Cassandra's 2021 Outlook Dec 16, 2020 ... themselves and actively building a life that resonates with and reflects their true selves.Inconsequential PlayYoung consumers are craving some time for Inconsequential Play, seeking out moments of levity, joy, silliness, and plain old fun across multiple downtime touchpoints. This includes the entertainment they consume, the social media they depend on, and the hobbies they’re taking up as they spend more time than ever at home.Navigating the New-borhoodYoung adults have a new perspective on ...
Flexible Fitness Nov 30, 2020 ... How young adults are embracing inclusive & connected exercise in 2020.As gyms and small studios within the $828 billion physical activity market struggled to reinvent their offerings at the start of the Covid-19 pandemic, this sudden and severe industry interruption created space for young consumers to take their physical health into their own hands. With their newfound fitness freedom, young adults are adopting a hybrid approach to exercise that blends both online and offline touchpoints ...
PTSD: The Pandemic, Turmoil, & Social Disruption Oct 29, 2020 ... Unpacking the collective trauma experienced by today’s Gen Zs and Millennials Young people today are experiencing a collective trauma, which we’re unpacking so that clients will understand how to help their consumers cope through these immense shifts. Ultimately, ALL brands need to understand this, and will need to build strategies/tools into their offerings to safeguard consumer mental health and help them mitigate their PTSD. ...
The Pandemic of Inequality Sep 29, 2020 ... young adults and the country at large. It’s important for brands to learn what life looks like for lower to middle class consumers so they can better support and strengthen these vulnerable communities.Following the financial crisis of 2008, incomes have inflated for the top 1%, while the middle class is not only stagnant, but shrinking. 2020’s coronavirus pandemic has further surfaced a range of socio-economic inequalities that had long been brewing beneath the surface. Rather than being the land ...
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 Media & Entertainment Perspective May 27, 2020 ... experimentation in media, both on the side of producers and consumers. After all, necessity is the mother of invention, and in the past few months of social distancing, business shutdowns, and stay-at-home orders, we have seen young people create a virtual culture movement, entertainment producers and talent assemble home studios overnight, and bored young people look for alternatives to their beloved sports. Not everything the producers or consumers have tried has been successful, but this period has taught ...
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 ... avoid an erosion of your fanbase in the future. We also explore new purchase considerations that are quickly becoming habit for young consumers to factor into their decisions. These habits are poised to last well beyond the current situation because they connect with young people’s attention to social causes and issues, meaning they may become life-long points of consideration when it comes to making purchases. 1 SOURCE: ENGINE Caravan April 22-24, 2020 ...
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 ...
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 ...
