Innovation & Trust in Healthcare Nov 30, 2020 ... , compared with the same period in 2019. This points to a trend that may outlast the pandemic and become the norm, especially as Cassandra research shows that one-third (35%) of U.S. Trendsetters have already had a virtual health appointment. While virtual visits aren’t ideal for every area of healthcare, they offer expanded access to consultations, decrease transmission risk, and help preserve PPE. We probed attitudes around adoption of such technologies among Trendsetting youth, and we also examined ...
The Pandemic of Inequality Sep 29, 2020 ... of opportunity, young adults believe that America has become the land where the rich get richer, the smart get smarter, the poor get poorer, and the sick getting sicker. The pandemic is amplifying existing issues around inequality; many citizens who were already down are facing devastation. Even with initial governmental aid, millions of Americans were not financially equipped to endure the prolonged economic emergency facing us now. Our research reveals that nearly 1 in 10 young people say ...
Brand Takeaways Aug 23, 2020 ... with the Gen Z and Millennial values you’ve read up on thus far. We also outlined an eminent example of a brand living out and acting on its values: Ben & Jerry’s, which youth in our Cassandra Collective specifically name-checked even as we were conducting secondary research that confirmed this. ...
The Retail & Spending Perspective Apr 28, 2020 ... time to monitor the effects of the pandemic is that Millennials are the ones experiencing the greatest financial disruption. This is partly due to Millennials’ life stage; the oldest of them are turning 40 in 2020 (double whammy!). The leading half of the generation are supposed to be earning more and entering their peak spending years at this time. Many would have been focusing on buying homes, new cars, or settling down to raise a family. Instead, our research finds that 81% are delaying major ...
OK, Boomer! Mar 23, 2020 ... researchers to even define a generation to begin with. Understanding both the magnitude and the drivers of intergenerational conflict are imperative to understanding today’s cultural landscape. As we explored increased polarization within other pieces in this report, we realized that intergenerational conflict is not just another facet of division and tension, but rather, a profound marker delineating a complacent past from a charged future. Vox reiterated this idea recently, starting that, “OK Boomer ...
No Joy in Division Mar 21, 2020 ... argument they know will ensue if they engage with content that comes from an opposing viewpoint. In Cassandra’s qualitative research, a female, aged 23, told us: “Everything gets very heated very quickly and even if I comment on something, there's 10 other people who are going to be like, ‘You're wrong. This is why and I'm going to tell you my opinion.’” For her, she felt neither interested, or equipped, to engage in combative conversation. Rather than taking sides, she wanted nothing to do with it ...
Would You(th) Care For A Cause? Mar 20, 2020 ... causes or issues, if any, do you think are most important for brands to be involved in or take stand on?Please select up to five. Racism | Environment and climate change | Education | Mental health | Livable wage and working conditions | Gender equality | Poverty | Healthcare | Unemployment | Animal rights | Gun violence | Homelessness | LGBT rights | Medical research (e.g., finding a cure for Cancer, stem cell research) | Income inequality | Public health (e.g., obesity ...
The Hive Mind Dec 16, 2019 ... spoke to in Cassandra’s qualitative research even considered themselves superfans of something at some point in their lives. In Cassandra’s quantitative research, we uncovered that 45% of youth in the U.S. and UK follow fandom/superfan Twitter/Instagram accounts (i.e., “stan” Twitter or “stan” Instagram). But regardless of if they themselves have participated in stan culture, modern youth view it warily, as they’re well aware of how this type of hive mind blindly operates (more on that below).I was ...
The New Social Order Dec 15, 2019 ... influencers enjoyed and brands capitalized on. But the longer and more complicated answer is that the power has shifted, and if brands enter into smart, well-researched sponsored arrangements, the ROI can be even greater. The key for brands is to be strategic about the bets they place and not throw gobs of money at an influencer just because they have millions of followers. Look for people who genuinely connect with the products and can promote them in a way that feels true to their brand. Chances are ...
Over The Influence Dec 12, 2019 ... that fits well with the brand. Look carefully at the tone used in posts and comments, do research to make sure potential partners are not cited as cautionary tales, and take a look at the influencer's other sponsorships. When launching a campaign, examine the range of influencers who are working on it with an eye toward diversity of all types. And when it comes to disclosure, it's better to be up front that it's an ad from the get-go, and not only because FTC rules require it. A study in the ...
