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Macrotrends

Try Before You Buy

... Retailers are addressing young consumers' penchant for pre-purchase research by introducing both physical and digital home trial initiatives.Generations Y and Z are discerning shoppers and diligent researchers who are highly cautious of their spending. In fact, 54% of Cassandra Report respondents say they do more pre-purchase research than they did just five years ago. To cater to these careful consumers and alleviate their uncertainties about purchasing online, retailers in rising numbers are ...

Set In (E)motion: The Guide to Gen Y Burnout

... , they could secure, at the very least, a solid job with steady income. The Great Recession thoroughly cancelled this notion, leaving older Gen Ys graduating from their secondary education with few job prospects, if they were lucky enough to have any at all. This sparked a wave of arrested development wherein many Millennials had to move back home with their parents. The financial angle of this particular ordeal only adds to Ys’ institutional distrust: many in this cohort took on debt to go to ...

Fear Factors

... had both parents in the workforce became known as latchkey kids—children who would come home to an empty house after school and let themselves in with their own key. Having little to no adult supervision outside of school made this generation extremely self-reliant and responsible, and they carried these attributes into their careers. Much like their Boomer predecessors, Xers worked their way up the career ladder in order to achieve success. But unlike Boomers who work hard in order to go ...

Accelerated Adulthood

... that they may break certain school rules, such as the dress code, but they have great respect for their parents’ rules. Regardless if it’s in-school or in-home, Zs are highly cognizant of considering the repercussions first. One 18-year-old female in a focus group said, “It depends on how high the consequence is. If it’s serious, you’re less likely to break the rules.” An 11-year-old male also said Zs are cautious of rebellion because they’re still figuring out the unwritten rules currently ...

Cultural Diplomats

... society that allows individuals, not just those in positions of authority, to influence global culture on a grand scale. In this sense, Ys are the first generation of Cultural Diplomats: emissaries empowered to bridge international divides, whether online, abroad, or at home. The expanding power of the individual was set into motion by forces that, for GYs, began early in life. Growing up with the unprecedented resource of the Internet afforded them direct access to international news and events. This ...

Mind the Store

... Art Mall in Hong Kong incorporates expansive green spaces into its design and curates art exhibitions to evoke a relaxed and creative atmosphere. Food is the focus at Westfield Montgomery in Bethesda, MD, where the outdated food court is now home to a swanky dining terrace serving healthy, artisanal fare. Still others emphasize fitness: the upcoming mega-mall in Miami will include an indoor ski slope, and Morinomiya Q’s Mall in Osaka encourages consumers to workout while shopping via its rooftop ...

Cashless Is King

... holistic view of their finances. - Businesses That Accept Peer-To-Peer Payments - To appeal to young generations who think about money digital first, more companies are beginning to accept digital forms of payments from customers. Williams-Sonoma The home goods company plans to accept Venmo as payment at all of its locations by early 2018. Munchery, Gametime, White Castle Venmo is appealing to businesses because if they accept it as a form of payment, young consumers can easily pay for their ...

Global Digital Trends

... campaign, the Coalition to Repeal the 8th, organized a march via social media on International Women’s Day to demonstrate solidarity and raise awareness about the upcoming vote. On May 26 of this year, 66.4% of Irish citizens voted to repeal the country’s abortion ban.#HometoVote Leading up to the Irish referendum to repeal the Eighth Amendment, the hashtag #HometoVote went viral in Australia. Irish citizens living abroad publically shared their decision to travel home to Ireland to participate in the ...

Marketing Tips

... enthusiasts dialed in just to chat or express their love for the brand, while others found it a helpful way to learn about the benefits of the service if they weren’t subscribed already. Based on the positive response, Birchbox is now live chatting with its Snapchat followers once a week. - 7. Provide a sense of home. - As consumers can buy anything online today, brick-and-mortar brands need to offer more to get people in stores (see What’s In Store). Retailers can position their spaces as the draw ...

The New Social Norms

... social lives in numerous ways beyond wanting a more tight-knit social circle. Increasingly, Ys and Zs are displaying a Go Big Or Go Home outlook, in which they feel they should participate in only the most memorable, special, and shareworthy get-togethers with friends, or else they might as well stay home, save up, and rest for other occasions that provide the biggest return on investment. In doing so, they're preferring fewer, more meaningful IRL hangouts that they feel are can't-miss occasions ...