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Macrotrends

Know It Alls

... but also stress as young people try to keep up with an unending amount of information. As they pursue this continual learning, youth are redefining the concept of “Know It Alls” from being a playground insult to an aspirational goal. It's really hard today to not know about different areas. You can't avoid knowing a little about everything because news and information is always coming across our radar.YARLEN, 17, NYRather than describing a depth of understanding, the concept of being ...

Gen Z Micro Trends

... Trends pertaining to gaming, reading, and news are developing based on Gen Zs' digital access and social media behaviors. - #GameNight - Game night has evolved in the age of social media as Gen Zs are increasingly sharing the experiences of the physical games they play with their social feeds. The performative aspect of analog games is more important than ever, as it's no longer just players who need to be entertained but also their online followers. A new crop of games help Zs bond with those ...

POPulism

... Young audiences are increasingly eager to learn about and enhance their awareness of politics through the lens of comedy.Politics has long been considered fair game and easy fodder for comedic treatment in popular culture. Satirical political commentary, in particular, has been an ingrained part of Millennials’ cultural upbringing and news consumption since their preteen years. The Daily Show with Jon Stewart has been on the air for a venerable 15 years, and The Colbert Report began a full ...

No Joy in Division

... See how social and political polarization is impacting how youth approach their personal relationships, their consumption of news media, and emergent cultural events.Society-at-large is increasingly polarized, which greatly affects the attitudes and behaviors of today’s youth. Between black and white, rich and poor, and young and old, consumers feel more distinct and divided than ever. When consumers identify themselves with certain labels, they divide the world into an “in” group (us) and an ...

A Defining Moment

... might be going, we were also paying attention to the news from Asia, including the protests in Hong Kong, the wildfires in Australia, and then a new, potentially more deadly, flu-like virus.Fast forward two months and we find ourselves in the midst of a global pandemic—one that has already begun to reshape our society, with potentially lasting effects. Indeed, it may become the defining event for today’s Gen Zs and Millennials. Furthermore, this global pandemic is cementing our delineation for the ...

Culture Spotlight On South Korea

... to create a space that supports young women as they assert their right to equality.New Media: Upstarts Challenge Traditional News OutletsYoung adults in South Korea are straying from traditional news outlets, as they perceive them to offer little substance and sensationalized stories. South Koreans have a serious distrust in journalists and news organizations, according to a Reuters Institute report, primarily stemming from perceived political and commercial influence over news sources. New ...

Over Stimulation

... Youth experience near constant stimulation and struggle to find downtime, making it more important than ever for brands to position themselves as a solution and not add to the noise.In today's society, modern youth experience near constant stimulation. Between social media, work emails that come at all hours of the day and night, cell phone notifications, and the endless barrage of news, it can be difficult to carve out any mental space for quiet. On top of that, when Gen Ys and Zs actually do ...

Epic Entertainment

... types of content, including social media, news media, and general amusement, as entertainment needs to be more and more sensational to capture young consumers’ attention. We’ve entered an era of Epic Entertainment, in which media is a spectacle and youth demand a ticket to the show.Youth's longing for epic entertainment is driving a shift away from authenticity in the media they consume and toward more contrived, elevated executions. Social media has propelled this change with its ease of ...