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Millennials' Seven Day Sober Diary

... An ethnography of Millennials who chose to abstain from alcohol for a week & how it impacted their lives.For The Social Status Report, we found three Gen Ys in the U.S. and three in the UK who normally drink socially, but wanted to abstain from alcohol for a week for various reasons and were willing to keep a diary of their experience. All participants, who are of legal drinking age, revealed what social plans, if any, they participated in daily, how not drinking affected their social life ...

Inside Out

... they’re living it. However, this poses an interesting conundrum for a generation that prizes individuality. If the cause is an increase in diversity among Zs, the effect may actually be the exact opposite: if everyone is diverse, is anyone diverse? As proponents of inclusivity, it’s not just diverse races and ethnicities that Zs are embracing, but also genders, sexual orientations, physical abilities, and religions—the last of which is evolving to become a new frontier of diversity, as Zs are ...

Risk Management

... hesitant to give them a bad name, for fear they’ll live up to it. However, for all the positives that researchers have noted about Zs—being good workers, being empathetic, being responsible—they also embody a quality that their older peers may find less appealing: they’re traditional and conservative, both in action and mindset. This is a departure for youth in general, and one that brands across all categories must recognize if they want to accurately depict and target this ...

Anti-Social Media

... enticing channel surfing alternatives, like a mobile and more personal version of reality TV. Despite the fact that Stories and relatively new platform features like polls and filters create a more interactive experience for the user, many young people feel that, in general, social media feels more passive than it used to and less conducive to connecting. Young people, including Trendsetters, are doing more observing than posting; six in 10 in the U.S. and UK say they tend to do more lurking and ...

Self Made Marketing Tips

... These marketing directives and examples act as guidelines for engaging young adults across the areas of work, finances, and home.Work, finances, and home are three areas that are core to youth’s sense of self, making them relevant to brands across all categories. As Gen Ys and Zs disrupt industries, each is crafting his or her own unique version of career, financial security, and home life, and brands need to adapt now to catch up to their demands and expectations. These takeaways will guide ...

Marketing Tips

... These marketing tips and examples serve as a playbook for engaging young generations around sports.Gen Ys and Zs don’t regard sports as merely a category; it’s integrated into their lives even if they aren’t the most diehard fan or athlete themselves. With the democratization of sports, young adults feel a greater sense of investment in the industry than ever before, and brands, too, should invest their time and money in this arena to engage them. About half of young people believe that in the ...

Variety Show

... Youth are hungry for diverse—though not merely politically correct—entertainment that reflects the culturally varied society in which they live. Mention “diversity in entertainment” and certain subjects probably come to mind—the recent #OscarsSoWhite boycott or the call to action from stars like Jennifer Lawrence and Emma Watson for equal pay for actresses, perhaps. These movements reflect youth’s politically charged desire to subvert outdated systems, but they’re also ...

Game Of Life(style)

... The culture around sports has begun to supersede the game itself in terms of young fans' interest, revealing an opportunity for brands to tap into the unique lifestyle elements that each league presents.Increasingly, brands are finding that in order to attract young consumers and differentiate themselves from competitors, they need to put less focus on the products or services they offer and instead showcase the lifestyles that they represent. Sports are not immune to this youth-driven movement ...

Play The Game

... Young generations are passionate about playing sports, but are facing challenges, including high costs and safety concerns, prompting them to turn to brands for support.Young people are passionate about playing sports, but they’re confronted with several issues hindering their involvement. Namely, the high costs of sports, as well as growing concern over sports-related injuries, are impacting the future of sports participation in terms of what games young people play and how/where they ...

Genre Trends

... Amidst the abundance of entertainment options available today, the following genres are standing out.As there’s always a new TV show, book, song, or other entertainment release at consumers’ disposal, it’s more important than ever for entertainment creators to give audiences what they want and remain relevant to the cultural conversation. - 1. Crime Time - Though society’s current obsession with true crime may initially come across as morbid, there’s more to it than macabre fascination ...