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Macrotrends

Identity Theft

... to plan regular “date nights” (without their children); given the high cost of a babysitter, this is not without additional strain on the family, but it demonstrates Y parents’ determination to carve out pockets of time and headspace for their various selves. OUTSOURCEDEven as Y parents share parenting and household responsibilities more than previous generations did, mothers are still accountable for the majority of tasks and chores. While the push for gender equality at home persists, the ...

Feedback Loop

... fact that they’re accustomed to brands asking for their input via crowdsourcing and co-creation initiatives. Following in the footsteps of Ys, the next generation is already forming strong opinions and calling out companies they believe should have more sustainable business practices, gender-neutral products, or Photoshop-free ads, for instance. Knowing that their thoughts will be valued, coupled with their desire to tell brands how to better meet consumer needs, we expect to see a surge in ...

Race To Zero

... understanding better through technology and innovation, and another 65% of U.S. Trendsetters think society should focus on advancements in the human brain. When looking at a split among U.S. gender, women are more interested than men in exploring and better understanding each of these areas. Nearly six in 10 U.S. and UK Trendsetters would also like society to focus on the human body, while another half say the ocean.Which of the following topics, if any, do you think are the most important for society to ...

GPS (Global Positioning Success)

... , which has made its members especially tolerant and accepting. These qualities are demonstrated in GYs’ support of LGBT rights, racial and gender equality, and religious freedoms and expression. As young consumers are leading the charge to secure rights and freedoms for people and groups they feel are in need of support, they expect brands to match their efforts. Companies that strive to create a more open and equal culture will earn the appreciation of this generation. Last year, Adidas celebrated ...

eLationships

... unspoken mutual appreciation society based on shared taste and/or passions. This phenomenon has been driven especially by the popularization of MMORPGs and social games in recent years, with people making friends—and, in some instances, romantic relationships—through titles like Final Fantasy, Words with Friends, and QuizUp. (In fact, so common has gaming-for-dating become that Words with Friends recently introduced a Tinder-like feature that lets players find opponents based on location and gender ...

Re-New

... obtaining by rewatching shows since the narratives are still familiar, but the delivery is fresher. Reimagined works have never been more apparent across entertainment than they are today. While reboots and adaptations aren’t revolutionary in and of themselves, the extent to which they now occur and the ways in which they’re evolving is significant. Recently, there’s been a surge in content being revamped through gender swaps, such as Ocean’s 8 and Splash, reflecting young consumers’ desire for ...

The Community Well

... at the same fitness level and who have similar interests and fitness goals. Users indicate which activities they like to do, their body type, the gym they belong to, their preferred workout times, and the gender of their ideal workout partner.RUNWITHRunWith lets users find planned runs happening nearby, join or create running groups, and manage their fitness schedule via an in-app calendar. 68% OF Ys AND 81% OF TRENDSETTERS BELIEVE WELLNESS USED TO BE SOMETHING INDIVIDUAL BUT NOW BRINGS PEOPLE ...

Data

MEDIA & SELF

... or Latino/a/x | LGBTQ+ | People with disabilities | Asian | Low-income individuals | Non-binary | BIPOC WANTING MOREWhat would you like to see more of in entertainment and advertising?Select all that apply. More diverse body shapes and sizes | A more diverse definition of beauty | Plus-size models in ads | More women in leadership roles | Photoshop-free ad campaigns | Better representation of people with disabilities or special needs | More gender-neutral and unisex ...

FLUID SELF

... GENDER SPECTRUMHow would you rate yourself on the following spectrum?Feminine=Top 2 Box, Neutral=Middle 3, Masculine=Bottom 2 Box GENDER ATTITUDESHow strongly do you agree or disagree with each of the following statements?Strongly/Somewhat Agree Summary My generation is pushing the boundaries of what it means to be feminine and masculine | Gender lines are blurred today LESS DEFINING TODAYHow strongly do you agree or disagree with each of the following statements?Strongly/Somewhat Agree ...

TODAYS YOU(TH)

... | My family traditions | My race/ethnicity | Where I live | My religion/spirituality | The video games I play and/or watch | My gender identity | Where I was born | The tattoos/body piercings I have | My political views | My sexual orientation (18+) | My image on social media | My side project/hustle | My interests in weed culture (18+) | The sports I play and/or watch | My car(s) | How I party | My favorite alcoholic beverage (21+ US, 18+ UK) | None of the above I CONSIDER ...