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Macrotrends

The Urge To Splurge

... household that can include both older and younger generations, and therefore have a particular focus on home-specific splurges. To this end, in the last year nearly four in 10 U.S. Xers made a luxury purchase in the grocery category, and another one in five splurged on household supplies. As Xers are task-oriented, highly efficient, and tend to be busy juggling their own careers, leading a household, and simultaneously caring for their Z children and aging parents, splurging on high quality groceries to ...

(Gender) Role Playing

... just as complicated if not more complicated now than they were for previous generations. WOMEN TODAYMore so than in previous generations, young people believe women are now more comfortable taking the lead in relationships. The majority also think women are now more comfortable expressing their sexuality, being the one to ask someone out on a first date, and initiating sex. On the flip side, many say women are now less concerned about getting married and having children than their predecessors ...

Risk Management

... turn, affect their values, mindsets, and actions. They experienced the Great Recession as young children, but as they come into adulthood more than a decade later, the economy is growing and unemployment is down. Following a strong focus on global economy and culture, President Trump’s and Prime Minister May’s foreign policies are prioritizing a nation-centric approach in the face of terrorist attacks and concerns over the effects of immigration. Unlike their predecessors, who had to make mistakes ...

The Shape Of Belonging: A Map To Modern Community

... that her city provided more places geared toward children where her own kids could have fun. Currently, she takes her family to Bailey Park, located outside of her town, for occasions such as family picnics, photography sessions, and celebrations, but feels that Battle Creek needs more child-friendly spaces within its own city limits—modern youth are spurring the convergence of city and suburban settings and expect the drawbacks of city living to be addressed, such as the lack of open spaces ...

Mom Focus

... , nor any member of her/his immediate household, employed in advertising, public relations, marketing, or marketing researchQuotas were established based on the age of the child to ensure representation of parents with infants, pre-tweens, tweens, and teens as follows:# COMPLETED INTERVIEWS TOTAL MOMSParents of 0- to 4-year-olds: 250Parents of 5- to 8-year-olds: 250Parents of 9- to 12-year-olds: 250Parents of 13- to 17-year-olds: 250(Note: Moms could have children in more than one age group ...

The Path

... , and personal growth, and they’re taking a very practical, forward-thinking approach to ensure that they get the biggest return on investment. Have A Career Career plays a prominent role in the happiness of today’s youth. In fact, finding a job they enjoy tops the list of things they need in order to feel complete—above even spouses, children, or friends. This is predicated in part by their generational characteristics. Ys were raised to believe they could be anything they wanted, which has led ...

Accelerated Adulthood

... . Many young Y parents don’t even try to shield their children from such things; they’re practicing PREPAREnting, raising kids with a grown-up understanding of the world and readying them to make it better. Even for parents of Zs who would prefer to sugarcoat the issues at stake, the “truth” is only a click away, and youth are learning about serious topics at a young age. As the defining lines between childhood, adolescence, and adulthood blur, this age compression is leading kids to want more ...

All In Good Time

... helping young adults feel like they “have it all.” Each of these aspirations is more important to young women than to young men. Other traditional “having it all” factors such as having a college education, having children, and getting married are becoming less important for younger generations: only about four in 10 young adults say they personally need to do these things in order to make their life feel complete. Which of the following, if any, do you feel you personally need in order to “have it ...

Free For All

... lives in a constant state of worry, which is only exacerbated by their access to technology and exposure to a 24/7 news cycle. But unlike Ys, Zs have been raised by Gen Xer parents whose practicality and cynicism has instilled a sense of realism in their children. This has made Zs a very self-aware cohort who can recognize the drawbacks of going overboard with their efforts, making Zs more likely to compartmentalize different areas of their lives, try to attain work-life balance, and take the ...

Marketing Tips

... (as well as among sisters, mothers, and children), rather than romantic connections. The ad demonstrates that diamonds are for all types of love in one’s life, specifically reflecting how young people have elevated the role of friendship and how they show their affection. - 3. CREATE A HOME AWAY FROM HOME - Young people are less likely than their predecessors to have a permanent residence of their own, causing them to seek elements of a home in other environments (see Open House). In particular ...