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Macrotrends

POPulism

... for practical-minded edutainment that prioritizes quality of content to the same degree as its underlying message. Outside of politics, marketers can learn from the examples set by politicians of late: namely, that being a good sport and playing along can positively impact the effort to connect with young consumers. Comedic treatments of serious real-world issues resonate with these individuals because this is the style and tenor on which they’ve been raised. It’s how many of them first learned ...

The Gender Landscape

... the same. GN KIDSFrom Hasbro’s impending release of a gender-neutral Easy-Bake Oven to Harrods’ creation last year of a gender-neutral “Toy Kingdom,” major children’s brands are embracing the neutral mindset. Most recently, a petition from the parents’ organization Let Toys Be Toys inspired children’s retailers in the UK—including Toys R Us, Tesco, Boots, Sainsbury’s, TK Maxx, and The Entertainer—to pledge to remove “boys” and “girls” designations when displaying or marketing toys. GN ...

Women Today

... new emphasis on personal strength and female solidarity, taking a modern approach to the time-honored goal of “having it all.” No longer prioritizing traditional feminine attributes like “dainty” or “delicate,” women today prefer to be associated with qualities like strength, confidence, and power. Sixty-eight percent of female respondents expressed that they’d rather be strong than skinny, and “strong” came in as the number one descriptor of today’s women—among both men and women. From the sudden ...

K-Pressure

... . Authorities in China have begun to mandate that schools shift their focus from test scores to moral development and citizenship, ensuring students are more well-rounded and imaginative and gain the social skills necessary for success—and to deal with disappointment. Young Koreans are getting lost… When they graduate university and no longer have a preset goal in front of them, or find that their ‘goals’ (which are often social definitions of success) are out of their reach, young Koreans lose their ...

Transgender Activists

... , young consumers see a need to achieve the same degree of acceptance and equality for transgender individuals. While the trans community has gained more mainstream visibility than ever before, its members still face much discrimination from institutions, employers, medical providers, and the public at large. Highly empathic Gen Zs, who have grown up hearing about gender identity and related issues frequently in culture, have been inspired to lead the charge for this next frontier in social progress ...

Race & Equality in Everyday Life

... Gen Zs and Millennials report greater cultural awareness, but their actions are still catching up.The pandemic and its resulting financial fallout are surfacing socio-economic inequalities in a way that this country has not yet experienced. From employment to education to healthcare, the systemic injustices plaguing society have become increasingly visible to the point where they exist in plain sight. These economic and cultural disparities are shaping young people's’ world view: rather than ...

Beacons

... supported apps, the transmitter uses GPS to determine the location of his or her mobile device. Brands can then push ads, information, promotions, discounts, and deals that are customized both to the consumers’ preferences, and his or her real-time location. For brands, and for retailers in particular, the implications of this technology are clear. If marketers know their consumers’ location within a designated area at a given moment in time, they can be much more precise in their targeting—and more ...

Through the Looking Glass

... from Evernote Web directly into their Glass Timelines—a particularly useful feature for those who use the organization tool for grocery shopping. CNN’s Google Glass app streams breaking news updates on 18 headlines per day, as well as tech, politics, and business news. Subscribers can read short summary stories on the lens or have them read aloud with accompanying video clips.Elle is the first magazine to launch a Google Glass app. Created in partnership with Google, the app features stories from ...

Brand Takeaways

... The key things brands need to knowNow that you understand what Gen Zs and Millennials care about, Cassandra’s key Brand Takeaways will help your business navigate today’s challenging landscape with current marketplace examples. This section includes five tenets that outline how your brand can incorporate the new value shift we’re outlining into your marketing, messaging, product design, and internal structure in order to communicate from the inside out that your brand is more deeply aligned ...

The Pandemic of Inequality

... How systematic socio-economic discrepancies in the U.S. are impacting young adultsIncome inequality has become an increasingly important issue affecting Americans today, but the dramatic discrepancies between the rich and the poor are leading to devastating effects, expanding way beyond the economy. From employment to education, health outcomes to housing, the widening wealth gap has a ripple effect that not only hurts low-income individuals and the middle class, but economic aspirations for ...