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The Omniculturals

... led to the discovery of universal values and interests, which connect GYs on a deeply personal level. In this light, Omniculturalism is, at its core, about recognizing the similarities among people, rather than focusing on their differences. For global marketers, this means that it is more important than ever to focus on what connects us and brings us together, rather than what separates us. The rise of Omnicultural marketing has been demonstrated recently by the launch of several first-ever ...

Women Today

... popularity of female mud runs (like Mudderella) and strength training (like CrossFit), to the rise of “healthies” over selfies on Instagram, women are discovering modern ways to be and feel as physically strong as men. They’re turning their strength training inward, as well: 69% of female respondents say it’s important not to be emotional at work. Many are finding this new strength in numbers. Female solidarity and friendships are of particular importance for this generation. As we will cover in Single ...

Transgender Voices

... only recently made steps toward improvement in this area. California just became the first state to sign a law giving transgender students in public schools the right to decide which bathroom and locker-room facility to use and which sports teams to join based on their gender identity. Additionally, a transgender first grader in Colorado recently won a civil rights case permitting her to use the girls’ bathroom at her school. As Ys and Zs strive for a more accepting and gender-inclusive world, they ...

#RichKidsOf...

... mile to make sure their peers know just how much money they have, taking somewhat grotesque pride in one-upping each other with luxury fashion items and cars. As reported by Vice UK, flashy nightlife and the “bottle popping” that accompanies it is a relatively new phenomenon in China. In fact, nightlife establishments are developing perks for patrons that allow them to show off their status in front of their peers. One such club, Lux, orchestrates elaborate shows, that include champagne trains and ...

Show Your Emojins

... that work best to convey complicated ideas. For example, Fast Company features emoji storyteller Zoe Mendelson in a recurring series that recaps relevant topics, such as the movie Gravity and the government shutdown, through emojis, and earlier this year we saw the rise of meme called #EmojiArtHistory, in which people recreated famous works of art as emoji masterpieces. Just as Ys and Zs are translating their text into emojis, brands should consider incorporating the symbols into their own ...

Perfect Boyfriend

... Women are crafting social media fan fiction that depicts their ideal male companions through the lens of humor.Women have traditionally looked to romance novels and romantic comedies for representations of the perfect man. But in the age of social media, they are instead reading (and building) Tumblrs about him. In a twist on fan fiction, these visual blogs present over-the-top depictions of today’s dream mate, and thus provide an outlet for women to fantasize about a nonexistent romantic ...

Data

Purchasing Preferences, Behaviors, & Considerations

... | Many inexpensive clothing items | A few expensive clothing items Purchasing Behaviors For each of the following statements, please select either 'Yes' if it's true for you, or 'No' if it's not true for you.Yes Summary I feel more comfortable making a purchase when I can see the product in person | I like to find the best deals even if that means having to hunt for them | I sometimes browse for items I don't necessarily plan to buy | I tend to get the same or similar items every time I go ...

#IYKYK

... Inspo & Online Reviews For each of the following statements, please select either 'Yes' if it's true for you, or 'No' if it's not true for you.Yes Summary I don't make purchases without checking reviews or asking for recommendations | I have been inspired to buy something because I saw someone else post about it on social media | I have posted a review online Travel InspoFor each of the following statements, how likely are you to...?Extremely/Very Likely Summary Share a review of a ...

In-Store Vs. Online Shopping

... | Online and delivered to me | Online and picked up at a store or delivery location (e.g., Amazon Locker) IN-STORE VS ONLINE PURCHASES BY CATEGORYThinking about the past year, for each of the following categories of items, please tell us if you primarily purchased them in-store or online.U.S. & UK Youth Nonalcoholic beverages (e.g., coffee, soda, energy drinks, juice, water) | Bars/clubs | Groceries | Dining out (e.g., restaurants, takeout, fast food) | Alcoholic beverages not at a bar ...