Post on 12-Jun-2018
T H E T R E N D E R A F I L E ST H E
T R E N D E R AF I L E S
THE FUTURE OFV o l u m e 9 , I s s u e 1 , J a n u a r y 2 0 1 8
THE TRENDERA FILES: THE FUTURE OF
THE FUTURE OF YOUR CONSUMER
Is It Over Yet?
Your Consumer In 2018
Values & Goals
Dating
Entertainment
Technology
Retail
Money
Significant Differences: Coastal vs. National
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84
89
95
97
102
103
107
108
76
C O N T E N T S
Lifestyle
Gender
Power, Influence & Celebrity
Entertainment
Social Media
Technology
Fashion
Retail
Marketing
Work
2017 IN MEMES
THE FUTURE OF. . .
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24
30
34
40
44
52
58
64
70
INTRO
2
15
7
4
STILL GOING STRONG 11
Lifestyle
Entertainment
Digital / Tech
Retail / Fashion
What’s Hot: Gen Z 8-12
What’s Hot: Gen Z 13+
What’s Hot: Millennials
Trendera Class of 2018
Digital Download
Know the Slang
113
118
121
123
132
134
136
138
150
152
TABLE OF CONTENTS
NOW TRENDING 112 STATISTICS 155
THE HOT LISTS 131
STANDOUT MARKETING 126
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THE TRENDERA FILES: THE FUTURE OF
If you’re reading this, congratulations are in order—you survived 2017!
We knew this year was going to be a doozy, and boy was it. Having endured a trifecta of some of the worst natural disasters and mass shootings on American soil, an outpouring of sexual harassment scandals, and global nuclear annihilation looming closer with every presidential tweet, it’s no wonder 2017 left so many of us physically, mentally, and emotionally exhausted.
When even Taylor Swift has taken a turn for the dark, it’s clear that a seismic mood shift has occurred within American culture. Thankfully, the new year is here just in time to inspire us and redirect our focus. While we may not be as passionate about rainbows and unicorns, this year will be one of more substance: we’ll see people become much more intentional and informed while also carving out moments of genuine happiness in their lives and going to extremes to let loose. As you read our predictions for the most important trends for 2018, you’ll likely notice this delicate balancing act, with consumer sentiment and behavior becoming at once more serious and subdued yet more fulfilling and fantasy-driven.
Always our favorite issue of the year, the January edition of The Trendera Files is packed from cover to cover with our newest macro and micro trends, favorite marketing campaigns, and curated roundups on who, what, and where is on the rise. We’re also keeping tradition by showcasing our latest survey results by comparing nationally representative respondents to those who live in coastal cities.
Despite its predecessor, we believe 2018 will be an incredible year and hope this issue empowers you to make it one of the best yet—for yourself, your company, and your consumers.
TRENDERA
4
THE TRENDERA FILES: THE FUTURE OF
J A N 2017 | S A LT B A E
M A R 2017 | R O L L S A F E
M AY 2017 | S P O N G E M O C K
F E B 2017 | C A S H M E O U S S I D E
A P R 2017 |
J U N 2017 | T H E F L O O R I S
W E L C O M E TO YO U R TA P E
8
2017 IN MEMES
J U L 2017 |
S E P 2017 | M A R I A H C A R E Y
N O V 2017 | 10/31 V S . 1 1 /1
AU G 2017 |
O C T 2017 | F I R S T O F A L L . . .
D E C 2017 |
N OT H I N G B U T R E S P E C T F O R MY P R E S I D E N T
I F YO U P L AYT H I S S O N G .. .
D I S T R A C T E DB OY F R I E N D
9
Anxiety is one of the biggest buzzwords of the moment. The Oxford Dictionary defines it as “a feeling of worry, nervousness, or unease about something with an uncertain outcome,” as well as a “nervous disorder marked by excessive uneasiness and apprehension.” According to the National Institute of Mental Health, anxiety affects almost one-third of adolescents and adults and, in our opinion, is a good descriptor of our cultural mindset in general these days. From insecurity in our personal lives to expecting the worst from the world around us—terrorism, climate change, etc.—feeling anxious is something that people of every age are well familiar with right now.
