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Macrotrends

Welcome To The Club

... interests and experiences, and their strong sense of individualism has fueled a spirit of nonconformity, especially if the values of the community don’t align with their own. Previous generations had to get along with the people around them because they relied on them for support. Even if they weren’t fond of their neighbors, they had to make it work because they interacted with them every day. But today, modern youth are choosing their clusters from disparate locations, and therefore don’t have to get ...

Betterment Marketing Tips

... tap into the rising self-improvement revolution. - MENTAL HEALTH - Mental health is not a taboo topic to modern youth. They're increasingly opening up about their own experiences and taking a proactive approach given the growing resources at their fingertips. As a third of young people in the U.S. and UK and about half of Trendsetters in both countries say mental health has become more important to them in the past year, brands can play a part in helping them further feel comfortable around the ...

Build Your Own Career

... Young professionals are building their own careers by job hopping, creating hybrid roles, and amassing a wide variety of skills instead of following a clear-cut corporate path.Generations Y and Z are combining distinct characteristics of their personal lives to produce a new kind of professional outlook: their overall preference for customization causes them to desire personalization; Ys’ drive to relate to as many people and collect as many experiences as possible leads them to seek out many ...

Global Analog Trends

... Analog entertainment trends popping up around the world.In a world that’s becoming increasingly digital, a resurgence of analog entertainment may seem surprising. However, these countertrends reflect global youth’s desire for experiences that encourage them to disconnect from their devices. Analog forms of entertainment provide a source of relief from their digital overload and give youth the tactile media experiences they crave (see [Ana]Logging Off). The increasing popularity of analog ...

Culture Spotlight On Japan

... of their videos, which reach their more than 4 million subscribers.Lusting For Luxury: Luxury Labels & Experiences See A BoomAfter years of constant decline in the luxury market, Japan is finally seeing a steady increase and is predicted to grow 3% to 4% in the next three years. Billions of dollars are spent on the luxury market every year in Japan, which is the second largest luxury market in the world. Japanese Millennials are shopping at trending high-end stores like ...

There's No Place Like Home(town)

... , making an impactful visual statement via clothing that displays hometown pride is important—aesthetically and emotionally—for youth. SAME STYLE, DIFFERENT REASONSInterestingly, showing off hometown pride fits both Ys' and Zs' mindsets, albeit in different ways. Ys, who are group-oriented and enjoy experiences that both celebrate and encourage the development of community, enjoy seeing their experience with their place of origin mirrored in others. Wearing clothing or accessories that are ...

Global Food & Beverage Trends

... popular culture. The food and beverage industry is elevating its functional form into an entertainment component as well with virtual reality experiences and fashion focused on food, appealing to the overwhelming 92% of global youth who say that food/beverage culture is important to their life. On the other hand, young people who are searching for alternative medicines and desire customization in all aspects of their lives are finding their needs met by food offering medicinal benefits and an ...

Need For Speed

... brand from the get-go. Brands across all verticals can cater to their prioritization of speed by creating frictionless experiences, getting products and services to consumers faster, being uber-responsive, and bringing new products and services to market at a faster rate. SPEED = FRICTIONLESS In today's on-the-go world, time is one of the most valuable commodities. Youth are even taking actions that deviate from the behavior of previous generations in order to maximize their time and be more ...

Digital Wellbeing Movement

... corrupt the minds of youth in the same way people now fear the effects of smartphone dependence and gaming overload. While these fears are legitimate, they are not insurmountable: they are the growing pains society experiences as it adjusts to new innovations. Indeed, 84% of young people in the UK and 82% in the U.S. believe that with any innovation, there’s always some bad/negatives that come with the good. Today’s youth are aware of what they’re up against when it comes to the consequences of ...

Life Resume

... has emerged, instead, as a tool to help them identify, explore, and document their purpose. Making a point to live in the moment, Ys are accumulating skills, experiences, and knowledge for the sake of personal fulfillment. The Life Resume embodies these accomplishments through a compendium of Ys’ personal blogs and websites, Facebook Timelines, Instagram photos, Kickstarter projects, and more. A huge opportunity exists for marketers to help Ys identify and develop their passions and build up their ...