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Macrotrends

Fear Factors

... . You can go to college and still be completely lost with what you want to do. It's so scary because I'm spending all this money and I don't know if I'm gonna be a stable adult.SOPHIA, 20, PASTRESS OVER: THE FUTUREZs, the oldest of which are graduating from college, are looking to secure their future, and this generation of anxious youth is worried about what that future will look like. Over half (54%) of Zs in the U.S. worry about work/school and another four in 10 worry about the economy (41%) and ...

Parenting In Partnership

... (Professional Aunts No Kids) is providing parents with a built in resource for help in childrearing (see No Kid[ding]). About a third of Ys have chosen to forgo or put off having children, yet they often still wish to contribute to kids’ lives in a less formal, demanding capacity. They relish spending time with nieces and nephews, as well as friends’ kids--and they’re also very willing to spend money on the youngsters in their lives. Because they don’t have the same regular demands parents do, making a ...

Personal Property

... character, originality, and DIY elements on the exterior and interior. This outlook is especially noteworthy for Ys, who are an experience-driven generation prone to NOwner tendencies, yet they’re aspiring to have a home they can shape to fit their personal preferences and fill with distinctive belongings. Additionally, as young adults aren’t taking on the cost of big homes, they are spending more on customizing their space in various capacities. And while many Ys don’t own a home yet and those who do ...

Multigenerational Marketing Tips

... their spending and saving with their peers (see Public Funds), they're telling others which brands are worth their money and which offer the greatest rewards.Thoughts For Implementation: How can your brand create a captivating loyalty program? How does your brand show consumers that they're valued? Get creative and take inspiration from Domino's, which recently offered a campaign rewarding people who ate any type of pizza, even from competitors, to create loyalty for its product category ...

Cease & Assist

... passively scrolling through their feeds.Young consumers used to feel empowered by the ability to make purchase decisions, but lately, they’re paralyzed by the possibilities. They feel a need to spend their time and money wisely as they’re increasingly public about their spending habits and want to say that they’ve done or bought something cool in order to contribute to the cultural conversation. Moreover, they’re worried about committing to any one choice for fear of missing out on a ...

Glutton Goals

... positive perception, it also reflects Zs’ preference for food and beverages that taste good over those that are good for them. Cost also plays a role. The widening gap between the rich and poor has made it harder for many families to afford healthy meals, while junk food is convenient and cost-effective. Plus, when kids are spending their own limited funds, getting more calories for less dough is a more appealing option, even for those whose parents are fortunate enough to afford organic meals.I ...

Over Stimulation

... accompany the sounds.Prioritize the things that matter Ys and Zs are increasingly overstimulated and burned out, which means they have less mental energy to spend on mass consumption. They'd rather limit the number of companies they buy from and make their money count—spending it on brands that have prioritized things that are important to them, like sustainability. The concept of circular fashion has gained popularity, with brands like Stella McCartney and Yoox championing the idea of ethically ...

Gen Z Marketing Tips

... Marketing directives and examples for engaging Gen Zs.Gen Z holds $44 billion in spending power, meaning that all brands need to target them today to be ready for tomorrow. Although Zs are young, they've already caused enormous shifts in society, including how they expect brands to engage them. For brands to be relevant to the next generation of consumers, they must learn to speak Zs' language and reflect their passions and values. Below are tips and best-in-class examples for earning their ...

Home & Away Retail Trends

... adults prioritize travel and find ways to do so as much as possible, brands need to adjust to this consumer behavior by bringing retail outposts and experiences to the transit hubs where shoppers are spending time.Instead of mindlessly waiting for a flight, young consumers are looking for this downtime to become more pleasurable and entertaining, prompting them to browse throughout their terminal, much as they would a mall. To this point, four in 10 Trendsetters in the UK and U.S. would like to have ...

Self Made Marketing Tips

... live their lives on their own terms as it gives them the freedom they crave. - 2. Acknowledge their financial realities. - Gen Ys are faced with numerous financial obstacles and have distinct habits from their predecessors when it comes to saving and spending (see The Fund-amentals). Brands across all categories need to acknowledge their modern circumstances—particularly their challenges—in messaging and marketing, and ensure they don't alienate Ys who might not have much savings ...