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Parental Advisory

... . In addition, they see themselves as balancing the need to be strict and lax, aiming to give their children direction without stifling their independence. They are making family decisions for forming their familial identity together, serving more as Parental Advisors, who guide their children, rather than as gatekeepers or authoritarians.When it comes to family purchase decisions, for example, modern parents realize they have to consider their children’s opinions because their kids will have gone ...

The Hive Mind

... current cacophony of culture-driving, culture-defining opinions that circulate online via the “Hive Mind.”Today, the rise of multi-platform personal branding and blogging via social media has morphed into a new beast, one wherein users are promoting their messaging—behind a product, a service, or an idol—and rallying others to their cause as they compete for attention in today’s overcrowded online forum. The evolution of social behavior as a result of an evolving digital landscape has ...

ReLuxe

... , products from its most current collections are only sold via Supreme’s web store for a short period of time before shopping ends until the next collection launches, meaning fans have narrow windows to buy products both offline and online.Kylie Lip KitKnown for her love of makeup, Kylie Jenner launched Kylie Cosmetics in 2016 after the global launch of her wildly successful liquid lipstick + lip liner duo, the Kylie Lip Kit, which, at $29, is a luxury beauty product by Gen Z standards. Her limited ...

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

... /7 news cycle, and the rise of online ‘watchdog’ activity, among other factors), this cohort has become less trusting of the institutions that past generations were able to rely on, which is impacting their current emotional burnout. This is definitely a two-sided affair: Ys see institutions as becoming less supporting over time, leaving modern consumers, and Ys especially, to be gradually less trusting. For example, Baby Boomers overall had comparatively more trust in the military and believed ...

Over The Influence

... Handmaid's Tale-themed party earlier this year. These examples speak to larger trends of influencers being criticized for cultural appropriation, repping poor quality products, and generally being tone deaf. Issues like these will continue to proliferate as the influencer space becomes oversaturated and the cultural and political discourse gets increasingly contentious.EXTREMELY ONLINE AND INCREDIBLY EVERYWHEREAccording to InfluencerDB, there are more than 500,000 influencer accounts on Instagram, with ...

The Global Retail Landscape

... The global map of retail is the most expansive it’s ever been, stretching across multiple online and IRL touchpoints, prompting brands to innovate their strategies to cut through the noise and directly reach modern young consumers.The retail footprint is larger than ever, with in-store experiences, online retail, and the rise of social media shopping spurring its rapid growth (see The Global Map Of Retail below). The retail space has also seen the arrival of next-gen brands coming from new ...

Membership Drive

... . Though they are accustomed to hacking retail systems on their own, whether through discount hunting or resale transactions (see weCommerce), in some ways they perceive membership programs to be doing the hard hacking work for them. Young people are well-accustomed to paying for monthly subscriptions that give them unlimited access to streaming entertainment (e.g., Netflix, Spotify), and they are becoming more interested in doing the same across a multitude of categories as diverse as coffee, alcohol ...

Glutton Goals

... , 17, U.S.Notably, Zs’ rebellion is more mild than wild, which is in keeping with their conservative approach to life (see Risk Management). Their culinary indulgences are often “healthier” than those of previous generations in that they’re less processed. Pre-packaged snacks aside, it’s common for Zs to make a treat themselves rather than buy it. When we asked Zs about the types of skills they have or want to have, cooking ranked first out of 18 categories (86% in the U.S. and 83% in the UK). They ...

Global Fashion & Style Trends

... by 2021. The entire modest fashion space is predicted to grow into a $484 billion dollar market by 2019, largely spurred on by these Muslim shoppers. Overall this is a female-led trend that we foresee entering men’s fashion as males become more interested in personal style (see The Malevolution). While global awareness has exposed young people to those who dress more modestly for religious or cultural reasons, it is now becoming an aesthetic preference across the globe. The astronomical ...

Fauxsumerism

... behavior is more a part of young individuals’ everyday lives than traditional consumerism ever was. They see no need to wait for an event, occasion, or special sale to shop; these traditional “triggers” for purchasing are far too confining. Young consumers can browse and opt to buy anytime and anywhere. Marketers should support young consumers’ fauxsumerist impulses, as a means of encouraging interaction with products even when a purchase is not immediately impending. Brands can invite and encourage ...