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Macrotrends

The Age Of Innocence

... of such vices. After all, this is the generation that gave rise to the current wellness movement, and they are prioritizing their health over such unbeneficial experiences. As a 28-year-old man in a UK focus group explained, “I’ve developed what’s known as the ‘Monday night cheeky half’ where if I have an early meeting or something like that, rather than having a full round, I’ll have several cheeky halves, which halves the amount of alcohol I would usually drink.” Ys are also a nostalgic cohort ...

Best of Digital Marketing

... Zs are of the mindset that all experience—whether online or offline—is equally real, worthwhile, and valid. To that end, they are looking to make their digital connectivity just as genuine and meaningful as their interactions that occur face-to-face. Brands should create messaging and platforms that help young consumers develop deep bonds in the digital sphere. Offering language and tools that evoke and enable close connections online will appeal to young consumers and bring an element of human ...

Category Lens

... their dollars (and pounds) to show their support. Can you provide an opportunity for Zs to be more self-directed when they wish to exercise their activism, and how can you make it easier for Ys to vote with their pocketbook? As retail pushes forward to ever more personalized experiences, how can you include customers’ values and identity as part of that personalization? What if . . . instead of your name on your custom coffee order, it also had your cause, a la Tinder example from Live, Not Buy ...

Innovation IRL: Profiles Of Modern Youth

... an Innovation Observer, Innovation Explorer, or Innovation Aficionado (see definitions below) and rate their tendency to avoid or embrace technology and innovation on a scale from one to 10, respectively. The participants kept a log of the innovations they used, how they discovered them, how they used them, whether or not they habitually used them, how they felt about them, why they did or did not believe they were innovative, and whether or not they would consider the brands that created the ...

No Joy in Division

... ” people with opposing political views compared to overall U.S. youth. The act of unfriending or unfollowing friends or family members on social media is a defensive mechanism done for a few different reasons.Unfollowing and unfriending, while passive acts, allow youth to protect their emotional health, which we know is a priority for both Ys and Zs. In doing this, youth assert control of their online environment and their mental health. Some youth who defriend and/or unfollow do so to avoid an ...

It's A Mall World After All

... sorts that moved customers from one chain store to the next. The layout was always the same, and the stores rarely provided anything exciting or out of the ordinary. This approach doesn't cut it with today's youth, who expect a lot more out of the in-person shopping experience. If they just want to buy products, they can do so online, meaning IRL shopping needs to be social, engaging, and experiential. This is actually good news for malls that are up to the challenge because 71% of U.S. and UK ...

How Can I Help You?

... hassle and that digitally-inclined customers are ordering more frequently online, the store will generally accept returns on any item. It doesn’t matter whether a purchase was made in-store or online; if a customer is looking to return an item months after a purchase, or if they don’t have their receipt, Nordstrom will work with a consumer to finalize a return, which relieves busy shoppers of all agesThe brand also offers free return shipping.Harvey Nichols UK department store Harvey Nichol is ...

A Lightness of Being

... privacy suggests that there’s new cultural cachet in attaining A Lightness of Being: the quality of being unfettered by one’s browser history, online identity, or personal past. Users striving for this newfound freedom are shifting the norms of their online behaviors: from over-sharing to selective sharing; from emphasis on the creator to emphasis on the creation; from permanence to transience; from transparency to privacy; and from accountability to freedom. A number of cultural developments have ...