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Macrotrends

Money Talks

... Young adults work to maintain financial identities and habits as individuals in relationships and strive to be transparent about money with their partners. Having lived through a recession and coming of age saddled with student loan debt, money has become a central concern for Generations Y and Z around the world as they grow into adulthood. Even their romantic relationships aren’t immune to the influence of their entrenched financial footprints, spending habits, and attitudes about money. Not ...

Break It UP

... Calling it quits in a serious relationship is always difficult, but young people are starting to see it less as an ending and more as a beginning. Deciding to separate from a partner is never easy, but, for the most part, young people around the world are putting a new spin on breakups. From conscious uncoupling to divorce selfies, most don’t see the end of serious relationships as a failure and are instead looking back fondly on the time they spent with their significant others and taking ...

(Gender) Role Playing

... course of your life to the extent that it once did. What’s more, the heightened visibility of non-traditional and LGBT relationships are inspiring heterosexuals to reconsider how they define gender-based roles in their own love lives. Open-minded and label-reluctant as a group, young people are flattening the concept of gender altogether; 78% of global youth say their generation is becoming more accepting of nontraditional gender roles. While navigating these new roles can be demanding, young ...

Debranded

... Conspicuously branded items were once coveted for their ability to denote that their bearer or wearer belonged to a particular brand tribe, and so possessed a particular style. But with the rise of extreme individualism, young consumers no longer want to be associated en masse with a predefined style or type; they no longer desire that brands define them. As a result, we’re seeing the decline of visible branding, and in its place a growing demand for Debranded goods and blank-slate styles ...

For Love And Money

... At work, young people’s quest to “make meaning” is being overtaken by a burgeoning desire for high salaries. The prolific narrative surrounding Gen Y in the workforce is that its members want to “make meaning, not money” due to their optimistic outlook and their idealistic aspirations for changing the world. But for the first time, this narrative is in need of an update. Making meaning may have been top of mind when the economy was struggling and there was little money to go around, but in ...

The New Friend Zone

... “Coupling up” no longer means “settling down”; friends are playing active roles in each other’s lives regardless of their relationship status. Today’s youth are dismissing the notion that their relationship status should impact the way they socialize with friends. Having come of age in a cultural climate that celebrates inclusivity, they’re reluctant to confine themselves by adhering to traditional social norms that once left single people to socialize with other singles and couples with other ...

Marketing Tips

... These marketing directives and examples act as guidelines for engaging young consumers in modern adulthood. As young people today take an unconventional, customizable approach to adulthood, marketers need to understand and accurately reflect their new reality. Young generations are empowered to chart their own course and are challenging longstanding societal expectations of what it means to be a grown-up. However, to date, more than half of young people (51%) say that brands don’t understand ...

Well at Work

... positions in their own right, giving them greater sway over company-wide decisions. As such, those in positions of authority are beginning to promote policies that tap into Ys’ characteristically team-oriented and altruistic nature. Because of Ys’ optimistic outlook, they want to improve wellness in the workplace not just to better themselves but also to improve the lives of their peers and society at large. While their motivations are partly noble, they are also driven by a need to enhance their own ...