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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 ...

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 ...