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Macrotrends

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 These movements reflect youth’s politically charged desire to subvert outdated systems, but they’re also ...

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 ...

Re-New

... seeking to free themselves from the hassle of hunting for the latest notable entertainment and are driving a countertrend as they long for stories they already know they like. Despite young generations’ admiration for content that’s original, unexpected, and innovative, they’re choosing to view old, dependable entertainment that they’ve seen before, as well as works that are reinvented or deliver the story in new ways. This requires less of an emotional investment than uncovering and consuming ...

Defining Generations

... Boomers, Gen Xers, Gen Ys, and Gen Zs experienced as they grew up. Within each wheel, adjacent external values work together to inform their internal values. For example, the convergence of tech advancements, such as smartphones and tablets, and pop culture trends, such as the rise of YouTube stars and social media influencers, during Gen Zs' adolescence have informed their internal value as creators. With these wheels, brands across all verticals can develop a deeper knowledge of each generation and ...

Stage Of The Game

... Young fans' fascination with the world of sports is propelling the growth of scripted entertainment about the many players across the industry. While scripted TV shows and movies about the sports industry have long existed (from Friday Night Lights to Million Dollar Baby), young fans are spurring significant growth for this genre. They're fascinated by the world of sports, and although watching games is no longer the be-all and end-all for engagement, young adults consider the stories ...

The Freeform Movement

... Young parents are purposefully incorporating unstructured playtime into their children’s schedules in an effort to better prepare them for the future. The plight of the over-scheduled child, perpetually shuttled by helicopter parents from school to soccer practice to violin lessons and more in a bid to pad his or her young résumé, has been a polarizing topic in recent years. Once regarded as a savvy strategy for giving children a leg up in a highly competitive society, Gen Ys are now ...

Leaning Out To Lean In

... , such as not letting children stand in the way of them saying “yes” to new opportunities at work. This generated the popular Lean In movement among young women and the more experienced coworkers wishing to mentor them. But three years later, a growing counter-movement has people questioning the fairness and practicality of a crusade that seems custom built for childless women, who are more likely to have the time and flexibility to lean in at work, and affluent working mothers, who have the ...

Parenting In Partnership

... Parenting is becoming more communal, with modern moms and dads involving their friend groups in their family lives.Gen Y is redefining adulthood, and one of the key ways in which they are doing so is by leveraging their friend groups as a primary support network. They’re living with roommates longer, they’re turning to friends for career advice, and they’re even asking for friends’ approval on their choice of partner or spouse. Friends have taken on new roles in Ys' adult lives, and ...

Major Dads

... , by default, were front and center as nurturers, while fathers were relegated to the background as family breadwinners. Mothers bore the brunt of parenting challenges, from diaper changing to sleep training, while fathers had the privilege of swooping in as the lovable clown available for five minutes of roughhousing before handing duties back over to mom. Today, that divide of parenting responsibilities is morphing for a number of reasons. For one, Gen Ys are inherently open-minded and ...