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Macrotrends

Parenting Out Loud

... In discussing their parenting experiences publicly, young parents are admitting their challenges and mishaps, thereby deeming the concept of a “perfect” parent irrelevant.In previous generations, parenting was a relatively private topic. How people chose to raise their children was considered a personal, family matter, and thus, they tended to only discuss it with relatives and close friends, if at all. Yet, as Gen Ys become moms and dads themselves, they’re publicizing their parenting ...

Consumer Journeys

... often the in-person connections they make—including consulting sales associates, discussing the process with friends, and sharing their purchases and experiences after--are the highlights of the consumer journey JEANS: Solving the denim dilemmaBrands matter to young shoppers when it comes to buying jeans, though for some it's as much about a trusted store being able to deliver on expectations as it is about a brand they know will fit and hold up over time. They start their purchase ...

Parental Advisory

... Gen Y parents are leveraging their team-oriented nature with their children, thereby redefining the role of children in the family and making purchase decisions as a unit.The role of children in the family is continually evolving as each new generation takes a different approach to guiding young people toward maturity and independence. Not so very long ago when Boomers were coming of age, children were expected to be “seen and not heard,” to “speak when spoken to,” and to respect their parents ...

CHANGEables

... year, and sometimes more than once a year, an issue will spread like wildfire on social media and find it has hundreds of thousands of new, young supporters around the world, for a time. Global youth so greatly value togetherness and being part of the group that they can get swept up in joining a cause or movement because it helps them feel connected to their peers. In this way, social movements have become “meme-ified,” treated as disposable cultural touchpoints that are only top of mind for a ...

Demo Real

... Young people are adding in-person protesting to their activist repertoire as a social and engaging way to further their digital efforts.Gen Ys have been characterized by their elders as slacktivists, seen as doing the minimum to claim they have been involved with a cause or issue when they click “like” or spread the word online. Boomers came of age at the height of the protest movement in the 1960s, heralding the civil rights movement and signaling their disgust with the conflict in Vietnam ...

Realistic Optimism

... Youth have a bleak outlook about the direction of the world, but their characteristic optimism is driving them to reconcile such negativity through new approaches to societal betterment.While the youth population is divided across political values, a unifying sentiment clearly emerged throughout the research conducted for this report: these are dark days. While they have adjusted in the aftermath of numerous tragedies and economic hardships throughout their lives (namely, 9/11 and a historic ...

(Gender) Role Playing

... course of your life to the extent that it once did. What’s more, the heightened visibility of non-traditional and LGBT relationships are inspiring heterosexuals to reconsider how they define gender-based roles in their own love lives. Open-minded and label-reluctant as a group, young people are flattening the concept of gender altogether; 78% of global youth say their generation is becoming more accepting of nontraditional gender roles. While navigating these new roles can be demanding, young ...

Brand We

... As young people's mindset surrounding marriage evolves, so too are the ways in which they approach weddings. Media sensationalism has presented a somewhat exaggerated view of young people’s casual approach to relationships today, leading the public to believe that they are purposely skirting commitment through detached sexual encounters. In reality, however, their modern marriage mindset isn’t founded in avoidance of settling down but in a deepened respect for the institution. With ...

Relationship Goals

... The open-minded, progressive outlook of today’s youth has provided them with a more nuanced view of what an aspirational romantic relationship can look like. Among previous generations of young adults, there tended to be a norm for romantic relationships: people dated to find someone to marry and with whom to have kids, and were exclusive with one partner. As they sought to follow the traditional life path, they generally were on the same page as potential partners about these relationship ...

For Love And Money

... At work, young people’s quest to “make meaning” is being overtaken by a burgeoning desire for high salaries. The prolific narrative surrounding Gen Y in the workforce is that its members want to “make meaning, not money” due to their optimistic outlook and their idealistic aspirations for changing the world. But for the first time, this narrative is in need of an update. Making meaning may have been top of mind when the economy was struggling and there was little money to go around, but in ...