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Macrotrends

Where There's A Will, There's Away

... verticals, as well as influencing their everyday and major life decisions. Previous generations tended to work hard throughout their careers, saving money to retire and then doing the majority of their traveling when they had the financial means and the time. Though they may have enjoyed family vacations throughout their lives, travel wasn't a focus to them, as they had different obligations to consider, such as supporting a family and paying for a mortgage/maintaining a home, and they simply had less ...

A Defining Moment

... travel plans; less express disappointment over going to the gym and dining out. Due to lifestage, Millennials report much more concern over “panic buying” than Zs. “It is upsetting to see all these toilet paper and hand sanitizer outages.”UGONNA, 27, TXAs more and more schools and businesses shutter, there is increased interest around in-home entertainment, education, and hobbies. When thinking about staying home for an extended period of time, some young people almost welcomed the opportunity to get ...

For Your Entertainment

... long-form content on the platforms where Zs spend much of their screen time. Nearly one in four Ys and Zs (24%) in the U.S., as well as around one in five Zs and Ys in the UK (21% and 20%, respectively), have watched a social media live stream on the Internet (e.g., Facebook Watch, Snapchat shows) in the past year, and nearly one in five Ys and Zs in the U.S. and UK have watched a TV show on a social media platform.On a weekday after work, if I get home by like 4:15 or 4:30, I'll be on my phone ...

No Money, More Problems

... Ys' tendency to delay milestones that were easily hit by earlier generations: buying a home, getting married and having kids, and saving for retirement. And these financial issues don't just mean Ys have to wait a few years to buy a house: they're negatively impacting this cohort’s mental health and creating constant stressors, whether that's due to debt or the fear that they won’t be able to live up to expectations set by previous generations. In Cassandra’s qualitative research, a Gen Y female ...

Tech Truths

... feel the need to always have their cell phone on them (only 30% of Boomers in the U.S. and 21% in the UK feel this way) and Boomers are the most likely of all generations to have purposefully left their phone at home when going out (48% in the U.S. and 42% in the UK), reaffirming that they don't depend on tech.Tech-Driven Behaviors: While the majority of Boomers are smartphone users according to the AARP, it's not their go-to device, unlike their younger counterparts. Boomers tend to use tablets or ...

Control Center

... % of U.S. youth and 43% of UK youth, as well as 58% of Trendsetters in the U.S. and 53% of Trendsetters in the UK, feel in charge of their healthcare. What's more, an additional 41% of UK youth and 39% of U.S. youth, as well as 40% of Trendsetters in the UK and 36% of Trendsetters in the U.S., would like to take control of this area of their life. Lately, Ys and Zs are taking this empowerment towards their health even further by using at-home tests and controlling their diet and sleep quality. DNA ...

Control Center 21+

... % of U.S. youth and 43% of UK youth, as well as 58% of Trendsetters in the U.S. and 53% of Trendsetters in the UK, feel in charge of their healthcare. What's more, an additional 41% of UK youth and 39% of U.S. youth, as well as 40% of Trendsetters in the UK and 36% of Trendsetters in the U.S., would like to take control of this area of their life. Lately, Ys and Zs are taking this empowerment towards their health even further by using at-home tests and controlling their diet and sleep quality. DNA ...

Retail 2.0: Incentivized Shopping

... how their strategy enables this goal. As a brand, you need to make sure that you’re not just giving consumers the best price on the market; you should also consider how rewards and incentives can foster a deeper connection between brand and customer, increase the relevance of a brand within its category, and drive continued consumer advocacy well into the future. Take Google: the company recently bundled a Google Nest Hub, Google Home Mini, and GE C-Life Smart Bulb together for only $99, knowing ...

IRL (In Real Live)

... Youth want entertainment that is typically reserved for in-home engagement to be delivered via live events in order to experience this content in a more immersive, participatory manner. Past generations grew up in the era of “must see TV” in which live TV was a compelling, frequent viewing experience—and therefore one that marketers and advertisers needed to leverage for their brands. While youth today still tune in for special events and exceptional shows that they love, overall ...

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 ...