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Macrotrends

Race & Equality in Everyday Life

... Gen Zs and Millennials report greater cultural awareness, but their actions are still catching up.The pandemic and its resulting financial fallout are surfacing socio-economic inequalities in a way that this country has not yet experienced. From employment to education to healthcare, the systemic injustices plaguing society have become increasingly visible to the point where they exist in plain sight. These economic and cultural disparities are shaping young people's’ world view: rather than ...

Z DNA

... they’ve gotten older. We hope this overview helps you better understand and engage this next group of consumers. BLENDED Gen Y is the most multicultural generation, having grown up in communities with unprecedented diversity, yet Gen Z is the most blended. Indeed, there are more children of mixed races and ethnicities today than ever before, signaling a major demographic shift that will define this generation and impact how society as a whole sees race. Zs are less likely than their predecessors to be ...

Less Is Morality

... commonly portrayed in entertainment. Rather than looking for media to offer an unchallenged representation of their values, youth are seeking a Less Is Morality approach in entertainment that provides them with a lens through which to consider complex moral questions.When Gen X and older Millennials were coming of age, they were surrounded by media with a message. Music taught them about having a healthy attitude toward sex (thank you Salt N Pepa), and TV shows depicted repercussions for negative ...

The Societal Social Shift

... How and why Gen Z and Millennials are navigating a new era of social media use in light of the pandemic, BLM, and an election yearGen Zs and Millennials are frustrated and angry that the world and progress on the social issues they care about isn't getting better, and they're creatively using the tools they have in hand to try to finally get the results they desire. This has led to a major shift in activist-driven social media usage for both generations. Brands need to know about this shift ...

An Eye Towards The Future

... Four macrotrends emerging from the Covid-19 pandemicOver the past four months, Cassandra has looked at how major facets of youth culture have been rocked by the Covid-19 pandemic, in turn giving rise to new cultural trends, attitudinal shifts, and behavioral changes in its wake.This final report for Q2 calls out four macrotrends that are emerging from the many shifts we’ve been pinpointing throughout last quarter. These seemingly disparate trends are all grounded in how today’s Millennials and ...

The Fail

... few minutes, Zs can recover from a fail in the amount of time it takes to click “Try Again.” They look at failing in these simple games not as a sign of ineptitude, but as a reminder that they need practice to master the skills it takes to win; failure isn’t the end of the game but an opportunity for a fresh start. A 17-year-old boy told us about an encounter with a Gen Y woman who asked how he could stand it every time Candy Crush announced in big bold letters that he’d failed. To her, it was ...

Youth Speak About Race

... What Millennials and Gen Zs say about today’s inequalities, how they’re taking shape, and who is most affectedJust a few weeks ago, Cassandra spoke with Millennials and Gen Zs about how they feel race impacts their lives. We asked Black, Hispanic, Asian, and white youth to tell us about their financial goals, safety concerns, life opportunities, and activism. From family structures to education, healthcare to housing, we explore how young adults from each race view access to overall quality ...

Control Center

... In an increasingly chaotic world, young generations are seeking control over all aspects of their lives—improving themselves and, by extension, improving the world.As young people seek to improve themselves, there is a driving force behind many of their efforts: a need to take control of their lives. For Gen Ys, this is a significant shift from years past, in which they experienced an extended adolescence and outsourced many responsibilities, such as housing, bills, and even scheduling ...

Control Center 21+

... In an increasingly chaotic world, young generations are seeking control over all aspects of their lives—improving themselves and, by extension, improving the world.As young people seek to improve themselves, there is a driving force behind many of their efforts: a need to take control of their lives. For Gen Ys, this is a significant shift from years past, in which they experienced an extended adolescence and outsourced many responsibilities, such as housing, bills, and even scheduling ...