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Macrotrends

Mind The Gap

... plight of women battling their own gender-based discrimination. Indeed, youth today have rebranded feminism as a cause that seeks equality for both sexes (see Fempowerment). And with a small reverse gender gap having emerged in recent years, particularly in higher education and employment rates, Y parents of young boys are recognizing the disservice done to men over time through the promotion of “masculine” values. In a report based on the 2013 book “The Rise of Women: The Growing Gender Gap in ...

Global Food & Beverage Trends

... them looking back—all the way to Hippocrates’s time, when he said, “Let food be thy medicine and medicine be thy food.” As young adults are increasingly embracing alternative methods rather than relying on doctors and pills (see Doctor Who?), there’s more space for food to function as medicine. Akin to a daily vitamin regimen, young consumers are consuming food meant to have physical health benefits instead. In our recent Betterment Report we discovered that as young generations take the time ...

Tricks Of The Trade-Off

... ourselves as we previously had to. But it's also really convenient to have these things because it gives me more time in my day.KIARA, 17, GAInnovation makes our lives better, in large part, but sometimes it impinges on existing rights or pleasures (privacy, creative boredom), and that can be worrying.OSCAR, 29, UKADOPTING THE INNOVATION OUTLOOKIn exploring all the insights and trends throughout this report, you'll see that almost every innovation comes with trade-offs that consumers need to contend ...

Culture Spotlight On South Korea

... to create a space that supports young women as they assert their right to equality.New Media: Upstarts Challenge Traditional News OutletsYoung adults in South Korea are straying from traditional news outlets, as they perceive them to offer little substance and sensationalized stories. South Koreans have a serious distrust in journalists and news organizations, according to a Reuters Institute report, primarily stemming from perceived political and commercial influence over news sources. New ...

Z DNA

... These characteristics define the next generation and offer context for why they think and behave the way they do. Gen Zs possess a unique set of traits that reveal their attitudes, behaviors, and preferences today and will inevitably inform who they are well into the future. Throughout this report, you’ll find the elements of this generation’s DNA—some of which we identified in our Winter/Spring 2013 Gen Z Report and that have since become more pronounced, as well as others that have emerged as ...

Digital Intimacy

... spirit, the growth of ephemerality apps (which we first addressed in Short Life, Cassandra Report Fall/Winter 2013) is enabling them to form closer connections online. By lessening the issue of permanence from the digital experience, individuals are able to be freer and more forthcoming in what they share. They’re more comfortable letting their guard down; indeed, 42% of Cassandra respondents say Snapchat’s appeal is “the freedom to be myself.” Demand for disappearing messaging apps shows no signs of ...

Well Rounded

... they can have it all in terms of body, mind, and soul wellness. Ys’ search for wellness equilibrium reflects their generational desire for inclusivity. Raised to be group-oriented, their already social nature has been amplified by digital media. They are surrounded by real-time conversation and feel enormous pressure to participate in varied discussions across equally diverse social spheres (Pop Mix, The Cassandra Report, Spring/Summer 2014). In regard to wellness, this means that they need to make ...

Always Be Hustling

... hard” is outdated to those who feel the existential burnout explored in this overall report. Not only does overextending oneself in all areas of life lead to total burnout, but it’s altogether too prescriptive and doesn’t account for individual responses to professional and personal situations. Modern youth, who gave rise to the $4.2 trillion global wellness industry under the battlecry of “self care,” are fully aware that they need to rest and recover from the intensity of modern work and life in ...

ROI (Return On Image)

... -worth, as we explored in Web Esteem (Cassandra Report, Spring/Summer 2012). In fact, there are more Cassandra respondents who consider the number of likes they get on a post to be important than there are respondents who feel the number of followers they have to be important. As with planning, extending a narrative helps prolong the pleasure associated with sharing. This is evidenced by the rise of “getting ready” content infiltrating social feeds and video platforms. Images of packing for a trip ...

(A)social Skills

... so they know whether or not someone is ostracizing them.When communicating with their next layer of contacts, Zs prefer social platforms like Instagram and Snapchat. These are reserved for IRL friends and those with whom they have eLationships (Cassandra Report, Fall/Winter 2014), which can include select brands and influencers that they admire or trust. They use Facebook as well, but their actions are more guarded and sanitized since their broadest range of contacts inhabits this space. Indeed ...