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Macrotrends

Marketing Tips

... Dollars For Change). - 2. Help curb consumerism to strengthen relationships with customers. - Young people feel that society’s consumerist behavior has gotten out of control (see Buy Not), and they’re now focused on being more strategic about what they purchase, how to make items last, and how to reduce waste. While they’re paring back on their purchases and prioritizing essentials, they’re also looking for brands to help them minimize their footprint and maximize the possessions they already own ...

Control Center

... restless or calm.Friendships/RelationshipsIn the quest for self-betterment, Ys and Zs are exercising a need for control in their relationships as well (see DND [Do Not Distress]). They're not seeking to control the individual but to understand the interpersonal dynamics at play, their role in the partnership, and how they can improve both the interactions and the relationships. One way this is playing out is through personality tests, which have come back in vogue. This manifests itself on a lighter ...

Control Center 21+

... restless or calm.Friendships/RelationshipsIn the quest for self-betterment, Ys and Zs are exercising a need for control in their relationships as well (see DND [Do Not Distress]). They're not seeking to control the individual but to understand the interpersonal dynamics at play, their role in the partnership, and how they can improve both the interactions and the relationships. One way this is playing out is through personality tests, which have come back in vogue. This manifests itself on a lighter ...

Home & Away Entertainment Trends

... knowing that the people who live just steps away from them are leading secret lives. As young people continue to live their lives without connection to their neighbors, audiences can expect to see more entertainment within this genre. And as young people continue to neglect creating relationships with their neighbors, brands can help be the catalyst for such community connections.The AmericansFrom the outside, Philip and Elizabeth Jennings and their two teenagers look like the perfect family living in ...

Community > Commerce

... Young people prioritize gaining a sense of connectedness above individual consumption when shopping and spending.Young consumers are shunning shopping experiences that are merely transactional. Brands can no longer simply put products on shelves and expect young people to buy them. As youth expect to have personally meaningful relationships with brands (see The One), they browse and buy for more emotional reasons than utilitarian ones. Today, the purpose of shopping has shifted from just ...

The New Social Norms

... them to form new friendships since their peers often don't want to invest the time and energy in fostering new relationships and then have the work of a bigger friend group; as a result, they often feel that they have No New Friends.This shift is even affecting the relevance of social media today. Young adults are finding that they're less likely to get the quality interactions on social media that they enjoyed in years past, as such platforms have become infiltrated with brands and entertainment ...

Live, Not Buy: Gen Z Activism

... their immediate local level compared to Ys. If Zs are truly activists by nature and believe that they have the power to affect change, what does it mean for businesses that are trying to make a genuine connection with these young consumers?In this piece, we will unpack Z’s identity, activism, and personal empowerment and what it means for brands that want to form relationships and build trust with this generation, which will be the driving force in not only shaping, but creating cultural movements ...

Justifying Fan Fic

... changes are made to a character's history, motivations, or environment (e.g., Harry Potter without magic). Crossover: a story that involves characters or situations from multiple sources; for example, characters from Glee interacting with characters from The Hunger Games. Slash: stories that feature relationships between two same-sex characters (typically males), regardless of their sexual orientation in the original work. ...

Realistic Optimism

... they are confident in the ways they can personally contribute small measures to make it a little better and believe that, collectively, their efforts can make a difference on a grander scale. Youth’s enthusiasm for claiming ownership of world betterment is most visible through their everyday relationships and actions. Informed by their loyalty to small-scale endeavors like independent boutiques, CSAs, and handmade brands, their optimism is largely being filtered through a 1-to-1 approach, as ...

Cultural Diplomats

... With unprecedented access to technology and affordable travel options, Ys are forging connections with their global peers and facilitating cultural exchange firsthand.Historically, governments and rulers controlled international diplomacy efforts, appointing elite officials who were among the few people sanctioned to establish channels of trade and communication with foreign nations. Global Ys (GYs), however, do not require lofty positions to form such relationships. They live in an open-source ...