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Know It Alls

... but also stress as young people try to keep up with an unending amount of information. As they pursue this continual learning, youth are redefining the concept of “Know It Alls” from being a playground insult to an aspirational goal. It's really hard today to not know about different areas. You can't avoid knowing a little about everything because news and information is always coming across our radar.YARLEN, 17, NYRather than describing a depth of understanding, the concept of being ...

Would You(th) Care For A Cause?

... the overall youth outlook. SETTING THE STAGE: Y VS. Z OUTLOOKYs, who are highly idealistic and optimistic as a generation, are more likely to look to brands to enact the changes they wish to see in the world. Zs are less likely than Ys to care about brands that simply champion social causes and political issues, especially as Zs would rather take it upon themselves to enact change at a micro, local level.Ys, who are highly idealistic and optimistic as a generation, are more likely to look to ...

Need For Speed

... mimics the drive-thru experience at a fast food chain by allowing customers to browse inventory online and then text store representatives with what they want before they visit so their purchases are ready for curbside pickup by the time they arrive. When Nike expands this concept elsewhere, as it plans to do in New York and Shanghai, the brand will tailor its strategy to local needs, just as it capitalized on an LA-specific pain point of driving and parking by offering curbside assistance. This ...

Race To Zero

... that brands give them hope that they can reach zero; for Gen Zs, who are doers rather than dreamers, it’s important for brands to give them milestones to reach along the way. Even if society doesn’t get to zero, everything done while trying to get there is progress; if brands aren’t helping, they’re going against it, and young people expect brands to help them personally participate as well. Providing a framework that supports the Race To Zero makes it believable that it can be won, and it makes it ...

A Defining Moment

... other shifts may turn out to be relatively short-lived. Leveraging our knowledge and perspective from studying young generations for the past 20 years allows us to take the long view into how Covid-19 will impact Gen Z and Millennials, their values, their behaviors, and even how culture moves forward and evolves from this. We already know that there will be a strong desire for a return to normalcy after such a disruptive event, and many of the characteristics and values that have defined Gen Z and ...

Presence of Mind

... among Ys as a source of stress. For many Ys, the real-time stream acts as a persistent—some might even say nagging—call to socialize. Facebook posts demand comments, Instagram photos beg for likes, and Twitter witticisms plea for retweets. Indeed, the amplification of social noise has made the need for “me time” more pronounced among Gen Ys (Culture of Calm, The Cassandra Report, Summer 2011), with more than half (54%) saying they don’t have enough me time. And while self-consciousness surrounding ...

Purposeful Pop

... young audience more so than content that skips over the meaningful message.Popular culture is a massive, integral part of society. Even when aspects of pop culture are set in worlds other than our own, the messages and themes it conveys still have influence here, and as such, I think pop culture should endeavour to impart information that helps to address common issues in today's society.NATHAN, 21, BRISBANE, AUSEntertaining The NotionThough movies, TV shows, and music are, at their foundation ...

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 ...

How Can I Help You?

... Trendsetters in the U.S. and about two in five in the UK say their opinion of a brand has been influenced by a review even when they don’t know the reviewer. Whether it be through reading online reviews, watching a YouTube review video, or following a brand’s interaction with a consumer on social media, young people are privy to every detail of a consumer’s interaction with a brand and therefore have high standards when it comes to customer service. The impact that customer service reviews can have on ...

Demo Real

... involvement (see CHANGEables).I once joined a Countryside Alliance march through London to raise awareness of the challenges facing farmers. I think it is important for underrepresented groups to make their feelings known in Westminster.OSCAR, 25, UK Young people’s interest in taking activism offline is fueled by their online activities, as their in-person actions give them something to share with their followers. They are connected to a more diverse and global body of peers than previous ...