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Macrotrends

For Your Entertainment

... show via a free streaming platform, and slightly fewer Boomers and Xers in the U.S. and UK report doing so, with three in 10 Xers and two in 10 Boomers in both countries saying they have watched a TV show via a free streaming platform.Despite the ubiquity of on-demand streaming platforms across cohorts, audiences are still watching TV shows live on TV, especially Boomers and Xers who grew up during the boom of broadcast and cable television. Nearly nine in 10 Boomers (87%) in the UK and 79% of U.S ...

POPulism

... Young audiences are increasingly eager to learn about and enhance their awareness of politics through the lens of comedy.Politics has long been considered fair game and easy fodder for comedic treatment in popular culture. Satirical political commentary, in particular, has been an ingrained part of Millennials’ cultural upbringing and news consumption since their preteen years. The Daily Show with Jon Stewart has been on the air for a venerable 15 years, and The Colbert Report began a full ...

Retail 2.0: Tech-Based Commerce

... Cash, PayPal, WeChat Pay, Alipay). Within China, the most widely used payment method used among 94% of youth is a mobile payment app (e.g., Venmo, Square Cash, PayPal, WeChat Pay, Alipay). Another eight in 10 Chinese youth also report using a self-service checkout in a store and a mobile wallet (e.g., Apple Pay, Android Pay). While only one-third of U.S. and UK Trendsetters have paid at a no-checkout store (a frictionless/cashierless checkout option, e.g., Amazon Go), another 42% in the U.S. and 39 ...

Side Buy Side

... impact on their joint decision. In fact, as revealed in our Self Made report, more than half (52%) of global youth are interested in sharing airline miles with a friend(s), and 43% are even interested in getting a joint bank account with friends. Not only are modern youth exposed to their friends' recommendations more often nowadays, but they also hold them in very high regard. Ys and Zs increasingly consider their friends to be the arbiters of taste more than industry experts (see Supply & On ...

Exertainment

... Potter, archery from The Hunger Games), as we found in our report, Game Changers. Yet this trend provides an opportunity well beyond the entertainment industry; today, as all brands need to create entertainment over advertising, companies in any category stand to benefit from young consumers' desire for more active engagement. BRAND IMPLICATIONSYoung people are looking for less passive and more interesting ways to consume entertainment so they can feel more productive and healthy than when just ...

Presence of Mind

... among Ys as a source of stress. For many Ys, the real-time stream acts as a persistent—some might even say nagging—call to socialize. Facebook posts demand comments, Instagram photos beg for likes, and Twitter witticisms plea for retweets. Indeed, the amplification of social noise has made the need for “me time” more pronounced among Gen Ys (Culture of Calm, The Cassandra Report, Summer 2011), with more than half (54%) saying they don’t have enough me time. And while self-consciousness surrounding ...

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 ...

Global TV Trends

... . Users pop in at any time and friends get notified, so they can all watch content separately, but together. REBOOT DIVERSITYThe television industry has seen an enormous amount of reboots and adaptations in recent years—a trend that has only grown since we addressed the consumer desire for new takes on familiar stories in our report The Entertainers (see Re-New and Genre Trends). Young people are fueling this television trend: Gen Ys, who grew up watching the original versions of many of ...

Cease & Assist

... can select any style in any color combination and further personalize them with add-ons, such as different shoelaces and their name or initials. The same can be said when choosing a cellphone, between deciding upon the device itself, cases and accessories, and engravings. However, as there are more brands today providing an increasing number of customization options, youth report that it’s too much to keep up with. They feel an obligation to explore all the variations and believe that not doing so ...

Overboredom

... brands are no longer just competing with each other, they’re also competing with content from amateur creators and Zs’ friends on social media, which Zs are more likely to be emotionally invested in and therefore dedicate their time to. Moving forward, Zs’ fear of boredom is likely to have implications that reach far beyond the content they choose to consume. As we noted in the Global Love report, many young people feel that the rise of digital makes dating feel more disposable, as there’s ...