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Macrotrends

The Path

... , and personal growth, and they’re taking a very practical, forward-thinking approach to ensure that they get the biggest return on investment. Have A Career Career plays a prominent role in the happiness of today’s youth. In fact, finding a job they enjoy tops the list of things they need in order to feel complete—above even spouses, children, or friends. This is predicated in part by their generational characteristics. Ys were raised to believe they could be anything they wanted, which has led ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

Carrying The Torch

... she expresses her interest by following results online, saying, “I’m very patriotic, so this last summer I would always go on Google and see where the U.S. was in ranking of sports.” Youth can easily find clips online afterward, follow live commentary on their social media feeds, or wait until their friends share the funniest athlete reaction memes. If young people do decide to watch the Olympics live, they don’t necessarily watch the standard telecast at home, which isn't fully accounted for in ...