The most affected by anxiety, though, may be Generation Z. Attributed to smartphones, foreboding news headlines, and huge expectations of success, the Gen Z Anxiety epidemic demonstrates how more
and more kids and teens are feeling like they can no longer cope with life’s challenges. Older generations are dealing with anxieties in the domestic sphere, and we’re seeing how people are Rethinking Infidelity to reconsider their ideas of family, marriage, and sexual desire. With many of society’s institutions unstable, Faith Takes Center Stage as Christianity has a big impact on pop culture, inspiring people to reflect on how to hold onto hope amidst challenges. Instead of opting into faith, others are dealing with their anxieties by preparing for the worst, Doomsday Stockpiling in preparation for emergencies and natural disasters. But it’s not all doom and gloom. Perhaps one good thing to come out of this age of anxiety is that mental health has taken prime importance. A new philosophy that being Mentally Strong Is the New Strong is driving people to take their mental health seriously, setting time aside for clarity and reset.
A G E O F A N X I E T Y
THE FUTURE OF. . . LIFEST YLE
17
THE FUTURE OF YOUR CONSUMER
T H E F U T U R E O Fy o u r c o n s u m e r
Unless specified otherwise, statistics refer to national respondents 8-50.
M E T H O D O L O G Y
N ATIO N A L S A MPLE:
N =818Nationally Representative Consumers
8-50 yrs old, evenly distributed
204 GEN Z (8-12: children and
parents of children 8-12, due to legal
restrictions)
205 GEN Z (13-21) 205 GEN Y (22-37) 204 GEN X (38-50) Male/female split for each generation
COA S TA L S A MPLE:
N =815Nationally Representative Consumers
8-50 yrs old, evenly distributed
204 GEN Z (8-12: children and
parents of children 8-12, due to legal
restrictions)
204 GEN Z (13-21) 205 GEN Y (22-37) 202 GEN X (38-50) Male/female split for each generation
CITIES SURVEYED: Boston, Charleston, Houston, Jacksonville, Los Angeles, Miami, New Orleans, New York, Philadelphia, San Diego, San Francisco, Seattle, Tampa/St. Petersburg, Virginia Beach, Washington D.C.
ETHNICITY, INCOME, AND LOCATION DISTRIBUTION BASED ON U.S. CENSUS.
T R E N D E R A S U R V E Y E D 1633 C O N S U M E R S I N D E C E M B E R 2017.The survey was distributed online and via mobile phone.
The respondent breakdown is as follows:
V S
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THE TRENDERA FILES: THE FUTURE OF
Y O U R C O N S U M E R I N 2 0 1 8
AT A G L A N CE
YO U N G ER
G EN Z:
O L D ERG EN Z:
G EN Y:
G EN X:
60% happy
43% happy
39% happy
38% happy / open-minded
48% smart
32%stressed / smart /
open-minded
36%open minded
31% relaxed
46% fun
36% mature
35% smart
30% active
Their general outlook:
Notably, in last year’s results (fielded before the presidential election)
“O P E N-M I N D E D” did not land in the top responses for any segment.
