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Macrotrends

House Funders

... their older counterparts, they could actually save the housing market in the years ahead due to their savviness and tendency to reinvent institutions to meet their needs. Meanwhile, Zs, the oldest of whom are age 20, signal good news for the housing market as homeownership is among the top things they feel they need in life to be successful only behind owning a car, so they’ll likely prioritize this even more than Ys. Moreover, as Zs are prone to engage in the resale economy (see The Monetization ...

Global Gaming Trends

... %), and Nigeria (48%) are especially interested in attending in the future. One of the most interesting aspects of Fortnite is the variety of its players, spanning across all ages, genders, jobs, and locations. The game has topped iOS charts in 47 countries. Its launch in China was big news, and players have started an online petition aiming to motivate Epic Games to launch a server in Southeast Asia to reduce the latency and ping rate and help all of ...

Set In (E)motion: The Guide to Gen Y Burnout

... /7 news cycle, and the rise of online ‘watchdog’ activity, among other factors), this cohort has become less trusting of the institutions that past generations were able to rely on, which is impacting their current emotional burnout. This is definitely a two-sided affair: Ys see institutions as becoming less supporting over time, leaving modern consumers, and Ys especially, to be gradually less trusting. For example, Baby Boomers overall had comparatively more trust in the military and believed ...

All In Good Time

... societal demands, as they are excited by the prospect of not following the traditional life path. Do you/did you feel social pressure to do any of the following? Be healthy/ fit | Go to college | Be in a relationship | Have a presence on social media | Live on my own | Get married | Get a graduate degree Have children | Buy a car | Buy a home | Get a promotion at work (BASE: Those who are employed) | Follow the news/current events | Be well traveled ...

Game Of Life(style)

... , including those that are not sports-specific but that drive the cultural conversation among youth. - Sports + Culture - Bleacher Report + KITH Pop-Up Bleacher Report, an upstart sports news brand that was recently acquired by Turner, partnered with streetwear brand KITH to create a week-long pop-up in NYC. The collaboration featured nightly lectures and discussions on the sports industry and its culture, a “Social Customization Lab” to create personalized sports memes, curated artwork, and a lounge ...

The Fail

... it to their advantage. Zs won’t judge brands’ failures any more harshly than they do their own. This is good news for marketers who are finding the need to take greater risks to gain the attention of young generations. In the past, brands needed to apologize and show attrition for every mistake. The new attitude toward failure requires companies to take a fresh stance: whena brand errs, it should own its failings, laugh at them (when appropriate), demonstrate what it has learned from the ...

(Gender) Role Playing

... a “reverse gender gap” in Japan, South Korea, Spain, and the U.S. has seen many young women begin to surpass their male peers in areas like education and employment. In fact, young women are now more likely to graduate from college than are young men, and it’s having a considerable impact on their love lives. As Jon Birger attests in DATE-ONOMICS: How Dating Became a Lopsided Numbers Game, the college and post-college hookup culture oft sensationalized in the news is not a consequence of ...

POP Marketing

... , responded to the top stories, events, news, and chatter happening both online and off, on any given day. Brands without the scope or resources to execute such a huge initiative can nonetheless take a cue from its successes, and begin approaching their cultural engagement from a more creative, unexpected angle. To do so, marketers should make an effort to tap into what’s trending and of interest not just among the mainstream or among their usual audience, but among niche communities, as well. Avoid ...

Z DNA

... not only want to make a difference on a local level but also in the world at large. In the past, teens’ involvement in social causes was most likely to take place in their immediate community. Yet, for Zs, it’s a given to act globally, too. This desire stems from the fact that news from distant places feels closer today due to the presence of global information in their social media feeds. This generation is more aware of problems occurring around the world, and thus feels a greater desire to help ...

Data Mine

... nowadays where they can no longer consider what’s theirs to be “mine,” and in fact, they are inviting trusted brands to use such information to Data Mine so they can get the best experience possible.Although modern youth have seen news stories about Strava’s heat map sharing the location of Fitbit users and exposing U.S. military bases, watched Mark Zuckerberg try to redeem Facebook at hearings about the company’s data harvesting practices, and heard about Equifax users whose Social Security numbers ...