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Money Talks

... Young adults work to maintain financial identities and habits as individuals in relationships and strive to be transparent about money with their partners. Having lived through a recession and coming of age saddled with student loan debt, money has become a central concern for Generations Y and Z around the world as they grow into adulthood. Even their romantic relationships aren’t immune to the influence of their entrenched financial footprints, spending habits, and attitudes about money. Not ...

(Gender) Role Playing

... Around the world, less restrictive gender roles are giving rise to new romantic and sexual freedoms among youth—but with new freedoms come new anxieties. Today’s youth are less confined by traditional gender roles than were previous generations, freeing them to live and love, for the most part, without the burden of adhering to antiquated societal expectations. Though some countries are more progressive than others, one truth is becoming universal: your sex no longer determines the ...

The New Friend Zone

... of some of our words, too. These things make the environment around happy and memorable." RISHU, 32, INDIA It’s a testament to the prioritization of friendship among youth that couples continue to enjoy active social lives, both together and individually, after they enter an exclusive relationship. In the past, coupling up typically meant forfeiting an active social calendar for the steadiness of domestic life, but today, the impact is minimal. Marriage no longer equals “settling down ...

Break It UP

... Calling it quits in a serious relationship is always difficult, but young people are starting to see it less as an ending and more as a beginning. Deciding to separate from a partner is never easy, but, for the most part, young people around the world are putting a new spin on breakups. From conscious uncoupling to divorce selfies, most don’t see the end of serious relationships as a failure and are instead looking back fondly on the time they spent with their significant others and taking ...

Marketing Tips

... These marketing directives and examples act as guidelines for engaging young consumers in modern adulthood. As young people today take an unconventional, customizable approach to adulthood, marketers need to understand and accurately reflect their new reality. Young generations are empowered to chart their own course and are challenging longstanding societal expectations of what it means to be a grown-up. However, to date, more than half of young people (51%) say that brands don’t understand ...

Well at Work

... that cultivate not just physical wellbeing but also social and financial wellbeing for themselves and their peers. Ys are seeking employers that acknowledge their desire for work/life integration and encourage physical and mental wellness from both the top down and the bottom up. In response to this shift, forward-thinking companies looking to attract and retain them are finding creative ways to update their cultures and policies to acknowledge this generation's prioritization of wellness – and are ...

Debranded

... Conspicuously branded items were once coveted for their ability to denote that their bearer or wearer belonged to a particular brand tribe, and so possessed a particular style. But with the rise of extreme individualism, young consumers no longer want to be associated en masse with a predefined style or type; they no longer desire that brands define them. As a result, we’re seeing the decline of visible branding, and in its place a growing demand for Debranded goods and blank-slate styles ...

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 ...