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Macrotrends

New Morals

... Ys see it as a moral duty to maintain a sense of wellness in their lives, and brands must adjust to this new attitude to remain relevant. As consumers embrace a new mindset regarding health and wellbeing, they are, in turn, defining a new sense of morality that brands cannot ignore. Gen Ys see maintaining their wellness as a responsibility not only to themselves but also to society: a majority say it is “wrong” not to be healthy, and 78% would feel guilty if their health problems cost others ...

Well Rounded

... Ys aspire to achieve a balanced, but not necessarily flawless, wellness ecosystem that encompasses body, mind, and soul. Gen Ys’ anticipated longevity is inspiring them to engage with multidisciplinary wellness in a more proactive manner than that of previous generations of young adults. They are hyperaware of aging’s effects not just on beauty but also on body, mind, and soul. Consequently, they approach wellness holistically, viewing it as an ecosystem in which each of the three components is ...

Well Intentioned

... Ys’ penchant for health and wellness can sometimes stray to a desire for perfection, resulting in overdoing it and taking good intentions to the extreme. Gen Ys are trapped in a wellness paradox: efforts that are good for oneself can quickly run to excess with harmful results. Ys mean well as they aim to further wellbeing for themselves and others—they see plenty of room for improvement as they hope to make health top of mind for everyone. As one 23-year-old woman put it, “We have so much ...

WELLth Investors

... them to become WELLth Investors who are willing to spend in sectors with long-term wellness gains. Marketers who recognize the three major returns on this investment for Ys—improved health, social life, and society—will be better poised to engage them. HEALTH Taking the time to improve personal wellness, both physically and mentally, is a huge investment that will later enhance our ability to perform. DANA, 23, FLAs with the stock market, recent challenges presented by the U.S ...

Fempowerment

... Today’s teens consider gender equality a given; they’re proudly calling themselves feminists, and boys are getting behind the movement, too. Despite wanting gender equality, Gen Ys grew up fearful of identifying as feminists. They didn’t understand the term and mostly associated it with man-hating, bra-burning behavior. Many believed that by defining themselves by the F-word, they’d be simultaneously saying that women aren’t equal to men and advocating for female dominance. Gen Zs, however ...

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 ...

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 ...

The Real Story

... Born pragmatists, Zs are gravitating to true and realistic stories that showcase “average” people doing extraordinary things. There is a changing tide in young consumers’ entertainment choices. During Ys’ formative years, the market was flooded with supernatural, paranormal, and dystopian titles that fed their need for fantasy. This is reflected in their need to make sense of and gain hope for the complicated world in which they were growing up. Zs, however, as a highly pragmatic generation ...

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 ...