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Macrotrends

Home & Away Marketing Tips

... to facilitate meaningful in-person connections.Rapha Cycle Club Cycling apparel brand Rapha takes the task of building community very seriously with its Rapha Cycle Club initiative, the brand’s membership organization that is built around the core of its business and expands into a global community whose mission is to build belonging. RCC has “Clubhouses” where it hosts weekly rides and races but also goes beyond that: members can also attend RCC summits, group retreats, film screenings, panels ...

How Can I Help You?

... possess stuff but also fulfill their desire to be respected and valued patrons of a brand. In today’s highly competitive market, consumers often feel preyed upon by companies that are hungry only for their business. It can feel like it’s open season on targeting consumers, but young people don’t want to be seen as mere dollar signs. About four in 10 U.S. youth and three in 10 UK youth (38% and 26%, respectively), as well as nearly half of Chinese youth (48%) feel that it’s important for brands to make ...

The Optimization Generation

... control these habits takes a level of maturity not usually associated with their cohort. On a deeper level, by seeking “more from less” both online and off, young people are reinventing the concept of a “simple life” that was so prevalent during the Recession. The term no longer conjures images of crunchy agrarianism but rather of a focused pursuit of personal fulfillment. Having the freedom and means to concentrate on one’s priorities—whether they be to start a business, trek the globe, or ...

Well at Work

... . Other companies like Betabrand and Think Parallax have since instituted similar policies. Guusje Bendeler, the creative director at Think Parallax, told Bloomberg Business that providing such trips offers an ROI for businesses as well, since it makes them more “well-rounded human beings” that in return “will produce better work or better people.” As with physical wellness, promoting mental wellness through work is becoming increasingly important for companies seeking to engage Y employees. In fact ...

Asking Price

... and customers will need to honor a new Asking Price that benefits both participants and drives a long-term relationship.Brands and retailers have trained young people to pay particular attention not only to published prices but also to getting deals. With tactics ranging from J.Crew running sales on items immediately once they hit store shelves to Amazon’s “gold box” daily deals to business models predicated on delivering discounts (such as Jet.com) to John Lewis’s declaration to never be ...

Work In Progress

... business, and quit school to take a job in Silicon Valley. Zs want to make their mark on the world but, as they feel that traditional channels of reform have failed, they are on the lookout for new ways to have their opinions heard. They believe there is always room for innovation as they work to make things better. Zs see life as an open-ended adventure. In fact, 82% would prefer to forge a non-traditional path in life rather than be confined by a prescribed route. They have been well prepared for ...

Marketing Tips

... good component can improve their business, but the purpose of even having one to begin with should be to help improve the world. They need to determine if their participation in social good is truly helping make progress in society or if it’s merely just a bandage ineffectively curbing a large-scale problem. As young people want brands to use their resources and reach to make a difference, this can include guiding entrepreneurs who want to bring new ideas and innovation to the social good space ...

The Fail

... experience. VC company 500 Startups even likes to refer to itself as a “fail factory.” Founder Dave McClure continually reminds the entrepreneurs to whom he provides funding that most startups will fail, but that getting used to bouncing back and using those experiences is key to success. This attitude hasn’t gone unnoticed by Zs, who recognize that failing is a part of business, learning, and life. Growing up in an entrepreneurial era when failing and fixing (and failing again and fixing again) is seen ...

Dollars And Sense

... , showing that some Ys are willing to take on debt in order to own cars and homes. Which of the following types of debt or loans, if any, do you currently have?Generation Y Student loan debt | Credit card debt | Car loan | Medical debt | Personal loan debt (e.g., loans from friends or family) | Mortgage loan (e.g., having a mortgage that I am paying off) | Back- taxes | Mortgage debt (e.g., being underwater on my home) | Loan from peer-to-peer lenders (e.g., prosper.com) | Business loans ...

Justifying Fan Fic

... Fan fiction is becoming big business. Fan fiction has often been pigeonholed as a poorly written mass of over-indulgence in fandom, or (at best) a nerdy, fringe pastime, appealing only to a niche audience of rabid superfans. Recently this stigma has begun to fade, as the general public, publishers, and movie studios are all starting to take fan fiction more seriously—likely in light of the enormous success of 50 Shades of Grey. E.L. James’ series, originally developed as Twilight fan fiction ...