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Macrotrends

Welcome To The Club

... to provide this sense of belonging. While there's no shortage of ways in which they can feel part of a community online, young people are realizing that doesn’t fully substitute for having it in-person and are therefore still seeking it offline. Belonging to an IRL community is still very important to youth, so much so that they’re willing to go out of their way to attain it and go so far as to pay for it in the form of membership to clubs and co-working spaces, even if these communities are not ...

Tech Truths

... be intentional in order to disengage from it.What This Means For Brands: As Ys are the generation most focused on curating their time with and without technology, brands also need to find balance in reaching them online and off. Though Ys are digitally connected the majority of the time, making it logical for brands to reach them via the online spaces they inhabit, Ys also feel stressed by their digital usage and are seeking an escape, which brands can provide. Brands stand to benefit by giving ...

Global Movie Trends

... diverse entertainment that reflects the culturally varied society in which they live (see Variety Show), and while progress has been made, there are off-screen outputs that demonstrate there's still a long way to go. In the U.S. this change is led by initiatives such as #TimesUp and #MeToo, two groundbreaking anti-sexual assault and women’s empowerment movements that have already begun to redefine the gender balance in Hollywood. While the Me Too movement specifically focuses on ...

Gen Z Micro Trends

... directed at them, as well as the outdated nature of many traditional news platforms, Zs are demanding that news be reimagined for them; four in 10 Trendsetting Zs in the U.S. and a third in the UK wish there were more outlets that provided news for people their age. Recently, there's been a rise in news platforms just for them, which address their expectations for serious, smart news delivered in ways that are most relevant to their lives and consumption habits. They want convenient, curated content ...

R&R (Rest & Replay)

... their youth, causing them to stress about their offline and online persona to a greater degree. To grapple with these stressful circumstances, young people are looking for mental relief, and while they know that calming entertainment certainly can't fix their stress, they feel it can only help to have accessible, everyday outlets that help them relax. In fact, 79% of young adults in the U.S. and 74% in the UK, as well as 87% of Trendsetters in the U.S. and 83% in the UK, would like to be more ...

OK, Boomer!

... , “OK Boomer” doesn’t just encapsulate the discontent youth today feel: the phrase has also become a call to arms in the resulting intergenerational conflict it has kickstarted. In an environment where multigenerational households now account for 20% of all households in the U.S. and close to one-third of those under the age of 34 live in a multigenerational household, how real and profound is this conflict? Is “OK Boomer” simply a meme that people have already moved on from, or is it the beginning ...

Carrying The Torch

... inspirational to young people.I admire Olympic athletes because there seems to be a sense of humility for most of them. They realize it's a given gift to be where they are standing.JAMES, 24, IADuring the Rio games, young people interacted with the Olympics by seeking out user-generated content and adding their own quips and comments before sharing them out to their networks. Since there was little room for this participation and customization available through brand channels for consumers to engage with ...

How Can I Help You?

... Trendsetters in the U.S. and about two in five in the UK say their opinion of a brand has been influenced by a review even when they don’t know the reviewer. Whether it be through reading online reviews, watching a YouTube review video, or following a brand’s interaction with a consumer on social media, young people are privy to every detail of a consumer’s interaction with a brand and therefore have high standards when it comes to customer service. The impact that customer service reviews can have on ...

Innovation Halo

... evolve (see The Fail). As young people expect all brands to operate in beta nowadays, brands need to adopt the startup mantra of "failing fast" in order to continuously evolve.As young generations see it, keeping things the same doesn't mean a brand is safe; rather, it leads to staleness. Think of how entertainment companies often keep creating content that's similar to what's already popular because they know there's consumer interest. This only leads to boredom after people are fed much of the same ...

Brand Mentorships

... -consumption they’re trying to avoid (see Buy Not). Shopping online during a launch isn’t necessarily a more attractive alternative since these retailers’ websites are notorious for crashing at the moment they’re needed most, leaving visitors incessantly refreshing the page. VISION AND VALUESThat’s not to say that consumers have outgrown brand partnerships entirely. But in order for such collaborations to resonate moving forward, the parties involved must be aligned in their vision and values ...