Daily news, insights, and expert commentary on current and future Gen Z and Millennial trends.


GrowForce Breaks Down CBD and THC For Weed-Curious Brands

Young consumers want weed products, from CBD makeup to THC-infused beer. Here’s what brands should know about the cannabis craze and why they...

These Are Gen Z & Millennials’ 17 Favorite Video Games

With massive video game hits making more money than ever, and taking up a ton of young consumers' time, brands need to understand which games...

How These 5 Brands Are Tapping Into ASMR

ASMR videos rack up millions of views by serving up soothing sounds and visuals to stressed out young consumers—and brands are increasingly using...

Pantene’s One-Year-Old Model Is On The Viral List

An Insta-famous baby is Pantene's new brand representative, Fiji Water marketing took over the Golden Globes, everyone is making #TheStew, and more stories that...

3 Video Platforms Vying for Gen Z’s Attention

Gen Z is all about sharing video, and these video-focused social platforms are hoping they can pull in young users... While Millennials came of age...

Trends to Know Now: CBD, Borderless Culture & The State of Gaming

Our newest trend reports explore the big shifts young consumers are fueling, including the rise of CBD across industries, the increasing fluidity of global media,...

15 Ways Brands Can Appeal To Millennial Parents

What can brands do to better appeal to the next generation of parents? We asked them...  Millennials are parents to 50% of today’s...

These Successful Digital Native Brands Are Coming After Millennial Women Next

They’ve helped revolutionize the male personal care market, and these three digital native success stories are now taking aim at Millennial women… ...

The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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