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Macrotrends

Defining Generations

... The following wheels define each generation according to the six external factors that have shaped their internal values, providing brands a clear picture of the four cohorts and what makes them distinct.To truly understand a generation, one must look beyond age and life stage and examine the external forces that have shaped each generation during their childhood and adolescence—key periods during which young people are the most open and impressionable. Cassandra defines generations based ...

OK, Boomer!

... Explore the intergenerational conflict between modern youth and older generations to understand the root of the issue and the ways in which Gen Z compare and contrast to Baby Boomers when Boomers were coming of age.The phrase “OK Boomer” first appeared on Reddit in 2009, but it wasn’t until a full decade later in the fall of 2019 that it really burst into mainstream culture, propelled in part by Reddit, TikTok, and a young member of New Zealand’s parliament. “OK Boomer” neatly captures the ...

The Societal Social Shift

... How and why Gen Z and Millennials are navigating a new era of social media use in light of the pandemic, BLM, and an election yearGen Zs and Millennials are frustrated and angry that the world and progress on the social issues they care about isn't getting better, and they're creatively using the tools they have in hand to try to finally get the results they desire. This has led to a major shift in activist-driven social media usage for both generations. Brands need to know about this shift ...

Breaking Bad

... participated in shaping the social norms and stigmas that form the basis of culture today, as each grew up either watching or engaging in cultural shifts that might not have been acceptable to previous generations growing up. While younger generations are always perceived as being more open and accepting, previous generations have been chipping away at stigmas, allowing younger ones to enjoy their comparative freedoms. These incremental attitude shifts have formed the basis of culture today, wherein Baby ...

The Retail & Spending Perspective

... them to get ahead financially. Millennials haven’t forgotten those times—indeed, many of them are still paying off their college debt—and as a result they are more likely than other generations to be concerned about the economy (with 92% being worried) and taking action to protect themselves (with 82% having already taken steps).This is compounded as Gen Zs are living up to their pragmatic and cautious nature when it comes to finances; 81% already feel they need to start putting money ...

Shop Talk

... and buying differently. Far more Zs and Ys in the U.S. (46% and 36%, respectively) like to go to stores even if they’re not planning to buy anything than do Xers and Boomers (32% and 30%, respectively), and this pattern is mirrored in the UK. Going shopping without a purpose may seem like wasted time to older generations, but to younger generations shopping without purchasing something isn’t wasting time that could be spent buying things, because they are two separate activities. I'd much rather ...

Next Gen Brand Loyalty

... Brand loyalty is achieved and expressed differently among older and younger generations, and brands can’t take a one-size-fits-all approach to earn consumers' support.Brand loyalty has often been considered the holy grail for a business's success, but today, “brand loyalty” doesn’t mean the same thing to all generations of consumers, and achieving it is harder for a brand than ever before. This is not to say that it’s impossible to build loyalty among consumers, but brands need to understand ...

The Generational Manifesto

... college, Gen Ys are delaying or opting out of marriage and parenthood, Gen Xers aren't preparing for retirement at the same rate as their predecessors, and Baby Boomers are reinventing what it means to be “old" as people are living longer than ever before. Understanding each generation, from how they look at the world to their motivations to their concerns, is key for brands to achieve relevancy and anticipate consumer behavior.How We Define GenerationsCassandra defines generations based on six key ...

Tech Truths

... A deep dive into how each generation perceives technology and how they live on and with digital devices. While Baby Boomers and even Gen Xers may be guilty of signing text messages with their name or writing checks in lieu of online banking, they're not as inept with technology as young generations and the media often make them out to be. And while Generations Y and Z are heavily reliant on tech, using it for everything from dating to practicing mindfulness, that doesn't mean they love spending ...