Brands have a crucial role in the cultural conversation, but consumers are writing the rules.
With consumers in control of the popular culture narrative today, it's more important than ever for brands to look for the cultural signals that young people are sending and to incorporate those into their branding and marketing efforts. And as youth themselves have a global outlook, so, too, must brands look beyond the local to international trends to truly know what's new and next. Exploring 16 countries, with insights from 52 in-depth interviews and 9,500 young people surveyed around the world, The Global Culture Forecast paints the picture of what popular culture means to modern youth—and how brands can effectively engage in the cultural conversation.
Available exclusively for Cassandra Members, The Global Culture Forecast explores how brands and businesses can demonstrate their culture savvy and relevance to young people around the world by:
- Tapping into their Culture First, Country Second
Culture First, Country SecondIf content aligns with modern youth's personal taste, they'll embrace it from any country, meaning brands need to be on top of culture from everywhere to understand what can spread anywhere.
mindset that elevates the cultural touch points beyond the region where it was created to a global presence.
- Discovering why they’re seeking Purposeful Pop
Purposeful PopYoung people are seeking out popular culture that includes a meaningful message, teaches a cultural lesson, or incites change.
that is meaningful and incites change over that which is purely for fun.
- Learning how to present an Origin Story
Origin StoryIncreasingly, young consumers want to consume foreign popular culture in its original form, rather than versions that are adapted for their country.
by distributing content in its original cultural format rather than recreating or adapting it for different cultures.
- Helping young consumers become fully immersed in popular culture by allowing them to Pop In
Pop InGlobal youth are increasingly placing their own image in elements of popular culture to engage with content in a highly personal way and become stars in their own right.
content and taking a behind-the-scenes role as a brand.
- Understanding how to adapt to a new era in which brands can only count on consumers for 15 Minutes Of Fandom
15 Minutes Of FandomThe ways in which young people express their fandom has evolved to become more subtle and nuanced than in years past, though this doesn't mean they care less about culture and brands.
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- Immersing yourself in trends rising up and spreading out from China
Culture Spotlight On ChinaChinese youth are finding new ways to display luxury, turning to street brands and gym routines.
, Australia
Culture Spotlight On AustraliaThe latest Australian exports include movies and fashion.
, Indonesia
Culture Spotlight On IndonesiaIn Indonesia, music goes hardcore while fashion trends toward modesty.
, South Korea
Culture Spotlight On South KoreaAn overview of popular culture trends in South Korea.
, the U.S.
Culture Spotlight On The U.S.Streaming entertainment, both video and music, is introducing U.S. youth to new cultures, and soothing media is growing in popularity.
, Brazil
Culture Spotlight On BrazilPolitical activism is a key part of emerging Brazilian culture.
, Germany
Culture Spotlight On GermanyA desire for healthier living is impacting German food and beverage culture, while music and fashion finds an incubator in the country.
, India
Culture Spotlight On IndiaIndian fashion and movies get back to the country’s roots, while new culture and habits emerge in gaming and music.
, South Africa
Culture Spotlight On South AfricaSouth Africa’s music scene addresses youth issues, and the country’s fashion evolves to meet young consumers’ preferences.
, Nigeria
Culture Spotlight On NigeriaIn Nigeria, gaming and novels acknowledge local culture, while music blends native beats with international sound.
, France
Culture Spotlight On FranceThe “indie” scene is growing in French culture.
, Japan
Culture Spotlight On JapanIn Japan, music goes retro, T-shirts go graphic, and luxury returns.
, Spain
Culture Spotlight On SpainSpain is delivering new genres of music and TV shows to international fans, while traditions are being bucked within its own country.
, Turkey
Culture Spotlight On TurkeyGovernment restrictions and the political climate stifle culture in Turkey, but youth embrace TV and nightlife as a means of escape.
, Mexico
Culture Spotlight On MexicoTradition and regional pride propel cultural trends in Mexico.
, and the UK
Culture Spotlight On The UKIn the UK, innovation drives culture, with new music genres, new video games, and new books winning young people’s attention.
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- Uncovering how young people’s passions for Music
Global Music TrendsMusic trends popping up around the world.
, TV
Global TV TrendsTV trends from around the world.
, Movies
Global Movie TrendsMovie trends popping up around the world.
, Gaming
Global Gaming TrendsGaming trends popping up around the world.
, Digital
Global Digital TrendsDigital trends popping up around the world.
, Analog
Global Analog TrendsAnalog entertainment trends popping up around the world.
, Food/Beverage
Global Food & Beverage TrendsFood and beverage trends popping up around the world.
, Fashion/Style
Global Fashion & Style TrendsFashion trends popping up around the world.
, and Art/Design
Global Art & Design TrendsArt/design trends popping up around the world.
are evolving as they embrace emerging new trends.
Data Discovery
69% of young people around the world say popular culture helps society change for the better.
62% of global youth prefer popular culture that is immersive over that which is passive.
42% of global youth feel more connected to another country's popular culture than to that of their own country.
66% of global youth feel that brands need to have a popular culture component to be relevant.
If you’re a Cassandra member, read on! If you are interested in becoming one or learning about our custom research, brand strategy, consulting solutions, and more—including a Curated Edition of The Global Culture Forecast featuring highlights from the report—say hello.
The Cassandra Team