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The Customer Isn't Always Right

... Young consumers believe that brands can and should cut off customers who go against the companies’ values of inclusion and progressive civil rights.Retailers and brands have operated on the basic premise that “the customer is always right” for decades. With the rise of social media, customers have had a direct line of communication with brands to provide feedback, increasing the pressure on brands to do as their customers ask—especially as they’re asking more visibly than ever before ...

The Freeform Movement

... Young parents are purposefully incorporating unstructured playtime into their children’s schedules in an effort to better prepare them for the future. The plight of the over-scheduled child, perpetually shuttled by helicopter parents from school to soccer practice to violin lessons and more in a bid to pad his or her young résumé, has been a polarizing topic in recent years. Once regarded as a savvy strategy for giving children a leg up in a highly competitive society, Gen Ys are now ...

Parenting In Partnership

... Parenting is becoming more communal, with modern moms and dads involving their friend groups in their family lives.Gen Y is redefining adulthood, and one of the key ways in which they are doing so is by leveraging their friend groups as a primary support network. They’re living with roommates longer, they’re turning to friends for career advice, and they’re even asking for friends’ approval on their choice of partner or spouse. Friends have taken on new roles in Ys' adult lives, and ...

Major Dads

... Gen Y fathers are choosing to become more involved in parenting than were previous generations of fathers.When Gen Ys were children, their Boomer parents largely adhered to traditional gender roles when it came to childrearing, meaning mothers typically took a disproportionate lead. But with the conversation surrounding gender equality becoming increasingly public, men becoming more domestic than they were in the past, and more mothers seeking work outside the home, the ways in which mothers ...

Money Talks

... Young adults work to maintain financial identities and habits as individuals in relationships and strive to be transparent about money with their partners. Having lived through a recession and coming of age saddled with student loan debt, money has become a central concern for Generations Y and Z around the world as they grow into adulthood. Even their romantic relationships aren’t immune to the influence of their entrenched financial footprints, spending habits, and attitudes about money. Not ...

(Gender) Role Playing

... Around the world, less restrictive gender roles are giving rise to new romantic and sexual freedoms among youth—but with new freedoms come new anxieties. Today’s youth are less confined by traditional gender roles than were previous generations, freeing them to live and love, for the most part, without the burden of adhering to antiquated societal expectations. Though some countries are more progressive than others, one truth is becoming universal: your sex no longer determines the ...

The New Friend Zone

... “Coupling up” no longer means “settling down”; friends are playing active roles in each other’s lives regardless of their relationship status. Today’s youth are dismissing the notion that their relationship status should impact the way they socialize with friends. Having come of age in a cultural climate that celebrates inclusivity, they’re reluctant to confine themselves by adhering to traditional social norms that once left single people to socialize with other singles and couples with other ...

Debranded

... Conspicuously branded items were once coveted for their ability to denote that their bearer or wearer belonged to a particular brand tribe, and so possessed a particular style. But with the rise of extreme individualism, young consumers no longer want to be associated en masse with a predefined style or type; they no longer desire that brands define them. As a result, we’re seeing the decline of visible branding, and in its place a growing demand for Debranded goods and blank-slate styles ...

Marketing Tips

... These marketing directives and examples act as guidelines for engaging young consumers in modern adulthood. As young people today take an unconventional, customizable approach to adulthood, marketers need to understand and accurately reflect their new reality. Young generations are empowered to chart their own course and are challenging longstanding societal expectations of what it means to be a grown-up. However, to date, more than half of young people (51%) say that brands don’t understand ...

No Kid(ding)

... A growing number of Ys are choosing a child-free lifestyle and are reshaping adulthood to focus on areas other than child-rearing. In previous decades, raising children was a given rather than a conscious choice. Over time, adults were able to make more nuanced individual decisions about having children as a result of cultural shifts including advancements in healthcare and medicine, access to family planning resources, and the women’s liberation movement; yet, having kids remained a key tenet ...