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Macrotrends

Purposeful Pop

... , there are ways that brands can include meaning in their messaging without being polarizing, and it can actually be worse in a young person’s eyes if a brand doesn’t offer their viewpoint. As the colloquialism states, “if you don’t stand for something, you’ll fall for anything,” and modern youth subscribe to this perspective, not just personally but as consumers. Being genuine and supporting a purpose that is compatible with a brand’s values and mission is also important; young consumers will see ...

Fempowerment

... realize that the modern definition of feminism isn’t about “girl power” and getting ahead; rather, it’s grounded in inclusivity. Young consumers are drawn to messaging that puts women on equal footing with men while also encouraging men to join the effort. - FEMPOWERMENT IN ENTERTAINMENT - New and emerging TV shows, movies, and digital content put gender issues front and center, and give Zs strong female role models. FEMALE SUPERHEROESFemale superheroes are still few and far between, and those that ...

Peer Improvement

... best. Brands can help them appreciate their own self-improvement goals and the steps they can take to reach them at their own pace by foregoing messaging that compares one person to another or emphasizes the never ending quest for self-improvement, as well as encouraging them to use each other as a support system, celebrating accomplishments reached together even if they’re not literally reached simultaneously, rather than comparing oneself to one’s friends. Although there may indeed be an infinite ...

Buy Not

... attention, and with consumption messaging on the verge of a tipping point, they are beginning to find pride in opting out of a consumer culture that’s become too aggressive.I'm attempting to buy less when I can (or buy used). Not only is it difficult financially to keep up with buying new things and paying for housing, etc, but I'm conscious of the fact I don't need more things. In fact, I'm trying to minimize my possessions. This isn't always easy or possible, but it's something I value.ADAM, 26 ...

DIY Therapy

... have their problems addressed as they arise. This is a drastic mindset shift in comparison to that of previous generations, but Ys feel it’s a matter of efficiency and practicality, much in the same way they expect to live chat with a customer service representative right when they need assistance. On top of this, as digital natives, young people often find it more natural and comfortable telling a counselor intimate details of their lives via text messaging, just as they do with their peers ...

Nesting & Resting

... opportunities in the home space—from art and decorations to smudge sticks, aromatherapy, gardening, general decorations, and more—as well as in grooming and personal care. Positioning such items and the experiences they provide as opportunities to decompress and better oneself mentally will resonate more than typical messaging in these spaces, which tend to be based on “keeping up with the Joneses” or fear-based. Since young people have unprecedented access to services that let them outsource ...

Presence of Mind

... relaxation, meals, exercise, meditation, and learning something new. A clean look can have a bold impact amid society’s increased volume levels. Simplify your brand’s design, from messaging and aesthetics to packaging and retail environments, to align with consumer desire for minimalism. Poor customer service remains an unnecessary point of aggravation among Y consumers. Ensure that your brand or company supports their ability to be more present by providing a consumer experience that is ...

Show Me Love

... themselves emotionally, just as they would for a romantic partner. ACTION ITEMS: Create messaging that helps young people realize they should be proud of themselves and encourage them to appreciate themselves more. Reference universal touch points, such as working hard and trying something new, as reasons for why they should feel more confident in themselves. Help young people feel more comfortable taking time for themselves. Show them that caring about themselves isn’t indulgent or selfish; it’s ...

The Sexual Mehvolution

... Soul). Moving forward, marketers will need to question the adage that “sex sells” as the concept of sexiness is shifting. ACTION ITEMS As sex and nudity become less taboo, explicit images and messaging lose their power. Therefore, reconsider overtly sexualized content or marketing and instead focus on tapping into more pressing Gen Y desires, like ambition and recognition. In cases where sexual content or marketing is relevant, focus less on the forbidden elements of desire and more on ...

The Freeform Movement

... , and channeling both will be key for marketers wishing to resonate with young parents.ACTION ITEMSIn advertising and marketing, consider moving away from goal-oriented and overtly educational messaging and instead include more portrayals of children engaged in freeform play. Show how unstructured time can enhance creativity and make kids happier and healthier on a mental, physical, and emotional level.Offer platforms for parents and children to showcase their personal creativity that doesn’t ...