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Macrotrends

The Monetization Generation

... their friends pay to borrow their belongings, but Zs have grown up amidst the sharing economy where this has long been the case. In fact, they see nothing exempt from being rented or sold, and companies that leverage this mindset are emerging in response. Whereas youth in previous decades would typically have lent their class notes to a peer who was absent or didn’t catch all the material, startup StudySoup is helping college-aged Zs cash in for paying close attention in school; the peer-to-peer ...

Good Vibes

... employees, along with a children’s choir, sang “Let There Be Peace on Earth” in front of Apple’s store on 5th Avenue in NYC. - Kind Behavior - New movements demonstrate how kind behavior is becoming a larger priority in society. EVALUATING COLLEGE APPLICANTS ON KINDNESS Harvard Graduate School of Education released a report titled Turning the Tide: Inspiring Concern for Others and the Common Good Through College Admissions, which advocates for reform in the college admissions process ...

For Love And Money

... student loan debt in history. By and large, paying for college has been the biggest investment of their lives—one they’ve yet to see a return on. Now that the economy is recovering, both younger and older Ys are employing strategies to diminish debt and get on track financially (see Dollars And Sense). The younger among them are maximizing their investment in higher education by reducing their reliance on student loans and adopting a more financially driven approach to the career paths they choose ...

K-Pressure

... begins at age six when they enter primary school. In Japan, the grueling college entrance exams that high school students take (and spend half of their lives preparing for) are known as juken jigoku, or “examination hell.” For Ys in these countries, stress begins at a young age and first centers on school performance. But as they get older, the pressure grows and infiltrates all aspects of their lives. Fostered by government, teachers, businesses, and “Tiger Moms” (who are common throughout Asia ...

Life Resume

... Gen Ys don't feel that a career resume fully encapsulates their experience and accomplishments; instead, they have given rise to a Life Resume as the principal tool for documenting their achievements and success in life.Whereas past generations felt obligated to stick to a traditional life path (college, career, family, retirement), Ys are compelled to find and follow their personal passions. They don’t define themselves by their careers, so professional resumes miss the point; the Life Resume ...

R&R (Rest & Replay)

... chewing sounds. IKEA In summer 2017, IKEA released a 25-minute ASMR ad titled "Oddly IKEA," in which a woman shows various products from a college dorm, including a duvet cover, hangers, and a lamp, and touches them so they make different soothing sounds to elicit a positive response. The spot gained much attention for reimagining advertising as content that can productively benefit viewers' health.KFC KFC has created an online Comfort Zone, in which it houses different meditation films that all ...

Breaking Bad

... to finding a job that works for them and sticking with it. With this outlook that it's good to stay with one employer, more than a third of Ys and Zs in the U.S. see it as a stigma to bounce from job to job. Meanwhile, Boomers and Xers are less likely to feel that there's a stigma in bouncing from job to job (27% for each of these cohorts) because they feel that younger generations have popularized this behavior. When it comes to college/university, Zs are most likely to feel that not going to ...

UnWasted Time

... were open the latest. Nightlife was synonymous with drinking, and expectations of a social event included a central focus on alcohol. Yet now, youth are seeking to spend UnWasted Time at social events, cutting back on booze and even refraining from drinking altogether. Even on college campuses, often considered meccas for wild partying, sober social events are becoming more popular (see examples). Previously, I would go out just to drink and get drunk. Now, I will go out to meet friends, but I'll ...

The Democratization Of Sports

... , a reality that several respondents lamented in our focus groups when discussing college football’s championship game. Advertisers have put their trust in leagues and broadcasters to deliver an engaged audience, but young fans don't deem these institutions to be the authorities today. At the heart of the issue is that young consumers are migrating away from live TV in general, and that reality is finally hitting the sports genre, which broadcasters and leagues have believed to be impermeable ...

Fair Game

... % of athletics directors at the collegiate Division I level are female; only 33% of general managers in the WNBA are women; the MLB has zero female managers or head trainers; and women comprise 0.1% of assistant coaches in the NFL. The University of Central Florida’s College of Business Association founded The Institute for Diversity and Ethics in Sports for grad students to study the realities of racial and gender roles in the sports industry. When it last released a report card ...