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Macrotrends

Flexible Fitness

... How young adults are embracing inclusive & connected exercise in 2020.As gyms and small studios within the $828 billion physical activity market struggled to reinvent their offerings at the start of the Covid-19 pandemic, this sudden and severe industry interruption created space for young consumers to take their physical health into their own hands. With their newfound fitness freedom, young adults are adopting a hybrid approach to exercise that blends both online and offline touchpoints ...

DND (Do Not Distress)

... them.SUFFERING FROM SOCIAL OVERLOAD Whereas Boomers and Gen Xers could determine when they wanted social time and when they didn't, socializing is "always on" for Ys and Zs. The ease with which their friends can contact them today by text message, chat apps, and social media means there's always messages, tags, and posts they can be missing, and it's become socially acceptable to reach out to friends at any time. While modern youth strive to be present and mindful (see Presence of Mind), they find it highly ...

Global Home & Away Trends

... that can be traced to the government’s relaxation of visa requirements for visitors, particularly from China and Southeast Asia, and the decline of the yen. While these measures made travel to Japan cheaper and easier—and boosted Japan’s economy in the process—the Japanese media have used the term “tourism pollution” to describe how lately tourists have “overrun” Japanese cities. - China: College Tourism - College-bound teens in China are responsible for the boom of the global ...

Sense In Sensitivity

... ; they have the opportunity to be a source of real-time relief, much like non-profits and government organizations. By offering whatever they can when appropriate, they can make bad circumstances a little bit better and create a deeply meaningful, emotional connection. After the Paris terrorist attacks, the following brands helped provide safety and comfort: Google, Skype, Verizon, and Sprint all made calls to France free for people to get in contact with their friends and loved ones and ensure ...

NOwners

... . Boomers and Xers had few alternatives to traditional consumption. Investing in a car, a home, or even an outfit for a special occasion was a given, as was the commitment to owning these and other items for a long while. And because owning goods was the primary way to enjoy them, ownership itself became a totem of success. In the rising share economy this convention no longer holds. The ease with which likeminded individuals can forge online connections to circumvent traditional consumption has ...

Influencer Marketing Tips

... ), indicating that this channel stands to grow even further among the general population of youth. What’s more, just over half of Trendsetters in the U.S. and UK (54% and 52%, respectively) follow influencers specifically to discover new brands, demonstrating that influencers can be a dependable channel for brand discovery. These factors make it imperative for a brand to include influencers as part of its well-rounded marketing strategy. But the space is nebulous, and the pitfalls—especially when it ...

Parental Advisory

... . In addition, they see themselves as balancing the need to be strict and lax, aiming to give their children direction without stifling their independence. They are making family decisions for forming their familial identity together, serving more as Parental Advisors, who guide their children, rather than as gatekeepers or authoritarians.When it comes to family purchase decisions, for example, modern parents realize they have to consider their children’s opinions because their kids will have gone ...

Relationship Goals

... The open-minded, progressive outlook of today’s youth has provided them with a more nuanced view of what an aspirational romantic relationship can look like. Among previous generations of young adults, there tended to be a norm for romantic relationships: people dated to find someone to marry and with whom to have kids, and were exclusive with one partner. As they sought to follow the traditional life path, they generally were on the same page as potential partners about these relationship ...

Friends With Benefits

... many friends | I wish there were more ways to make friends offline at my age | Help me navigate new responsibilities | I look for friends who can serve different purposes (e.g., some can help me be more responsible, others can help me be more cultured, etc.) | Finding new ways to form friendships gets more difficult as I get older It is hard to form strong friendships in real life with people who have grown up in the online generation | I seek out more ways to make friends as an adult | My ...

The Age Of Innocence

... from the physical, such as joining a run club that goes out for a drink after, to the intellectual, such as signing up for a lecture series. In both cases, young people see these social activities as not only enhancing their friendships and personal connection to others but also helping them improve physically, mentally, and emotionally. In fact, 64% of U.S. youth and 62% of UK youth—and even more Trendsetters in each country (80% and 73%, respectively)—wish there were more ...