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Melanie Shreffler

Member since June 2006 Contact Melanie

  • Senior Insights Director Cassandra
  • http://cassandra.co
  • 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

  • The Post-Childhood Obesity Generation in Engage:Teens on 05/19/2016

    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 Engage:Teens on 04/21/2016

    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 Engage:Teens on 03/17/2016

    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 Engage:Teens on 02/18/2016

    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 Engage:Teens on 01/21/2016

    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 Engage:Teens on 12/17/2015

    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.

  • A Common Cause  in Engage:Teens on 11/19/2015

    It's not just adults who are paying close attention to the news emanating from various parts of the globe about recent terrorist activities. Teens are watching, too, having been raised by realist Gen X parents who are less likely than their predecessors to see a need to shelter their maturing children from unpleasant world events. To do so would be quite difficult, as news stories regularly infiltrate their social media feeds. Even the inspirational and usually uplifting sphere of Instagram included references to the recent attacks in Paris and Beirut, not to mention the posts they would have seen on Facebook, Twitter, Tumblr, Snapchat, and the like.

  • Gen Z Is Already Misunderstood in Engage:Teens on 10/15/2015

    Millennials have taken a lot of flack in recent years for being a self-indulgent generation, absorbed in themselves and their digital devices. They've been a challenge to workplace managers, governments, and marketers alike, as their generational attitudes and behaviors are often misunderstood. As a result, companies are excited to start talking and selling to Gen Z, who are generally hailed as a realistic, conscientious, hardworking group. While these characterizations are true, Gen Z, like every generation before them, also displays traits that worry their elders and will challenge marketers afresh.

  • Gen Z Gets Down To Business in Engage:Teens on 09/17/2015

    The oldest members of Gen Z are still in college, and most haven't had more serious employment than summer jobs. Yet, the next generation is already on employers' radars. They might be planning ahead and thinking about how they will work with Gen Z because they had such a difficult time adapting to Gen Y.

  • Gen Y Perplexed By Teens' Love Of Shop Jeen in Engage:Teens on 08/20/2015

    As every young generation grows up, it eventually finds itself on the outside of pop culture looking on in a state of confusion as a new generation rises to put its own stamp on society. Certain signifiers solidify this feeling among the older cohort-think, for example, of Gen Xers' love for Nirvana's "Smells Like Teen Spirit" that Boomers simply couldn't understand or Millennials' passion for YouTube celebrities that Xers still don't quite get. These inflection points mark the beginning of a changing of the guard among the keepers of youth culture. Millennials, the oldest of whom are well into their mid-30s, may be having such a moment as they hear from their younger counterparts about Shop Jeen, the online storefront and brand that "should come with a seizure warning," according to "New York" magazine.

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