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Macrotrends

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

... lives, youth in this cohort are more likely to feel a disproportionate amount of emotional burnout, whereas Gen Zs are more likely to feel burned out mentally. Ys are more inclined to experience emotional burnout due to a confluence of generational, lifestage, and cultural factors, and because all other areas of Y burnout ladder back to this emotional burnout. Indeed, on a scale of 1 to 10, Gen Ys in the U.S. and UK rate their burnout at an average of 6, which is slightly higher than Zs. What’s more ...

Always Be Hustling

... , they channel their extra energy into a side hustle, which is where they find meaning and happiness. Nearly one in three Ys in the U.S., along with a quarter of Ys in the UK, say they have a side hustle (e.g., an additional job/project that they work on). In Cassandra’s Gen Y qualitative research, a 23-year-old woman told us she was passionate about her hustle, which is drawing comics and posting them on Instagram. She went on to say that she invests her time in these comics and even wishes it could ...

Next Gen Brand Loyalty

... . There will always be other brands to try, but if consumers are incentivized to stick with or pay attention to the brand they know and care about, then they’re less likely to be tempted to sample another.A Story of Brand Loyalty By GenerationWe spoke to a Gen Z, Gen Y, Gen Xer, and Baby Boomer to hear true stories about what it means to them to be brand loyal today. In each story, you’ll see the insights explained in this piece come to life in the way each generation engages with their favorite brand ...

Identity Theft

... Gen Y mothers and fathers face unique challenges in maintaining their pre-parent identities and relationships after having children.The singularly intoxicating love that parents have for their children often overshadows a serious issue incurred when one becomes responsible for raising a tiny human: loss of self. Most parents, when they have children, eagerly adhere to an unspoken societal expectation of selflessness and sacrifice that comes at the detriment of their own identity: as individuals ...

Parenting In Partnership

... a daily basis to contribute to such familial needs. In fact, nearly a third of Gen Y moms and dads in the U.S. and UK (31% in each country) get useful parenting advice from friends, and about a quarter (27% in the U.S. and 22% in the UK) cite friends as one of their top five sources for learning about products and services for their family. Trusting their friends for key life advice in adulthood has become second nature to Millennials. They ask their friends for financial assistance and lean on ...

Risk Management

... “slackers” and “punks,” and older generations see Gen Y as being “entitled.” Gen Z will be no different in challenging the status quo, but they have yet to earn a negative perception in the eyes of older generations who are hopeful that they’ll not be as disruptive as the stigmatized Millennials. In fact, brands and businesses have been eagerly awaiting the arrival of Gen Z because they’re eager to move on from the challenges presented in marketing to and working with Gen Y. This may be why society is ...

Gen Z State Of Mind

... To engage Gen Zs, marketers need to address the characteristics, priorities, and ideals that are driving their decision-making, and will continue to throughout their lives.Those who are unfamiliar with Generation Z, born between 1997-present, often believe this cohort closely resembles Gen Y, however, this is merely a misconception. Zs are significantly different than their direct predecessors, with distinct values, preferences, and behaviors that drive their definition of happiness and success ...

Parental Advisory

... Gen Y parents are leveraging their team-oriented nature with their children, thereby redefining the role of children in the family and making purchase decisions as a unit.The role of children in the family is continually evolving as each new generation takes a different approach to guiding young people toward maturity and independence. Not so very long ago when Boomers were coming of age, children were expected to be “seen and not heard,” to “speak when spoken to,” and to respect their parents ...