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Macrotrends

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 Impact Of Influence

... that be because of their message, relatability, or aesthetic appeal—found themselves in an enviable position of power once held only by celebrities. With millions of eyes watching this space, brands are making a serious investment (in terms of effort and money) into influencer marketing. The influencer marketing space is estimated to be worth $8 billion in 2019 and projected to be worth $15 billion dollars by the year 2022—an ambitious target for an industry that’s yet to develop the ...

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 ...

Culture Spotlight On Nigeria

... musicians and judges about artists' rights. Meanwhile, as mobile phone usage has grown rapidly in Nigeria in recent years, ringback tones, in which customers pay to have a certain song play while a call is connected, are extremely popular. Selling music through these services has become one of the biggest sources of revenue for Nigerian artists and they're pushing cellular companies for more money. True Story: Novels Address Real World StrugglesThere's a new generation of young Nigerian novelists ...

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 ...

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 ...

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 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 ...

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 ...

R&R (Rest & Replay)

... ordinary footage of others playing with the gooey concoctions. Gen Zs are leading the creation of such videos, and as much as the trend has been credited for giving them an opportunity to sell the product to their peers and make money, it's also produced a therapy of sorts for its mesmerizing, ASMR-like quality. Just like gripping putty can be a stress-relieving tool, so, too, can watching videos of slime’s texture. Meanwhile, slime videos are only just a small part of a larger crop of anxiety ...