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 ...
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 ... frustration and anger that modern youth feel towards older generations, who they perceive as being out of touch at best, and, at worst, even causing or contributing to some of the issues that plague today’s youth. The issues on the table include climate change, wealth disparity, and a lack of support for progressive social causes. As one Gen Z told us in a recent focus group, “You have to be rich to be healthy,” underscoring youth’s sentiment that the deck is currently stacked against them. What’s more ...
Live, Not Buy: Gen Z Activism Mar 22, 2020 ... citizen, as well as 6 in 10 youth in the UK (63% of Ys and 61% of Zs). U.S. Zs are the most likely cohort to feel this sense of responsibility. This presents a white space for brands to play in. What is an issue that your brand can get behind, and how can you provide omnichannel educational content on that topic that can help enrich your consumers’ knowledge? While brand activism implies going against the grain, education is more like truth-telling to Zs, and it’s a great way to capture youth’s ...
No Joy in Division Mar 21, 2020 ... , explaining, “I just don't say anything.” In a stream of negativity and partisan posts, youth disengage with conflicting content to maintain their sense of neutrality. Not engaging in a conversation that will surely escalate or defriending someone who posts ideologically-conflicting content are just two ways youth opt out of the polarization that characterizes youth’s relationships today."Everything gets very heated very quickly and even if I comment on something, there's 10 other people who are like ...
Would You(th) Care For A Cause? Mar 20, 2020 ... kind of pressure on their shoulders, some prefer to take matters into their own hands in order to feel and know that they’re enacting change, and they’re not necessarily doing it through consumer activism.To fully flesh out the subject of youth’s outlook on cause-driven branding and initiatives, this piece will explore the causes youth want brands to address, Zs’ and Ys’ outlook on brands that champion social causes and political issues, how these affect each cohort’s purchase decisions, and ...
Alternative Education Mar 19, 2020 ... this backdrop, there is a new opportunity for brands to pivot from supporting a cause to education about an issue. While this difference may be subtle, it provides a way for brands to remain involved in the causes and issues modern youth care about without adding to polarization by “picking a side.” Brands have an opportunity to set themselves apart by helping consumers educate themselves about causes and issues. The educational information brands provide can foster meaningful conversations, which ...
Category Lens Mar 18, 2020 ... polarization through the creation of echo chambers and information bubbles. A recent study by the Knight Foundation and Gallup cited increasing concerns over the role that technology companies play in democracy. On the other hand, youth today are two times more likely to say that technology companies can make a positive difference in the world than other types of companies. For technology companies, this push and pull informs the following category implications.How might tech companies educate their ...
The Impact Of Influence Dec 17, 2019 ... accurate tools to measure tangible ROI. While the industry awaits the creation of technology to measure the true efficacy of influencer marketing campaigns, it’s important for brands to get a sense of whether or not social media influencers are actually influential when it comes to purchase decisions or if they’re merely another channel.For this answer, brands should look to modern youth, and especially Gen Zs: digital natives whose values and preferences around influencers are key indicators of the ...
The Hive Mind Dec 16, 2019 ... century but the explosion of the Internet and social technologies over the past two decades have given birth to a whole new level of fandom, where participants in this culture are all-or-nothing, die-hard stans. This culture of superfandom has bloomed so vehemently that The New York Times included the advent of today’s stan culture in its roundup of the 33 Ways to Remember the 2010s, and what’s more, made it #1 on the list. Standom is here to stay.Today’s youth readily attest to the intensity of stan ...