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Macrotrends

K-Pressure

... Ys in Asia are facing tremendous stress about societal expectations, creating a need for products and marketing that calms them and helps them cope.South Korea’s postwar economic boom and rapid industrialization has been aided by the government’s heavy investment in its young population. Young people are understood to be of critical importance to the country’s future; in fact, they are its very foundation. As young South Koreans have risen to be among the top performing students on ...

Fans Forever

... Young consumers are enjoying nostalgia for old entertainment through creative expressions of fandom.Thanks to their Internet-fueled accelerated sense of nostalgia, young consumers today are uniquely inclined to express continued fandom for bygone content and properties, just as readily as they might demonstrate excitement for what’s new and next. These individuals aren’t just re-watching cancelled shows or cult movies released years ago; they’re actively reminiscing about and memorializing ...

Alt Pay

... Young consumers are going cash-free, opting for innovative payment systems and currencies.The rise of the cashless society has been speculated for years, but its onset has been somewhat slower than expected. Now, in light of stats suggesting that young people carry less cash than ever, we seem to have reached a tipping point in the transition to cash-free. In place of paper, there’s been an influx of innovative payment platforms that speak to a growing interest in Alt-Pay methods. We’re seeing ...

Geomarking

... resonates globally (whether it’s an idea, a trend, a song, or a dance) and putting their regional stamp on it—in short, reinventing it as a shout out to their own culture. This GEOmarking behavior allows Ys to contextualize global phenomena within their immediate environment, and in doing so, to call attention to their place in the world. GYs create and share with ease. They are well accustomed to using the web as a platform for self-expression, so it stands to reason that these individuals want to tell ...

India's Missed Call

... Ys in India have found a workaround for the high cost of phone bills; they’re calling people and hanging up to signal they want to talk.In most countries, people who wish to avoid phone conversations while still communicating with friends and contacts default to text messaging. In India, however, where costs for both voice calls and sent texts can be prohibitively high, Ys have devised a clever workaround: the so-called missed call. Simply by dialing a friend and hanging up, they are able to ...

Universal Invite

... Ys demand for media, marketing, and concepts to be globally inclusive, allowing them to communicate and share across language and cultural barriers.Global Ys (GYs) are the most diverse and multicultural generation, a reality that has inspired an unprecedented height of tolerance, open-mindedness, and inclusivity among its members. Indeed, GYs are increasingly blurring and dissolving race and gender boundaries, and leading the charge to create an even more open and accepting culture. Because ...

The Gender Landscape

... Young people's new approach to gender politics, through gender neutrality, gender bending, and gender claiming.For young people today, gender is less of an issue than it was for previous generations. The paradigms that shaped their parents’ experience with gender and gender politics have largely fallen away; as far as they’re concerned, the “Battle of the Sexes” is over and done with. Sixty-seven percent feel that gender doesn’t define a person to the extent that it used to. As products of a ...

Occulture

... , and independent; they control their own destinies and aren’t secondary to men. Witches may not be the best role models, but they’re definitely empowering. Witches grew especially popular in the ’90s when Charmed and Sabrina the Teenage Witch first aired, but after a long run, consumers’ interest in them subsided. For the past decade, vampires and zombies have overshadowed witches (for perspective, Twilight was published in 2005). But as young people begin to tire of tales of the undead, many of ...

New Muslims

... coveted Hispanic market. But like Hispanic youth before them, young Muslims are not monolithic. While they strive to honor Islamic code, an increasing number want to be modern as well. These discerning New Muslims are combining the traditional with the contemporary, and they pose a major opportunity for companies who understand their unique aspirations. New Muslims Want Their Voices to Be Heard For many New Muslims worldwide, the desire to be included in a global conversation is greater than the fear ...

Through the Looking Glass

... -changing technology firsthand. The technological embodiment of the Sixth Sense macro trend that we covered in Summer 2011, Google Glass has the potential to not only alter how people view and interact with their surroundings but also to provide brands and marketers with a new platform on which to engage consumers. While Google contends that they have no plans to integrate traditional advertising into Glass, it was revealed in October that they filed a patent for what is essentially a “pay-per-gaze ...