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Macrotrends

Feedback Loop

... Zs value getting critical, honest feedback in order to continually improve, and they also feel an obligation to share their opinions with other people and brands. The act of giving and receiving feedback is ingrained in Gen Zs’ daily lives. Having grown up online, they’ve hardly known a time in which they couldn’t instantly receive the opinions of friends and strangers via comments, likes, retweets, and favorites, and provide their own perspectives in return. The open response cycle of the web ...

Culture Spotlight On South Korea

... part of social activities, as one-third of young people of drinking age (20+) say socializing with their friends usually involves drinking. Another one in three South Korean youth of drinking age also say they drink alcohol as a way to decompress/relieve stress—a nod to the intense work culture and for a better work-life balance.Which of the following, if any, are true for you?Please select all that apply. I drink alcohol as a way to decompress/relieve stress | Socializing with my ...

Inside Out

... , whether romantic or not, have become the norm; 71% of Zs in the U.S. and 61% in the UK say they have friends who are of a different race or religion than they are, and Trendsetting Zs are even more likely to have a multicultural social circle, with 89% in the U.S. and 82% in the UK reporting such. Zs’ practice of inclusivity leads to the desire for content that reflects their reality, and there has been a push for entertainment that addresses diversity like race head on (see Variety Show).I do have ...

Gaming The System

... million-dollar prize purses. As such, gaming, like any traditional sport, can become a career for those that work at becoming top players.Gaming can have a positive impact on people my age. If someone is really good at it, there is potential to earn a living from it.OLLIE, 15, UKThe image of a “typical gamer” has evolved. He or she is no longer a lonely person spending all their time in their parents’ basement chugging soda and substituting playing with friends with playing video games. Video games ...

Soundscape

... WeChat to send voice notes to my friends and family. Compared to cold text, voice notes are full of emotions. SHUYI, 22, CHINAVoice messaging apps are attractive because certain emotions are understood better through sound compared to seeing written words on the screen. MARIKA, 19, ITALYVoice messaging apps are leading the resurgence of audio communication as Ys and Zs are adopting them at rapid pace—in fact, 4 in 10 respondents in this study say they like to send voice messages through IM/chat apps ...

Best Dressed

... afford to buy new ones that do. Following the explosion of athleisure in recent years, young people are starting to pull back from the casual trend that allowed them to go from working out to running errands to hanging out with friends in the same pair of stretch pants. Although young people are still frequently engaging in exercise to better themselves, especially as it begins to resemble entertainment, they’re seeking a more unique look to represent themselves when they're not actually exercising ...

IRL (In Real Live)

... watching shows at the same time and in the same place as friends and strangers. Even though they can host viewings or communicate with others digitally about entertainment, the experience is not as immersive, electric, and stimulating as it could be. They’re looking for something bigger, more meaningful, and more dynamic. Youth want an opportunity to go further in their engagement with entertainment and to experience it from other people’s perspectives, which happens more seamlessly when they’re in the ...

Z Marketing Tips

... . Consider offering content and games that young mobile mavens can access anywhere to enhance their lives, relieve them of boredom, and give them something to socialize around and share. Recognizing that Zs love their mobile devices and sharing photos with friends (nearly 60% of them share photos on their mobile device at least once a week), UGG partnered with photo-editing platform Aviary to offer a limited edition collection of stickers, filters, and frames with designs reflective of its tween-centric ...

Demo Real

... to bring attention to rape and sexual abuse. Because these issues affect them and their friends directly, they feel they cannot stand by idly or simply show their support with the click of a mouse; rather, they must congregate to show their solidarity. The same was true in Paris after the terrorist attacks, with young people going into the city center to show they would not be bullied and to feel united with their fellow Parisians.I always try to support my friends who are doing stuff ...

Well Intentioned

... driven, and even pressured, to take their self-improvement to ever-higher heights. TOO MUCH OF A GOOD THING Ys’ access to wellness information has only expanded in recent years—they are essentially surrounded by it, which is both helping and harming them. They have no shortage of new tactics to try with bloggers, Instagram friends, and even mainstream media tipping them off to fresh health trends on a daily basis. Some young people are embracing each new fad, trying every new super food, and latching ...