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Macrotrends

The Age Of Innocence

... of such vices. After all, this is the generation that gave rise to the current wellness movement, and they are prioritizing their health over such unbeneficial experiences. As a 28-year-old man in a UK focus group explained, “I’ve developed what’s known as the ‘Monday night cheeky half’ where if I have an early meeting or something like that, rather than having a full round, I’ll have several cheeky halves, which halves the amount of alcohol I would usually drink.” Ys are also a nostalgic cohort ...

A Defining Moment

... Covid-19 pandemic will amplify many of the characteristics and values that have come to define Gen Z and Millennials, and will more fundamentally alter others besides. We anticipate seeing pent-up demand in areas that have been particularly important to these cohorts (e.g., experiences, travel), while other categories will experience more profound shifts. We at Cassandra will continue to provide you insight around the impact and implications this crisis will impart on Gen Z and Millennials as this ...

For Your Entertainment

... comes to music, unlike Ys and Zs who are always seeking ways to improve and optimize their listening experiences. Taking cues from their younger counterparts, Boomers and Xers are turning to free streaming platforms, which for them are seen as a “plus” and not a “must have.” As such, they are less willing to pay for streaming services, opting for the free option over the paid service. About half of Xers (54% in the U.S. and 49% in the UK) as well as 36% of Boomers in the U.S. and 27% in the UK have ...

Dual Intentions

... Young people are finding new benefits to dating, causing them to view it both as an engaging game and an important conduit for life experiences. Dating once had a singular, universal purpose that was relatively obvious to all parties involved: to find a life partner. While finding true love remains a common ambition among most global youth who date today, they are finding secondary outcomes to the process that were far less prominent among previous generations. Courtship has become ...

Sports Clubbing

... to mainstream youth in the future. Whereas Boomers and Gen Xers were fans of clubs and raves in their youth, such experiences are losing appeal with today’s young adults because many feel they don’t offer a worthwhile or personally meaningful night out. Instead, as Gen Ys want nightlife activities—or daytime activities with nightlife elements—that provide a particular reason to go out and lessen the guilt they may associate with pure partying, they’re finding sports spectatorship ...

Over Stimulation

... as an antidote to the overstimulation, not part of the bigger problem.Today, there's no end to the ways that Ys and Zs can spend their time. Whether it's finding the perfect workout, the hottest restaurant, or the newest pop-up, there's always something to explore, and apps make programming one's life as easy as tapping a button or swiping right. And this isn't necessarily a bad thing. The options available to modern youth provide new ways to connect, share experiences, and expand their ...

Play The Game

... with, and even access to equipment. By being part of young people’s athletic experiences from a young age, brands only stand to benefit.    One of the biggest barriers in sports today is safety concerns, especially in football.KAY, 33, ALI think kids need more safety rules in sports. That seems to be one of the biggest problems affecting participation today.HOLLY, 30, MAALL (SCHOOL)WORK, NO PLAYAs young people are shifting which sports they deem most relevant to play ...

Parenting Out Loud

... In discussing their parenting experiences publicly, young parents are admitting their challenges and mishaps, thereby deeming the concept of a “perfect” parent irrelevant.In previous generations, parenting was a relatively private topic. How people chose to raise their children was considered a personal, family matter, and thus, they tended to only discuss it with relatives and close friends, if at all. Yet, as Gen Ys become moms and dads themselves, they’re publicizing their parenting ...

Fanning Out

... involvement.CHRISTOPHER, 27, MODespite these drawbacks, the positive groundwork laid by digital platforms is paving the way for more customizable, innovative viewing experiences like virtual reality. VR is a hot topic in sports, but the growing interest surrounding it would not be possible without digital platforms, which are serving as stepping stones that help fans grow comfortable with nontraditional viewing experiences. Already, 46% in the U.S. and 47% in the UK have watched or are interested in watching a ...

Betterment Marketing Tips

... tap into the rising self-improvement revolution. - MENTAL HEALTH - Mental health is not a taboo topic to modern youth. They're increasingly opening up about their own experiences and taking a proactive approach given the growing resources at their fingertips. As a third of young people in the U.S. and UK and about half of Trendsetters in both countries say mental health has become more important to them in the past year, brands can play a part in helping them further feel comfortable around the ...