Gen Y (born 1982-1996)

According to research, half of US adults are open to signing a prenup – a marked uptick from earlier years – signaling a change in popular notions about marriage. Financial worries are affecting the way Americans make long-term family planning decisions in ways that are just coming to light.

National pride among the Chinese has grown in recent years, with many opting to purchase locally or from brands that value their heritage. As a result, Western luxury brands like Ermenegildo Zegna are looking for historic venues to give customers a more culturally immersive shopping experience.

A study has revealed a generational divide between the way Gen Y and Z grocery shop, as the former more often buy groceries online via delivery or curbside pickup. Busy Gen Yers are looking to take their time back, and the opportunity for brands is to make shopping as frictionless as possible.

Despite people spending more critically due to inflation, data shows that Britons, especially Gen Yers, consider drinking and dining out part of essential spending habits. People place significant importance on going out to have a good time and cope with the dire financial situation.

Research shows that Australians are experiencing higher barriers to entry for investing and are doing so less year on year – while younger Aussies are rejecting direct stock investment altogether. This could lead to a pivot to managed assets merged with fintech, such as AI-guided portfolios.

Lunchables is launching its Grilled Cheesies line, a microwave-ready sandwich with the crispiness of one cooked on the stovetop. While it was popularized as a school-ready lunch item, its marketing showcases the growing cohort of adults who are hungry for a bite of nostalgia.

Change Research has found that young Americans hold divergent political views by gender yet share similar concerns over the economy and future of the country. Addressing shared priorities through brand initiatives could help unite younger voters and foster community amid polarization.

Breaking with typical luxury brand collaborations, Naomi Campbell has partnered with PrettyLittleThing to create a line of fast fashion clothing. However, the unsustainable production and unethical business practices of the retailer are drawing criticism for the supermodel.

Research has revealed that people in the UK are among the least likely to view work as very important in their lives and don't put work before other priorities. The findings signal new career norms as people prioritise a good work-life balance for their emotional wellbeing.

Liquor brands Moutai and Luckin Coffee have teamed up to release an exclusive liquor latte to win over young Chinese audiences’ experimental tastebuds. The collab demonstrates people’s sustained appetite for patriotic signalling – especially when manifesting in the most unexpected moments.

A survey has found that young financial investors in the US are more likely to accept lower returns to ensure their investment aligns with their political and moral values. With the world in flux, young citizens are taking firm stances and are hyper-aware of their spending power.

An analysis of IRS migration data from 2021 found that wealthy young workers in the US are leaving major hubs in favor of smaller cities. However, the influx of wealthy citizens could pose problems for others who have flocked to these places for a better quality of life amid rising costs.

Research has found that Gen Z's favorite kitchen tool is their mobile phone. Rather than viewing it as a sign of technology addiction or waning attention spans, it may point to the popularity of food content, an evolving space for food and drink brands.

The Australian Electoral Commission has partnered with Snap Inc. to encourage young Australians to vote in the Voice referendum later this year. With social media proving a vital tool for education among digital natives, brands are utilising it to drive political engagement among younger audiences.

With the economy in flux, data suggests that younger generations don’t feel marriage is a responsible financial choice. Rising costs are not only impacting people’s purchasing decisions but also their interpersonal connections, forcing people to renegotiate their relationship with life milestones.

A survey of young Americans has found a lack of education about the egg-freezing process and knowledge about fertility as a whole. With more people getting health advice from social media and delaying having children, there’s a need for more comprehensive and accessible information.

‘Tomato girl summer' – one of the quick churning TikTok trends that romanticises summer on the Italian coast – is now featured in a three-piece collection from US brand Lisa Says Gah and food giant Hunt’s. The collaboration comes as food and fashion collide in a variety of sectors.

Bumble believes that kindness is the key to good dates, and has focused on universal human values in a new campaign – challenging the toxicity and fatigue associated with dating apps. The campaign also tackles sociocultural dating barriers by focusing on the beauty of a genuine human connection.

