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Macrotrends

Opportunity Knocks

... plant roots. These factors are driving young people to move to new places, and to move more often than generations prior, answering the call when Opportunity Knocks.MAKING CAREER MOVESWhether or not they know people living in a particular area or are familiar with it, young people are very willing to move to a new place for a job opportunity, which is the top reason of 25 they would move; 31% in the U.S. and 26% in the UK say they would move for this purpose and this attitude is stronger among ...

The Cassandra 2022 OutLOOK

... The Top Trends Defining Youth Culture in 2022Welcome to Cassandra's 2022 Outlook. We recommend viewing the following slideshows in full screen mode.SEEING THROUGH THE ALGORITHMThe algorithm doesn’t drive us; we drive the algorithm–because we know it’s there. TRUST HAS LEFT THE CHATIt’s been building for a while, but trust in institutions including science, government, media, and big tech have all but disappeared. EMERGENCY URGENCYIn 2021, we ran out of names for hurricanes, ocean levels are now ...

Know It Alls

... “knowledgeable” today is more so about a width of comprehension; 79% of young people in the U.S. and 72% in the UK, as well as 88% of U.S. Trendsetters and 87% in the UK, think it is necessary today to know at least a little bit about every topic. The kind of knowledge that is important for youth to know is also evolving. Complex skills that used to require applied brain power, such as solving math equations or figuring out how to navigate from point A to point B in a new city, are now easily and quickly ...

The Societal Social Shift

... How and why Gen Z and Millennials are navigating a new era of social media use in light of the pandemic, BLM, and an election yearGen Zs and Millennials are frustrated and angry that the world and progress on the social issues they care about isn't getting better, and they're creatively using the tools they have in hand to try to finally get the results they desire. This has led to a major shift in activist-driven social media usage for both generations. Brands need to know about this shift ...

Brand Takeaways

... The key things brands need to knowNow that you understand what Gen Zs and Millennials care about, Cassandra’s key Brand Takeaways will help your business navigate today’s challenging landscape with current marketplace examples. This section includes five tenets that outline how your brand can incorporate the new value shift we’re outlining into your marketing, messaging, product design, and internal structure in order to communicate from the inside out that your brand is more deeply aligned ...

An Eye Towards The Future

... Zs, deeply affected by the pandemic, are changing how they work, socialize, eat, educate, provide self-care and even relax. We’re seeing the status quo permanently upended as youth embrace a more considered and deliberate mentality. Brands must know about these critical lifestyle changes in order to effectively connect with and reach them. Mass MigrationWe are just now seeing the beginning of major demographic and geographic shifts in communities across our country. Prompted by school shutdowns ...

The Education, Work & Success Perspective

... implications for marketers who may no longer have an easy way to target early adults through university systems. We also explore the future of work in this issue. For young adults in the working world, they are grappling with work-life blending to the extreme and how the work culture they’ve known previously will never be the same. As businesses pivot their policies (as well as their products and services), workers are also pivoting—and younger workers are leaning into opportunities to challenge the ...

The Mental Health Perspective

... -19 as Millennials and Zs are coping with the effects of social distancing, isolation, and uncertainty.For Gen Zs, they are relying on their pragmatism, as well as their openness about their mental health needs to get through their current daily challenges. On the whole, they’re comfortable openly talking about their issues and know when and how to seek help. They don’t see sharing mental health struggles as being vulnerable but rather as a logical approach to maintaining their overall health ...