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Macrotrends

Pop In

... their contribution as being as relevant in the cultural conversation as content, celebrities, and characters themselves. Older generations may assume young people's desire to Pop In content is out of pure narcissism and desire for interesting fodder to post on social media. While this trend does serve those purposes, there are also much deeper motivations for modern youth: they want to show their fandom in a highly personal way and feel a sense of community. Young consumers want to share their love ...

Global Analog Trends

... , are helping to fuel the country’s growing popularity of analog music, which grew fivefold in 2017. Singaporeans’ love for physical music formats began during the '90s when CDs were all the rage. Today, the country’s music retailers are seeing a boom in vinyl record sales as older generations return to their analog roots and young people lean into non-digital forms of entertainment. Southeast Asia’s Tape Revival The growing popularity of analog music has led to a tape revival in Southeast ...

Re-New

... to learn more from it and draw lessons for their own lives. Encourage them to re-new themselves by revisiting old properties from this perspective. Gen Zs are becoming interested in entertainment that Gen Ys and Gen Xs love, and this content is becoming top of mind in the cultural conversation. Brands have the opportunity to bring generations together through their shared interest in this entertainment.  Youth have a fondness for the past as they associate it with ...

Free For All

... attitude of “work to live.” This generation has also witnessed the stress and burnout Ys are experiencing in the workforce and are likely to avoid getting to this point altogether. As each generation fills their free time with the things that they’re passionate about, brands across all categories can consider how to truly reach them through the activities they love. YS’ FREE TIME = PRODUCTIVITYWhile free time provides an opportunity to relax, Ys, who spurred the modern self-betterment movement, view it ...

Future Of Food & Beverage

... Innovations Will Affect My Purchase Decisions In This Category TRYING AND LIKING NEW FOODSAs new and interesting innovations continue to emerge in the food and beverage space, they are grabbing the attention of young consumers, who are deeply curious and love trying new things. With so many new trends, the question is: which will stick around? Of the new innovations young people have tried and liked, 38% of Trendsetters in the U.S. and UK have used an automated restaurant service (e.g. ordering from a ...

The Customer Isn't Always Right

... chose to cut off the offending person who constantly griped about the brand of car he claimed to be so excited to own. The customer criticized the brand for everything from not providing food at its customer events to its lack of a marketing department. Rather than do business with a customer who refused love it for who it is, Tesla chose not to take the customer’s order.SELECTIVE SERVICEThe notion that “the customer is always right” is becoming an antiquated concept. Young women especially believe ...

Life For Like

... important to her, such as body positivity. This past year, Lovato shared an unedited photograph of herself in a bikini that showed her cellulite with the hashtag #itscelluLIT. The singer, who has been candid about her history with an eating disorder and body dysmorphia, shared the photograph to give herself and other women permission to love and appreciate their bodies, despite prevailing beauty standards. The photo has amassed over 9.5 million likes. - BRANDS CREATING SPACE FOR OVERSHARING - Olay’s ...

#Celebrate

... devoted to the fun, quirky things they love, including food, drinks, activities, and entertainment. While some of these rising occasions may seem goofy and arbitrary (e.g. National Hot Chocolate Day, Talk Like a Pirate Day, and May the Fourth), they serve a significant purpose, uniting young consumers through common interests. As such, these days feel more modern and personally relevant to them. Ys and Zs are invested in these occasions because they have elevated them to holiday status online and feel ...

Zconomy

... think of a purchase as a long-term investment. Most of my ‘investments’ are clothing, so because my style doesn’t change with trends, I buy things that I know will fit with my style for a long time. I also love investing in clothing because, unlike technology where after a couple years whatever you bought is old and boring, classy clothing stays equally cool or gets cooler as time goes on. PRIYA, 17, WAYs created the sharing economy as a way to address their own unique insecurities surrounding ...

Fanning Out

... experience can offer that VR can’t. Young fans are looking for customizable viewing experiences that let them feel closer to the content they love while connecting with others, and digital is currently doing a better job of this than TV, threatening to usurp it as the most enticing viewing experience—and therefore the most worth sponsoring. Traditional channels should consider placing cameras in new and interesting places to give viewers different perspectives so audiences can feel closer to the ...