The Barbie movie showed that comfortable shoes trumped sky-high stilettos, inspiring an ‘ugly comfort’ shoe movement amongst Chinese netizens. The blockbuster ignited several hot-button topics around patriarchal systems and gender inequality, rousing more people to reassess traditional norms.

Renowned for its otherworldly and immersive illustrated universes, Studio Ghibli fans can now express their fandom through a perfume capsule. With fans desiring more immersion, brands are innovating beyond expected touch points to build new forms of engagement with their audiences.

A growing group of people are using online shareable documents to find love. “Date-me docs” are a charmingly low-tech alternative in the age of Tinder, more akin to newspaper personal ads. In an era of dating app fatigue, people are turning to slower and more authentic ways of building connections.

Budweiser Canada has launched a friendship-focused campaign, asking men to consider what life would be like without their friends. Given that many adult men admit they struggle to maintain relationships with their buddies, the campaign aims to remind them of the power of friendship.

In contrast to quiet quitting, resignation parties have become a new spectacle online in China. Borrowing from the tacky and nostalgic aesthetics of Chinese corporate culture, these parties demonstrate next-level irony that underscores how younger generations aren't taking themselves too seriously.

Gens Y and Z are driving demand for secondhand luxury goods across the APAC region as attitudes to resale shift. There's an opportunity for brands to reinforce the connection between the longevity of luxury items and consumers’ growing concern about more sustainable consumption habits.

Anime is booming among younger generations, and IKEA's anime-style 'back-to-school' ad unfolds in an anime-inspired world. Highlighting the joy in simplicity, the campaign uses anime conventions and assets to resonate with an ever-growing audience who are looking for ways to express their fandom.

As funding for sexual health support dwindles and syphilis cases spike in the US, people around the country are looking for education and support when it comes to sexual health. With many turning to social media to find answers, it’s clear people are craving support that tackles taboo subjects.

A report from Snap Inc. and Havas Media found social commerce is on its way to taking over traditional spending methods in the UAE. With social commerce sales on the rise, these findings highlight the impact of friends and family on younger people’s shopping decisions over influencers.

TikTok’s sway over people’s eating habits rises, and fast food brands have been living up to their names through quick releases of tailored menu items and viral dishes. Popeyes released its take on the online ‘Girl Dinner’ craze, giving itself relevancy and appeal among younger consumers.

Toxic social media platforms are causing many users to turn to smaller communities online, which have bubbled up to offer alternative collective spaces. Roar Social provides a positive space where people can support philanthropic creators by 'donating' instead of 'liking'.

Five Nights at Freddy's is a horror movie based on a much-loved video game of the same name. As the movie world is flooded with authentic adaptations of video game favourites, it demonstrates the far-reaching power of a once-niche hobby and points towards to fluid future of Hollywood.

Research suggests that many people use Tinder to browse for entertainment or validation instead of looking for romance. And as faith in the apps declines, and people tire of the status quo, dating app fatigue is causing some to seek relationships in alternative spaces online.

A study has revealed that the loneliest demographic in Australia is middle-aged men, who often deprioritise friendships for familial and financial reasons. Understanding of men’s mental health issues is shifting, and people are looking for support for communities whose needs may often be overlooked.

Taco Bell has revived its iconic coin drop game from the noughties as a part of its mobile app, helping to boost donations for its charity program. Brands are tapping into nostalgia from their recent past, capitalizing on the resurgence in popularity of the early 2000s among young people.

The Crap Games Contest challenges players to develop the worst games possible for the classic ZX Spectrum console. This contest blends a love for vintage gaming with a disdain for flawlessness, offering players an escape from perfection and a chance to showcase their creativity.

A survey has found that Gen Zers and Yers are losing friends over their spending habits, eschewing the development of personal relationships for financial reasons. The cost of living crisis is exacerbating loneliness among young people – one of potentially several unforeseen social consequences.

Deals expert and TV presenter Chloe Carmichael has been enlisted by Superdrug to showcase the retailer’s most attractive discount opportunities. The initiative recognises how beauty buyers are turning to cheaper products and seeking relatable advice in response to the cost of living crisis.