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Macrotrends

The Relationships & Community Perspective

... The ways that young people connect, feel a sense of togetherness, and maintain relationships will evolve rapidly in the wake of Covid-19 and create unprecedented opportunities for brands.More than five years ago, Cassandra predicted the rise of “eLationships,” a trend we identified related to the rise of online-only friendships. Even then, for many young people, digital relationships were as meaningful as their IRL counterparts. Much like their in-person friendships, their digital friendships ...

The Young & The Restless

... out runs much deeper, so much so that it’s affecting them even when they’re not completely conscious of it. At the same time, just seeing a screen or light from one’s devices can disturb sleep, and as kids today have more technology in their bedrooms than past generations did, it’s having a negative impact on their health. Although some parents may institute designated time that their children can use their devices, others don’t realize the extent to which technology is affecting their kids’ sleep ...

The Mental Health Perspective

... -19 as Millennials and Zs are coping with the effects of social distancing, isolation, and uncertainty.For Gen Zs, they are relying on their pragmatism, as well as their openness about their mental health needs to get through their current daily challenges. On the whole, they’re comfortable openly talking about their issues and know when and how to seek help. They don’t see sharing mental health struggles as being vulnerable but rather as a logical approach to maintaining their overall health ...

Gen Z State Of Mind

... and children are very important to Zs, they rank being wealthy as a higher aspiration, suggesting they view money as providing more security than people. Zs’ need for security is also manifesting in their prioritization of privacy. Despite their young age, many use a VPN and are seeking out products and services that ensure their activity and identity are kept private (see The Privacy Premium). This desire is also causing them to think twice about their digital habits; about four in 10 in ...

Welcome To The Club

... seriously and use them to gain a deeper sense of connection and community. They have been emerging in private homes, clubs, and co-working spaces across the country and cover a vast array of topics, allowing individuals to nourish different facets of their identities and form connections through meaningful discourse. From gender equality to death, there are salon-style meetups cropping up to cater to the gamut of young people’s intellectual and emotional needs. Zero Gap is a San Francisco-based ...

Seize The Day

... towns as well.I think a big part of this is 'best use of time.' Flexible working, saving money, and stopping to drink, as when you go anywhere at night alcohol seems to be involved and people tend to spend more money. Also people are more focused on their health and that is best worked on during mornings.ANA, 28, UKHaving time to both socialize with others and recharge alone are also significant reasons why youth are preferring to Seize The Day. Health and wellness, both of body and mind, are very ...

Leagues Of Their Own

... Young generations are giving rise to nontraditional sports, broadening the industry and creating more entry points for engagement.Generations Y and Z are sparking a shift in the world of sports, widening the industry to encompass a larger array of games across more passion points and physical abilities. While older generations certainly had a range of sports to choose from, Ys’ and Zs’ generational characteristics, including their global-connectedness, open-mindedness, and digital-first outlook ...

Innovation IRL: Profiles Of Modern Youth

... An ethnography of young people’s innovation usage over the course of a week.For The Innovation Outlook, we asked three young people in the U.S. and three in the UK to keep a diary of the innovations they used in their personal life over the course of a week, excluding basic functions on mobile devices and computers (e.g., texting, sending an email, using the Internet). Before embarking upon the week, we asked the participants to categorize themselves based on their innovation attitude, as ...

An Eye Towards The Future

... Gen Zs have been deeply and unequivocally impacted by the Covid-19 pandemic, and represent how these resilient young adults have been internalizing this impact, ultimately evolving in a way that is quite unprecedented.We examined how both generations are upending the status quo, not only in the wake of the pandemic but also in the aftermath of a recent wave of social unrest. The confluence of such events is causing youth to reexamine established ways of working, socializing, eating, self-care ...

The Generational Manifesto

... collectively shape their identity. Whereas studying people by life stage allows brands to understand what is affecting consumers during a particular period of time, generational research provides a lens into who consumers are overall, and therefore, how they will behave in the future. Meanwhile, categorizing people by life stage is increasingly irrelevant as traditional milestones and timelines no longer apply. Consider how Gen Zs are experiencing an Accelerated Adulthood and questioning the value of ...