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Macrotrends

Transgender Activists

... Highly open-minded and inclusive, Zs are leading efforts for transgender equality and acceptance. Gen Ys helped make great strides as strong and vocal advocates for the gay community. Most states now allow gay marriage and the unprecedented open-mindedness Ys brought to the fore prompted the entertainment industry and marketers to feature more gay characters and same-sex couples in their content and advertising. With the battle for gay rights and representation having progressed significantly ...

Well Rounded

... they can have it all in terms of body, mind, and soul wellness. Ys’ search for wellness equilibrium reflects their generational desire for inclusivity. Raised to be group-oriented, their already social nature has been amplified by digital media. They are surrounded by real-time conversation and feel enormous pressure to participate in varied discussions across equally diverse social spheres (Pop Mix, The Cassandra Report, Spring/Summer 2014). In regard to wellness, this means that they need to make ...

Well Intentioned

... Ys’ penchant for health and wellness can sometimes stray to a desire for perfection, resulting in overdoing it and taking good intentions to the extreme. Gen Ys are trapped in a wellness paradox: efforts that are good for oneself can quickly run to excess with harmful results. Ys mean well as they aim to further wellbeing for themselves and others—they see plenty of room for improvement as they hope to make health top of mind for everyone. As one 23-year-old woman put it, “We have so much ...

Healthography

... As wellness has become top of mind for Ys, they are increasingly prioritizing it in selecting where to live and travel. Gen Ys don’t see wellness as simply a sector of their lives; rather, it is their lifestyle, so it follows that they want their home and travel experiences to accommodate and reflect their efforts. Much as young consumers came to expect housing and hotels to use sustainable materials and resources, they’re now demanding that these same places cater to their wellbeing. As they ...

No Kid(ding)

... third (30%) say they don’t want kids or are unsure about it. This isn’t merely a factor of their extended adolescence, but an increasingly acceptable way of life as many of the oldest members of this generation are opting out; one in five Ys aged 30 to 35 (19%) don’t want to have or are unsure about kids. The rising phenomenon isn’t specific to those who are single as even some Ys in committed relationships are deciding not to have children. For brands and marketers, it’s essential to accommodate ...

Zconomy

... think of a purchase as a long-term investment. Most of my ‘investments’ are clothing, so because my style doesn’t change with trends, I buy things that I know will fit with my style for a long time. I also love investing in clothing because, unlike technology where after a couple years whatever you bought is old and boring, classy clothing stays equally cool or gets cooler as time goes on. PRIYA, 17, WAYs created the sharing economy as a way to address their own unique insecurities surrounding ...

Fempowerment

... Today’s teens consider gender equality a given; they’re proudly calling themselves feminists, and boys are getting behind the movement, too. Despite wanting gender equality, Gen Ys grew up fearful of identifying as feminists. They didn’t understand the term and mostly associated it with man-hating, bra-burning behavior. Many believed that by defining themselves by the F-word, they’d be simultaneously saying that women aren’t equal to men and advocating for female dominance. Gen Zs, however ...

New Morals

... money (see WELLth Investors). They place the same pressure on brands and will have little forgiveness for those that knowingly undermine their efforts to be well. That’s not to say that they expect every brand to take wellness to an extreme (that would be detrimental to their pleasure and enjoyment), but rather they want companies to help them cultivate balance. Brands will need to recalibrate their offerings in light of Ys’ new morals, tempering indulgent ones with salubrious alternatives—and vice ...

Green Rush

... their generational views on the importance of wellness. Similar to how it’s now difficult for consumers to wrap their heads around the Prohibition era, in the not-so-distant future it will likely seem astonishing that marijuana was, for so long, illegal. In fact, marijuana is now the nation’s fastest-growing industry, increasing 74% over the past year. Now valued at $2.4 billion, the industry is anticipated to be worth $11 billion as early as 2019. And, as pot continues to drive aboveground big ...

WELLth Investors

... them to become WELLth Investors who are willing to spend in sectors with long-term wellness gains. Marketers who recognize the three major returns on this investment for Ys—improved health, social life, and society—will be better poised to engage them. HEALTH Taking the time to improve personal wellness, both physically and mentally, is a huge investment that will later enhance our ability to perform. DANA, 23, FLAs with the stock market, recent challenges presented by the U.S ...