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Macrotrends

Universal Invite

... evergreen content that celebrates universal passions (like art, entertainment, and sports), speaks to issues all GYs care about (like independence, self-expression, and entrepreneurship), and appeals to broad values (like family, charity, and compassion). These globally resonant ideas will allow Ys from any city or country to engage on equal footing. Going forward, we expect to see an upsurge in content and marketing that makes a conscious effort to appeal to everyone through non-linguistic methods ...

Fempowerment

... , have a radically different mindset. Discourse around feminism has never been more relevant or accessible to young people. The subject is no longer relegated to feminist media outlets (like Bust or Bitch), but rather covered everywhere from BuzzFeed to CNN. Zs are more interested in discussing gender roles at a young age, and they believe that anti-feminism sentiments distance people from the movement towards equality. As such, Zs—girls and boys—are proudly reclaiming feminism and leading the charge ...

No Kid(ding)

... and reflect the new reality of a sizeable group of consumers who don’t have or want kids. Just as Ys have shied away from home ownership, car ownership, and marriage in notable numbers, they are also realizing that raising kids may not be in the cards of their newly defined adulthood. The U.S. Census Bureau reports that as of 2014, nearly half of women aged 15 to 44 have never had kids, the highest percentage since 1976. Moreover, the birth rate has been steadily declining in recent years. Much in ...

Youth Speak About Race

... What Millennials and Gen Zs say about today’s inequalities, how they’re taking shape, and who is most affectedJust a few weeks ago, Cassandra spoke with Millennials and Gen Zs about how they feel race impacts their lives. We asked Black, Hispanic, Asian, and white youth to tell us about their financial goals, safety concerns, life opportunities, and activism. From family structures to education, healthcare to housing, we explore how young adults from each race view access to overall quality ...

India's Missed Call

... alert people that they are thinking of them without incurring mobile charges. The practice is similar to the once popular Facebook “poke” or flavor-of-the-month app Yo in that it serves as a shorthand stand-in for “what’s up?” or “thinking of you.” The trend has become so popular that technology companies and brands are now leveraging it in their marketing strategies. Bangalore-based startup Zipdial offers brands technology that automatically disconnects calls after one ring. The caller is then sent ...

Marketing Tips

... and have friends who span a range of ages. This attitudinal shift has spread throughout society; older generations today are often very active and youthful while young kids have sophisticated interests and advanced skillsets. Marketers typically create products for a specific age group, but rather than limit their reach, they should consider people of all ages to be potential consumers. The #LoveYourAge campaign from Lancôme fights ageism and sends the message that age is just a number. The beauty ...

Art & Activism

... Exploring how today's young adults are using various art and entertainment mediums to get their message acrossMany young adults are turning to creative forms of expression, not only as a platform for their reactions, but for larger revolution. Underrepresented groups are using creative activism as a tactic to achieve equality and essential human rights. Taking their stories from their sketchpads to the streets, these young adults are tackling important tissues such as racism, sexism, ageism ...

Venture Consumers

... Having emerged somewhat shaken from the seemingly endless Great Recession, Gen Ys are adopting a new, long-view approach to their finances, purchases, and decision-making in general. Their desire for instant gratification is diminishing as they start to think more carefully about what truly warrants an investment of time, money, or energy. Perhaps in reaction against real-time overload, they’re increasingly seeking out longer-term, longer-lasting investments; for example, spending more on ...

The Omniculturals

... global campaigns from big brands. Instead of showcasing separate identities in different countries, these campaigns put an emphasis on universal messaging and a new global identity by tapping into the shared passions and interests of the Omnicultural. In reaching GYs, marketers should aim to appeal to their shared lifestyles and mindsets instead of their race, ethnicity, or nationality. Moving forward, brands will need to think more about who their consumers are, rather than what they are, and to ...

Work In Progress

... Never feeling that they are done progressing in life, Zs will continuously strive to improve themselves and the world around them. Gen Z is embracing the adage that nothing is ever final. They have come of age in a world that is constantly in flux thanks largely to technology. There’s always a new app that makes their smartphone even more powerful, a new service that furthers the on-demand spirit of modern commerce, or a new game that allows them to build an entire world of their dreams. In ...