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Macrotrends

Work In Progress

... Never feeling that they are done progressing in life, Zs will continuously strive to improve themselves and the world around them. Gen Z is embracing the adage that nothing is ever final. They have come of age in a world that is constantly in flux thanks largely to technology. There’s always a new app that makes their smartphone even more powerful, a new service that furthers the on-demand spirit of modern commerce, or a new game that allows them to build an entire world of their dreams. In ...

eLationships

... .” Whether it’s following the pregnancy and projects of blogger Joy Cho of Oh Joy!, regularly trading comments with an Instagrammer that shares the same taste as you, or obsessively trailing the running commentary of a video game streamer like PewDiePie that unabashedly goofs around like he is your best friend, the scope and breadth of the digital relationship will only continue to grow. While brands have already needed to act as friends to consumers (Brand Friends Forever; Cassandra Report, Winter 2012 ...

Global Bytes

... , snooping moms – won’t know what they’ve been doing or that they’re online. Hike’s recent ads that depict how it offers users more options to keep secrets and block others from monitoring them helped the app jump to 20 million users in June, up from 15 million in February. The app caters to Ys’ and Zs’ desire to keep parts of their social life private, and, in providing this, it hopes to steal users from WhatsApp and Line—although the latter is reportedly working on a similar feature. - INDIA'S ...

First Glocals

... Ys are closely connected to the global community, yet this unification has created a greater need to preserve their local identity, culture, and heritage.Technology has broken down the barriers between far-flung countries, making cultural overlap more prevalent than ever—and making Millennials the first generation of truly global citizens. These “first globals” share an unprecedented connectedness and consciousness, which has given rise to an internationally informed cultural experience that ...

New Muslims

... Young Muslisms, who are rapidly growing in numbers and influence, are a key consumer group striving to balance tradition and modernity.Muslims under the age of 25 comprise roughly 11% of the global population, yet this relatively vast group has been overlooked by global brands historically. Now, their economic progress and rapid population growth are making them hard to ignore. Indeed, in the US alone, Muslim numbers are projected to more than double by 2030, sparking comparisons to the highly ...

#RichKidsOf...

... Following the lives of wealthy, materialistic youth has become a globally resonate form of entertainment. Only 23% of GYs say that being very wealthy is a life aspiration, yet money still talks globally. Indeed, Ys in some nations are taking pride in wealth, flaunting their upwardly mobile financial status as a badge of honor that often inspires envy or amusement from their peers. Money is a top priority among many South African Ys; 35% say that being wealthy is a life aspiration, 45% say that ...

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 ...

POPscape

... Gens Y and Z are enjoying a mix-and-match selection of micropopular properties. Shifts in the cultural landscape have given new meaning and depth to the concept of “pop.” Not only is it more difficult than ever to quantify popularity, or to determine what’s truly mainstream or underground, it’s also less likely for individuals to tie themselves to a certain pop subculture, aesthetic, or even taste level. Gens Y and Z are offsetting their highbrow preferences with a pop mix of light-and-fluffy ...

Occulture

... Witch characters are enjoying a resurgence, a reflection of young consumers' interest in seeing more strong female leads. Witches have always been prominent in popular culture—from Macbeth and The Wizard of Oz to Bewitched and The Craft—but there’s been a sudden spike in interest lately, as young consumers are expressing an increased desire to see more strong female leads in entertainment. Regardless of whether witches are involved in good or bad activity, they’re tough, fearless ...