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Macrotrends

Over The Influence

... celebrity endorsements across generations. Fraud has also popped up at the agency and management level: a popular Twitch streamer is suing an online-creator collective for exploiting him, while Speakr, a prominent influencer-management company, is being accused of taking money from brands and then stiffing influencers after they'd posted the sponsored content. WHEN INFLUENCING TAKE A TOLLThe various types of fraud and other negative headlines are taking a toll on influencers whose livelihoods depend on ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

#RichKidsOf...

... Following the lives of wealthy, materialistic youth has become a globally resonate form of entertainment. Only 23% of GYs say that being very wealthy is a life aspiration, yet money still talks globally. Indeed, Ys in some nations are taking pride in wealth, flaunting their upwardly mobile financial status as a badge of honor that often inspires envy or amusement from their peers. Money is a top priority among many South African Ys; 35% say that being wealthy is a life aspiration, 45% say that ...