The Relationships & Community Perspective May 12, 2020 ... were forged over a period of time, and virtual friends shared their most personal secrets and knew each other’s lives inside and out.Between 2014 and 2017, we saw the acceptance of digital friendships rise to the point that 57% of young people, including 66% of Trendsetters, agreed that digital friendships are just as meaningful as IRL friendships (up from 31% and 36%, respectively). They were able to foster global connections and develop networks of friends around the world, which ultimately gave ...
A Defining Moment Mar 24, 2020 ... , and the oldest Gen Zs, who had been coming of age during a period of economic growth, are now facing a similar situation to Millennials who graduated into the height of the 2008 recession as another economic crisis looms large. Covid-19 is not only a global pandemic. It’s creating an unprecedented maelstrom of social, political, and economic forces, and impacting all consumers on a deeply personal level. Deep-seated consumer attitudes and behaviors may be permanently altered by these forces, while ...
OK, Boomer! Mar 23, 2020 ... ” remains a constant. A sizable majority of youth in both the U.S. and UK believe that their lives will be happy and they will have a life better than their parents. However, the optimism dissipates the further “out” one goes. Youth are much more optimistic about their personal situation than they are about their country or the world. Values AlignmentBack in 1970, the majority of youth (73%) said that they accepted and agreed with their parents’ values and ideals. That number hasn’t really budged in the ...
Live, Not Buy: Gen Z Activism Mar 22, 2020 ... their immediate local level compared to Ys. If Zs are truly activists by nature and believe that they have the power to affect change, what does it mean for businesses that are trying to make a genuine connection with these young consumers?In this piece, we will unpack Z’s identity, activism, and personal empowerment and what it means for brands that want to form relationships and build trust with this generation, which will be the driving force in not only shaping, but creating cultural movements ...
No Joy in Division Mar 21, 2020 ... their relationship to media, brands, and beyond. GETTING PERSONALPolarization can be highly personal for today’s youth. Indeed, nearly one in five Trendsetters in the U.S. (18%) say that they have stopped interacting with or "defriended" people they know whose political views do not align with their own, and one in 10 UK Trendsetters (12%) say this as well. While this is less than a majority of Trendsetters in the U.S. that report this kind of behavior, they are still twice as likely to “defriend ...
Would You(th) Care For A Cause? Mar 20, 2020 ... good about their efforts. It needs to be said again that Zs have been told their entire lives that the problems of the previous generations were theirs to fix—or that their generation would be the one to feel the full extent of this burden. It then follows that they’ve developed into an action-oriented generation that needs to be able to measure their personal progress in this area in order to feel like they’re doing “good.”While broadcasting your brand’s social or political initiatives needs ...
Category Lens Mar 18, 2020 ... their dollars (and pounds) to show their support. Can you provide an opportunity for Zs to be more self-directed when they wish to exercise their activism, and how can you make it easier for Ys to vote with their pocketbook? As retail pushes forward to ever more personalized experiences, how can you include customers’ values and identity as part of that personalization? What if . . . instead of your name on your custom coffee order, it also had your cause, a la Tinder example from Live, Not Buy ...
The Hive Mind Dec 16, 2019 ... current cacophony of culture-driving, culture-defining opinions that circulate online via the “Hive Mind.”Today, the rise of multi-platform personal branding and blogging via social media has morphed into a new beast, one wherein users are promoting their messaging—behind a product, a service, or an idol—and rallying others to their cause as they compete for attention in today’s overcrowded online forum. The evolution of social behavior as a result of an evolving digital landscape has ...
The New Social Order Dec 15, 2019 ... inhabit, and how to maximize the return on investment, so brands can better navigate the expansive world of influencer marketing.DTR: DEFINING THE RELATIONSHIPInfluencer marketing encompasses a constantly evolving ecosystem where "fame" means entirely different things to different generations and changing buzzwords can leave brands in the dark about what exactly they're signing up for or which personality would best suit their needs. For starters, it's important to differentiate between the types of ...
Life For Like Dec 14, 2019 ... lives and media habits. Indeed, sharing personal experiences with the rest of the world can make both a creator and a viewer feel like they’re not alone, especially in cases where the subject matter is something not spoken about without some sort of shame or stigma. Going one step further, influencers who have reached a level of notoriety don’t have a choice but to be completely honest as they do things like go under the knife or experience a breakup, as changes in appearance, personality, and ...