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Macrotrends

Brand Mentorships

... , which reflects a commitment to community.Young people are champions of bottom-up leadership. Show consumers that your brand is open to reverse mentorship by publicly acknowledging how you’ve grown and learned from smaller partners.  - Stores With Local Love - National retailers are recognizing the importance of emphasizing their involvement in the local community. They are bringing in elements that make local shoppers feel at home and elevating attention to artists, designers, and chefs ...

Culture Spotlight On Spain

... rock’n’roll band to make a loud international impact, as reported by The Guardian. These bands are reflective of Madrid’s vibrant indie music scene, as many of these artists have risen in popularity through their own efforts, without the help of labels or press. They’ve formed a sense of community among Spain’s youth and also with each other; many of the aforementioned bands propel one another in the country’s music scene to help elevate the genre and give Spanish youth a source of relief through ...

All The Feels

... about gender inequality, 62% in the U.S. and 66% in the UK about racism, and 43% in the U.S. and 46% in the UK about prejudices against the LGBTQ+ community. Zs aren’t waiting until they’re older to consider such issues; their empathy inspires them to pay attention and take action now. Already, 30% of U.S. Zs and 20% in the UK have volunteered their time, and the numbers are significantly higher among Trendsetters (63% and 52%, respectively), and 22% of Zs in the U.S. and 24% in the UK have donated ...

Over The Influence

... % said they wanted their likes to remain hidden, and 51% said they saw no change in the number of likes they received. Still, this change is certain to shift the focus of some partnerships and will require a reimagining of metrics, but it's unlikely to have a huge impact on companies that have developed genuine relationships with influencers or partnered with people who are authentic to their brand. “Essentially, it will require brands to focus on fostering community rather than surface-level content ...

TasteMakers

... dined at a renowned upscale restaurant. It suggests they’re more in-the-know to have discovered a hidden gem and that they’re more connected to their community—a factor that’s increasingly important to modern youth as they seek meaningful offline experiences. In fact, knowing about eateries in their neighborhood and being the person to whom their friends turn for restaurant recommendations has become a prized form of cultural currency.A TASTE OF LUXURYAs youth prioritize food and ...

Feedback Loop

... sticks. They want to discover where they excel early in life (see ProPlay), and they’re turning to their network for answers to help them get ahead. A 16-year-old boy in our study explained, “My top three social media sites are Twitter, Tumblr, and YouTube since they allow me to post my ideas and have them instantly critiqued.” With a community at the ready to give them feedback, Zs see no reason why they wouldn’t experiment with different interests and gain input. They’re willing to take the risk to ...

Culture Spotlight On Mexico

... , orange, lime, and lemon, the soda found a following after the region had difficulties with its supply of Coke, but the alternative has become the mainstay. The growing popularity of the drink not only suggests that young people are seeking a more natural and healthy lifestyle, but they also want more local products and to support their community.74% of Mexico’s youth cannot go a day without listening to music, and this increases to 79% among women compared to 69% of men.7 in 10 Mexican youth agree ...

Justifying Fan Fic

... this recognition. And with more than 7.5 million fan fiction stories posted on writing community Wattpad in 2013, this growth shows no signs of slowing. The vast amount of fan content published online has inspired traditional publishers to embrace it as a profitable source of revenue. Last year, Simon & Schuster published Beautiful Bastard and its sequel Beautiful Stranger, both of which are reworked versions of Twilight fan fiction. Additionally, Penguin published The Submissive, another Twilight ...

Hi & Buy

... force behind the evolution of retail. They desire shopping situations that feel like events, and seek connectedness from brands that prioritize Community > Commerce and offer entertainment through What’s In Store. Gen Zs appreciate such “shoppertainment” from in-person shopping experiences; 41% of Trendsetting Zs in the U.S. and 32% in the UK like going to stores where they can just hang out, even if they’re not buying anything. As the first digitally native generation, Zs want the ...

Membership Drive

... , food, beauty services, flights, boutique fitness classes, concerts, and more. Their motivations for joining such membership programs are multifaceted, ranging from financial considerations to personal development. Furthermore, membership programs’ reliance on community—the group dynamic makes such economies of scale work, after all—greatly appeals to group-oriented younger generations. Going forward, these community-minded membership programs stand to reinvent loyalty among young ...