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Macrotrends

The Self-Improvement Revolution

... Gen Ys and Zs are placing increased focus on personal betterment across all aspects of their lives, creating a need for brands to engage with them around this deep motivation and help enhance individuals' improvement efforts. Self-betterment is increasingly top of mind to modern youth, emerging as a way of life that they're putting much of their time and money towards—and in turn, becoming an area that brands cannot ignore. Young generations' strong emphasis on improving themselves is ...

Culture Spotlight On South Africa

... South Africa’s music scene addresses youth issues, and the country’s fashion evolves to meet young consumers’ preferences.The music scene in South Africa is going through major transformation as local artists gain more opportunities to go global and new genres rise to give youth a voice and reflect the times. Meanwhile, fashion is undergoing significant shifts, as minimalist apparel and more gender fluid styles gain traction.Punk Rock(in'): A Genre To WatchWhen it comes to music, South Africa ...

The Age Of Innocence

... Young adults are reimagining socializing and nightlife, gravitating toward tamer options that fit with their generational values and eschewing the drinking and drug cultures of the recent past.The list of young people's social activities, at times, can look like a throwback to the days of soda fountains and local fairs rather than modern times known for fishbowl cocktails, booze-fueled festivals, and an anything goes attitude. Gens Y and Z are increasingly eschewing binge behavior traditionally ...

(Net)Work Hard, Play Hard

... Young adults are optimizing their time by incorporating more networking into their social lives. Socializing was once considered all play and networking all work, but thanks to recent cultural shifts, these behaviors are blending. Modern youth are increasingly socializing via networking, a concept that was previously regarded as a necessary evil tolerable only to business owners or those with a hustler mentality. Thanks to the rise of new resources, it has become easier and more natural ...

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 ...

Build Your Own Career

... Young professionals are building their own careers by job hopping, creating hybrid roles, and amassing a wide variety of skills instead of following a clear-cut corporate path.Generations Y and Z are combining distinct characteristics of their personal lives to produce a new kind of professional outlook: their overall preference for customization causes them to desire personalization; Ys’ drive to relate to as many people and collect as many experiences as possible leads them to seek out many ...

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 ...

The Gig Is Up

... Young professionals are increasingly participating in the gig economy as their preferred form of employment, given the flexibility and variety it provides.As youth continue to desire customization and flexibility in all aspects of their lives, they’re choosing jobs that accommodate their versatile schedules and desire for freedom by participating in the gig economy. Rather than committing to a traditional 9-to-5 job, members of the gig economy are picking and choosing short-term freelance and ...

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 ...