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Macrotrends

Global Gaming Trends

... way to just pass the time, and such games offer a coveted outcome, whether it’s earning money, social cred, or tools to use in future games. Such live games combine aspects of gaming, TV streaming, and original content, providing perks of entertainment and an interactive interface for young people to engage with; users can play a game, be entertained by a host providing unscripted commentary, and often chat with other players at the same time. Appointment gaming in the trivia category in ...

Always Be Hustling

... cycle of too much work leading to serious burnout? They hustle or have a hustle: for more money, for more meaning, to learn more, and to genuinely enjoy what they do. Both Ys and Zs feel similarly about the necessity to Always Be Hustling, even as the two groups approach the concept of hustling differently. What they have in common is the view that hustling is the standard pace of work today and is a fundamental quality needed to secure individual success.Y HUSTLE = FULFILLMENT AND MEANINGPassion ...

Fear Factors

... . You can go to college and still be completely lost with what you want to do. It's so scary because I'm spending all this money and I don't know if I'm gonna be a stable adult.SOPHIA, 20, PASTRESS OVER: THE FUTUREZs, the oldest of which are graduating from college, are looking to secure their future, and this generation of anxious youth is worried about what that future will look like. Over half (54%) of Zs in the U.S. worry about work/school and another four in 10 worry about the economy (41%) and ...

Global Influencer Trends

... , including in front of Monet's Water Lilies, at the Sacre-Coeur, and at the beach, among countless other places around the world. The account aims to raise awareness of declining bee populations, an issue that presents a serious threat to global food sources. B. has partnered with French department store Galeries Lafayette, Airbnb, and La Poste; all of the sponsorship money goes toward "helping farmers convert to pollinator-friendly techniques, rebuilding bee habitats and demonstrating the harmful ...

Next Gen Brand Loyalty

... . In the attention economy that Ys and Zs occupy, their brand loyalty isn’t necessarily decided by their dollars spent. Younger generations are more likely to measure their loyalty on other factors, such as following a brand on social media, seeking out more information about it, talking to their friends about it, or putting branded stickers on their belongings. The attention they pay to the brand is worth more than the money they would or would not spend. To older generations, brand loyalty has ...

Go Big Or Go Home

... pressure to always be planning something really fun for the weekend and to have big plans. To me, big plans means going to a concert, planning a themed party for the weekend, or doing something outdoors or adventurous.MORGAN, 21, NJThis social behavior is especially pronounced among Ys, who are an experience-oriented generation and tend to spend their money to enjoy the present, rather than saving for the future (see The FUND-amentals). And while Zs are more cautious about parting with their money ...

CHANGEables

... encounter a new plea from an organization in need of their help nearly every day. So they give a bit of time, money, or space on their social feed to do their part before moving on to the next group in need. This tactic is oft referred to as “slacktivism,” in which young people casually support a cause with nothing more than a click, making them seem lazy and uncaring, but in fact it is a way of coping with the myriad issues that they feel are worthy. They can’t devote themselves to each and every cause ...

Consumer Journeys

... way, but for today's youth, it's about feeling a certain way. They prioritize wellness and make trade-offs to make time and set aside money for fitness experiences, but they still want to get the most for their money. They feel connected to their gyms and instructors and spread the word among friends.Related content: ReLux; The One; Community > Commerce; Community Well BIG TICKET ITEM: For what it's worthHaving come of age during a recession, today's young people are hesitant to ...

Extracurriculars

... push marketing messages, these brands are providing content platforms to help educate and inspire consumers on the topics that matter to them. Acorns Micro-investing app Acorns’ online magazine, Grow, is on a mission to educate consumers about their money. Its team of 20-something financial journalist contributors has seen about 5 million visitors since it launched last year, converting readers to Acorns users and providing an alternative revenue stream for the brand.Apple Apple recently launched a ...

Retail 2.0: Youth Outlook On Luxury

... program and an in-house volunteering program. This kind of triaged “put your money where your mouth is” approach appeals to Zs especially, who are the most culturally and racially diverse generation and want to know that brands keep this issue top-of-mind. Brands who ignore this and present a singular, insular vision of who their customer is will find themselves looked over at best and “cancelled” at worst. Dolce & Gabana is one such brand that found itself facing crippling backlash after a series of ...