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Macrotrends

Shopography

... the local stores they love. It's also a tactic that larger brands can emulate; for example, Uniqlo's Soho location in NYC prides itself on being a pillar of the local community, connecting with the neighborhood's charitable and municipal organizations, as well as its retailers, setting it apart from other chains that have infiltrated the area.Malls have been steadily fading from relevance with young consumers; they still visit them on occasion, but it’s often out of necessity rather than any ...

TasteMakers

... with relevant food. When launching a new property, consider building a food component into the story around which to build future experiences.Young consumers regard grocery stores and food markets as entertaining cultural destinations where they enjoy going even when they don’t plan to buy anything. Brands in this area should make their spaces especially inviting for people to hang out. This will help create a meaningful relationship with consumers, even if it doesn’t lead to sales every visit ...

Shop Right

... children’s needs are still appreciated by parents, but they’re no longer the major draw they once were. Now that parents can buy almost anything online, their relationship with shopping is changing. Their incentives for stepping inside a store have gone from “have to” to “want to,” and chaotic environments are no longer making the cut. Instead, Y parents are gravitating towards stress-free stores that foster Presence of Mind while also providing entertaining experiences for parent and child alike. Now ...

The Parent Trap

... Buy Not). They don’t want to invest in myriad items that their child will quickly outgrow or that create more chaos in their lives. As follows, they’re making a concerted effort to limit their buying to the essentials, with nearly four in 10 parents in the U.S. and a third in the UK saying they limit the number of toys and clothes they buy for their child. Doing so allows them to optimize their spending and space and is reflective of a behavior that Ys are applying to all aspects of ...

Have Guidance, Will Travel

... their own, which can easily turn into rabbit hole after rabbit hole as they navigate the seemingly infinite amount of information online. Seeing where all of their peers are going on social media can be inspiring but it also adds to the pile of options to sift through. Faced with unending options, young travelers want ways to cut out the clutter and make a decision—or have one made for them. The pendulum is beginning to swing back as young travelers seek to take some of the hassle out of ...

No Money, More Problems

... Ys' tendency to delay milestones that were easily hit by earlier generations: buying a home, getting married and having kids, and saving for retirement. And these financial issues don't just mean Ys have to wait a few years to buy a house: they're negatively impacting this cohort’s mental health and creating constant stressors, whether that's due to debt or the fear that they won’t be able to live up to expectations set by previous generations. In Cassandra’s qualitative research, a Gen Y female ...

Community > Commerce

... Young people prioritize gaining a sense of connectedness above individual consumption when shopping and spending.Young consumers are shunning shopping experiences that are merely transactional. Brands can no longer simply put products on shelves and expect young people to buy them. As youth expect to have personally meaningful relationships with brands (see The One), they browse and buy for more emotional reasons than utilitarian ones. Today, the purpose of shopping has shifted from just ...

Exertainment

... Francisco and the company has drummed up much attention by winning an Innovation Award at CES 2018. Such advancement suggests that it's no longer just fellow entertainment brands' content or other types of media (e.g. social media, online streaming) competing for young consumers' attention; exercise is also stealing a share of young people's media consumption as it becomes a form of entertainment—one that leaves them feeling better, happier, and stronger. Meanwhile, fitness brands can't just ...

Marketing Tips

... for them to each record a song for the other to express their love and even coordinated a surprise visit. - 8. Have the breakup conversation. - As today’s youth spend a longer period of their lives dating, they’re exposed to more breakups than were their predecessors. This new reality has caused them to become more comfortable with breakups and better able to cope with them (see Break It UP). In fact, young people are exhibiting an optimistic outlook when it comes to ending a relationship ...

Personal Property

... be unique and have greater character than what’s currently available for people to buy en masse. More than a third of youth (35%) and 53% of Trendsetters are open to buying used furniture and home décor.Brands Head HomeAll told, to resonate with the youngest generations of home buyers, brands need to make uniqueness and creativity a priority in the products and services they offer. Home Depot has made this a focus lately by partnering with online interior design service Laurel & Wolf so that its ...