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Macrotrends

No Money, More Problems

... for a vast swath of Ys, which is problematic because around 80% of Ys would rather own than rent.I don't know anyone who would be able to afford a house coming out of college or be able to start a family. Those things seemed more accessible to our parents' generation. It just seems like debt is huge now for young students.OLIVIA, 21, KCAll of this means that Ys are having to make hard choices when it comes to their finances: do they stay in a city they love even if they'll never be able to afford ...

Play The Game

... by making their love of games more accessible and enjoyable. Moreover, as 20- to 34-year-olds in both countries are just as likely as teens aged 14 to 19 to regard playing sports as integral to their lives, brands that provide athletic opportunities can build meaningful relationships with both Gens Y and Z.As it stands, young adults are playing sports often, just not necessarily as often as they’d like due to the many modern constraints. More than a third (37% in the UK and 35% in the ...

Fauxsumerism

... consumers’ already developed “wishlisting” tendencies; though these lists and pinboards may appear to put purchasing on the back burner, they also provide individuals with an enduring visual reminder of the products they love, and can forge a stronger path to eventual purchase. Brands should also begin to think about how to help consumers discover products in organic and unexpected ways. Create e-commerce environments that encourage the inclination to click through a new collection or line. This model ...

Marketing Tips

... making its amenities available even when people were physically separated from the brand, Air France was able to remain on people’s radar after their journey.  - 4. Be meta. - Young generations want to be deeply immersed in content and look to brands and entertainment creators to bring them as close as possible to the works they love. They’re embracing opportunities to feel like they’re in the characters’ shoes, giving rise to meta marketing, which serves to make them more invested in a ...

Sport The Look

... designed to look like athletic wear. SPONSORING SPORTSYoung adults enjoy showcasing their love of sports, teams, and athletes. To support their favorite teams, young adults are purchasing team-related merchandise (with 77% of U.S. Trendsetters and 64% of UK Trendsetters doing so) and wearing face paint (with 48% of U.S. Trendsetters and 41% of UK Trendsetters doing so). They are also willing to spend money to participate in sports, with about four in 10 U.S. and UK young adults buying sports ...

IRL (In Real Live)

... Youth want entertainment that is typically reserved for in-home engagement to be delivered via live events in order to experience this content in a more immersive, participatory manner. Past generations grew up in the era of “must see TV” in which live TV was a compelling, frequent viewing experience—and therefore one that marketers and advertisers needed to leverage for their brands. While youth today still tune in for special events and exceptional shows that they love, overall ...

Culture Counseling

... As multitaskers, young people seek to both learn from and improve themselves by way of entertainment and pop culture. The ubiquity of pop culture in young consumers’ lives compels them to get something out of it beyond mere entertainment. Today’s consumers don’t just consume content; as multitaskers, they aim to learn from it, and better themselves by way of it. These individuals have come to regard the movies, books, art, music, celebrity gossip, and reality TV they love as sources of Culture ...

Women Today

... attempt at gender domination. They’re inclined to consider traditionally feminist approaches to the goal of gender equality to be unnecessarily militant. “I don’t think that I would consider myself a feminist. I think that I certainly believe in equal rights, I believe that women are just as capable, if not more so in a lot of different dimensions...but I do think that feminism has become in many ways a more negative word.”MARISSA MAYER“I’m not a feminist. I hail men, I love men, I celebrate ...

Marketing Tips

... (as well as among sisters, mothers, and children), rather than romantic connections. The ad demonstrates that diamonds are for all types of love in one’s life, specifically reflecting how young people have elevated the role of friendship and how they show their affection. - 3. CREATE A HOME AWAY FROM HOME - Young people are less likely than their predecessors to have a permanent residence of their own, causing them to seek elements of a home in other environments (see Open House). In particular ...

Opportunity Knocks

... (see examples). Although all generations want to live somewhere they can find employment and make money, for modern youth, it's more than just for a paycheck, as they seek jobs that align with their lifestyles and passions. They’re looking to move for opportunities that allow them to love what they do, regardless of where it is. Additionally, as suburbs and cities continue to resemble the other more and more in terms of infrastructure and amenities, young people who may have previously flocked to a ...