8484
THE FUTURE OF YOUR CONSUMER
Gen Zs 13+ are significantly more likely than older generations to worry about:
49% 28%25%
45% 27%20%
42% 16%15%
48% 23%23%
42% 24%17%
60% 19%15%19% 8%5%
Gen Z
Gen Y
Gen X
Gen Z
Gen Y
Gen X
Gen Z
Gen Y
Gen X
Gen Z
Gen Y
Gen X
Gen Z
Gen Y
Gen X
Gen Z
Gen Y
Gen X
Gen Z
Gen Y
Gen X
AG E O F A NXIE T Y
T H E I R A P P E A R A N C E :
M A K I N G A L O T O F M O N E Y:
F I G U R I N G O U T W H O T H E Y A R E :
T H E I R S E L F-I M A G E /S E L F-E S T E E M :
F I N D I N G T H E I R P U R P O S E :
G E T T I N G A G O O D J O B:
G E T T I N G P R E G N A N T / A N S T D :
87
72%
63%
60% 65%
54%
60%
52% 55%
46%
59%
48% 54%
THE FUTURE OF YOUR CONSUMER
VA L U E S A N D G O A L S
S IG N S O F SU CCES S
Despite being two cohorts who (in the past) couldn’t be more different, Gen Ys and Gen Xers are aligned when it comes to their
top signs of success. Meanwhile, we continue to see Gen Zs 13+ placing more importance on their jobs than older generations.
G EN Z 8-12
G EN Z 13+
G EN Y
G EN X
A happy family
Being a good parent / Helping others
Making the world a better place / Freedom to live as you please
A happy family
Loving your job
Making the world a better place / Freedom to live as you please
A happy family
Being a good parent
Helping others
A happy family
Being a good parent
Helping others
89
THE FUTURE OF YOUR CONSUMER
T V
Favorite Reality Shows
Favorite Scripted Shows
Top: Jennifer Lawrence, Sandra Bullock, Jennifer Aniston, Angelina Jolie, Emma Stone, Reese Witherspoon
Bottom: Tina Fey, Anna Kendrick, Sofia Vergara, Meryl Streep
Top: America’s Got Talent, The Voice, Shark Tank, Hell’s Kitchen, Fixer Upper, Chopped, Pawn Stars, American Idol
Bottom: Dancing with the Stars, Diners, Drive-Ins and Dives, Undercover Boss, Lip Sync Battle,
Top Chef, Teen Mom, American Pickers
Top: The Walking Dead, The Big Bang Theory, Stranger Things, Family Guy, Game of Thrones,
Law & Order: SVU, The Simpsons, Modern Family
Bottom: Friends, Bob’s Burgers, American Horror Story, Orange Is the New Black, 13 Reasons Why, This Is UsTop: Selena Gomez, The Weeknd, Gwyneth Paltrow, DJ Khaled, Chrissy Teigen, Jaden Smith
Bottom: Kim Kardashian West, Russell Westbrook, Kylie Jenner, Lauren Conrad
99
THE FUTURE OF YOUR CONSUMER
SO CI A L ME D I A
1 IN 4 Gen Zs 13+ feel
pressure to look a
certain way online
69%of consumers 8-50 would
rather be famous on YouTube
than on Instagram
66%of consumers 8-50 would
rather only have Instagram than only
have Snapchat
Gen Ys are more likely than Gen Zs and Gen Xers
to want to take a
D I G I TA L D E T OX
G E N Z s 1 3 + A R E D O M I N AT I N G S N A P C H AT:
73% have a Snapchat account, compared to 37% of Gen Ys
74% 81%74%
Gen Z
Gen Y
Gen X
S N A P C H AT 30% of Gen Zs 13+ are using Instagram and Snapchat
more than they used to. 47% of Gen Zs 13+ say Snapchat is getting even more popular among people their age, and 34% say this is the platform that shows
the real them.
G E N Z S 13+ are more likely than Gen Ys and Gen Xers to say that technology makes their life more complicated (17%
Gen Z 13+, 15% Gen Y, 11% Gen X)
I N S TA G R A M40% of Gen Zs 13+ say Instagram is getting more
popular among people their age and 26% say this is the platform that shows the real them.
