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Macrotrends

Identity Theft

... generation of strivers and overachievers, they find their inability to give their all to home and family and work and friends to be enormously frustrating, yet it’s their own self that tends to suffer most. Nearly half (47%) of U.S. parents and 44% in the UK place equal importance on family and work—and as we heard from at least one stressed working parent, going to work can sometimes feel like an easy “escape” in comparison to the challenges of caring for a small child. Yet, 54% of UK parents and ...

Breaking Bad

... carry weight in the past. Three in 10 Zs in the U.S., along with 28% of Ys, think that not wanting to have kids carries a social stigma, while only a quarter of Xers and 14% of Boomers say the same. Another wrinkle to the traditional trajectory of starting a family and raising children through adulthood has been recently amplified in the media: continuing to live at home with your parents after becoming an adult. Ys were crucified in the media for doing so, amidst a recession that left them with no ...

Opportunity Knocks

... Modern youth are moving more often than their predecessors in order to find opportunities, including jobs and passions, rather than community.Young people in previous generations moved locations to settle into a community where they felt like they could belong and could be close to friends and family, but modern young adults aren’t prioritizing these factors. Instead, they’re moving for opportunities, and doing so more frequently, as well. Today, home isn’t where the heart is, but rather where ...

Branding Trends

... bluetooth.McDonald’s Happy Goggles The home of the Happy Meal upped the prize found in every kids’ meal by creating VR Happy Goggles, available at McDonald’s chains in Sweden. Children could fold the meal container into a box and place a smartphone inside to experience the virtual reality game “Se Upp I Backen,” or “Slope Stars,” in which they dodge obstacles while skiing in the Alps. McDonald’s McTrax Diners at McDonald's in the Netherlands received placemats printed with connective ink that paired with ...

Tricks Of The Trade-Off

... scale, brands need to highlight the benefit people will get out of giving up their data and lessen the drawbacks by making them feel that their data is in good hands.I really like voice activated devices that can be used to automate our lives and create a smart home, but there is one caveat and it's that with the more technology you introduce in your home, the less privacy you have. My Google Home collects my data to personalize my experience and I know that means the data it collects won't always ...

Family Ties

... Parents are ensuring that quality family time persists amidst their busy lives and are updating what it means today. Technology, friends, and colleagues are constantly fighting for the attention of modern parents, making it harder than ever to have quality time with their immediate family. Even when working moms and dads come home to their children, they have emails, texts, and phone calls begging to be answered. They also have the real-time stream of news and social media with which to ...

Where Young Adults Live: Now & In The Future

... %), with the rest nearly evenly split between rural areas (31%) and urban areas (29%); as many members of this generation are still living at home with their parents, the heavy suburban presence is expected. Moving forward as Zs have more autonomy over their location, fewer expect to live in the suburbs than at present; initially, urban areas are more desirable, but 20 years out, Zs expect to have a more similar breakdown to the one they do currently. When they’re 34-41, it’s natural that they may be ...

Best Dressed

... didn’t just sell the convenience. The ad campaign surrounding the new model emphasized the opportunities presented by the freed up closet space—subscribers could transform their closet into an office, or a home gym, or a meditation space, showing that without the hassle of storing the clothes that build their style, they could focus on other areas of self-improvement. Clothing subscription services such as Stitch Fix and Trunk Club are other options for those who want to upgrade their look ...

(Gender) Role Playing

... significantly more likely than other countries to prefer that their partner take the lead (68%). These challenges, whether social or sexual, become easier to navigate once a couple forms a serious relationship and finds their unique rhythm. As the need to sort through gender dynamics diminishes, young people fall into roles with which they’re most comfortable personally, not ones that they feel are expected of them by society. The old rules are fading fast, with responsibilities at home and at work now ...

Carrying The Torch

... she expresses her interest by following results online, saying, “I’m very patriotic, so this last summer I would always go on Google and see where the U.S. was in ranking of sports.” Youth can easily find clips online afterward, follow live commentary on their social media feeds, or wait until their friends share the funniest athlete reaction memes. If young people do decide to watch the Olympics live, they don’t necessarily watch the standard telecast at home, which isn't fully accounted for in ...