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Macrotrends

Side Buy Side

... Modern youth are more exposed to what brands their friends like than were youth in previous generations, and with this greater awareness comes greater influence.Although youth have always held much influence over their friends in terms of what they do and buy, it's never been more prevalent as it is for Gens Y and Z given that today, young people are influencing their friends both online and off, and as much passively as they are purposely. Modern youth are simply more exposed to what ...

Breaking Bad

... An exploration of what’s socially acceptable in the eyes of each generation and how brands can help achieve social progress.It’s no easy task to successfully navigate modern social norms and stigmas as a consumer, let alone as a brand. The written or unwritten rules that govern society’s definition of normal and acceptable behavior—or conversely, behavior deemed discrediting and worthy of discrimination—are constantly in flux and disrupted by each generation. Every generation has ...

Global Food & Beverage Trends

... Kavasutra Kava Bar, House of Kava, and Brooklyn Kava House. Kava offers many benefits, including helping imbibers relax and and sleep better, while catering to their desire for productivity in giving them a buzz without a hangover. Meanwhile, ESPN asserts that it's the NFL's newest and safest painkiller.Protein Water Co London-based Protein Water Co launched a Skin Maintenance line of collagen waters that contain no added sugars, sweeteners, flavors, colors, or ...

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 ...

Parental Advisory

... online to research and weigh options to arrive at their answer, just as parents do. When Boomers were growing up, it was generally true that “mother (or father) knew best” because parents had the resources and experience necessary to evaluate the question at hand. Fast forward to when Ys were kids; their Boomer parents rebelled against their upbringing in which they had little input. They invited their children’s opinions and found that sometimes the child did know best, such as when choosing ...

ReLuxe

... Range Rover from Uber Black. The high barrier to entry no longer exists. Such shifts were born out of necessity; the economic downturn hit while most Ys were in college or entering the job market, turning what should have been a period of income growth into one of debt accumulation. Ys have the highest levels of student loan debt in history, which has made valuing traditional luxury products not only less possible, but in turn, less culturally relevant. These financial frets are a major  ...

The Optimization Generation

... control these habits takes a level of maturity not usually associated with their cohort. On a deeper level, by seeking “more from less” both online and off, young people are reinventing the concept of a “simple life” that was so prevalent during the Recession. The term no longer conjures images of crunchy agrarianism but rather of a focused pursuit of personal fulfillment. Having the freedom and means to concentrate on one’s priorities—whether they be to start a business, trek the globe, or ...

Hands On

... communication with retailers, but also expect to be treated as unique individuals by offline sales associates. In fact, 59% of respondents name customer service as their motivation to shop in-store, as opposed to online. Retailers are responding to this shift in customer service preferences by creating initiatives that are both more expert-driven and more personal. Consequently, the addition of a human element in customer service programs is becoming a key brand differentiator among discerning consumers ...

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

... themselves in this area. Whereas Zs are hard-working, pragmatic kids who are churning at school and pushing themselves mentally, Ys, who are fully in the workforce, are learning to take it a bit easier on themselves. But make no mistake, Ys do feel mental burnout. The standard pace of modern life and the always-on “Age of Information” in which Ys exist leave them constantly downloading and absorbing information, regardless of if they are cognizant of it or not. But it’s not just this nebulous state of ...