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Macrotrends

Culture First, Country Second

... If content aligns with modern youth's personal taste, they'll embrace it from any country, meaning brands need to be on top of culture from everywhere to understand what can spread anywhere.Today, any piece of popular culture, from music to fashion to art, is more important to a young person than the country from which it comes. If content is captivating, it will reach the youth audience no matter where they live; for example, TV shows from Turkey are gaining a strong youth audience in Latin ...

School Of (Work)Life

... Office jobs are increasingly providing a college/university-like experience, as young employees seek comparable social and emotional benefits from a work culture.Generations Y and Z are spurring a significant shift in the workforce, in which office jobs are increasingly similar to college/university life. As Ys will comprise nearly half of all employees globally by 2020 and companies prepare for Zs’ rapid arrival, the nature of the workplace is evolving to better meet youth’s preferences and ...

Millennials’ Vision Boards

... An ethnography taking a look at how Millennials foresee their futures by mapping out a vision board.To get a comprehensive picture of how youth envision their self-improvement efforts panning out, we asked five Gen Ys in the U.S. and five in the UK to compose a vision board for 2018, depicting what they’re doing for self-betterment. Participants used images, quotes, and written explanation to share their personal goals for the year and help provide inspiration. The vision boards displayed many ...

Eco-Exhibitionists

... Sustainability and its associated design are becoming ever more aspirational to young people, giving brands an opportunity to leverage youth’s desire to be seen as eco-conscious and innovative. Mention someone with solar panels on their roof, a compost heap in their backyard, or a hybrid in their garage as recently as the early 2000s and the perception was that they were somewhat of a social outlier—a holdover hippie or elitist from the Bay Area perhaps—admirable for their eco ...

Self Made Global Trends

... young entrepreneurs. A thousand companies moved into Station F this summer, creating a myriad of job opportunities and growth for French Ys entering the workforce.   - INDIA: THE TERMINATED - Robots are replacing workers in technical jobs in India, which is dismantling the Middle Class, according to The New York Times. Workers who have been a part of India’s most prominent tech companies are being laid off and replaced with A.I., meaning 50-70% of skilled workers will be obsolete by 2020. India ...

Global Social Trends

... A snapshot of the cultural trends impacting global youth's social lives - GERMANY: JOIN THE CLUB - In a world in which social media is making us less social (see Anti-Social Media), Germany is maintaining a strong focus on face-to-face socializing through Vereine: clubs dedicated to sports and other cultural activities for almost every possible interest. Vereine are highly organized and rules based, a sort of mini democracy that allow members to enhance their social lives in a ...

Out Of Office

... Gen Ys and Zs are changing the valuation of “manual” jobs, reinventing them as aspirational opportunities to be active and untethered to screens.Careers in manual labor and the service industry, once looked down upon as being reserved for the “unskilled” workers of the world, are becoming more attractive to Gen Ys and Zs in reaction to their growing malaise over being tied to desks and screens. In a reflection of the changing times, fields that were once considered highly coveted, like banking ...

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 ...

Gen Z Global Trends

... , Guangdong Province, which is also home to hundreds of remote-control toy manufacturers. There, China is shaping its own technical advantage in remote-control toys thanks to computer-aided design and production, as well as integration with new acoustic and opto-electronic technologies. Brands will need to keep these shifts and preferences in mind when marketing to Chinese children or expanding into this space. - DENMARK: HAILING HYGGE - For young Danish consumers, coziness is king. Associated with ...

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 ...