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Macrotrends

Global Art & Design Trends

... and who they’re targeting—are appealing to young people around the world for multiple reasons. An obvious one is the pleasure they derive from ‘gramming a noteworthy experience; social media "likes" are a form of social currency that’s all but guaranteed to accumulate after a visit to one of these destinations. Two in 10 global youth have gone to an event so they could post about it on social media, with young people in India (31%), Nigeria (31%), China (31%), Indonesia (30%), and South ...

The Optimization Generation

... wardrobe.” - OPTIMIZED SHOPPING - CLOTHING ESSENTIALISM In an effort to help people spend less time dressing and more time impressing, new apparel brands are emerging to offer “fewer, better things” that can be worn in multiple social scenarios. Cuyana and Datura for women, Buck Mason for men, and Primary for kids are just a few of the latest. CRICKET'S CIRCLE Cricket’s Circle, a shopping site and online baby registry for new and expectant moms, aims not only to provide a selection of items to buy ...

GPS (Global Positioning Success)

... International Women’s Day by creating a feminist spinoff of its “all in” campaign, called “all in for #mygirls.” With the goal of encouraging young women to excel in both sports and life, the cornerstone of the campaign was an online magazine that crowdsourced consumer social media content via the #mygirls hashtag. Additional campaign components were created for various online platforms, retail, and TV, with “all in for #mygirls” commercials airing in Russia, Korea, and China. Major bank ANZ, as part of its ...

Brand Mentorships

... -consumption they’re trying to avoid (see Buy Not). Shopping online during a launch isn’t necessarily a more attractive alternative since these retailers’ websites are notorious for crashing at the moment they’re needed most, leaving visitors incessantly refreshing the page. VISION AND VALUESThat’s not to say that consumers have outgrown brand partnerships entirely. But in order for such collaborations to resonate moving forward, the parties involved must be aligned in their vision and values ...

Parental Advisory

... rather are filling the role of advisor for their kids; at the same time, children are less naive and pliable when it comes to marketing and are, in fact, savvy consumers in their own right and contributing to family choices. Companies can no longer court parents and kids as distinct segments; instead they need to consider the whole family, because all members have a say in what they buy and use.ACTION ITEMSAvoid campaigns that market to parents and children with separate or distinct messages ...

Omnitainment

... culture where a large portion of 14- to 34-year-olds don’t see the ads they create. Even ads that appear online or during streaming content is having a tough time reaching its intended audience as they’re multitasking while engaging with these mediums. Unless a spot has something they deem noteworthy (for instance, great comedic moments, cool music, or a celebrity they like), they’re simply not registering it.GEICO has consistently made entertaining ads over the past few years. I like that they put ...

Breaking Bad

... their nascency before the change becomes widely adopted; otherwise, they’ll seem behind or worse, working against the positive change.SOCIAL NORMS AROUND IDENTITYAlthough all generations today have greater freedom to identify themselves as they see fit, identity in and of itself is more divisive and open for commentary, especially as it's now broadcast online—particularly on social media. Older generations, who had to conform to rigid societal expectations as they grew up, are watching younger ...

Fauxsumerism

... consumerism isn’t just about consuming; rather, it’s about the experience of and interaction with products. Gens Y and Z shop without feeling any need or compulsion to buy. Browsing (both online and off), trying and testing, pinning, wishlisting, and happening upon covetable products are enjoyable acts in and of themselves—they don’t require the “validation” of a purchase. In this sense, e-commerce has become its own form of entertainment. Browsing products on favorite sites and apps, discovery platforms ...

An Eye Towards The Future

... Four macrotrends emerging from the Covid-19 pandemicOver the past four months, Cassandra has looked at how major facets of youth culture have been rocked by the Covid-19 pandemic, in turn giving rise to new cultural trends, attitudinal shifts, and behavioral changes in its wake.This final report for Q2 calls out four macrotrends that are emerging from the many shifts we’ve been pinpointing throughout last quarter. These seemingly disparate trends are all grounded in how today’s Millennials and ...

Fear Factors

... is the fact that they are vulnerable to harassment in real life and online. While older generations had only in-person bullying to contend with, Zs also encounter aggression online where the anonymity of being behind a screen often gives people license to be even more cruel than they would be in person. And while it might be easy to tell young people to just turn off social media and put down their devices, for Zs, their lives online are important and the harassment they experience through a ...