major returns on this investment for Ys—improved health, social life, and society—will be better poised to engage them. HEALTH Taking the time to improve personal wellness, both physically and mentally, is a huge investment that will later enhance our ability to perform. DANA, 23, FLAs with the stock market, recent challenges presented by the U.S ...