An Eye Towards The Future Jul 27, 2020 ... , including TikTok, to create the data-driven change they want to see in the world. Sense And (The New) SensibilityWe’ll dive into a lesser-discussed area of how the pandemic is impacting the five senses. Whether in isolation or a stimulating environment, young adults are undergoing a range of experiences that ultimately shape their approach to online interactions, entertainment, relationships and more. This insight will allow brands to connect with consumers in new and unique ways. ...
The Relationships & Community Perspective May 12, 2020 ... them a more global outlook. Accordingly, young people’s penchant for eLationships bled into their romantic lives, as they adopted apps to make digital connections to test the waters before diving in to an in-person date (yes, this nearly created the Tinder-pocalypse, but young people muddled through the pitfalls of digital dating and now leverage it to their advantage). Even familial relationships took a digital turn with young parents, who were raised in the digital era themselves, adopting ...
The Mental Health Perspective Apr 12, 2020 ... -19 as Millennials and Zs are coping with the effects of social distancing, isolation, and uncertainty.For Gen Zs, they are relying on their pragmatism, as well as their openness about their mental health needs to get through their current daily challenges. On the whole, they’re comfortable openly talking about their issues and know when and how to seek help. They don’t see sharing mental health struggles as being vulnerable but rather as a logical approach to maintaining their overall health ...
A Defining Moment Mar 24, 2020 ... Discover how we are approaching and uncovering nascent trends around polarization, and how Covid-19 plays a big part in this.The Cassandra team was in the field with our quantitative and qualitative studies in January, uncovering nascent trends about how polarization was impacting all facets of youth culture—interactions with friends and family, the evolution of activism, engagement with businesses and brands. As we were developing our stories and analysis on where activism and brand purpose ...
OK, Boomer! Mar 23, 2020 ... 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 ...
Live, Not Buy: Gen Z Activism Mar 22, 2020 ... Gen Zs’ approach to activism is informed by their realistic outlook and self-awareness, which brands need to understand in order to engage in social causes and issues in a way that resonates with this cohort.Conventional wisdom suggests that Gen Z will be the generation to take activism to the next level—that they will be change agents who fix the broken parts of society. Consider Greta Thunberg, TIME’s 2019 Person of the Year, who’s leading the charge against the global climate crisis ...
No Joy in Division Mar 21, 2020 ... 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 ...
Would You(th) Care For A Cause? Mar 20, 2020 ... to reach each cohort at the level that makes each feel good, you cannot be seen to have inconsistent messaging. That appears wishy-washy and pandering, two qualities that consumers will easily spot, leading to apathy at best or outright anger at worst. That said, reaching both cohorts can be a synergistic effort when done correctly.Ys believe in the power of innovation to enact change, so think about how the innovation process can work in conjunction with championing a social cause that is near ...
Alternative Education Mar 19, 2020 ... the importance of sustainability. Sustainability means many things to many people. Instead of just stating what your brand believes is the best position to take, or methods to apply, another option to consider would be informing the consumer of all of the different ways in which they can take an active role in environmental causes. In doing so, your brand is empowering the consumer to make an educated choice on what causes they think are most important, even if they aren’t ones that your company ...
Category Lens Mar 18, 2020 ... this for the broader retail and apparel categories? Experiential retail offers enormous potential to help educate Ys and Zs about your values and the causes you champion.What if . . . the physical retail environment could be transformed into a space that not only highlights your products and services, but also helps customers experience the values of a brand in a tactile and engaging way? As discussed in Would You(th) Care For A Cause? Zs prefer a call to action, while Ys are more likely to use ...
