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Macrotrends

Dollars For Change

... every bit helps. As they have seen firsthand that their $5, $10, and $15 donations amass to thousands or millions in getting a gadget funded or a movie made, they see no reason why micro donations can’t also help with issues on a grander scale affecting the world. Speaking to this mindset, last fall, Indiegogo launched Generosity, a standalone crowdfunding platform specifically for charity and human goodness.Technology has absolutely made it easier to make small donations. It has revolutionized the ...

Cultural Diplomats

... traveling the world as a life aspiration. In fact, GYs are the fastest-growing age segment in travel spending despite widespread economic uncertainty. They prioritize international travel above categories that previous generations held dear, like owning homes and cars, and their preferred style of travel is similarly unique, foregoing sun and surf vacations in favor of immersive cultural experiences and voluntourism expeditions. This shift reflects their desire to feel like locals rather than tourists ...

Gender Flipping

... infantile, and sexy outfits achieve a new height of impracticality. Marketers should stay apprised of this mindset, as a way to keep from inadvertently slipping into gender clichés in content, ads, and imagery. Moving forward, expect Ys to instinctively “flip” any and all gender-targeted representations—whether literally, or simply in their minds—in order to test whether an image holds its own or proves offensive and trite when applied to both genders. THE HAWKEYE INITIATIVEThe Hawkeye Initiative ...

Flexible Fitness

... How young adults are embracing inclusive & connected exercise in 2020.As gyms and small studios within the $828 billion physical activity market struggled to reinvent their offerings at the start of the Covid-19 pandemic, this sudden and severe industry interruption created space for young consumers to take their physical health into their own hands. With their newfound fitness freedom, young adults are adopting a hybrid approach to exercise that blends both online and offline touchpoints ...

Total Recall

... Apps and tools are supplementing Ys' and Zs' memories, leveraging their digital footprint to remind them of past experiences and helping them savor moments.Young consumers’ tendency to track their every activity, idea, and emotion online has resulted in the inadvertent creation of a personal, historical online archive: a store of digital memory. As we discussed in our Past Presence macro trend (Cassandra, Winter 2012), the existence of this digital memory, and the ease with which young people ...

POP Global

... An overview of key pop culture trends from around the world LIVE WEB ENTERTAINMENT THRIVING IN CHINAEach night, millions of young people in China are going online to watch live amateur performances, as The New York Times reports. These low-budget webcam broadcasts, which include karaoke, comedy skits, and talk shows, have become a wildly popular and profitable business. YY.com is the leader in this space, with 92 million monthly active users and more than a million channels. The site displays ...

Outer Limits

... MARKETINGLast year, AXE launched the AXE Apollo Space Academy, an online contest to send 23 winners to the edge of space with Space Expedition Corp. After the online component, 100 people were sent to the Axe Apollo Space Camp in Florida to compete in space-simulation challenges for a seat on the ship. KLM Royal Dutch Airlines hosted a “Claim Your Place in Space” contest, in which a GPS-enabled balloon was launched in the Nevada Desert, and fans were tasked with guessing the height and location of the ...

Monthly Deliveries

... Specialty subscription services are creating products specific to the needs of either men or women.The many monthly subscription delivery services that have sprung up in recent years have primarily adhered to gender lines. From the category’s earliest entries, such as Birchbox for women and Bespoke Post for men, to more recent additions to this now-saturated market, subscription offerings seem to address needs experienced by either men or women—not both. Within this category, we’re seeing a new ...

A Lightness of Being

... Young consumers digital habits are evolving as they think about the effects of their online behavior. They have a newfound appreciation for freedom and privacy. For several years now, young people have surrendered their privacy to social networks for the sake of creating a comprehensive online identity within an open, transparent community of peers. But, recently, they have come to realize that not everything warrants sharing with every online contact—and that sharing to such a wide circle can ...

The Impact Of Influence

... deciding who could influence when, as they owned the channels of distribution. But the inception of the Internet and social media shifted the flow of power. Online social networks democratized access to these channels in that everyday people could hop on their online blog or their Twitter account and have access to an audience, potentially numbering into the hundreds, thousands, or even millions. And those among the general population who could amass a dedicated, loyal following online—whether ...