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Macrotrends

Multigenerational Marketing Tips

... should serve as the foundation for consumer engagement.MAKE THEIR LIVES EASIERThe number one thing that all four generations in the U.S. want brands to do is make their lives easier. In the UK, this is also Boomers' and Xers' top expectation of brands and the second most important for Ys and Zs.Why?: Brands can meet this expectation by creating products and services that provide simplicity and convenience, help people cope with stress (see Fear Factors), or reduce steps in their everyday lives ...

Eco Chic

... clothing that will harm the environment. GIZEM, 27, ANKARA, TURKEYThis demand for items with staying power also speaks to young consumers’ quality over quantity mindset. During the recent global recession, young people grew accustomed to getting by with less and being more discerning about their purchasing decisions, choosing to shop more strategically (see The Optimization Generation) or not at all (see Buy Not). These values have lingered even as the economy has improved, leading them to think ...

Asking Price

... brand’s success or failure. Ultimately, they see themselves on equal footing with brands and able to name their price. Even when consumers are determined to stick with a brand or a specific product, which might seem like loyalty, they’re still trying to get the best price, which speaks to how they value (or devalue) the brands they buy. As both brands and consumers have more data and context around price, there’s an opportunity for it to shift away from a factor that diminishes brand love to one that ...

It's A Mall World After All

... sorts that moved customers from one chain store to the next. The layout was always the same, and the stores rarely provided anything exciting or out of the ordinary. This approach doesn't cut it with today's youth, who expect a lot more out of the in-person shopping experience. If they just want to buy products, they can do so online, meaning IRL shopping needs to be social, engaging, and experiential. This is actually good news for malls that are up to the challenge because 71% of U.S. and UK ...

Tech Truths

... entertainment time and often switch to other devices for this purpose, Ys and Zs see any given moment as time for these types of activities because they lead mobile-first lives. Similarly, online shopping is also a continuous activity to them due to their access; whether browsing or buying, they can be in shopping mode at any time and are always in discovery mode. Because Ys rely on tech for nearly every aspects of their lives and even turn to it out of habit when they have no specific purpose, they have to ...

The Monetization Generation

... . Moreover, they won’t need to necessarily recruit “micro celebrities” or Zs who have the biggest social following, but rather, average people who are nonetheless influential among their friends and are therefore more relatable (see The Real Story).As Zs are so determined to make money, brands can in fact “buy” this generation. For instance, Zs will be more willing than Ys to post on a brand’s behalf if it means they’ll be compensated. Even more, Zs will look to brands to help them with their own efforts ...

The State Of The Sub/Urban

... London as a small experimental space where employees can guide people on products and is planning to build 30 of these small format stores in urban areas around the world. Despite the convenience of being able to shop online, young consumers still seek to shop in-person (see What's In Store) and brands are making it easier for them to do so by bringing affordable essential goods to them.As cities evolve to improve inhabitants' quality of life, brands across all categories can play a key role in ...

Community > Commerce

... Young people prioritize gaining a sense of connectedness above individual consumption when shopping and spending.Young consumers are shunning shopping experiences that are merely transactional. Brands can no longer simply put products on shelves and expect young people to buy them. As youth expect to have personally meaningful relationships with brands (see The One), they browse and buy for more emotional reasons than utilitarian ones. Today, the purpose of shopping has shifted from just ...

Future Of Fashion & Retail

... Innovations in fashion and retail that are redefining textile development, the potential for a data-based economy, and the way consumers shop online and off.Perhaps no sector’s incessant evolution is as distilled into its very DNA as it is with the fashion industry. Fashion’s macro-, micro-, and everything-in-between trends create the perfect platform for constant reinvention and innovation. Whether the fashion and retail industry has acted on this in recent times is unimportant: as young ...

The Parent Trap

... kids and maintain a healthy degree of skepticism about following others’ advice. Moreover, as a generation that accepts that what works for some people may not for others (see All In Good Time), they’re becoming more comfortable making their own parenting choices, even if they go against the norm, despite this being an area of life that is typically heavy on judgment from others.While there are many useful parental resources out there and my wife and I have certainly used a few, I ...