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Macrotrends

Global Home & Away Trends

... . Beijing’s co-living developments strengthen the city’s sluggish real estate rental market, while similar projects in Singapore play up the “Millennial-designed, Millennial-managed” aspect to compete with the affordable public housing market, which houses a large portion of the city’s population. - South Africa: Rise of Coding Clubs - Just as young people in the U.S. and UK are increasingly going out of their way to obtain community, joining clubs and organizations in order to feel a sense of belonging ...

The Gender Landscape

... CLAIMING On the opposite end of the spectrum from Gender Bending is Gender Claiming, a phenomenon that could only arise among a demographic that has deemed the fight for gender equality largely won. Its proponents feel that in their postfeminist society, they are free to reassert any normative gender behaviors they so choose, without worry of setting back progress. This trend is particularly prevalent among Gen Y women, many of whom have recently “reclaimed” traditional women’s tasks as hobbies; for ...

Leagues Of Their Own

... Young generations are giving rise to nontraditional sports, broadening the industry and creating more entry points for engagement.Generations Y and Z are sparking a shift in the world of sports, widening the industry to encompass a larger array of games across more passion points and physical abilities. While older generations certainly had a range of sports to choose from, Ys’ and Zs’ generational characteristics, including their global-connectedness, open-mindedness, and digital-first outlook ...

Would You(th) Care For A Cause?

... Find out if Gen Zs and Gen Ys actually care when brands get involved in social causes or political issues, as well as differences in how each generation perceives such brand initiatives. To socially conscious modern youth, aligning your brand with a cause or social issue is a table stake: the bare minimum effort that companies must put forward to earn a place at the table. Socially conscious young people almost expect brands to stand for something as a baseline requirement. However, we have ...

Peer Improvement

... work on their physical health from the inside out and their self-confidence from the outside in, and enhance many other areas that impact the journey toward becoming a better version of oneself. For Gen Ys, the shift toward peer improvement aligns with the wellness movement they sparked, and this evolution of peer pressure is more fitting for Gen Zs, who are more likely to forego the intense rebellion typical of the teenage years as a characteristically risk averse cohort. Seven in 10 young people ...

Live, Not Buy: Gen Z Activism

... than Gen Ys (42%) in the U.S. Ys certainly haven’t shirked their social responsibilities, for the numbers demonstrate that they care about making their local community and the world a better place. However, it’s Zs who feel a particular sense of urgency when it comes to ensuring their generation and future generations have a secure future. From Zs’ point of view, they have inherited a world in dire need of change at the most macro level, making them more inclined to want to make a difference at ...

The New Social Order

... proposition: they can create the ideal brand ambassador without having to pay for a celebrity or an influencer. But relying too heavily on computer-generated imagery can backfire. In a recent report, Fullscreen found that when comparing human influencers to CGI influencers, Ys and Zs rank actual people as far more credible, authentic, and high-quality—all attributes that lead consumers to trust the influencers' recommendations. "Although Gen Z & Millennials are intrigued by CGI influencers, they are ...

Hands On

... Young consumers expect thoughtful, personalized customer service with a human touch.Younger generations, having grown accustomed to the independence that online shopping affords, are sometimes turned off by the hovering presence of sales associates. But that’s not to say that they don’t want access to help on their own terms, as demonstrated by the increasing number of consumers who use Twitter as their primary customer service tool. Gen Y and Z shoppers not only seek a 24/7 line of ...

The State Of The Sub/Urban

... appeal to Millennials, a generation who has disrupted the typical life path. Whereas Boomers and Gen Xers tended to get married and move to the suburbs to buy a house and start a family, this is less likely the case for Millennials. As a result, they're giving rise to a new type of suburb that isn't necessarily geared toward people who are settling down with a family, have a car, and want a quieter way of life. This isn't merely a matter of life stage as Millennials take a "you do you" approach and ...

How Can I Help You?

... should make the customer service experience more personal. Making the customer service experience more personalized can be as simple as saying hello to a customer as they enter a store or asking and then addressing them by their name during checkout. Participants in our Gen Y and Gen Z focus groups affirmed this desire for personalized customer service interactions and highlighted its capacity to brighten their day and elevate their opinion of a brand. A 21-year-old female in our focus group said ...