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Macrotrends

Modern Love

... love is strongest among youth in China and India where young people traditionally have had less choice about their partners and believe that love and happiness can grow over time. Conversely, it is lowest in Western Europe where commitment in relationships has become more lax in recent decades. Rules of Attraction When it comes to looks, both men and women pay the most attention to a romantic partner’s face, eyes, and smile/teeth, while men also focus on the upper body and butt and women on height ...

Free For All

... to engaging with a brand.FREE TIME ACTIVITIESAmong Trendsetters, more than eight in 10 in the U.S. and seven in 10 in the UK, do each of the following in their free time: listen to music, watch movies/TV shows, watch TV/videos, and browse social media. In both countries women list each of these items more so than men, as do Gen Zs in the U.S. Outside of these top five free time go-to’s, other passion-based activities arose. Four in 10 youth in the U.S. and UK, as well as 73% of U.S. Trendsetters ...

DND (Do Not Distress)

... , 49% of youth in the UK and 41% in the U.S. say their friends bring as much stress as they do happiness to their life, with young men feeling this way more than women. To grapple with these contemporary social circumstances, Ys and Zs are evolving friendship dynamics to better suit modern times and emerging social norms, while also carving out moments to be antisocial and creating greater acceptance around such behavior. In doing so, they're asserting to their friends to DND—Do Not Distress ...

Video Game Time

... that includes both men and women, people from diverse cultures and racial backgrounds, and a range of personal styles and interests. Gaming is an inclusive pastime, and one that doesn’t judge based on race, religion, gender, or even physical disabilities—as long as one can handle a controller and a keyboard, they can play. As a 27-year-old man in our qualitative research put it, “There’s no blind spot that says you’re transgender, you’re female, you can’t do this because you’re gay. There’s ...

No Kid(ding)

... and reflect the new reality of a sizeable group of consumers who don’t have or want kids. Just as Ys have shied away from home ownership, car ownership, and marriage in notable numbers, they are also realizing that raising kids may not be in the cards of their newly defined adulthood. The U.S. Census Bureau reports that as of 2014, nearly half of women aged 15 to 44 have never had kids, the highest percentage since 1976. Moreover, the birth rate has been steadily declining in recent years. Much in ...

Live, Not Buy: Gen Z Activism

... George Amika George is a 20-year-old activist from the UK. At the age of 17, she started the Free Periods campaign to fight period poverty and promote equal education for women who might miss days of school because of their lack of access to period products. Last spring, the government announced that it would provide free sanitary products to girls in primary and secondary schools in England and Wales starting in early 2020. Ellen Jones Ellen Jones is a Gen Z campaigner from the UK who’s using her ...

Betterment Marketing Tips

... skincare tips. Some of the Sephora employees leading the workshops are also living with cancer and can offer support and first-hand advice.REI REI’s Outessa retreat is a three day immersive outdoor experience for women only. The retreat is designed to give women the tools and activities to learn to be self-sufficient and comfortable to explore the wilderness. The instructors are all female and teach a wide range of classes including trail running basics, how to survive in the wilderness, paddle ...

New Muslims

... others were not so fortunate. In Tehran, a group of friends were arrested for a similar effort. Because their version featured women dancing with men sans hijab (the traditional Islamic head covering), it offended Iran’s conservative judiciary. The incident inspired the globally tweeted hashtag, #FreeHappyIranians, and served as a stark reminder that even though a nation’s youth might embrace global culture, the regime in control might not. One of the factors driving New Muslim self-expression on the ...

The Sexual Mehvolution

... , appetites for adult entertainment are strong among Ys. Insights from the data team at PornHub, the largest pornography provider on the web, reveal that Ys account for 60% of total visitors worldwide. The majority of site visitors are male, but females are becoming keener viewers: nearly a quarter (24%) of Y visitors are women. Thanks to the flattening of gender roles, young men and women alike are discovering that consumption of pornography can be a healthy tool for exploring varied aspects of their ...

No New Friends

... hesitant to make new friends because they know how much responsibility it is to be a good one. Help them celebrate their close friendships with anniversary reminders and deals.4 in 5 U.S. and UK Trendsetters would rather have a smaller group of close friends, and nearly 9 in 10 women across the board agree.CONNECTIONS WITH FRIENDSTwo in 10 young adults (21% in the UK and 20% in the U.S.) have not made any new friends in the past year. However it’s not for lack of trying, as only one in 10 youth and ...