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Macrotrends

Z DNA

... freely and expect to be able to access others’ contributions in return. They don’t consider other members of their generation competition, but instead look to them as inspiration to help them improve their ideas and evolve as individuals. INTERGENERATIONAL The gap between generations is shrinking, as Zs are more likely than were youth in previous decades to inhabit the adult world. In the past, parents would come down to their kids’ level, literally getting on the floor to engage in children’s play ...

Global Y Dream

... Dream solidified as a path to a prosperous and equitable society. Global Ys (GYs), however, are giving rise to a global dream for their collective future. GYs’ common experiences and global outlook have given them a set of shared aspirations and life goals. Ys around the world consider themselves new pioneers; they’re changing the meaning of family, seeking careers they love, and expecting brands to play a significant role along the way. THE NEW PIONEERS Life goals of Ys in many developing countries ...

Race To Zero

... causing the pain point or has the ability to fully alleviate it, will foster appreciation of the brand and lend itself to future interactions. - Zero Inefficient Time - Brands offer initiatives that diminish the pain of waiting in line. Disney Disney launched the Play Disney Parks app this summer, a portal to gaming that can only be played inside Disney theme parks. To diminish the struggle of waiting in line for rides and attractions, visitors can play games specific to the line they're in ...

Family Ties

... need to make time for quality time and are prioritizing it in their daily lives, while also redefining what the concept means in the process.I find myself looking for ways to make quality family time as life can get so busy and there are so many distractions. Technology does play a part surely.BRIAN, 35, INModern parents don’t have the luxury of built-in family time that often existed in previous generations, but that’s not to say that quality time is any less important now than it was in the past ...

There's No Place Like Home(town)

... unique. Entertainment, music, and CPG brands could call out shows most streamed, music most listened to, or products most purchased, all by locale, in targeted advertising or even physical retail concepts. Much in the same way that hyper-localized product curations drive consumer interest in a retail setting, calling out and playfully celebrating the fun idiosyncrasies specific to different states, cities, and towns will go far to play on the nostalgia youth feel and reinforce a consumer’s experience ...

Robot Relations

... dialer app, ask the weather, and occasionally ask questions that are on my mind.RYAN, 13, U.S.Acknowledging the increasingly important role that machines play in Zs’ development, companies are teaching children to master Robot Relations from early childhood. A Pixar animator created a lovable family robot named Kuri, while a former Google exec created Dot and Dash, two cartoonlike robots that teach kids to code. Such devices are doing more than shaping how kids learn; they’re also shaping their ...

BrandCon

... . PopSugar Play/Ground In June 2018, media brand PopSugar is launching its first festival, Play/Ground, aimed at entertaining women and helping them with career development through a combination of live performances, wellness classes, and panels.Meccaland This coming April, Australian cosmetics brand Mecca is launching Meccaland, a festival dedicated entirely to beauty filled with interactive sessions, share-worthy experiences, and exclusive products for fans to get a behind ...

Living Experiments

... connect to easily sell and trade their possessions, such as IKEA’s online flea market or Patagonia’s Worn Wear program.Media brands can play a key role, too, by helping alleviate any remaining intimidation of living in unfamiliar surroundings. To date, there are few examples of young people forging lives in new locales that don’t rely on fish-out-of-water stereotypes. Portraying characters in wacky scenarios presents an incomplete picture of their experience. Ys don’t bumble about but rather do their ...

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

... existence that affects Ys’ mental burnout: their jobs and careers play a big part in how mentally burnt out they feel. In Cassandra’s qualitative research, a Gen Y female told us that to her, modern burnout connotes “a really brain heavy life” where one just “gets fried.” To combat her sense of mental burnout, which stemmed from her taking on too much responsibility at her job at far too early a point in her career, she switched from saying “yes” to everything to feeling comfortable saying “no” and ...

Universal Invite

... Dance, which consists of several side kicks, followed by bunnyhops, also has international appeal, with individuals in Romania, Turkey, and Saudi Arabia in particular taking to the web to share their own versions. GAME ON The thrill of victory and the agony of defeat feel the same in every country, drawing Ys from around the world to play many of the same digital games (e.g., League of Legends, Minecraft, and Clash of Clans). It’s more fun to play with others—regardless of whether they’re friends or ...