Fempowerment Mar 16, 2015 gen z gender equality feminism women ... Today’s teens consider gender equality a given; they’re proudly calling themselves feminists, and boys are getting behind the movement, too. Despite wanting gender equality, Gen Ys grew up fearful of identifying as feminists. They didn’t understand the term and mostly associated it with man-hating, bra-burning behavior. Many believed that by defining themselves by the F-word, they’d be simultaneously saying that women aren’t equal to men and advocating for female dominance. Gen Zs, however ...
New Morals Jun 10, 2015 food & beverage health & wellness fitness nutrition organic rideshare ... money (see WELLth Investors). They place the same pressure on brands and will have little forgiveness for those that knowingly undermine their efforts to be well. That’s not to say that they expect every brand to take wellness to an extreme (that would be detrimental to their pleasure and enjoyment), but rather they want companies to help them cultivate balance. Brands will need to recalibrate their offerings in light of Ys’ new morals, tempering indulgent ones with salubrious alternatives—and vice ...
WELLth Investors Jun 01, 2015 community health & wellness money social life spending retirement saving social media ... them to become WELLth Investors who are willing to spend in sectors with long-term wellness gains. Marketers who recognize the three major returns on this investment for Ys—improved health, social life, and society—will be better poised to engage them. HEALTH Taking the time to improve personal wellness, both physically and mentally, is a huge investment that will later enhance our ability to perform. DANA, 23, FLAs with the stock market, recent challenges presented by the U.S ...
Work In Progress Mar 03, 2015 gen z play experiences Uptime ... their relatively short existence so far, they have learned that things are constantly evolving, growing, and improving. Born of realist Xer parents, Zs are practical problem-solvers, and with technology at their fingertips, they see themselves as empowered agents of change. Whereas their Y predecessors dream of change but often lack the follow-through to make it happen, Zs are driven by the satisfaction they derive from working to make a difference. They turn this same passion for improvement inward ...
The Fail Mar 05, 2015 gen z parenting play sports ... Failure takes on new meaning in Zs’ eyes; they see it not as a negative but rather as an opportunity, a chance to reset and try again. For many Gen Ys, just reading the word “failure” brings on pangs of anxiety. As children, Ys were a generation that was simply not allowed to fail. Many were given constant reassurance that they could do anything they set their minds to and were buoyed by praise from their parents, coaches, and teachers for every attempt they made, regardless of how successful ...
The Real Story Mar 12, 2015 gen z media & entertainment books movies TV ... Born pragmatists, Zs are gravitating to true and realistic stories that showcase “average” people doing extraordinary things. There is a changing tide in young consumers’ entertainment choices. During Ys’ formative years, the market was flooded with supernatural, paranormal, and dystopian titles that fed their need for fantasy. This is reflected in their need to make sense of and gain hope for the complicated world in which they were growing up. Zs, however, as a highly pragmatic generation ...
K-Pressure Sep 12, 2014 career education global local culture ... Ys in Asia are facing tremendous stress about societal expectations, creating a need for products and marketing that calms them and helps them cope.South Korea’s postwar economic boom and rapid industrialization has been aided by the government’s heavy investment in its young population. Young people are understood to be of critical importance to the country’s future; in fact, they are its very foundation. As young South Koreans have risen to be among the top performing students on ...
Fans Forever Jun 10, 2014 media & entertainment movies TV ... Young consumers are enjoying nostalgia for old entertainment through creative expressions of fandom.Thanks to their Internet-fueled accelerated sense of nostalgia, young consumers today are uniquely inclined to express continued fandom for bygone content and properties, just as readily as they might demonstrate excitement for what’s new and next. These individuals aren’t just re-watching cancelled shows or cult movies released years ago; they’re actively reminiscing about and memorializing ...
Alt Pay Mar 10, 2014 retail technology e-commerce local mobile social media ... Young consumers are going cash-free, opting for innovative payment systems and currencies.The rise of the cashless society has been speculated for years, but its onset has been somewhat slower than expected. Now, in light of stats suggesting that young people carry less cash than ever, we seem to have reached a tipping point in the transition to cash-free. In place of paper, there’s been an influx of innovative payment platforms that speak to a growing interest in Alt-Pay methods. We’re seeing ...
Geomarking Sep 09, 2014 global marketing media & entertainment local culture video ... resonates globally (whether it’s an idea, a trend, a song, or a dance) and putting their regional stamp on it—in short, reinventing it as a shout out to their own culture. This GEOmarking behavior allows Ys to contextualize global phenomena within their immediate environment, and in doing so, to call attention to their place in the world. GYs create and share with ease. They are well accustomed to using the web as a platform for self-expression, so it stands to reason that these individuals want to tell ...
