Cassandra's 2021 Outlook Dec 16, 2020 ... The Top Trends Defining Youth Culture in 2021Welcome to Cassandra's 2021 Outlook. We recommend viewing the following slideshows in full screen mode. Extreme AnalogEach of the following pursuits explored in this trend foreshadow how young people will be decreasing their screen time and investing more in IRL fun with family and friends.Intentional LivingFor today’s teens and young adults, living with intention is the next level of self-care. This means that young people are being more honest with ...
Youth Speak About Race Aug 26, 2020 ... What Millennials and Gen Zs say about today’s inequalities, how they’re taking shape, and who is most affectedJust a few weeks ago, Cassandra spoke with Millennials and Gen Zs about how they feel race impacts their lives. We asked Black, Hispanic, Asian, and white youth to tell us about their financial goals, safety concerns, life opportunities, and activism. From family structures to education, healthcare to housing, we explore how young adults from each race view access to overall quality ...
An Eye Towards The Future Jul 27, 2020 ... , unemployment and a desire to be with family, young adults, especially, are on the move. This will provide valuable insight for brands in terms of who these young adults are, where they are going and why. Trust & PrivacyThe pandemic has heightened distrust in government while also raising concerns about data surveillance. We’ll explore what young people think about Track and Trace programs, and how they see the trade off related to privacy. We will also look at how they are taking to social media ...
The Education, Work & Success Perspective Jun 09, 2020 ... status quo to achieve both the work life and careers they desire. From education and work to finances and family, young people are also taking a look at how they measure success and subsequently recalibrating the goals they seek to achieve in life. For Gen Zs, with their lives largely ahead of them, many are setting even higher personal goals and rethinking career choices to ensure their future success after they get through the pandemic. For Millennials, however, being further along in life, they ...
The Relationships & Community Perspective May 12, 2020 ... couples are forced to tolerate each other without much outside interaction; and for singles, they’ve had to get creative crafting interesting digital dates as the option to meet up IRL is deemed unsafe (and sometimes not possible). Young families are less reliant on technology and are embracing new ways to bond and share time together, which opens up new opportunities for brands to reach the whole family at once. Meanwhile, young consumers’ overall sense of community is evolving. With a global purview ...
The Retail & Spending Perspective Apr 28, 2020 ... time to monitor the effects of the pandemic is that Millennials are the ones experiencing the greatest financial disruption. This is partly due to Millennials’ life stage; the oldest of them are turning 40 in 2020 (double whammy!). The leading half of the generation are supposed to be earning more and entering their peak spending years at this time. Many would have been focusing on buying homes, new cars, or settling down to raise a family. Instead, our research finds that 81% are delaying major ...
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 ...
No Joy in Division Mar 21, 2020 ... violent rallies seemingly only grow more commonplace. With the presidential election on the horizon, and a global pandemic in progress, could 2020 be the most contentious year yet? Or, could this be a catalyst for us to unite?In this sea of extremes, where do youth fit in? Or do they simply opt out? Below is a blueprint for businesses to understand how the state of polarization is impacting young adults on a personal level (in their relationships with peers and family), as well as how it’s shaping ...
Feel The Burn: Understanding Modern Burnout Sep 24, 2019 ... past, the corporate ladder was one in which each rung was clearly defined and translated into achievable life milestones outside of the office. For Boomers, this meant clocking into their 9-to-5 jobs five days a week, enjoying the fruits of their labor (the family, the car, the house in the suburbs), and being able to look forward to retiring to live out the rest of their lives in leisure. Xers entered the workforce just as modern technologies began to revolutionize the workplace and create new ...
Set In (E)motion: The Guide to Gen Y Burnout Sep 23, 2019 ... feel burnt out in other areas. This sense of emotional burnout can be traced back to the vast amount of change Ys have witnessed over the course of their childhood, adolescence, and adulthood. These changes have impacted every area of this cohort’s lives, be it the turbulent political climate these youth grew up witnessing and are now enmeshed in, shifting social norms around family, sexuality, and identity, the rise of always-on work and social culture due to the proliferation of smart devices, or ...