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Macrotrends

Global Analog Trends

... supplementing their digital consumption with analog content and gadgets, from vinyl records and physical cameras to print magazines and board games. Brands that tap into this old school consumption habit can stand out in today's digitally-driven world and this countertrend is poised to grow as young people are even sharing their analog consumption habits online, encouraging their friends and followers to embrace such mediums, too.LO-FI LISTENINGDespite the prevailing popularity of music streaming platforms ...

Transgender Activists

... educate the public and foster equality. They’re advocating for school bathrooms and locker rooms to become more trans-inclusive, fighting for students to play on whichever sports team adheres to their gender identity, and signing petitions for transgender rights, such as having Leelah’s chosen name placed on her tombstone, and banning transgender conversion therapy. They’re also striving to be role models for a long underrepresented group (see Z trans activists below), as they realize their peers are ...

Parenting 101

... school. They’re looking to brands to offer digital and real life opportunities for their children to gain knowledge and skills.TECH BOUNDARIESY parents recognize that devices have a place in their children’s lives—like it or not, today’s youth is growing up in the digital age—but they’re not ready to let technology take over their kids’ worlds entirely. That’s not to say they don’t appreciate the role that devices play in distracting their children when needed; a tablet can be a savior ...

Demo Real

... intended to benefit the brand. - POWERFUL PROTESTS - CARRY THAT WEIGHT To bring awareness to how universities are treating the issue of sexual assault and rape on campuses—and specifically how Columbia University treated her case—Emma Sulkowicz vowed to carry a mattress everywhere she went on campus. What started as an art project and protest quickly became a movement with students on more than 130 campuses around the world vowing to carry their own mattresses around their school grounds ...

Transgender Voices

... only recently made steps toward improvement in this area. California just became the first state to sign a law giving transgender students in public schools the right to decide which bathroom and locker-room facility to use and which sports teams to join based on their gender identity. Additionally, a transgender first grader in Colorado recently won a civil rights case permitting her to use the girls’ bathroom at her school. As Ys and Zs strive for a more accepting and gender-inclusive world, they ...

The New Age

... teacher Shirley Clements became an online sensation when a video of her performing a breakdance routine to “Uptown Funk” with her high school students went viral; even Ellen DeGeneres posted it on her website. The routine was choreographed to celebrate Clements’ retirement at an annual dance competition that she had been organizing for the past 19 years.GRACE AND FRANKIE Netflix series Grace and Frankie stars Jane Fonda and Lily Tomlin as former rivals who are forced to become friends when they learn ...

There's No Place Like Home(town)

... jersey or athletic accessories of their city, state, or school, but today’s youth are amplifying the cool cachet in wearing things that speak to where they’re from—things that fit more into a streetwear-based, au courant sensibility. While youth tend to eschew branded apparel that forces an identity upon them, they're seeking to show off their hometown via their style choices, as this is ingrained in who they are on a deeper level. I buy items that display my hometown pride all the time ...

Z Marketing Tips

... make them less active than were prior generations. They recognize their struggles in this area, and, while attempts have been made, particularly with healthier school lunches, they’re often left unsatisfied and sedentary. They aren’t opposed to eating healthy; they just want inspiration and guidance. Brands have the opportunity to be vital resources in their lives by teaching them good habits, providing tips, and challenging them to be creative with their food. At the same time, brands should ...

To Your Heart's Content

... Young people today are overstimulated and burnt out, and they're seeking refuge in entertainment that allows them to disengage and recharge.Young people today are overstimulated and burnt out; they’re overwhelmed by work and school, bombarded by ads, and inundated with TV shows, video games, podcasts, and YouTube videos. And even as they're overstimulated, they have a difficult time enjoying downtime, often feeling like they could be doing something more productive. As a result, Ys and Zs are ...