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THE TRENDERA FILES: THE FUTURE OF
If eSports stars are the new jocks, indie gamers are the new alternative cool kids. Shying away from the popular fast-paced strategy and first-person shooter games that eSports athletes play, the indie game scene is more about exploring narratives and world building—and because many of the titles are not created for commercial gain, creators are allowed to push the boundaries of traditional gaming and fully embrace their creativity. These indie games range from realistic experiences, such as tragedy Fragments of Him, where players navigate through life after a friend’s fatal car crash, to surreal, like No Man’s Sky, where players must try to survive as they travel through space from planet to planet looking for the center of the universe. With affordable and easy-to download development tools, it’s easier than ever for someone to create their own video game and contribute to the thriving indie gaming scene.
Savvy about algorithms and fully aware of the influence they yield as a group, music fans have begun making concerted attempts to manipulate the charts in support of their favorite artists. Unsurprisingly, pop superstar Taylor Swift is at the center of the action. When Luis Fonsi’s summer hit featuring Justin Bieber “Despacito” threatened to dethrone Mariah Carey’s Billboard Hot 100 title for longest running single at #1 set by “One Fine Day,” Carey’s fans took to the Internet to throw their support behind Taylor Swift’s then unreleased single “Look What You Made Me Do” in the hopes it would beat the Luis Fonsi jam. As it turned out, Swift’s new single did end up debuting at number one, only to have a similar campaign launched against it as well. When Swift announced the release date for her newest album, Reputation, Kanye West fans were quick to notice that its November 10th release coincided with the anniversary of West’s mother’s death and were just as quick to label this move a calculated attempt to get back at him and his wife, Kim Kardashian West, for the infamous Snapchat incident of 2016. In retaliation, they organized an attempt to make “Hey Mama” the most streamed song on November 10th, creating a 24-hour playlist solely featuring the track and even creating a Facebook Event to which more than 3,200 people RSVP’d.
T H E N E W G A M E R S
AT TA C K O F T H E FA N S
E N T E R T A I N M E N T
118
Over the past few years, there’s been much debate about driverless cars, whether they’re a good idea, safe, and whether the pros outweigh the cons. A recent proposal from venture capitalist firm Madrona Venture Group is giving new life to the discussion. Their buzzed-about idea is to convert the I-5 freeway between Seattle and Vancouver into an “autonomous vehicle corridor” by 2040—in simple words, an entirely driverless highway. Madrona’s pitch includes gradually phasing in this reality by first creating a driverless carpool lane on the I-5, allowing autonomous vehicles to safely drive together without human interference. Though the jury’s still out on whether we will have a driverless future, nuanced ideas like this one help us envision what a driverless society could look like and help get the public interested in making that future happen.
D R I V E R L E S S H I G H WAY S
D I G I T A L / T E C H
NOW TRENDING
Insomniacs rejoice! There’s a new genre of podcasts successfully helping listeners hack their sleep. While most podcasts seek to entertain their audiences by creating content too interesting to ignore, popular podcast “Sleep With Me,” which has over 2.3 million monthly downloads, offers “lulling, droning, boring bedtime [stories] to distract [users’] racing [minds].” One of their segments, “Game of Drones,” purposefully and long-windedly recaps the hit HBO show in the most mundane way possible. The stories meant to relax baggy-eyed users are wandering, meandering, and, frankly, boring. Additionally, Calm is a website that provides fictional sleep stories, meditation techniques, and even sells a calming sleep mist made from lavender, chamomile, clary sage, and frankincense. Proof that digital natives are turning to technology to cure their ailments, these powerful hacks have created a dedicated fan base of well-rested devotees across the country.
H A C K I N G S L E E P
As Americans continue to increase their daily media consumption, they are also increasing the number of hours they remain stationary. One company, Multisensory Fitness Inc., is looking to challenge people to find entertainment in ways that get them on their feet. The first system of its kind, Multisensory Fitness combines both mental and physical fitness to make exercise enjoyable and stimulating. Their product, SMARTfit, is composed of gaming walls and training pods that can be implemented at
M U LT I S E N S O R Y F I T N E S S
121
NOW TRENDING
This past October on West Hollywood hotspot Melrose Avenue, Nordstrom launched concept store, Nordstrom Local. A conscious move away from the traditional inventory-driven shopping experience, the store itself has no actual clothing in stock, but rather offers consumers free consultations with personal stylists from Nordstrom’s Trunk Club service. With a glass of wine or an espresso in hand, consumers chat with their dedicated stylist, creating a streamlined process that Nordstrom believes reflects the way many people want to shop. The store also provides perks such as curbside pickup and manicures by appointment, which can be made online, over the phone, or in person. A drastic departure from sterile department stores and even more impersonal online shopping experiences, this central meeting space that asks consumers to trust an expert to select their items could save brick and mortar retail as we know it.
