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Macrotrends

Leaning Out To Lean In

... at Harvard University supports the idea that leaning into relationships is more important for long-term happiness than leaning into work. Per the study’s head researcher, "The lessons aren't about wealth or fame or working harder and harder. The clearest message that we get from this 75-year study is this: Good relationships keep us happier and healthier. Period." Young parents are finding that leaning into relationships not only makes them happier and healthier—it has the ...

#Celebrate

... to events like Friendsgiving and National Best Friends Day, which reflect their contemporary, expanded definition of family. Likewise, with Ys around the globe staying single longer, young people in many countries are celebrating an anti-Valentine’s Day; Singles Day in China has become the world’s largest online shopping event, in which the unattached celebrate and treat themselves. Beyond the abundance of alt-holidays that focus on relationships, Ys and Zs are peppering the calendar with days ...

Brand Friends Forever

... The real-time web has broken down the wall between corporations and consumers, shifting brands into the role of constant companions. As a result of social media, brands have become more like people. Indeed, they are now able to converse, listen, hang out, “friend” consumers, and forge more intimate one-to-one relationships, compelling Gen Ys to think of them as trusted friends. Today, companies that strive to be Brand Friends Forever—a BFF—must wholly develop their human sides, and think and ...

Marketing Tips

... reason why they can’t still enjoy youthful experiences and indulge in innocent fun. As they are democratizing age, they believe that everyone can enjoy most products and experiences. - 2. SHOW THAT FRIENDSHIP IS AS IMPORTANT AS ROMANTIC RELATIONSHIPS - Young people’s highly social nature, digital connectivity, and nontraditional approach to adulthood have prompted them to lean on friends more than did past generations. They view these bonds as paramount to their lives, akin to that of a familial or ...

Mixed Emotions

... -improvement; externally, 57% of U.S. Trendsetters and 55% in the UK have made an effort in the past year to be nicer to other people as an element of their self-improvement. Emotional health plays a large role in my daily life. As a married man with a child, I believe that my mental state has an impact on those relationships every day, and those relationships are the most important in my life. If I am not in the right mental state, if I have not spent time to identify the reasons for my emotions (either ...

Parenting In Partnership

... their relationships with their friends just as much as their relationships with their family members (see Friends With Benefits). To that end, they’re even incorporating their friends without kids into their own families. Four in 10 young parents say their friends who don’t have children are just as much a part of their social circle as those who do. Additionally, over a quarter of U.S. and UK parents make an effort to include their friends who do not have children in their family activities.Which ...

No Kid(ding)

... third (30%) say they don’t want kids or are unsure about it. This isn’t merely a factor of their extended adolescence, but an increasingly acceptable way of life as many of the oldest members of this generation are opting out; one in five Ys aged 30 to 35 (19%) don’t want to have or are unsure about kids. The rising phenomenon isn’t specific to those who are single as even some Ys in committed relationships are deciding not to have children. For brands and marketers, it’s essential to accommodate ...

Gen Z Marketing Tips

... ” campaign and sales. - 2. Focus on shareability - As Zs are a generation that prizes creativity, brands should give them content that they can play with and share with their social feeds. By letting them put their personal touch on content and make it their own, brands can help Zs boost their image and can build meaningful relationships with them. Fanta To complement Fanta’s rebranding and promote its new flavors, the beverage company invited teens to create their own Fanta filters for Snapchat and ...

The Freeform Movement

... decline in EQ (the skill of recognizing and controlling one’s emotions), and they want to help ensure that their own children are not part of this societal decline. Diminished EQ poses a potential life-long challenge for today’s teens, and Ys are wary of what this could mean for their children and for humanity as a whole. As Cassandra’s Melanie Shreffler attested in MediaPost, “Diminished EQ will be a life-long issue for teens as it will touch every aspect of their lives. Their romantic relationships ...

Single Inclusive

... rebels against their country’s rigid traditionalism. The forces driving the increasing prevalence of the one-person household are numerous and shifting: prioritization of career over relationships, introspection and self-betterment over romance, no-strings-attached hookup culture over time-consuming dating, creative goals over young parenthood, and flexibility over responsibility, just to name a few. However, the implications of this ever-changing mindset are immediately tangible. With no one’s well ...