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Macrotrends

The Media & Entertainment Perspective

... An exploration of how Covid-19 is inducing new consumer behaviors and perspectives around media & entertainmentMore than 4 in 10 young people say their entertainment habits and routines have changed during Covid-19, with nearly half of Gen Zs saying this. Throw in boredom as a factor—with schools closed, job losses and furloughs, and the vast majority being stuck at home—and the numbers spike to about half of young people who say they don't have enough to keep them busy changing up ...

Race & Equality in Everyday Life

... Gen Zs and Millennials report greater cultural awareness, but their actions are still catching up.The pandemic and its resulting financial fallout are surfacing socio-economic inequalities in a way that this country has not yet experienced. From employment to education to healthcare, the systemic injustices plaguing society have become increasingly visible to the point where they exist in plain sight. These economic and cultural disparities are shaping young people's’ world view: rather than ...

The Societal Social Shift

... How and why Gen Z and Millennials are navigating a new era of social media use in light of the pandemic, BLM, and an election yearGen Zs and Millennials are frustrated and angry that the world and progress on the social issues they care about isn't getting better, and they're creatively using the tools they have in hand to try to finally get the results they desire. This has led to a major shift in activist-driven social media usage for both generations. Brands need to know about this shift ...

The Retail & Spending Perspective

... Consumer attitudes were sure to be disrupted in the wake of Covid-19, but brands can prepare now for emerging trends around Millennials' and Gen Zs' habits, attitudes, and preferences when it comes to shopping and spending.One of the most immediate effects of the pandemic is a shift in consumer spending. Some people started hoarding toilet paper and other essentials, while others started hoarding funds and dramatically curbing their spending. But what has become clear now that we have had some ...

Tips From The Influencer Industry

... knowing your stuff. Being an expert makes influencers ‘stand out’ and gives people a reason to follow them, be that where they get the best pizza around the world or they how to apply their makeup. Authentic passion is also important. A brand should only use an influencer endorser if that influencer has come to love the brand organically on their own. Then the brand has permission to amplify that love.CASSANDRA: What are the specific challenges for brands in the influencer marketing space right now ...

Always Be Hustling

... Always Be Hustling, shifting the dynamic from “closing” to the idea that one can always do more and achieve greater success. To wit, 85% of Trendsetters in the U.S. and 71% in the UK, along with 76% of overall youth in the U.S. and 65% in the UK, agree that it’s important to hustle. These stats makes sense in the context of a modern existence where nothing is truly “closed” anymore: work is carted around on one’s mobile device 24/7, social lives are converted into a stream of ceaseless and on-going ...

Feel The Burn: Understanding Modern Burnout

... Gain an understanding of the cultural factors creating the state of modern burnout in which modern youth are living.When hearing the word “burnout,” modern youth, and Gen Ys especially, are likely to respond with a strong reaction. Indeed, this cohort has found itself in the midst of a new work culture in which overachievement and 24/7 responsiveness have created a condition of burnout wherein young people are working themselves to the point of utter depletion. This year, the World Health ...

All You(th) Can Eat

... Exploring Gen Z and Millennial food & beverage preferences and dietary habits.Amidst a bifurcated approach to eating right now wherein today’s young adults are simultaneously eating healthier, yet treating themselves to indulgent and nostalgic snacks when they want to, Gen Zs and Millennials are forging new dietary habits that are both highly-individualized and more intuitive.Burnt out by the diet culture that’s characterized much of this country’s approach to eating, they’re starting to ...

PTSD: The Pandemic, Turmoil, & Social Disruption

... Unpacking the collective trauma experienced by today’s Gen Zs and Millennials Young people today are experiencing a collective trauma, which we’re unpacking so that clients will understand how to help their consumers cope through these immense shifts. Ultimately, ALL brands need to understand this, and will need to build strategies/tools into their offerings to safeguard consumer mental health and help them mitigate their PTSD. ...