Gone are the days of ruining an outfit with spilled coffee. Fashion house Olderbrothers’ latest collection utilizes natural coffee dyes to create warm mocha and espresso-hued clothing basics. Appealing to the growing number of consumers who try to live as naturally as possible, the caffeinated collection is toxin-free, made completely from organic materials, reusable, and can even be composted in a garden. Additionally, the process of staining the garment involves a specialized pour-over method that founder Bobby Bonaparte says is done “with the panache of a virtuoso barista.” Built around staple pieces such as button-down shirts, sports coats, t-shirts, and trousers, the line is as timeless as the tradition of a morning cup of joe.
Originally an abandoned gas station, Napa Valley Tank Garage is a tasting room that features funky décor and has been attracting Millennial winos in droves. Owner James Harder stumbled upon the 1930s-abandoned station filled with old boxes in 2012 and from there his garage winemaking began. Specializing in unique blends that the “garagistes” concoct, the industrially designed bohemian tasting room is a small operation that sells mostly one-off blends in store and sometimes online. With over 400 wineries to choose from in Napa Valley, competition is steep, but this one of a kind experience has artisanal-obsessed Millennials dying to try a blend.
N O R D S T R O M L O C A L
C O F F E E C O U T U R E
G A S S TAT I O N W I N E
R E T A I L / F A S H I O N
123
STANDOUT MARKETING
WHAT IT WAS: Netflix has taken the term “Netflix and Chill” to another level with the launch of a promotional collection of Cannabis with ten unique strains each designed to complement a Netflix original title based on its vibe. For example, if viewers wanted a laugh while watching Grace and Frankie, they could try out Peyotea 73, an uplifting sativa strain. Meanwhile, the strains intended for Bojack Horseman and Santa Clarita Diet fittingly increase viewer’s appetites. Other titles that received cannabis pairings include Arrested Development, Wet Hot American Summer: Ten Years Later, Orange is the New Black, Chelsea, Lady Dynamite, and Mystery Science Theater 3000.
N E T F L I X C A N N A B I S C O L L E C T I O N
WHY WE LIKE IT: Sold at a pop up event in West Hollywood to legal medical marijuana card-holders, the Cannabis Collection did not lead to any profits for Netflix, but rather created lots of press and is a daring move into mood based marketing that will only heighten and intensify consumers’ Netflix experience.
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THE TRENDERA FILES: THE FUTURE OF
W H A T ’ S H O T m i l l e n n i a l s
1. 80’s hair 2. KITH 3. Newsboy caps 4. Shadow Hill 5. Soul Annex 6. Power statement rings 7. Super lattes
1 . 2 .
3 .
6 .
4 .
7 .
5 .
136
W H A T ’ S H O T m i l l e n n i a l s
8. Da Vinci Mona Lisa bag 9. Gender neutral perfume 10. #TimesUp movement 11. Virgil Abloh 12. Pearl accents13. Netflix’s Mindhunter 14. Cryptocurrencies 15. Ugly sneakers
8 . 9 .
1 0 .
1 1 . 1 2 .
1 3 .
1 4 .
THE HOT LISTS
1 4 . 1 5 .
