People are investing in themselves. This is especially true for younger generations, who view traditional careers as anathema. Red Bull wanted to work with Bryce Hall and Josh Richards, 21-year-old and 19-year-old TikTok creators each with 20 million followers. In a previous era, Hall and Richards would have been thrilled. Instead, they decided to ... See more

It’s interesting to think about how new generational consumer behaviors translate into new businesses. We’re seeing a slew of startups building better solutions to the housing crisis, the climate crisis, the education crisis. But there are also less obvious impacts from consumer behavior: