The New Social Order Dec 15, 2019 ... influencers and note that even within the broad buckets, there are degrees of stratification. Celebrity endorsements are the most straightforward, although even that's become a bit more nuanced in the Instagram age, as everyone ranking from A-List to not-even-D-List can get paid to push products to their followers. Defining an influencer gets more complicated, especially since many traditional celebrities have become influencers, while influencers themselves have morphed into celebrities for Ys and Zs ...
There's No Place Like Home(town) Dec 11, 2018 ... the globe. Young people today are less willing to put down roots than were previous generations, since this augurs a commitment they don’t wish to make as they want their futures to remain open and full of potential. With this vision of the future in mind, they don’t feel strong affinity to the many places they’re briefly residing in as they progress through adulthood, causing them to not feel the need to emotionally invest in that place. As Gen Ys remain unsettled and more transient, moving ...
Where There's A Will, There's Away Dec 10, 2018 ... most to them, which increasingly is travel. As Sarah, a 23-year-old in London put it, "While I still eat out as a way of socialising with friends, I've definitely made a conscious effort to make sure that dining out is a special occasion and not just me buying food on the way home from work out of convenience."Entertainment is the another category where young people are most likely to have cut back or stop spending in order to afford to travel. Whether they limit/stop consuming content out of home ...
Life For Like Dec 14, 2019 ... Influencers are oversharing as a means to entertain their followers and create a space for people to feel seen and represented. Brands can take a page out of the influencer playbook on how to overshare with a purpose in order to create a genuine connection with modern youth.While the full impact of social media on society is yet to be seen, it has already fundamentally altered the way we perceive the world, view ourselves, and interact with others. Before the likes of Facebook and Instagram, it ...
Are We There Yet? May 26, 2021 ... Welcome to Cassandra's "Are We There Yet?" Report.We recommend viewing the following slides in full screen mode. ...
Over The Influence Dec 12, 2019 ... have a positive perception of influencers, there's also been a steady stream of genuine dislike. Influencers have been criticized for being too fake, too white, too tone deaf—and the list goes on. Undoubtedly, some of this hate is driven by jealousy over the fact that people can seemingly pay their bills with photographs of delicious meals and thrilling travel adventures. There have been eye rolls at the legions of pretty faces trying to make it big posting selfies and questions of what it ...
No Joy in Division Mar 21, 2020 ... people—I feel—do not do now."CARLOS, 33, NYBrands must understand where youth are spending their time in order to reach them and enhance their education on the issues. As misinformation and even “fake news” are things youth have identified as a pain point in Cassandra’s qualitative research, brands have an opportunity to support young consumers as they search for information. Since youth are aware of the polarization, it’s better if brands cut out the bias. Rather than taking a side ...
Live, Not Buy: Gen Z Activism Mar 22, 2020 ... UK. And for Zs in the U.S., this number has increased 9 points since 2016 when 21% of Zs reported engaging in this behavior. While older generations might scoff at online activism, feeling that it isn’t real or effective, for young people, digital actions are just as legitimate and constitute meaningful activism. Consider the #MeToo and #TimesUp movements that have had an IRL impact on perpetrators like Harvey Weinstein. For realistic Zs, who are young and living busy lives, spreading the word ...
Retail 2.0: A.I., AR & VR Jun 20, 2019 ... U.S. would like to see more smart mirrors in stores, as would 38% of U.S. Trendsetters and 34% in the UK. There are lots of opportunities to improve tech for online shopping as well: 28% of UK youth and 26% in the U.S. want to see more virtual try-ons when shopping online, as do 43% of U.S. Trendsetters and 36% in the UK. As A.I. ramps up in the retail space and more brands embrace the technology, this could also be good news for sustainability, since machine learning can help predict what's going ...
Shop Talk Mar 17, 2019 ... in the UK overall, Ys and Zs are still more likely than Xers and Boomers to think of shopping as entertainment. This is partially because of the aforementioned separation young people see between buying and shopping; since these are separate activities in their mind, they view shopping as the more fun activity, whereas older generations are more likely to see them as one and the same, thereby not considering shopping to be entertaining since the process of buying isn’t. Additionally, the stores ...