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Youth Culture

A Decade of Shifting Youth Culture

Where did the time go? It’s hard to believe that YouthBeat® has been keeping a pulse on kids, tweens, teens, and parents for over a decade now and we’re still going strong! We’re amazed at the amount of data we’ve collected over the years tracking the evolution of youth culture.

Mary McIlrath, Senior Vice President

Didn’t get that PS5 you wanted for the holidays (and didn’t want to pay outrageous re-seller prices*)? Never fear. The gaming world has plenty more to offer for digital entertainment, and the industry has only grown more lucrative as youth and families stayed home during the pandemic.

Mary McIlrath, Senior Vice President

With much of 2020 in the rearview mirror, and youth looking ahead to a gradually healthier, more normalized 2021, we pause to look back at the milestone events that shaped the past year. Even while many adults say they’d like to forget 2020 and start from scratch, for youth, each year is a lifetime that they can’t forget, and its events deserve to be acknowledged.

Mary McIlrath, Senior Vice President

Amid the pandemic of 2020, families are getting creative in their ways to maintain festive traditions. They might not be able to snap a selfie with a mall Santa, but they can feast on family favorites and hold responsibly-distanced outdoor Hanukkah, Christmas, and Kwanza gift exchanges. Food and family are the constants, though the gatherings will be smaller, and the venues are less likely to involve a change of scenery. Some families are even going camping or all the way off the grid. For parents, shopping for and shipping gifts are top of mind.

Mary McIlrath, Senior Vice President

If you earned a graduate degree in Business in the 2010s or 2020s in the Midwest, chances are you had to sit through one of my guest lectures along the way. Some of you have even taken, or will take, the classes that I teach. Some of my colleagues at C+R are also on the regular rotation for guest lecturing at universities—you may have come across my business partners Paul Metz, Sharon Seidler (retired), Bob Relihan (retired), or others.

Mimie Lund, Vice President

On September 30, 2020, C+R Research hosted a Back-to-School Consumer Roundtable discussion to explore parent and family experiences, mindsets, and behaviors during this remarkable mid-pandemic, back-to-school season.

Rhonda Eviston, Senior Director

Our YouthBeat® panel has some new and some traditional plans for celebrating Halloween this year. See what they have to say from our Say What? Video Journals: 

Mary McIlrath, Senior Vice President

So, shopping has been crazy for families this year, trying to stay on top of having enough hand sanitizer and snacks. Back to School season was so strange that we wrote three blogs about it—and it all started with Amazon Prime Days being postponed indefinitely in July.

Let’s all take a deep breath together (seriously…one, two, three, in, and exhale), and buckle up for holiday shopping for families in the age of the COVID-19 pandemic.

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