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Macrotrends

Show Me Love

... third buy themselves presents, including 41% of U.S. youth. Moreover, as young people are increasingly comfortable spending time alone in public (see Soloists), two in 10 report that they take themselves out on dates. This is especially the case in South Korea where 52% of youth say they do so, and least likely in Japan where only 5% take themselves on dates.Which of the following is true for you? I buy myself presents | I take myself out on dates I buy myself presents | I take myself out on ...

An Eye Towards The Future

... , unemployment and a desire to be with family, young adults, especially, are on the move. This will provide valuable insight for brands in terms of who these young adults are, where they are going and why. Trust & PrivacyThe pandemic has heightened distrust in government while also raising concerns about data surveillance. We’ll explore what young people think about Track and Trace programs, and how they see the trade off related to privacy. We will also look at how they are taking to social media ...

Breaking Bad

... their nascency before the change becomes widely adopted; otherwise, they’ll seem behind or worse, working against the positive change.SOCIAL NORMS AROUND IDENTITYAlthough all generations today have greater freedom to identify themselves as they see fit, identity in and of itself is more divisive and open for commentary, especially as it's now broadcast online—particularly on social media. Older generations, who had to conform to rigid societal expectations as they grew up, are watching younger ...

Marketing Tips

... enthusiasts dialed in just to chat or express their love for the brand, while others found it a helpful way to learn about the benefits of the service if they weren’t subscribed already. Based on the positive response, Birchbox is now live chatting with its Snapchat followers once a week. - 7. Provide a sense of home. - As consumers can buy anything online today, brick-and-mortar brands need to offer more to get people in stores (see What’s In Store). Retailers can position their spaces as the draw ...

The New Social Order

... target their audience. When thinking about sponsorships, not all influencers are created equal, and influence isn't necessarily correlated to follower count. A high-profile celebrity influencer with millions of followers can be great for increasing brand awareness, but might not move their followers to action. Alternately, while an influencer with 5,000 followers seems like small potatoes, their followers might be highly engaged and more likely to buy products should that influencer recommend them ...

The New Social Norms

... they own (see The Optimization Generation), to their desire for fewer, more personalized choices from brands to ease the hassle of decision-making. Now it's also impacting their friendships and social behaviors. For instance, young people used to take pride in amassing as many friends and followers as possible on social media and being part of a sizeable squad, yet today, they realize that having lots of friends isn't all that it's cracked up to be. Their social media pages and contacts are filled ...

R&R (Rest & Replay)

... Entertainment that evokes mindfulness is on the rise, as young consumers drive demand for content that relieves stress and enhances their mental state.While the constant influx of content that modern consumers are exposed to can incite much anxiety, young adults are turning this problem caused by their access into a solution. Increasingly, they're navigating through the noise in the online realm and creating and consuming content that provides catharsis. Much as they embrace methods of ...

Brand Mentorships

... -consumption they’re trying to avoid (see Buy Not). Shopping online during a launch isn’t necessarily a more attractive alternative since these retailers’ websites are notorious for crashing at the moment they’re needed most, leaving visitors incessantly refreshing the page. VISION AND VALUESThat’s not to say that consumers have outgrown brand partnerships entirely. But in order for such collaborations to resonate moving forward, the parties involved must be aligned in their vision and values ...

Cease & Assist

... ) report having looked up expert product reviews when shopping online in the past year, and this is even more evident among Trendsetters in both countries (88% in the U.S. and 85% in the UK). Still, they long for more help, with about three in 10 young people in both countries saying they’d like to see more expert reviews when shopping online. Instead of having to seek out this information, brands should make it easier for consumers by providing it regularly and seamlessly in the shopping experience.It ...

A Defining Moment

... outbreak reinforce the activist drive that we see among Gen Z and Millennials. Organizations like Invisible Hands, which helps deliver food to high-risk demographics, was founded by two 20-year-olds: they’ve successfully recruited 1,300 volunteers in just 72 hours to help deliver groceries and medicine to elderly and vulnerable New Yorkers. INFO, STAT!For youth today, education—be it about a social cause, a political issue, or even this global pandemic—is paramount. As we have discussed in prior ...