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The Direct Connection

... , 1,2,3Another way in which DTC brands are winning consumers is through their “try before you buy” deals that make trying new products easier and safer. These disruptor brands are known for having good trial policies and reasonably long testing periods, which are important as new brands entering an already saturated marketplace. For example, the DTC luggage brand Away offers a 100-day trial during which new customers can travel with and test out their luggage; if after 100 days a customer decides they do not ...

Retail 2.0: Tech-Based Commerce

... Social discovery and online payments are evolving to make the shopping experience more frictionless, particularly for Gens Y and Z, who are accustomed to instant gratification and desire innovations that save their time.When it comes to shopping, young consumers want their mobile devices to do more than just serve up the items they search for. They expect brands to be continually innovating, particularly when it comes to seamless discovery and frictionless payments. Just as brands see a lift in ...

Shop Talk

... in the store, which presents an additional challenge for brick-and-mortar retailers to overcome.If I'm shopping for clothes or something fun I prefer to go in-store and get the experience and talk to people, but if it's something that's just practical, I would rather just order it online.MORGAN, 22, NJYoung consumers don’t even have to be actively shopping in-store or online to find something they want to buy. Modern youth are always in discovery mode, whether it’s intentional or not, due to ...

Membership Drive

... , as opposed to subscription box services that deliver surprise products that may or may not be of use or interest. This, compounded with the fact that most are in line with modern youth’s penchant for collecting noteworthy experiences, leads us to expect a move away from subscription programs towards membership programs. Whereas a subscription box may deliver a new type of coffee grounds every month, a membership program like CUPS allows users to visit a new coffee shop every day, thereby enjoying ...

Retail 2.0: A.I., AR & VR

... U.S. would like to see more smart mirrors in stores, as would 38% of U.S. Trendsetters and 34% in the UK. There are lots of opportunities to improve tech for online shopping as well: 28% of UK youth and 26% in the U.S. want to see more virtual try-ons when shopping online, as do 43% of U.S. Trendsetters and 36% in the UK. As A.I. ramps up in the retail space and more brands embrace the technology, this could also be good news for sustainability, since machine learning can help predict what's going ...

The Generational Manifesto

... future by engaging younger generations first. Looking at young generations is like glimpsing into a crystal ball, and for brands, this means that what today's youth—Ys and Zs—are embracing now indicates what older generations will do in the years to come.Each new generation either amplifies attributes of the previous generation or they rebound from them to create a pendulum effect. For instance, Zs prioritize creativity and the next generation will likely amplify this characteristic as ...

There's No Place Like Home(town)

... am. It's where my family still lives and I visit there often so it hasn't really left me.DANIEL, 18, UKAs half of U.S. and UK Trendsetters are proud to tell others where they were born or where their family is from, youth are finding as many ways as possible to broadcast their backstory. Many youth put the city and/or state that they’re from in their Instagram, dating profiles, or other social media bios to immediately announce where they’re from in online interactions, which are as real to them ...

Clear Consciousness

... it comes to pro-social efforts. In practice, this involves communicating incremental progress and tangible results—not just good intentions (see CHANGEables). Now that young people have experienced what it’s like when good intentions fail to move the needle, as with Kony 2012 or Occupy Wall Street, they’re eager for measurable impact. This speaks to their mindset as a generation of Venture Consumers, investors accustomed to assessing the ROI of everything from the products they buy to the ...

Next Gen Brand Loyalty

... do their due diligence and try before they buy—or at least before they buy consistently, which used to be the definition of brand loyalty. Along with the evolution of the empowered consumer, this definition of brand loyalty through consistent purchasing is also changing, predicated on generational factors.Defining Brand Loyalty By GenerationThe battle for brand loyalty isn’t fought on the same ground across generations. For Boomers and Xers, brands are dealing with a wallet economy, but for ...

The State Of The Sub/Urban

... appeal to Millennials, a generation who has disrupted the typical life path. Whereas Boomers and Gen Xers tended to get married and move to the suburbs to buy a house and start a family, this is less likely the case for Millennials. As a result, they're giving rise to a new type of suburb that isn't necessarily geared toward people who are settling down with a family, have a car, and want a quieter way of life. This isn't merely a matter of life stage as Millennials take a "you do you" approach and ...