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Macrotrends

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 ...

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 ...