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THE TRENDERA FILES: THE FUTURE OF
D I G I T A L d o w n l o a d
N E T F L I X ’S FA S T
T H R I V E
Tired of getting blamed for slow loading times due to weak Wi-Fi, Netflix launched Fast.com, a quick and simple site that instantly measures users’ personal internet connection speed at any given time. The website has a very simple user-friendly interface and upon loading immediately provides users with their current download speed as well as the metric that determines video quality. A tool for customers to hold their internet service providers accountable, Netflix purposefully launched Fast.com to raise overall awareness of internet speed, improve the speed landscape, and ultimately pressure the Federal Communications Commission to act on implementing faster wireless connections.
Recognizing the direct correlation between stress and technology, Arianna Huffington’s company Thrive Global partnered with Samsung to create Thrive, an app to encourage users to unplug and recharge. The app does this by allowing users to put their phone on “Thrive Mode” which essentially mutes all calls, texts, and miscellaneous notifications except for people specified on a VIP list. The app also alerts the caller or texter that their friend or family member is in Thrive Mode, which not only serves as a humble brag for the user and their impressive self-control to disconnect, but also encourages the texter or caller to leave them alone for the moment and possibly even inspire them to step away from their own phones for a while.
150
K N O W T H Es l a n g
A W H O L E (adj.) - unit of measurement meaning a lot
B I G M O O D (adj.) - 1. relatable 2. the new “vibes”
B I N G E R A C E (v.) - racing with friends to see who can finish binge-watching the latest season of a new show
B O P (n.) - 1. a song you really get into 2. the new “jam”
C A R P I N’ A L L T H O S E D I E M S(phrase) - living life to the fullest
L A M P S H A D I N G (v.) - wearing an oversized sweater as a dress,
creating a look that resembles a lampshade
C A S K E T (n.) - the new “dead” or “done” also see “Morgued”
S T E P D A D B O D (n.) (origin: Dad Bod) - muscular with a little extra weight
L I V I N G YO U R T R U T H (v.) - being honest about who you are even if it’s against popular opinion
G R O U T F I T (n.) - all grey outfit
K R O G E R(n.) - a knock-off or “janky” version of something
S Q UA (n.) - the new “squad”
S U B M A R I N I N G (v.) - a romantic prospect vanishes, suddenly
reappears, and acts as though he/she never
disappeared at all
T I N D S TA G R A M M I N G (v.) - reaching out to someone on Instagram after they reject you on Tinder
U N C O M F Y (adj.) - short for uncomfortable
P U R E (adj.) - wholesome, sweet, or endearing
E S K E T I T (phrase.) - “let’s do it” or “let’s get it”
A S F (adv.) (origin: AF) - as f*ck
153
THE TRENDERA FILES: THE FUTURE OF
S TAT C O N T E N T S
13-50 YEAR OLD STATS: 156How They Describe Themselves
What They’re Working On
What They Consider Acceptable
What They Consider Unacceptable
Issues They Care About
Statements On Life
Statements On Politics
Who Should Run The Country
Things They Worry About
What They Have Faith In
What They Consider Success
What’s Most Important To Them
Best Ways To Meet Someone
Statements On Relationships
What They Consider Bad
Favorite Places To Shop
Favorite Apparel / Accessory Brands
Favorite Food / Beverage Brands
Favorite Cosmetic / Toiletry Brands
What Influences Them To Buy
What Makes Them Loyal To A Brand
Feelings On Personalized Marketing
Info They Would Share For Discounts
Ownership vs. Access
How Much They Have In Savings
