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No Joy in Division

... “out” group (them). Today, not only do we feel more firm in our own views, but we see the “other” as more negative, according to the Annual Review of Political Science. This concept of social categorization drives us to discriminate, stereotype, and propagate prejudices.Set amongst a backdrop of vulgar vernacular, online echo chambers, and mayhem due to misinformation, youth’s ideologies stand to grow further apart. The ensuing extremist policies, government shutdowns, social media spats, and ...

Reality Bites

... cost of a headset for most consumers. It’s not unlike the challenges that radio or TV first faced when entering the consumer market—if people have to buy something entirely new, it will take longer to catch on, especially if there’s not a landmark piece of content enticing them to buy it. While the content available for VR is improving, it’s mostly still one-off stories, not dynamic narratives like those created by entertainment powerhouses for traditional media channels. To prepare for ...

On/Off

... across the US, where shoppers can schedule appointments to try before they buy with the help of expert sales associates. Video: Learn more about how Bonobos' guideshops work.NORDSTROM'S BLUE NILE SHOWROOMSNordstrom rented out space adjacent to its own in-store Wedding Suite to online bridal jewelry company Blue Nile. Though prospective ring shoppers couldn’t make purchases there, they could try on the brand’s full line of engagement and wedding options before placing orders online.BLANK LABELCustom ...

How Can I Help You?

... Trendsetters in the U.S. and about two in five in the UK say their opinion of a brand has been influenced by a review even when they don’t know the reviewer. Whether it be through reading online reviews, watching a YouTube review video, or following a brand’s interaction with a consumer on social media, young people are privy to every detail of a consumer’s interaction with a brand and therefore have high standards when it comes to customer service. The impact that customer service reviews can have on ...

Parenting 101

... their own children in order to help foster their imaginations and allow them to “just be kids.” Thus, parents are placing boundaries around tech, limiting both how long and also when they use it. Only 10% of parents let their kids spend as much time as they want online, and nearly half in the U.S. and 40% in the UK limit the places in which their child is allowed to use devices (e.g., in his or her room, at restaurants). Motivated in part by privacy concerns, 60% of parents in the U.S. and nearly ...

The Parent Trap

... Modern parents are beginning to reject the pressure to consume the abundance of childrearing resources and products, instead embracing a simple, instinctive approach to raising kids.With more information and products to assist in childrearing than ever before, Millennial parents feel overwhelmed by the vast number of resources at their disposal. They’re beginning to regard their access to parenting advice and products as more of a curse than a blessing. With so much out there to consult and buy ...

Personal Best

... that don't just provide convenience or match their price point but are truly tailored to the individual from a health and lifestyle standpoint, brands can help young consumers ease the hassle of shopping and have more confidence in their purchase. In fact, 80% of young people in the U.S. and 69% in the UK feel better about themselves if they buy products that are customized, and this attitude jumps to 87% in the U.S. and 79% in the UK among Trendsetters. This also eases the common frustration of ...

Consumer Journeys

... We conducted ethnographies with a dozen young people aged 14 to 34 to understand, in detail, how they make purchases. We explored why they choose the brands they do, how they decide where to buy, and what they love and hate about the shopping experience. For a digitally immersed cohort, it follows that every purchase includes an online component—whether that be researching specs and reading reviews or exploring options via Instagram and sharing their purchases after the fact. But ...

Supply & On Demand

... U.S. teen Zs particularly likely to feel this way. As big data, niche interests, IRL experiences, and peer influence converge in the new Supply & On Demand model, producers and distributors will no longer be able to buy the success of entertainment properties with marketing and promotion dollars; rather consumers, as the new arbiters of taste, will ultimately decide their fate.Technology and culture have increasingly evolved to put the control over entertainment into the hands of ...

Would You(th) Care For A Cause?

... UK Ys and 57% of Zs say this, showing that a majority of Ys and Zs in both countries are more likely to support a brand when it is aligned with their own political outlook. Again, youth feel good when the products and services they purchase come from a brand who shares their outlook—regardless of if the brand is actually, actively supporting that political view.YOUTH’S PURCHASE DECISIONS — TO BUY… OR TO “BUY”COTT?As we’ve noted so far, the majority of Ys and Zs in both the U.S ...