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Macrotrends

Dual Intentions

... sometimes takes so long for people to delete their profiles after coupling up—and a factor contributing to young people’s staying single longer—is because they are reticent to give up the entertainment value dating offers. Similar to how young people enjoy Fauxsumerism, they also like “shopping“ for dates even if they have no intention of actually going on them. We heard from countless people in relationships that they enjoy using their friends’ accounts on dating services and apps to look at people’s ...

Dream Team

... user to sync up and track players’ performances, provide live updates, and allow users to compete against friends by picking players and earning points throughout the game for their actions. The app encourages fans to pay attention to both the live action and the fantasy play while staying within the NBA brand. Additionally, such gamification allows consumers who aren’t traditional sports fans to enjoy sports through a new outlet. Fantasy sports provides an opportunity for young adults to use their ...

Open House

... %) having decorated or redecorated in the past six months. Further demonstrating their passion is the abundance of posts in their Instagram feeds showing their interior design savvy as a form of social currency, from artfully arranged rows of succulents to #shelfies of their perfectly organized bookcases. They also want a space of their own in order to entertain friends and host dinner parties, given their social nature and love of cooking. Just like generations before them, Ys want to have a place that ...

Overboredom

... Young & The Restless). My generation does have a short attention span, so for me if I wanted to look at an ad it would have to be something that relates to me or makes me laugh. Something funny, eye-catching, and a bit different.  We are so bombarded by adverts online that very few ads grab my attention.LUENA, 18, UKWhen they’re not using social media to connect with friends, they’re using it as a source of entertainment in the more traditional sense. Nearly half of Zs in the U.S. and 43 ...

The Path

... , and personal growth, and they’re taking a very practical, forward-thinking approach to ensure that they get the biggest return on investment. Have A Career Career plays a prominent role in the happiness of today’s youth. In fact, finding a job they enjoy tops the list of things they need in order to feel complete—above even spouses, children, or friends. This is predicated in part by their generational characteristics. Ys were raised to believe they could be anything they wanted, which has led ...

Know It Alls

... ;even in a non-professional setting, to be the “go-to” when your friends wanted to know about fashion, or science, or fitness—it’s now highly regarded to be able to talk about any subject with anyone. It’s no longer acceptable for a young person to claim they’re not into tech, or politics, or sports, it’s expected that, even if it’s not their passion, they can contribute to the conversation about it in a knowledgeable way; not making the effort to know anything can even convey that they're not ...

Doctor Who?

... with young consumers.I haven't taken medicine in years. I've seen a lot of family, friends, and people in my community develop opioid addiction. Recently, I hurt my shoulder and went to the hospital and they gave me intense pain pills and were like, 'there's five for tonight,' and they gave me a prescription. I never took any because I never needed them, but it upset me. I actually sent an email to the hospital because I was kind of upset that they were just like, 'here, have five pain pills.'JAMES ...

Welcome To The Club

... cornhole club. These are really fun ways to meet new people and expand my social calendar.JACOB, 34, VAOLD CLUBS, NEW FACESFor centuries, mealtimes have had cultural significance as occasions during which people can gather and bond over a shared culinary experience. As young people seek out more opportunities to form community, supper clubs have risen in popularity as events at which people can come together with existing friends to commune over a meal, or where they can can meet new people who help ...

Feedback Loop

... Zs value getting critical, honest feedback in order to continually improve, and they also feel an obligation to share their opinions with other people and brands. The act of giving and receiving feedback is ingrained in Gen Zs’ daily lives. Having grown up online, they’ve hardly known a time in which they couldn’t instantly receive the opinions of friends and strangers via comments, likes, retweets, and favorites, and provide their own perspectives in return. The open response cycle of the web ...

Soundscape

... WeChat to send voice notes to my friends and family. Compared to cold text, voice notes are full of emotions. SHUYI, 22, CHINAVoice messaging apps are attractive because certain emotions are understood better through sound compared to seeing written words on the screen. MARIKA, 19, ITALYVoice messaging apps are leading the resurgence of audio communication as Ys and Zs are adopting them at rapid pace—in fact, 4 in 10 respondents in this study say they like to send voice messages through IM/chat apps ...