By Date

Social (TV) Network

FALL/WINTER 2016

Youth are spending the largest share of their entertainment consumption time on social media, as it’s become the new TV for young generations. 

Omnitainment

FALL/WINTER 2016

As the line between marketing and media continues to blur, all brands will need to incorporate elements of entertainment in order to remain relevant to youth.

Scene Stealers

FALL/WINTER 2016

Young consumers have elevated the role of behind-the-scenes content, considering it just as important as primary pieces of entertainment.

Mix Masters

FALL/WINTER 2016

Youth are looking to entertainment properties and brands to provide them with professional-quality content to imbue with their own creative layer and share among their peers.

Variety Show

FALL/WINTER 2016

Youth are hungry for diverse—though not merely politically correct—entertainment that reflects the culturally varied society in which they live. 

Re-New

FALL/WINTER 2016

Youth are driving a countertrend in entertainment: they crave familiar content from brands as it relieves the weight of having to discover and immerse themselves in entirely new narratives.

Less Is Morality

FALL/WINTER 2016

Moral messages are fading from media as young consumers enjoy debating issues and exploring moral ambiguity through entertainment. 

Reality Bites

FALL/WINTER 2016

Companies are eager to experiment with VR as a marketing tool, but a more consumer-centric approach is needed before the medium is adopted en masse.

Epic Entertainment

FALL/WINTER 2016

Youth crave entertainment that evokes a spectacle, even if it means that the authenticity of media is compromised in the process.

(Ana)logging Off

FALL/WINTER 2016

Young people are supplementing their digital entertainment habits with analog options that let them connect IRL while projecting a cultural cachet. 

Genre Trends

FALL/WINTER 2016

Amidst the abundance of entertainment options available today, the following genres are standing out.

Branding Trends

FALL/WINTER 2016

Youth want brands to create tools and experiences that provide entertainment rather than simply sell products.

Marketing Tips

FALL/WINTER 2016

These marketing tips and examples offer guidance and inspiration for delivering entertainment to young consumers.

Public Funds

SUMMER/FALL 2016

Gen Ys are embracing transparency as it pertains to personal spending, which is influencing their purchasing decisions.

TasteMakers

SUMMER/FALL 2016

Modern youth prioritize spending on food and beverages and have elevated it above other consumer categories because it’s an accessible way to collect share-worthy experiences. 

weCommerce

SUMMER/FALL 2016

Youth are enjoying the cyclical, personal nature of the modern resale economy, presenting significant opportunity for brands to extend the life of products.

Consumer Journeys

SUMMER/FALL 2016

Marketing Tips

SUMMER/FALL 2016

These marketing directives and examples act as guidelines in engaging young shoppers. 

Membership Drive

SUMMER/FALL 2016

Membership programs are reinventing loyalty among young consumers, providing new ways for brands to maintain high retention rates.

Office Space

SUMMER/FALL 2016

Retailers are enticing young people into their physical spaces with areas to work and be productive.  

Shopography

SUMMER/FALL 2016

In the evolving retail ecosystem, young consumers are seeking out shopping formats and experiences that are local, personal, and relevant to their lifestyles.

The Customer Isn't Always Right

SUMMER/FALL 2016

Young consumers believe that brands can and should cut off customers who go against the companies’ values of inclusion and progressive civil rights.

Bot or Not

SUMMER/FALL 2016

The future of stellar customer service lies in striking the right balance between technology, like “bots,” and a personalized human touch.

Cease & Assist

SUMMER/FALL 2016

Youth are overwhelmed by the abundance of consumption choices at their disposal and seek brands’ help with decision-making.