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(Pas)Sport

... a 26-year-old man from New York noted in one of our focus groups: “If you want to see local culture, seeing the team of that particular place is going to give you that experience. Each city and its fans have a different flavor, even if you’re seeing the same sport in different cities.” This attitude is a notable shift from older generations who tend to only attend sporting events while away if they’re already passionate about a particular sport. Modern young adults, however, aren’t attending ...

The Pandemic of Inequality

... young adults and the country at large. It’s important for brands to learn what life looks like for lower to middle class consumers so they can better support and strengthen these vulnerable communities.Following the financial crisis of 2008, incomes have inflated for the top 1%, while the middle class is not only stagnant, but shrinking. 2020’s coronavirus pandemic has further surfaced a range of socio-economic inequalities that had long been brewing beneath the surface. Rather than being the land ...

Shop Talk

... %, respectively, saying this. Young people literally carry a shopping portal in their pockets, and they’re comfortable making purchase decisions directly from their phones, which impacts not only their online shopping but their in-store shopping, too. Ys’ and Zs’ proclivity for mobile shopping allows them to easily comparison shop when they are in a physical retail space, and if they find the product they want at a lower price or a higher quality, they’re apt to spend their money via their phone rather than ...

Living Experiments

... Living in a variety of environments has become a key aspiration for Ys who see doing so as a critical part of their personal growth in adulthood.The world has gotten smaller and more global due to technology, and Gen Y has developed a particular passion for experiencing the exotic and diverse locales they see regularly online and in the media. Past generations generally had to wait until they were older to be able to afford to visit the various destinations on their individual bucket lists, and ...

Live, Not Buy: Gen Z Activism

... , or the Parkland Teens who are on the front lines in the fight for gun control. Indeed, these Zs have taken center stage when it comes to what they consider to be some of the most pressing issues our world is facing. But is activism and a desire for global change truly indicative of the overall attitude of this generation? Cassandra discovered that nearly half of Zs in the U.S. (49%) feel that they can make a positive difference in their local community, which is seven percentage points higher ...

Soloists

... feel more comfortable vacationing alone than ever before because they have tools to help them do so: there are apps to connect them with locals who can show them around, mobile translation products that help them when they don’t know the language, services that pair them with dinner partners, and chic hostels that let them share the cost of a room without suffering a style downgrade. In this way they’re able to explore and immerse themselves in new cultures without feeling like an outsider (see ...

Retail 2.0: Tech-Based Commerce

... Social discovery and online payments are evolving to make the shopping experience more frictionless, particularly for Gens Y and Z, who are accustomed to instant gratification and desire innovations that save their time.When it comes to shopping, young consumers want their mobile devices to do more than just serve up the items they search for. They expect brands to be continually innovating, particularly when it comes to seamless discovery and frictionless payments. Just as brands see a lift in ...