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Macrotrends

Scene Stealers

... Young consumers have elevated the role of behind-the-scenes content, considering it just as important as primary pieces of entertainment.Modern youth crave more than just a finished piece of entertainment; they’re eager to understand the whole picture behind the creation of a work. Although the completed content delivered to them (e.g., a TV episode, movie, song, etc.) is the main attraction, that product alone is not enough to satisfy their deep curiosity and passion for the entertainment they ...

(Ana)logging Off

... Young people are supplementing their digital entertainment habits with analog options that let them connect IRL while projecting a cultural cachet. Although young people have the reputation of being addicted to their devices, all is not lost when it comes to old school entertainment. While their screens are still near and dear to their hearts, young people are embracing analog entertainment to counter the always on, constantly connected nature of their lives. In fact, 74% of U.S. and 68 ...

Branding Trends

... Youth want brands to create tools and experiences that provide entertainment rather than simply sell products.Today, when nearly every brand is available at a mere click, as are peer reviews of their products and services, standing out is less about their information and logos, and more about the experiences they provide. Brands have begun to think outside the box—literally—with packaging upgrades and physical presentations that provide consumers with entertainment and  ...

Marketing Tips

... These marketing tips and examples offer guidance and inspiration for delivering entertainment to young consumers.Today, it's a tough job to engage and entertain youth. Gens Y and Z are bombarded with platforms, content, and creators vying for their attention, especially as everyone has a plethora of tools to produce and distribute entertainment. Modern youth are look to brands to go beyond pushing out promotional ads to creating entertainment. While the crowded market has made it more ...

Public Funds

... Gen Ys are embracing transparency as it pertains to personal spending, which is influencing their purchasing decisions.Gen Ys, the indisputable pioneers of social media, have long used such platforms as a means of reflecting their personal tastes: a habit that’s become so widespread among all demographics as to now go unnoticed. Posting a photo of a coveted product or unique experience is an easy—not to mention, free—way of publicly declaring one’s identity (see Fauxsumerism ...

ReLuxe

... Gens Y and Z are redefining the concept of luxury to better suit their generations’ modern values and needs.It’s not an easy time to be a luxury brand. Between the recent U.S. recession, the downturn of a once-reliable Chinese market, and the climate of political and economic unrest across the globe, scaling has never been more challenging. On top of this, the misconception that Ys aren’t shelling out for luxury has left many high-end brands ready to give up on this massive group in spite of ...

What's In Store

... . A decade ago, being able to shop online gave young consumers a means of self-expression that was never before available; regardless of whether one lived in Boston or Boise, London or Luton, e-commerce meant young people could tap into the trends that inspired them—from fashion to art to music—even if those trends arose from a country halfway around the world. If their local stores didn’t carry the goods they thought were cool, they could still buy whatever they wanted because online ...

Shopography

... the transformation of boutiques that are rapidly adding new product segments to cater to the various needs of their particular niche of consumers. As a growing number of upstarts are challenging the retail status quo and addressing the emotional as well as practical needs of young shoppers, traditional retail environments are under greater pressure to adapt their Shopography or lose out with young consumers who feel more comfortable and connected to these increasingly popular formats.Looking back ...

Community > Commerce

... Young people prioritize gaining a sense of connectedness above individual consumption when shopping and spending.Young consumers are shunning shopping experiences that are merely transactional. Brands can no longer simply put products on shelves and expect young people to buy them. As youth expect to have personally meaningful relationships with brands (see The One), they browse and buy for more emotional reasons than utilitarian ones. Today, the purpose of shopping has shifted from just ...

Identity Theft

... Gen Y mothers and fathers face unique challenges in maintaining their pre-parent identities and relationships after having children.The singularly intoxicating love that parents have for their children often overshadows a serious issue incurred when one becomes responsible for raising a tiny human: loss of self. Most parents, when they have children, eagerly adhere to an unspoken societal expectation of selflessness and sacrifice that comes at the detriment of their own identity: as individuals ...