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Macrotrends

10 Gender Takeaways

... Ys and Zs, gender equality is a given. While feminism as an ideology seems somewhat outdated to them, they are in strong support of women’s and LGBT rights and marriage equality, and they take it for granted that progress is being made in these categories. Making sure that everyone—regardless of sex, gender identity, race, or creed—is equally and fairly represented is of the utmost importance to these young consumers, and they will indiscriminately call out injustices and omissions when they see ...

No Kid(ding)

... and reflect the new reality of a sizeable group of consumers who don’t have or want kids. Just as Ys have shied away from home ownership, car ownership, and marriage in notable numbers, they are also realizing that raising kids may not be in the cards of their newly defined adulthood. The U.S. Census Bureau reports that as of 2014, nearly half of women aged 15 to 44 have never had kids, the highest percentage since 1976. Moreover, the birth rate has been steadily declining in recent years. Much in ...

Global Digital Trends

... historical vote. Participants of the Home to Vote hashtag movement also helped to raise money for the Yes campaign in Ireland that was working to see the anti-abortion legislation repealed. This isn’t the first time #HometoVote went viral in Australia. The hashtag first took off in 2015 as Irish citizens living in Australia went home to vote on the gay marriage referendum. #HowIResist Being LGBTQ+ is still not accepted in parts of sub-Saharan Africa, with homophobia forcing many LGBTQ+ people to leave ...

GPS (Global Positioning Success)

... traditional family unit has gotten smaller as Ys are delaying marriage and having fewer kids, if any. Brands need to display this new reality in their marketing in order to be relevant among GYs who are forging their own path in adulthood. In anticipation of International Women’s Day, Baileys created a female-targeted campaign in China that encouraged women to celebrate their best friends. The concept was conceived around the notion that because of China’s one-child policy, having female friends is the ...

Fear Factors

... circumstances only further embed this worry into their psyches. Approximately seven in 10 U.S. and UK Ys feel that the world is getting worse rather than better, while two in five Ys in both countries worry about the state of the world and the state of their country. Ys, who witnessed the legalization of gay marriage and the election of the first black president, are particularly worried about the sociopolitical conflicts affecting society, especially with regards to equality. Approximately half of Ys in ...

Friends With Benefits

... Ys approach friendship with deeper commitment and are seeking more support from friends in return as they navigate adulthood on their own terms. As Gen Y’s life path differs from that of its predecessors (see Off-Roading), this is changing the people who these young adults rely on most. Their unconventional approach to adulthood, in which they often delay marriage or opt out of it entirely, has elevated the importance of friendship and the functions it serves in their lives. Today, they ...

School Of (Work)Life

... access and flexibility to take their work outside the office. These cultural factors made them less inclined to socialize throughout the day, as did office layouts; having physical walls up created emotional barriers among colleagues. Yet modern young adults have a drastically different approach to work culture based on their generational values, life path, and the technology at their fingertips. As Ys are reaching many adult milestones like marriage and parenthood later in life and even foregoing ...

Mom Focus

... good parent (76%), having a happy marriage (66%), and a balanced life (41%) are the top indicators of success. This generation of moms seems more committed than ever to finding a solution to their struggle with balance. Particularly among working moms, a balanced life is what they strive for most. HAVING IT ALL, JUST NOT ALL AT ONCEWhile Boomers tried to “have it all” all at once, present day moms are adopting a more realistic perspective. The XY mom believes she can “have it all”—but not ...

Purposeful Pop

... child marriage, sexual harassment, violence, and the importance of education. The band was created in part through funding from the UK’s Department for International Development, which was pulled in 2017. Girl Effect, the program that delegated the funds from DfID, has moved forward with private donations.Teddy Afro Ethiopian artist Tewodros Kassahun, known as Teddy Afro, released his fifth studio album last spring. Teddy Afro is known for being outspoken about issues his country faces, including ...

Gender Trends

... Carter, played by Chris Smith, who moves into an apartment complex after his would-be wife abandons him at the altar. Carter befriends three divorced men (played by Jerry O’Connell, Tony Shalhoub, and Kal Penn) in his building, who help him adjust to his newly single life. Hijinks and hilarity occur as the wingmen attempt to help Carter re-enter the dating scene. Inspired by the failed marriage of creator Rob Greenberg, the show emphasizes that divorce is not a cause for pity but can in fact provide ...