An Eye Towards The Future Jul 27, 2020 ... 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 ...
Habits/Rituals: Impact On CPG Jun 23, 2020 ... both what they feel they miss during the pandemic and what they are willing to spend on. For example, as the days have marched on, young people are missing sports and movie theaters less than they did at the start of the pandemic, but they are continuing to miss their friends and families and they miss shopping. It’s for these latter reasons that about two-thirds of young people would like to see stay-at-home orders relaxed around the country and which suggests that they have a sense of tempered ...
The Education, Work & Success Perspective Jun 09, 2020 ... Young adults are taking time to reevaluate their goals and desires when it comes to work, education, and their overall success and life path. Many American young adults immediately felt the impact of the pandemic when they were sent home from school before the year’s end or required to work from home, laid off, or furloughed. Such changes happened seemingly overnight, and for the first few weeks of the pandemic students and educators and workers and employers were figuring it all out together ...
The Media & Entertainment Perspective May 27, 2020 ... us a lot along the way, especially around what young people consider entertainment, their threshold for production quality, and when they've had enough screen time. These lessons are critical for advertisers and content creators—they not only provide guidance for today but also give us a glimpse of the future of entertainment that is collectively being shaped right now.In this edition of Life Interrupted, we'll take a look at the rapidly evolving entertainment landscape, including key ...
The Relationships & Community Perspective May 12, 2020 ... , they didn’t pay as much attention to their local community or neighbors, but their local community has significantly grown in importance and boutique brands are stealing their attention (and dollars) from larger national and global brands. Dive into this issue of Life Interrupted to learn more about these key trends, what they mean for brands today, and, most importantly, what they will mean for brands long-term. ...
The Retail & Spending Perspective Apr 28, 2020 ... away for savings or a rainy day (as do 89% of Millennials). Together, the actions of these younger generations are poised to have an outsized impact on the economy compared to the actions of Boomers and Xers, both of whom are both less fearful and less likely to be already taking action. We identified a series of emerging trends in the ways that Millennials and Gen Z are redefining their attitudes toward spending and saving for our latest edition of Life Interrupted. First, young people are ...
The Mental Health Perspective Apr 12, 2020 ... keep them feeling good—foodie fixations, live events, and adventurous travel—are unavailable during this time and may become unaffordable in the future as their financial situations change. In turn, their mental health will be affected as they will have to find new ways to bring joy and positivity into their days.In this issue of Life Interrupted, we look at the specific effects of the Covid-19 pandemic on young people’s mental health, including how they are experiencing a lack of ...
A Defining Moment Mar 24, 2020 ... might be going, we were also paying attention to the news from Asia, including the protests in Hong Kong, the wildfires in Australia, and then a new, potentially more deadly, flu-like virus.Fast forward two months and we find ourselves in the midst of a global pandemic—one that has already begun to reshape our society, with potentially lasting effects. Indeed, it may become the defining event for today’s Gen Zs and Millennials. Furthermore, this global pandemic is cementing our delineation for the ...
OK, Boomer! Mar 23, 2020 ... indulge in sex, drugs, and rock ‘n roll, or protested the Vietnam War in the 1960s. Generation X got their name in the early 1990s because their older cohorts labeled them as slackers who were lazy and disengaged, even as many in this cohort have since matured into a generation of tech-savvy workaholics. Today, the generational perspective has flipped: Generations Y and Z consider Boomers and Xers as being out of touch and stuck in their ways. And, considering how quickly technology changes today ...
Live, Not Buy: Gen Z Activism Mar 22, 2020 ... they’re supporting causes online or via social media and not donating money or calling their officials. The term slacktivism is derisive and implies laziness, as sharing about political and social causes online has the appearance of lacking effort. However, this is not how young people see it. They’re focusing on what they can do, getting the message out, and influencing others through their personal actions. While some brands choose to be at the leading edge of politics and social causes, others ...