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State of the YAYA: Where to Start

State of the YAYA


  • Youth and Young Adults
  • 18-24 year old consumers
  • Generation Z

2024 Concepts:

  • Entertainment
  • Beauty
  • Work and employment

Concept 1: Entertainment

Topics to consider within entertainment:

  • Immersive experiences
  • Food and dining
  • Movies
  • Concerts
  • Performers and artists
  • Sports
  • AI in music

Potential qualitative topics to explore:

  • How music releases impact behavior
  • Thoughts on music artists

Concept 2: Beauty

Topics to consider within beauty:

  • Image
    • Body image, self image
    • Public image, projected image, curated image
      • Social media vs. Real life
  • Fashion
    • Status symbols and luxury brands
    • Fast fashion
    • Small business vs large corporation
    • DIY, thrifting, and upcycling
    • The expanding definition of fashion and status symbols
      • Stanley tumblers
      • Skincare brands
  • Anti-aging
    • products, dermatological procedures
    • skincare routines
    • Collagen, retinol, etc.
  • Weight loss drugs

Potential qualitative topics to explore:

  • The changing status of beauty "dupes", which used to be looked down on
  • Where is Gen-Z getting their skincare recommendations?

Concept 3: Work and Employment

Topics to consider within work and employment:

  • Work arrangement
    • In person, virtual, hybrid
    • Flexible schedule
    • 4 day work week
  • Benefits
    • Paid time off
      • Parental leave
      • Holidays
      • Unlimited PTO
    • Insurance
      • Health, vision, dental, life
    • Retirement
    • Childcare
    • Amenities
      • On-site cafeteria, snack bar, or other food options
      • On-site gym or paid gym membership
      • On-site childcare or childcare allowance
      • “Fun” workplace (ping pong tables, bean bag chairs, nap pods)
  • Work/life balance
    • Working hours
  • Workplace expectations
    • Changing definitions of professionalism
  • Job search and application process
    • Finding jobs
      • Job search platforms
      • Professional organization job boards
      • Local job boards
      • Word of mouth
    • Applying online
      • Company page or 3rd party websites
  • Job Type
    • Technology, healthcare, education, etc.
    • Corporation/conglomerate vs. Small business
    • National vs. Local companies
    • Self-owned, self-employed
  • Motivators
    • Mission driven vs. Salary driven vs. Workstyle driven
  • Labor
    • Unionizing the workforce
    • Relationship w/ management

Potential qualitative topics to explore:

  • What makes a job appealing to generation Z?
  • "Grind" mentality vs. "off the clock, out of mind" mentality


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Vera Elwood
She, her, hers
103A Reynolds Journalism Institute
401 S. 9th St. Columbia, MO 65211
(573) 882-6591

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