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Macrotrends

Good Vibes

... employees, along with a children’s choir, sang “Let There Be Peace on Earth” in front of Apple’s store on 5th Avenue in NYC. - Kind Behavior - New movements demonstrate how kind behavior is becoming a larger priority in society. EVALUATING COLLEGE APPLICANTS ON KINDNESS Harvard Graduate School of Education released a report titled Turning the Tide: Inspiring Concern for Others and the Common Good Through College Admissions, which advocates for reform in the college admissions process ...

GPS (Global Positioning Success)

... individuals to feel more connected to their global peers. Brands can help educate and unite Ys by offering a behind-the-scenes look into what life is like around the world. IKEA released a publicly available research report, titled “Life at Home: A World Wakes Up,” which detailed the morning habits of people in eight major cities around the world: New York, Paris, Berlin, London, Moscow, Mumbai, Shanghai, and Stockholm. A website let consumers explore the sociological study, which covers everything from ...

Mind the Store

... come to the consumer (as at Apple and Sephora stores) are just a few ways that brands can improve the shopping experience for Ys. The desire for such touches is especially pronounced among young consumers who shop as a form of entertainment, not necessarily with the intent to purchase (Fauxsumerism, The Cassandra Report, Summer/Fall 2014). These young Fauxsumerists want to feel rejuvenated by a store even if they don’t make a purchase that day. While it might seem counterintuitive to cater to such ...

Global Bytes

... viewership that relates to the main characters. While the series start small and are produced by amateurs, they have grown in viewership to the point that big names (like DreamWorks) are interested in bringing them to even wider audiences. - THE ELAUNCH - In China, where online and mobile accounts for 60% of Ys’ purchases as we discovered in our Global Report, new stores are skipping the traditional ribbon-cutting ceremony in favor of a digital launch. Rather than snapping selfies in a shiny new store ...

Well Intentioned

... farther to go. Gen Y is more educated about wellness, but there are still fast food restaurants everywhere!” Ys want to take wellness to a pinnacle, making it their collective mission. They are applying their Challenger mindset (The Cassandra Report, Spring/Summer 2012), using personal data to push themselves to complete tasks and compete with others in their quest for wellbeing, and some are going so far as to seek to purify and perfect their bodies, minds, and souls. Ys are Well Intentioned, but ...

Users Anonymous

... Fearing digital tracking and surveillance, young people are being more cautious about what they share online and seeking a more private digital experience.Young consumers have made an art form out of carefully shaping their online identities to best reflect who they are—or, in some instances, who they want to be. But, at the same time, they are increasingly making efforts to do just the opposite: that is, stay anonymous online. In fact, 55% of Cassandra Report respondents reported that they’d ...

Pop Politics

... versa; take for instance, the growing number of political journalists incorporating youth slang like “cray-cray” in reference to modern political figures. In a focus group conducted for this study, a 25-year-old woman from NY told us how a caption on Instagram account Millennials of New York, a sendup of popular blog Humans of New York, so perfectly encapsulated her generation’s relationship to politics despite its satirical nature: “Ever since The Colbert Report ended and Jon Stewart left, my ...

Fauxsumerism

... , pinning, posting, or otherwise sharing images of products that they feel help to define their style. In short, they are able to express their personal taste through products and brands, without actually owning those with which they aesthetically associate (a phenomenon we first discussed in PostConsumption (Cassandra Report, Winter 2012). And being the first to “claim” a product as belonging to one’s unique aesthetic, and promote it in one’s social stream, further provides valuable social currency ...

Leagues Of Their Own

... a spectator sport. Similarly, obstacle-event TV series American Ninja Warrior has attracted a significant following and reaches a wider audience than legacy sports , inspiring Netflix to launch a similar competition series of its own, Beastmaster. Earlier this year, the UK government recognized parkour as an official sport thanks to its surging popularity; according to a January report from the government’s Department for Culture, Media, and Sport, more Britons participated in parkour in ...

New Morals

... ) seems irresponsible to them. Ys are also finding ways to have their fun and be healthy at the same time; they’re engaging in Healthy Hedonism (The Cassandra Report, Fall 2009)—think superfood cocktails and yoga raves. In this way they can uphold their moral values; they won’t allow themselves to slip headlong into ill health, but instead find ways to enjoy themselves while minimizing the negative effect on their wellbeing. They are applying this same logic to brands. Those that stray too far from ...