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Macrotrends

The Real Story

... take on an epic journey.WhiplashThis story of a music school student striving to become a great drummer touches on the pressure kids, parents, and teachers put on achieving excellence. Whiplash unveils the extremes young people go to in work ethic and life to achieve their dreams. - Realism in Books - As the YA market shifts away from fantasy, many of the most buzzed about novels set for release this year are stories about regular teens dealing with complex issues and biographies of people who set ...

Nesting & Resting

... tasks that can foster this state. The need to unwind into this state of mind has grown stronger now that young people’s constant connectivity has left them bombarded by notifications from friends, family, coworkers [see School of (Work) Life], brands, and more at all hours of the day and night. While they’ve long led connected lives, digital is taking up a larger share of their time, making their need to recharge in soothing space more meaningful. A 24-year-old woman in our focus group told us, “You ...

Obstruction Of Injustice

... it can wipe such negativity from the world. Having observed—some firsthand—the effects of bullying in their school years, today’s youth are highly sensitive to language that serves only to incite fear and maintain prejudices based on race, gender, religion, social class, and other distinctions. They still witness such attacks launched via social media, particularly as their broad networks include not only likeminded friends but also random acquaintances, work-based connections, and ...

ProPlay

... digital media as a given, not as a new invention, feel unprecedentedly empowered as children and adolescents. Whether it be grandparents via text messaging or peers on Instagram and YouTube, they have instant audiences with whom they can share the pursuits enjoyed in their free time (as do the Zs behind the Kids’ Toys YouTube channel*). Because they have the ability to create a public “Brand Me,” they are taking their free time more seriously. After all, how will everyone at school know how awesome ...

High Society

... sweeteners. The startup’s loop-shaped cereal comes in four flavors (Fruity, Cocoa, Frosted, and Cinnamon), and each serving contains 12 grams of protein and only 3 grams of net carbs. The cereal is available exclusively on Magic Spoon’s website and retails for $39 for a four-box pack.The Cereal SchoolThe Cereal School recently debuted a low carb, high protein cereal that has a “cleaner” nutrition profile compared to other cereals due to its ingredients, which include monk fruit and lactose-free milk ...

Food Fixation

... hangovers, the crowdsourced platform is run by more than 1,000 student contributors on 45 campuses nationwide.SLIM PALATEOverweight and bullied in school, then teenaged Joshua Weissman decided to take his health seriously by foregoing prepackaged meals and learning to cook. After losing 100 pounds, he earned the respect of his classmates and is now inspiring others to adopt eating habits through his Paleo-focused blog, Slim Palate. SUN PACIFIC CUTIESThis past December, McDonald’s and Sun Pacific Cuties ...

(Ana)logging Off

... Young people are supplementing their digital entertainment habits with analog options that let them connect IRL while projecting a cultural cachet. Although young people have the reputation of being addicted to their devices, all is not lost when it comes to old school entertainment. While their screens are still near and dear to their hearts, young people are embracing analog entertainment to counter the always on, constantly connected nature of their lives. In fact, 74% of U.S. and 68 ...

Some Other Time

... , another area of young people’s lives that are always on. A few years ago, young people in focus groups told us they enjoyed the sense of being needed by their employers and would readily respond on nights and weekends, but that norm is also changing. France recently passed a law banning work emails after hours, and many companies around the world are instituting the same policy. By being able to balance their personal needs with one’s social life and work/school life, taking time off from the latter ...

Over Stimulation

... music, have become items to check off the mental to-do list or digital queue shows how difficult it is for Ys and Zs to have meaningful downtime. This is the paradox that modern youth experience: they're using their free time to take a break from the burnout that results from work, school, and social obligations, but they're also burning out on the things they use to fill that time. BURNT OUT ON BOREDOMModern youth, especially Ys, struggle with the concept of fully relaxing during their free time ...

Social (TV) Network

... for social media—a tactic Chipotle recently employed with “School of Guac,” a show airing each Tuesday afternoon on Snapchat.It’s not to say that traditional entertainment platforms will soon disappear from youth’s media diet, but social media is becoming the core medium for entertainment delivery that better reflects their social nature and desire for always-on access. This is especially the case for Gen Zs who have grown up with YouTube. It’s often their entry point for videos, making ...