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Macrotrends

House Funders

... comes to who they live in a house with and how they can afford to own it. Today, there’s no norm for whom one shares a home with and how they afford it, just as there is no norm for what a home looks like nowadays. For instance, as Ys have elevated the role of friendship (see Friends With Benefits), many are going in on a home with friends since they believe it’s more financially sound than renting a place, and it caters to their social tendencies—about three in 10 Trendsetters in the U.S. and ...

Flair and Balanced

... transparency and discovery. Consider how platforms like Instagram and Twitter display trending topics that are influenced by one’s extended network and how Facebook shows not only the interactions that one’s friends make with shared connections but also with those in outer circles: friends of friends, friends of family members, friends of colleagues and classmates, friends of foreigners met while traveling, friends of brands and organizations they follow, and even friends of “strangers” whom they only ...

Culture Spotlight On China

... fashion. Pinduoduo is similar to Groupon’s business model, where coupons are valid if a certain number of people purchase a deal within 24 hours, however, Pinduoduo takes this concept to new heights by tapping WeChat to leverage one’s social network. With Pinduoduo, shoppers access deals in pairs, threes, and fours by inviting their own friends; users can’t get the deals without getting their friends to go in on the purchases, too. In doing so, Pinduoduo encourages people to digitally shop with ...

Break It UP

... with such losses because they are facing them more often. They need to approach the situation with a hopeful outlook, seeing it as an opportunity for a fresh start or new experience, or they’ll sink with emotional baggage. This may sound like torture to older generations, but a major reason young people can adopt this attitude is because they see budding relationships as more fleeting and realize that marriage is often not permanent. Having been witness to divorce among family and friends, they are ...

Home & Away Work & Commuting Trends

... doing?U.S. Trendsetters A work trip | Sabbatical GETTING AROUNDMore than eight in 10 Trendsetters in the U.S. and UK prioritize their method of transportation based on time efficiency (i.e., least time spent commuting), their ability to relax, and finding the lowest cost. Another seven in 10 also place importance on the ability to get work done, to consume entertainment (e.g., podcasts, books), to get exercise, and to socialize with friends/co-workers.When choosing the method by which you most ...

Mixed Emotions

... others, be productive, and conduct my work to my own acceptable standard.KATIE, 25, ILThe contentious social and political climate of the world, the ubiquitous presence of technology, and the stresses piled on by one’s own friends has made non-physical aspects of health extremely important for modern youth; a third of young people in the U.S. and UK say that mental health has become more important to them in the past year, and it increases to 55% and 46% among Trendsetters, respectively. The news ...

Gen Z State Of Mind

... , particularly their longing for togetherness, but soon, they’ll have a large share of Z workers who want to distinguish themselves. These conflicting generational values mean that companies need to be prepared to accommodate Y and Z employees simultaneously. Zs’ independence is also evident via their social lives. While they have never known a time without social media, they’re actually less inherently social than their Y counterparts. Ys tend to need a large and varied group of friends to feel ...

Consumer Journeys

... often the in-person connections they make—including consulting sales associates, discussing the process with friends, and sharing their purchases and experiences after--are the highlights of the consumer journey JEANS: Solving the denim dilemmaBrands matter to young shoppers when it comes to buying jeans, though for some it's as much about a trusted store being able to deliver on expectations as it is about a brand they know will fit and hold up over time. They start their purchase ...

Soloists

... group of friends (see Friends With Benefits). They recognize that saying no to invitations and social events to have time alone can actually be more fulfilling than spending time on empty experiences that they feel obligated to endure; they’re learning that rejuvenating on their own can help them be better friends and partners (see The Optimization Generation). Past generations would hole up in their homes when they wanted personal space, and the same used to be true of Ys. They would settle in for ...

The Global Retail Landscape

... experiences that’s fueling the evolution of the new mall to be a setting wherein modern youth can socialize with friends and feel the delight that comes from discovering new brands (see It’s A Mall World After All). As the experience of shopping further evolves, innovations in try-on technology are bridging the gap between physical and digital retail. Retail 2.0: A.I. AR & VR details the advances in artificial intelligence, augmented reality, and virtual reality that are transforming the shopping ...