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Macrotrends

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 ...

OK, Boomer!

... past 50 years. So while the OK Boomer anger is real, this metric shows it is less about a rejection of the values with which Gen Z has grown up. This is important as brands must understand what is driving this, while also recognizing this is not an outright rejection of values that have come before them and with which they’ve grown up. Work Hard, Get AheadThe one area where there is increasing distance between Boomers when they were youth and Zs today is in the belief that hard work will help one ...

The Mental Health Perspective

... Millennials and Gen Zs face new mental health needs in the era of Covid-19 due to emerging challenges, behaviors, and trends that will affect them now and in the future.Millennials began to eliminate the stigma around mental health way back in 2015 when they redefined the concept of therapy, and Gen Z has emerged as the mental health generation, being highly conscious of their own mental and emotional needs, as well as those of others. We are seeing both of these trends amplified during Covid ...

The Retail & Spending Perspective

... away for savings or a rainy day (as do 89% of Millennials). Together, the actions of these younger generations are poised to have an outsized impact on the economy compared to the actions of Boomers and Xers, both of whom are both less fearful and less likely to be already taking action. We identified a series of emerging trends in the ways that Millennials and Gen Z are redefining their attitudes toward spending and saving for our latest edition of Life Interrupted. First, young people are ...

Art & Activism

... , ableism, economic inequality, and inclusivity for all. Melissa, a member of Gen Z said, “art is inseparable from activism. Art is a way to vent … and tell people about your experiences.” In times of crisis, such creative expression gives voice to what young adults are feeling but cannot say. This artistic output gives young adults a sense of style, strength, and solidarity while they demand change. In this section, we will discuss the rise in meaningful messages across artistic mediums such ...

Always Be Hustling

... something may be “done” doesn’t mean it’s “finished.” Further complicating this issue of never-ending, work-related burnout, young achievers attest that there isn’t even time to celebrate wins. In Cassandra’s Gen Z qualitative research a 21-year-old man told us, “I feel like there’s an insecurity around the hustle attitude, because you're working to get this thing. Even if you hit your goal, you almost feel guilty for feeling good and secure in the moment because what's going to happen next time if you ...

Next Gen Brand Loyalty

... and how they view the concept of brand loyalty. GEN Z For Gen Zs, social and environmental consciousness is very important when choosing what brands to support, both with attention and money. Social media is an important channel to foster loyalty because even though younger generations aren't very brand loyal in the traditional sense, engagement on social media leads them to feel loyal to brands they actually have a connection with. GEN Y Diversity is very important to Ys ...