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The Generational Manifesto

... collectively shape their identity. Whereas studying people by life stage allows brands to understand what is affecting consumers during a particular period of time, generational research provides a lens into who consumers are overall, and therefore, how they will behave in the future. Meanwhile, categorizing people by life stage is increasingly irrelevant as traditional milestones and timelines no longer apply. Consider how Gen Zs are experiencing an Accelerated Adulthood and questioning the value of ...

The Urge To Splurge

... attention and admiration. Their luxury beauty & grooming purchases serve a similar function in that Zs know their use of makeup can ultimately result in a photo that will end up posted by themselves or by their friends. And their luxury tech & accessory purchases make sharing all of this possible. Digital existence is their lifeblood, and Zs' tendencies to splurge ladder back to how their purchases contribute to the visual identity they’re crafting online. What It Means For Brands: As Zs are pragmatic ...

PTSD: The Pandemic, Turmoil, & Social Disruption

... Unpacking the collective trauma experienced by today’s Gen Zs and Millennials Young people today are experiencing a collective trauma, which we’re unpacking so that clients will understand how to help their consumers cope through these immense shifts. Ultimately, ALL brands need to understand this, and will need to build strategies/tools into their offerings to safeguard consumer mental health and help them mitigate their PTSD. ...

The Right Moves

... into a full-time experience, young Australians are credited with sparking the modern version of this trend, in which free spirits residing in their vans join the gig economy to fund their lives, or become social media influencers to use that very life to turn a profit. As The Optimization Generation that wants to get the most out of the least, Ys prioritize travel and don’t want to be weighed down by lots of possessions, so the vanlife lifestyle suits them. And although many such influencers became ...

The Malevolution

... In response to a closing gender gap and recent societal shifts, young men are updating what it means to be a modern male, opening the door for brands to address their evolving needs.Today’s young men are facing a crisis of conscience. With movements like #MeToo and #TimesUp bringing them face-to-face with long-ignored injustices and a narrowing gender gap nipping at their heels, many are rethinking what it means to be a modern male in society today. While men continue to hold the lion’s share ...

All The Feels

... corporate ladder to snag the corner office at the expense of others; and even Ys, who shifted from products as status symbols to social markers, but who use those social keys to compete with and exclude one another. A strong generational trait among Zs is the ability to empathize with those around them, showing much concern for the feelings of others and celebrating the value of every individual.I would say that in general, people my age are nice to each other or at least respectful of one another ...

Gaming The System

... through playing video games, and a third say that video games are an important part of their social lives, both of which are significantly higher than for girls. Older Zs, whose lives are a bit more hectic compared to their younger counterparts, are more likely to use gaming as a means to check out from the challenges of day-to-day life: more than a third of 13- to 20-year-olds in the U.S. and UK say they use gaming as a means of stress relief, and a third say gaming is an escape from daily life. Zs ...

The Self-Improvement Revolution

... it, it's in an effort to maximize their potential and make the best use of their time. They feel an inherent need to show that they're interesting and productive, and to even have tangible evidence to show for how they spend their time. However, their motivation for betterment isn't entirely altruistic; there's also a desire to be part of a specific betterment trend, whether a challenge or phenomenon, so they can feel part of the group and be on par with their peers. This can certainly make the ...

The FUND-amentals

... that they don’t use and cut the cycle of perpetually wasting money.Olivia Olivia is also a financial chatbot that helps users understand where their money goes. It serves passive Ys by sending messages to check in on spending and providing suggestions for ways to spend less by category. In addition, it helps users budget by showing them not only how much they have to spend through the end of the month, but also how much they can afford to spend each day.Kai Kai is a financial chatbot that ...

The One

... them how much they care for them, and express interest in meeting their friends and family. It’s important to use personalized messages to show that they value each person individually, rather than simply making a mass, insincere effort. TD Bank received much praise last year for demonstrating this tactic with its Automated Thanking Machines. As a handful of unsuspecting customers in Canada stepped up to the ATM, they were greeted by name and given a targeted gift. Even when consumers decide to ...