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Macrotrends

Some Other Time

... socializing in person, and such behavior is becoming a newly adopted social norm. This, coupled with a realization that everyone has different schedules for work and personal time, means young people are accepting that even friendships must occasionally be time-shifted. Brands have unintentionally provided the tools that have both enabled and evolved this new social tactic, and they can further aid young people with new services and products to allow them to “press pause” on social communication and ...

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 ...

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 ...

Sports Clubbing

... becoming a main outlet young people turn to for such. Consider how today, the entertainment factor, such as halftime shows and sideline events, is as big of a focus in sports as the competition, despite the latter once being the main reason for watching games in the first place; just as many young people say they love the entertainment breaks in sports as those who say they love the rivalries or even talking about teams and athletes. That’s not to say modern young adults aren’t invested in the actual ...

Numbers Game

... The rise of in-game technology and data-driven performance metrics is changing both how sports are played and the way that young people engage in modern fandom.Across industries, data is gaining momentum as a powerful tool for driving decisions that, in the past, would have been based on unquantifiable factors, whether forecasting fashion trends, determining which ingredient will make a dish taste better, or even saving your love life. In sports, technology-driven data is emerging as a critical ...

Generational Comparison Chart

... external factors: pop culture, parenting styles, shifting social norms, game changing events, socioeconomic conditions, and tech advancements. The confluence of these factors, experienced in the crucible of young adulthood, impact a generation’s core values, and thus, their behaviors now and in the future. For example, the pop culture that Boomers experienced made them idealistic, the shifting social norms that Ys experienced made them politically aware, and so on and so forth. To see an even more in ...

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 ...

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 ...