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Macrotrends

Men Today

... their children’s lives than ever before: Just over a third of male respondents with kids say they handle the bulk of the parenting responsibilities, with another 44% saying these duties are shared evenly between them and their partner. Two-thirds agree that parenting and household responsibilities should be shared evenly between partners regardless of gender. But this new truth is rarely reflected in entertainment or marketing, where the old gender clichés hold fast. Thirty-six percent of men say ...

Fempowerment

... . However, this attitude is now more of a rarity than the norm. As the term popped up on Zs’ radar and they grew to understand what it meant, they became the driving force of this changing mindset to the extent that many consider it a given to be a feminist. They’re now looking for brands to further their feelings of Fempowerment and spread it among society at large, as evidenced by their praise of marketing initiatives that highlight women’s confidence and strength. For brands, it’s important to ...

Global Art & Design Trends

... involving their olfactory senses as social media photos, portraiture, optical illusions, and scents come to the forefront of the art world. Brands that don’t typically consider themselves a part of the art scene can still capitalize on these trends by tapping into the design elements in their marketing, advertising, and even packaging. Nearly three in 10 young people around the world like when brands offer artistic packaging. This is especially high in South Africa (38%), India (36%), Nigeria (36 ...

Seize The Day

... facilitating an environment in which this is possible and encouraged is important. Along with hosting activations during the day, marketing will also have to reflect the shift in schedule. Particularly for alcohol brands and others endemic to the nightlife arena, messaging should portray young adults socializing during the day instead of focusing on typical nighttime scenes. As youth are engaging in social activities during the day, they’re often spending nights at home, indulging in self care; brands can ...

Transgender Activists

... more important than ever to advocate for transgender rights, in the same way that young consumers are. Indeed, as Time magazine declared last year, we’ve reached the transgender tipping point, noting it’s the next movement in civil rights. Marketing that celebrates such individuals is rare right now, but the companies that stand up for equality and reflect young consumers’ ideology will earn their admiration and loyalty. As a highly accepting generation, Zs don’t consider inclusivity merely an ...

To Your Heart's Content

... , painters tape being carefully pulled and ripped. “Seasoned DIYers will recognize the satisfying soundtrack of the painting process," says Jodi Allen, chief marketing officer at Behr. Architectural Digest noted the therapeutic qualities of painting, adding that this video provided some of the calming features without having to put in all the work.BRAND IMPLICATIONS:INSIGHT: Ys and Zs are gravitating toward contentless content that's often dialogue-free in order to help them relax.RECOMMENDATION: Brands ...

Off-Roading

... anticipating retirement—no longer resonate with Ys. Because they can’t expect to check off these milestones in tidy fashion or by a predestined deadline, seeing others who adhere to the traditional model does little to inspire them. That being said, Ys don’t want to be told that their twenties don’t matter. Traditional marketing approaches to Ys’ extended adolescence have varied between condescending and downright demoralizing; this misses the mark. Instead, marketers should celebrate Ys’ Off ...

Transgender Voices

... The rising profile of transgender people, as seen everywhere from entertainment to marketing, is starting to drive societal acceptance.In recent years gay culture has been increasingly celebrated, both in terms of legislation and media representation. Young people are rallying around the causes of gender and marriage equality, and they praise figures who represent and support the gay community. But society is nonetheless far behind when it comes to accepting transgender individuals, and has ...

Gender Flipping

... A new movement highlights the absurdity of gender norms through gender reversal.The hallmarks of gender-targeted marketing are so well established and pervasive that even an educated consumer can become desensitized to their silliness, sexism, and built-in stereotypes. A new trend has thus emerged with the intent to draw attention to the pervasive gender bias almost universally presented across marketing and media. Called Gender Flipping, this trend highlights the absurdity of what we take to ...

Pro-LGBT

... Brands are showing support for LGBT rights in their marketing efforts.The LGBT community has a strong and vocal advocate base among today’s young consumers. For Gen Ys and Zs, LGBT rights—and, namely, marriage equality—represent the next frontier of social progress. For younger generations, formerly “sensitive” issues of homosexuality and transgendered identity are not issues at all. This unprecedented openness has been reflected across media, where gay, lesbian, transgender, and transsexual ...