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Macrotrends

Inside Out

... judge people based on how much money they have—showing off one’s affluence doesn’t automatically mean that person looks down on others. In the case of Gen Z, they’re more likely to do so as a statement of individuality rather than a statement of superiority. Though Zs are highly cognizant of financial security, they’re also amassing income at a younger age and strongly believe in investing in worthwhile items given their potential ROI; the combination of these characteristics inspires ...

Shop Right

... especially important now that it’s more common than in the past to have households where both parents work, leaving less time for errands. Digital services play into young people’s burgeoning desire for an optimized life. As discussed in The Optimization Generation, the aftermath of the recession has made Ys more selective about how they spend their time and money in recent years, and like generations before them, Y parents are finding that being strategic with one’s time and money becomes even more ...

Gaming The System

... games. I think gaming can provide an escape for people my age from the problems of the real world.TALIA, 14, U.S.Zs are also beginning to see how gaming can help them achieve their future goals. The rise of eSports (see Video Game Time) has turned gaming into a business—one in which Zs are the stars. Spending time gaming is now seen as productive because, by becoming the best at a game, they’re able to earn scholarships and prize money. Already, 34 universities around the U.S.&mdash ...

The Generational Manifesto

... Zs), tend to share the same approach to spending and saving, having experienced these key events during a pivotal time in their lives. These events shape their future behavior: Ys aren't concerned about saving and instead spend for the present because they grew up during a time of economic prosperity, whereas Zs are highly cautious with their money and value financial security because they grew up witnessing financial struggles. Likewise, the way in which people are raised, such as having ...

Demo Real

... rally or protest | Participating in a challenge for a cause (e.g., Ice Bucket Challenge, Movember) BETTERMENTYoung people believe that getting involved in-person makes a difference. About nine in 10 young adults say being involved in one’s community actually helps make the world a better place, with those in the U.S. being even more likely than their UK counterparts to say so. Young people also think personal participation in events and challenges to raise awareness or money for a cause are good ...

New Morals

... money (see WELLth Investors). They place the same pressure on brands and will have little forgiveness for those that knowingly undermine their efforts to be well. That’s not to say that they expect every brand to take wellness to an extreme (that would be detrimental to their pleasure and enjoyment), but rather they want companies to help them cultivate balance. Brands will need to recalibrate their offerings in light of Ys’ new morals, tempering indulgent ones with salubrious alternatives—and vice ...

Global Y Dream

... , have more job opportunities, and feel more able to achieve success than previous generations in their countries. Unlike GYs overall, most Ys in developing countries expect to be financially better off than their parents. They are more interested than their peers around the world in earning an advanced degree, making money, and getting promoted. They are striving to improve their position in the world. MODERN FAMILY As families have become smaller and in-person interactions are increasingly replaced ...

Buy Not

... exposure to marketing, others are trying to distance themselves from a system built on the accumulation of needless stuff (see The Optimization Generation) by choosing to focus their consumption habits on experiences rather than goods. Even if one is spending the same amount of money on an experience as they would on an object, there’s less guilt at hand. Experiences are not only free of clutter—a tangible, visible reminder of waste—but also stand to help one grow as a person. A class or ...

The Joyride

... money as trips can be taken that don’t incur the higher cost of a plane journey. Road trips democratize travel by allowing people with less disposable income to enjoy it, too. I consider the journey to a place to be part of the adventure because how you got somewhere is just as important as any other aspect of the trip. Flying or driving to a new place can be a really memorable part of it.JAMES, 26, GAThe allure of the road is exciting to many young travelers, with 54% of youth in the U.S. and 35 ...

Dream Team

...  will be expanded in the future. In the UK, in-play betting has become exceedingly popular as a way to engage during the actual sporting event rather than simply setting a lineup beforehand and letting the game run its course. In-play betting allows fans to engage with sports in a hyper-competitive way and employ knowledge of stats and metrics that might otherwise be fruitless. Putting money on the line increases focus on such numbers for many, and 38% of UK Trendsetters and 26% in the U.S ...