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Macrotrends

Fear Factors

... is the fact that they are vulnerable to harassment in real life and online. While older generations had only in-person bullying to contend with, Zs also encounter aggression online where the anonymity of being behind a screen often gives people license to be even more cruel than they would be in person. And while it might be easy to tell young people to just turn off social media and put down their devices, for Zs, their lives online are important and the harassment they experience through a ...

House Funders

... Young adults are finding workarounds to achieve homeownership to make it more relevant to their lives as well as financially attainable.Gen Ys are often blamed for hurting the housing market, with the media emphasizing that most aren’t able to afford the cost of homeownership and many don’t want to be tied down by it anyway, but such statements are greatly exaggerated; only 13% of young adults who do not own a home say they do not want to buy a home because they feel like it would tie them down ...

The Direct Connection

... , 1,2,3Another way in which DTC brands are winning consumers is through their “try before you buy” deals that make trying new products easier and safer. These disruptor brands are known for having good trial policies and reasonably long testing periods, which are important as new brands entering an already saturated marketplace. For example, the DTC luggage brand Away offers a 100-day trial during which new customers can travel with and test out their luggage; if after 100 days a customer decides they do not ...

Supply & On Demand

... consumers and young people in particular. With their Venture Consumer mindset, youth already feel they can have a say in entertainment creation, whether that be via a Kickstarter to fund a movie or an online petition to bring back a favorite show. Now, they are exerting their will, whether they realize it or not, on how and where entertainment is delivered. This attitude isn’t driven by a fight with entertainment providers for ownership of the airwaves but rather by a passion and admiration for ...

MEtail

... E-commerce has democratized retail, allowing individuals to be not just consumers but also merchants of goods, services, content, or ideas. Prior to the Web, the retail landscape was primarily a one-way street between business and consumer. Individuals had ample opportunity to buy, but little opportunity to sell outside of the average garage sale or consignment shop. Those who hoped to cross to the other side faced a high barrier to entry, in the form of the overhead necessary to invest in a ...

Consumer Journeys

... We conducted ethnographies with a dozen young people aged 14 to 34 to understand, in detail, how they make purchases. We explored why they choose the brands they do, how they decide where to buy, and what they love and hate about the shopping experience. For a digitally immersed cohort, it follows that every purchase includes an online component—whether that be researching specs and reading reviews or exploring options via Instagram and sharing their purchases after the fact. But ...

Cease & Assist

... this problem and offer assistance with choices and curated selections and even occasionally make decisions for them. This signals an important shift in consumer behavior, where it’s becoming more desirable for brands to provide fewer options and tailor recommendations to each consumer to alleviate hassles of decision-making.It can definitely be overwhelming when given so many selections whether online or in-store. Sometimes it will cause me not to purchase anything because it is just too ...

Home & Away Retail Trends

... exclusive shopping experiences for those in a specific airport.  Estée Lauder Estée Lauder reported a 12% sales increase in Q2 of 2018—enormous growth that they attribute to their airport outlet retailers. The prestige beauty brand places great emphasis on travel retail in general, focusing on airport, duty free, border shops, and cruise locations in their strategy to appeal to the captive audience in these markets. Estée Lauder also curates products and tutorials that address the beauty pain ...

On/Off

... across the US, where shoppers can schedule appointments to try before they buy with the help of expert sales associates. Video: Learn more about how Bonobos' guideshops work.NORDSTROM'S BLUE NILE SHOWROOMSNordstrom rented out space adjacent to its own in-store Wedding Suite to online bridal jewelry company Blue Nile. Though prospective ring shoppers couldn’t make purchases there, they could try on the brand’s full line of engagement and wedding options before placing orders online.BLANK LABELCustom ...

Public Funds

... lot about who they are. Teen Zs in both countries are significantly more likely than their Gen Y counterparts to believe their purchases reflect their personalities. Trendsetters, too, are far more likely than the general population to believe what they buy says a lot about who they are. Furthermore, today’s youth are grateful for online wishlists and social media platforms as they believe these outlets help them define and share their personal tastes; Trendsetters are more likely ...