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Macrotrends

Risk Management

... same rational approach also explains Zs' political views, which are more middle-of-the-road compared to Ys who lean further toward the liberal end of the spectrum. However, this doesn’t mean that Zs aren’t interested in the progressive agenda. Zs are fairly evenly split along the lines of liberal versus conservative (in the U.S., 51% vs. 49%, respectively, and in the UK 58% vs. 42%, respectively); in addition, in our Impact report, we found that a large number of Zs (63% in the U.S. and 65% in the ...

Control Center

... ancestry.23AndMe 23AndMe has been a leader in genetic testing for more than a decade, and it recently became the first company with FDA approval to offer a direct-to-consumer test for several BRCA gene mutations. The $199 package offers analysis on both ancestry and health, including the genetic risks of developing certain diseases or whether one is a carrier. The report also looks at how one's genes might impact things like diet, sleep, sense of smell, and hair loss.DNAFit DNAFit uses a cheek swab to ...

Control Center 21+

... ancestry.23AndMe 23AndMe has been a leader in genetic testing for more than a decade, and it recently became the first company with FDA approval to offer a direct-to-consumer test for several BRCA gene mutations. The $199 package offers analysis on both ancestry and health, including the genetic risks of developing certain diseases or whether one is a carrier. The report also looks at how one's genes might impact things like diet, sleep, sense of smell, and hair loss.DNAFit DNAFit uses a cheek swab to ...

Hi & Buy

... marketplace in big ways through a reactionary chain of events—when something doesn’t work for them, they seek alternatives, thus inspiring new products and services that fit their needs and rendering unadaptable ones obsolete. One sector in the marketplace that Zs feel is due for a major overhaul is the online marketplace itself, causing them to reimagine e-commerce to better suit their generational habits and preferences. As explored in our Fall 2016 SHOP Report, youth today are a driving ...

Culture Spotlight On The U.S.

... modern American households. Netflix has also brought content from other countries to its platform without modifying it for an American audience, such as Devilman Crybaby (Japan) and Ingobernable (Mexico), which appeals to young consumers' preference for Origin Stories. The 2018 UCLA Hollywood Diversity Report showed that Americans rate shows with diverse casts higher than those lacking in diversity. A major stride in television inclusivity is from traditional ...

WELLth Investors

... Financial insecurities are inspiring Ys to invest in sectors with long-term wellness gains. After coming of age during the worst economic crisis since the Great Depression, Gen Ys are understandably wary of financial institutions. In an uncertain economy, many are rationalizing that the best place to invest is not in the stock market, but in themselves. Much like the recession forced Ys to become discerning Venture Consumers (The Cassandra Report, Spring/Summer 2013), so too is it inspiring ...

Home & Away Work & Commuting Trends

... Young people are improving their work lives by combining their jobs with their passion for travel and streamlining their commutes.Work is an indispensable part of young people’s lives, and they’re finding ways to mold it to fit their lifestyle (see the Self Made Report). One way they’re doing so is by integrating their passion for travel into their job by seeking out programs that help young employees explore places while completing their work remotely. Not only are they bringing their work ...

Culture Spotlight On India

... year, going to concerts/live music events has become more popular in my country Nearly two in five youth in India are interested in seeing brands create their own live events (e.g., festivals, lectures, performances). 75% of youth say that in the past year, fashion in their country has become more focused on heritage.GAMING PLATFORMS IN INDIAWhen playing games, nearly half of youth in India play mobile/app-based games. This is even true of women who tend to report lower than men in this ...

The Real Story

... common reason Zs say they’re fans of YouTube stars is that they seem like regular people like them (46%). The “real-ness” of the story matters to Zs as they strive to form personal connections, even if they are one-sided, in an increasingly digital world (eLationships, Cassandra Report, Fall/Winter 2014). Likewise, the news media, which finds its way to Zs via Twitter, Facebook, and blogs, is leveraging the human interest angle of stories more than ever. Not only did networks cover the death of Osama ...

The Community Well

... allow them to imprint their own identity rather than feel suffocated by a brand (Debranded, The Cassandra Report, Spring/Summer 2013). This notion still holds true—even Abercrombie & Fitch ditched its logo this year to cater to young consumers’ changing preferences—but when it comes to athletic gear, Ys feel differently. They’re less likely to see flaunting branded athletic apparel as a negative since it suggests that they are working to better themselves. As wellness has become such an important ...