Favorite Actors
Favorite Actresses
Favorite Influencers
Statements On Entertainment
How Often They Go To The Movies
Why They Don’t Go To The Movies More Often
What Would Make Then Go To The Movies
Favorite Reality TV Shows
Favorite Scripted TV Shows
How They Feel About The News
Where They Get Their Information
Statments on Cable / Satellite TV
Devices They Own
Statements On Technology & Social Media
Digital Detox
Emerging Technology
Social Media Accounts
Statements On Snapchat
Statements On Instagram
Statements On YouTube
Statements On Facebook
Statements On Twitter
What They Think Is Popular
Getting Better In The Future
Getting Worse In The Future
Staying The Same In The Future
When They Think The World Will End
Would You Rather
160
162
164
168
172
176
178
180
182
186
188
192
194
196
202
204
206
208
210
212
214
216
218
220
224
226
228
230
232
234
236
238
240
242
244
246
250
252
254
256
258
260
262
264
266
268
270
272
274
276
278
280
282
156
8-12 YEAR OLD STATS: 292
STATISTICS
How They Describe Themselves
What They’re Working On
What They Consider Acceptable
What They Consider Unacceptable
Statements On Life
Statements On Politics
Who Should Run The Country
Things They Worry About
What They Have Faith In
What They Consider Success
What’s Most Important To Them
Favorite Places To Shop
Favorite Apparel / Accessory Brands
Favorite Food / Beverage Brands
Favorite Cosmetic / Toiletry Brands
What Influences Them To Buy
What Makes Them Loyal To A Brand
Feelings On Personalized Marketing
Info They Would Share For Discounts
Ownership vs. Access
How Much They Have In Savings
Favorite Actors
Favorite Actresses
Favorite Influencers
Statements On Entertainment
How Often They Go To The Movies
Why They Don’t Go To The Movies More Often
What Would Make Then Go To The Movies
Favorite Reality TV Shows
Favorite Scripted TV Shows
How They Feel About The News
Where They Get Their Info
Statements on Cable / Satellite TV
Devices They Own
Statements On Technology & Social Media
Digital Detox
Emerging Technology
Social Media Accounts
Statements On Snapchat
Statements On Instagram
Statements On YouTube
Statements On Facebook
Statements On Twitter
What They Think Is Popular
Getting Better In The Future
Getting Worse In The Future
Staying The Same In The Future
When They Think The World Will End
Would You Rather
294
295
296
297
298
299
300
301
303
304
306
307
308
309
310
311
312
313
314
315
317
318
319
320
321
322
323
324
325
326
327
328
330
331
332
333
334
335
336
337
338
339
340
341
342
343
344
345
346
157
BE THE SMARTEST PERSON IN THE WORLD
80%Total
71%Males
OR
89%Females
78%GEN Z
77%GEN Y
86%GEN X 14%
76%Total
68%Males
OR
83%Females
73%GEN Z
74%GEN Y
81%GEN X
22%
11%
29%
24%
32%
27%
26%
19%
W O U L D Y O U R A T H E R . . .
BE THE HAPPIEST PERSON IN THE
WORLD
BE THE SMARTEST PERSON IN THE WORLD
BE THE HAPPIEST PERSON IN THE
WORLD
20%
23%
17%
COASTAL
NATIONAL
THE TRENDERA FILES: THE FUTURE OF
284
LIVE IN POVERTY
56%Total
57%Males
OR
56%Females
62%GEN Z
56%GEN Y
50%GEN X 50%
60%Total
57%Males
OR
63%Females
58%GEN Z
63%GEN Y
58%GEN X
44%
38%
44%
43%
44%
43%
42%
W O U L D Y O U R A T H E R . . .
LIVE IN CENSORSHIP
LIVE IN POVERTY
LIVE IN CENSORSHIP
37%
37%
42%
40%
OR
NATIONAL
OR
COASTAL
THE TRENDERA FILES: THE FUTURE OF
290
WATCH A SHOW ON A COMPUTER
74%Total
74%Males
OR
75%Females
60%GEN Z
77%GEN Y
87%GEN X 13%
68%Total
65%Males
OR
71%Females
51%GEN Z
73%GEN Y
81%GEN X
23%
40%
25%
26%
26%
32%
35%
29%
49%
27%
19%
W O U L D Y O U R A T H E R . . .
WATCH A SHOW ON TV
WATCH A SHOW ON A COMPUTER
WATCH A SHOW ON TV
OR
NATIONAL
OR
COASTAL
THE TRENDERA FILES: THE FUTURE OF
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