Melanie ShrefflerMember since June 2006Contact Melanie
- Senior Insights Director Cassandra
- 460 Park Avenue S.
- 7th Floor
- New York New York
- 10016 USA
Melanie is a unique combination of trend expert, writer, and researcher with a passion for following youth culture and consumers' ever-changing media habits. As Senior Insights Director, she is a contributor to the Cassandra Report and Cassandra Daily.
Articles by Melanie All articles by Melanie
- Hold The Phone in
The first iPhone was announced and hit shelves way back in 2007-before the term "Gen Z" had taken hold-launching the world into an era of always-on digital connectivity. Fast-forward nearly a decade and the iPhone is still the gold standard of smartphones, despite vastly increased competition in the industry.
- The Youth Vote in
We're in the home stretch of the 2016 election, and it's not just the Presidential candidates working on their campaigns. Brands from all categories, from automakers to fast food chains, are capitalizing on this spike in public interest around politics with ads that reference issues and poke fun at the political circus.
- Youth In Revolt in
Youth often rebound from the attitudes and preferences set by previous generations. For example, in the recent past, generational differences were dramatically apparent in Boomer parents' and Millennial kids' attitudes toward technology. Boomers resisted technology's influence in raising their children, often going so far as to ban cellphone use at the dinner table.
- Young People Want Brand Aid in
Teens today are keenly aware of the horrific events plaguing society in recent years, including the latest mass shooting in Florida. Their parents can't shelter them from such disturbing news because it invades their social media feeds in the form of hashtags on Twitter, Facebook profile photo filters, and images of support on Instagram.
- The Post-Childhood Obesity Generation in
Teens aren't historically known for thinking about their health and wellness on a regular basis. Instead, they're thought to have passion for video games, binge watching TV, and eating junk food. While it's true that they still are more likely than the average person to consume food and drinks that are nutritionally bankrupt-mostly because they can get away with it more readily than adults-they are also cognizant of how their behaviors and choices now affect their wellness both now and in the future.
- Climate Change: New Causes Trump Environmentalism With Gen Z in
Tomorrow the world will celebrate the 46th anniversary of Earth Day, and as Gen Z looks on at the festivities, they'll wonder what the big deal is. To teens, Earth Day is a relic from a past era that makes little sense to their lives now. That's not because they don't care about the environment-quite the opposite in fact. It's because they don't need a special day to remind them to consider their environmental impact.
- Mixed Emotions in
Nancy Reagan left an incredible legacy when she passed away recently, particularly in regard to her work for young people. She made huge strides in a key issue facing teens in the 1980s: drug use. It was a growing problem at the time and one that needed immediate attention before it spiraled out of control. When the Reagans entered the White House, teen drug use was near record levels, but when they departed eight years later, it had declined by 47% and continued to drop.
- A Unique Generation in
Gen Z is pre-programmed to aspire to independence and individuality. They were raised by Xer parents who were known for their self-reliance in their own youth and wanted to instill the same qualities in their children. As young kids, Z's were pushed to find their own way; this is in contrast to Millennials, who were heavily supported by helicopter parents.
- The New Adulthood Starts In Youth in
There is a significant shift taking place in how and when young people identify as adults. Whereas Millennials ushered in an era of extended adolescence and held onto their youthful ways, Gen Z is growing into adulthood much earlier.
- Five Youth Trends For 2016 in
Teens continue to put their stamp on culture and push forward new ideas and attitudes that spread to both their younger and older counterparts. Having monitored their habits in 2015, there are several trends that we predict will spread and take hold in 2016. These include changing interests in entertainment, a fresh approach to education, and a revised image of social media.