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Macrotrends

Race & Equality in Everyday Life

... Gen Zs and Millennials report greater cultural awareness, but their actions are still catching up.The pandemic and its resulting financial fallout are surfacing socio-economic inequalities in a way that this country has not yet experienced. From employment to education to healthcare, the systemic injustices plaguing society have become increasingly visible to the point where they exist in plain sight. These economic and cultural disparities are shaping young people's’ world view: rather than ...

No Joy in Division

... their relationship to media, brands, and beyond. GETTING PERSONALPolarization can be highly personal for today’s youth. Indeed, nearly one in five Trendsetters in the U.S. (18%) say that they have stopped interacting with or "defriended" people they know whose political views do not align with their own, and one in 10 UK Trendsetters (12%) say this as well. While this is less than a majority of Trendsetters in the U.S. that report this kind of behavior, they are still twice as likely to “defriend ...

OK, Boomer!

... researchers to even define a generation to begin with. Understanding both the magnitude and the drivers of intergenerational conflict are imperative to understanding today’s cultural landscape. As we explored increased polarization within other pieces in this report, we realized that intergenerational conflict is not just another facet of division and tension, but rather, a profound marker delineating a complacent past from a charged future. Vox reiterated this idea recently, starting that, “OK Boomer ...

An Eye Towards The Future

... Four macrotrends emerging from the Covid-19 pandemicOver the past four months, Cassandra has looked at how major facets of youth culture have been rocked by the Covid-19 pandemic, in turn giving rise to new cultural trends, attitudinal shifts, and behavioral changes in its wake.This final report for Q2 calls out four macrotrends that are emerging from the many shifts we’ve been pinpointing throughout last quarter. These seemingly disparate trends are all grounded in how today’s Millennials and ...

A Defining Moment

... reports (including our Betterment Report) we see renewed energy around and interest in youth becoming experts on just about everything. This renewed focus on educating themselves is made especially poignant in an era where some youth feel it’s increasingly difficult to find any type of truth. Indeed, within the context of Covid-19, our Trendsetter community demonstrates a strong desire to get information from a “trusted” and reliable source. Many Trendsetters reported they were going directly to the ...