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Macrotrends

Gen Z Micro Trends

... children make their own discoveries about the world.  - Read Between The Texts - Chat-style reading apps, where narratives are presented in small text message-style bursts, are catching on among Zs. As this generation is accustomed to reading and writing texts, there's a growing number of services that let them consume stories in the same manner, catering to their mobile lives and short attention spans. Zs are passionate about reading, but this trend suggests they want more convenient ways to ...

The Optimization Generation

... emails and extracts meeting times from calendars, and provides recommendations of where to eat and what to do based on past preferences and current location; users simply open the app for their information to compile.SPECIALIZED DATING APPS While catchall dating apps like Tinder may still reign supreme, a crop of specialized dating apps is emerging to help date seekers swipe more efficiently. JSwipe for Jewish singles, The League for ambitious young adults based on their LinkedIn profiles and network ...

(Ana)logging Off

... increasingly (Ana)Logging Off.Youth’s embrace of analog entertainment closely mirrors the rise of IRL experiences in other areas of their lives to counter digital overload. For instance, prior to the election, Cassandra noted that young people were adding in-person protesting to their activist repertoire as a social way to further their digital efforts and make a notable impact (see Demo Real). Likewise, in reaction to the surplus of swipe-based apps that have made daters feel disposable, we observed ...

Gut Check

... stores that feature Amazon reviews on their shelves. The upsurge of peer reviews democratized the landscape of choice. Now, to navigate this vast landscape, young people are seeking ways to narrow down the excess of available information and find only the answers they need. We’ve seen this desire realized in the rise of Q&A sites and apps like Quora, Wikianswers, “Ask” subreddits, and Jelly, which provide an open forum for asking broad-based questions and offering helpful answers. For new brands, in ...

Presence of Mind

... cultivation of an acute sense of presence is becoming aspirational for them, leading them to seek it out in new and inventive ways, ranging from meditation apps to silent environments. To that end, breaking through the clutter is already challenging for brands and marketers, but those who want to do so in an effective, relevant manner also need to be cognizant of helping young consumers cultivate and maintain mindfulness. Gen Ys’ social nature is a defining characteristic—but one that comes at a price ...

The Binge Method

... experiences: no longer inclined to say they’ve “watched” a full series, they’re more likely to describe having “done” it (as in, “I finally did all of Breaking Bad”). Notably, Xbox One has responded to this sense of accomplishment by allowing users to unlock achievements when they’ve met certain binge goals in their Xbox media apps. This newly positive connotation stems, in part, from the fact that contemporary popular content is considered smarter than ever before (as we explore in Smart Pop). But it ...

Tricks Of The Trade-Off

... course in today's day and age. This trade-off isn't one they mind making because they simply don't see any other option; not downloading apps or allowing a website to track their cookies would mean missing out on too much by not using those platforms or services. While modern youth are willing to let brands Data Mine their information, they do expect brands to mitigate this trade-off by being transparent about what they're doing with it. Brands need to create trust among consumers about their ...

Slow Web

... to creative exploration. Free and cheap creation tools are proliferating and in turn democratizing the creative space. Instagram is one such example. The photo-creation platform has all but unseated Facebook as young individuals’ preferred social network, speaking to a widespread desire to communicate thoughts and actions through self-created imagery. We’re also seeing the rise of apps, such as Ptch and Keek, which allow users to broadcast their statuses via quick bits of edited video. Expect the ...

The Future Of Experiential Retail

... frictionless/cashierless checkout option, e.g., Amazon Go) and are interested in this type of shopping format, while another four in 10 express interest, even though they have not tried it yet. In Hong Kong specifically, customers frequent the area’s many frictionless shopping concepts for ease and convenience, and a Cassandra business partner based in Hong Kong told us how groups of friends use contactless payment apps such as Octopus and the peer-to-peer payment app PayMe to both engage in contactless ...

Users Anonymous

... oversharing that have for so long been celebrated online are facing stirrings of a backlash among young consumers. Indeed, there’s a new coolness attached to secrecy; by not confusing one’s voice with one’s identity, opinions and creative output are allowed to stand without bias, effectively elevating the value of such efforts by displacing association with a specific person. Consequently, the younger generations are starting to seek out apps and tools that allow them to be their true selves without fear ...