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Macrotrends

eLationships

... users are exhibiting a burgeoning sense of digital intimacy in which they are getting to know relative strangers on an emotional level that is often more profound than that of their real-life acquaintances. Given Ys’ inherently social nature and penchant for garnering unusual experiences and knowledge, it follows then that this shift is happening. In fact, 24% of Cassandra Report respondents said that they “feel close to people [they’ve] met online even though [they] haven’t met them in person ...

How Can I Help You?

... want to go through a long process to get it.” As covered in Cassandra’s recent Generations Report, Ys and Zs consider it paramount that brands help make their lives easier, and brands that can implement processes to specifically mitigate the pain points of the customer service experience stand to earn their affection in turn. Another area of retail where there is a demand to make consumers’ lives easier is the return process. In fact, 52% of youth in China, 45% in Nigeria, 41% in Australia, 40% in ...

Fear Factors

... security. Seven in 10 U.S. and UK Gen Ys (69% in both countries) say that they are often stressed about their finances and, of the four generations, Ys are the most likely to report feeling this way. In the U.S., approximately four in 10 Ys worry about the economy (42%), income inequality/poverty (40%), and the job market and unemployment (36%). Slightly fewer Ys in the UK worry about these factors—36% worry about the economy while three in 10 worry about income inequality (33%) and the job ...

Brand Mentorships

...  Impact Report, young consumers feel a personal responsibility to make the world a better place, and 89% of U.S. youth and 85% of UK youth think that supporting small businesses will help do so. It frustrates them when they see major retailers steal the IPs of indie designers and mass produce them as their own when they could instead partner with these budding artists, as the recent controversy between fashion giant Zara and LA-based designer Tuesday Bassen highlights. Rather than play a ...

Zconomy

... Young consumers are redefining ownership, looking at the items they purchase as investments to be traded and resold to offset their cost. Most members of Gen Y, having witnessed a historic economic collapse, are hesitant to take on the financial commitments and responsibilities associated with ownership. Indeed, they are largely a generation of NOwners who prize access over ownership and are turning to renting, sharing, and bartering (NOwners, Cassandra Report, Winter/Spring 2014). While Ys are ...

Consumed Innovations

... Parker has transformed the traditionally dry annual corporate report into a compelling, interactive source of content. This year’s report is the brand’s third and most comprehensive. Visitors can scroll through a complete calendar of 2013, selecting any day to learn a related stat, fact, or landmark related to Warby Parker’s corporate culture and year-end performance. The calendar not only gives fans a more immediate sense of the company and its employees, it’s also been shown to drive new business ...

Obstruction Of Injustice

... and vowed to take action against the fan. In the U.S., following a spate of incidents related to racial discrimination, the University of Missouri asked students to report hateful and hurtful speech and has declared that the school will discipline offenders. Young people consider censorship a next logical step in the fight against such injustices, and they are looking to brands and tech companies, along with the government, to help with the cause. Even the UN has entered the conversation ...

PREPAREnting

... given the current state of affairs. For example, the recently released report from the Intergovernmental Panel on Climate Change about the likelihood of catastrophic sea level change this century has some young people rethinking whether they’d want to have a child knowing he or she would face such chaos. So when they do decide to have children, Millennials’ fears about the state of the world are pushing them to make sure that everyone—themselves, their peers, and their offspring—see it ...

DIY Therapy

... profound than their relationships in real life (eLationships, The Cassandra Report, Fall/Winter 2014), they feel that they always have an unbiased peer-therapist at their fingertips. As Ys consider therapy an advantageous resource and look for everyday ways to access it, brands have a unique opportunity to aid them in their efforts. In fact, 77% of Ys want brands to make their lives happier or better. Since they feel that everyone should engage in therapeutic activities, there’s a need for more ...

Dress To Thrill

... % of women in the UK).Please select one statement from each pair below that you agree with more. When going out I prefer to dress casually | When going out I prefer to get dressed up ROTATING CLOSETA third of youth in the U.S. and UK report that they put on makeup between work and going out. While about six in 10 females (61% in the UK and 59% in the U.S.) do so, it's of note that nearly two in 10 UK men and one in 10 U.S. men apply makeup before going out. Even more young people change clothes ...