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Macrotrends

Branding Trends

... ;enjoyment well beyond what their actual products offer. - 1. Packaging as Entertainment - In an age when advertising is expected to do more than inform, brands must incorporate additional aspects into the consumer experience to provide entertainment, too. Instead of simply raising consumer awareness or presenting facts, branding is shifting toward supplying amusement—many Gen Y and Z consumers believe that, in the future, every brand will need an entertainment aspect (see Omnitainment ...

The Parent Trap

... with their children, and toys can often become a crutch to help them bond or keep their kids busy. Yet many parents are now trying to have less in order to just enjoy their time together—a desire that’s consistent with their overwhelming preference to give their child cool experiences rather than cool products (85% of parents in U.S. and 83% in the UK). They recognize that raising kids is rarely calm, but by rejecting the pressure to learn, do, and buy everything, they can only make ...

Global Digital Trends

... past, young people are leveraging social media to create real political and social change. Brands can connect to their politically charged consumers by participating in or creating online campaigns and movements that align with young people’s prosocial values. Podcasts have become increasingly relevant to today’s youth, leading to a boom in industry revenue. In order to capitalize on this highly relevant medium, brands should consider advertising within or sponsoring the production of a podcast ...

Culture Spotlight On South Korea

... keep up with popular culture by looking at social media (e.g., scrolling through Facebook, Instagram). Women (56%) are more likely than men (34%) to stay up-to-date with popular culture through social media channels. Another avenue for keeping up with culture in South Korea is by watching TV shows online/streaming, dominated again by women, as well as those aged 22-34. One-quarter of youth also follow the news (print or online) to keep up with popular culture in South Korea.Which of the following ...

There's No Place Like Home(town)

... , making an impactful visual statement via clothing that displays hometown pride is important—aesthetically and emotionally—for youth. SAME STYLE, DIFFERENT REASONSInterestingly, showing off hometown pride fits both Ys' and Zs' mindsets, albeit in different ways. Ys, who are group-oriented and enjoy experiences that both celebrate and encourage the development of community, enjoy seeing their experience with their place of origin mirrored in others. Wearing clothing or accessories that are ...

Know It Alls

... topics. I read different newspapers every day and use Wikipedia and other fact websites to learn more about the history and politics of what I am discussing.SAM, 30, UKAdditionally, young people, Zs in particular, see labels as a negative; young people today consider gender, sexual orientation, religion, and more to be fluid constructs, so they’re not interested in being labeled as the sports expert, or the heath guru, or the pop culture aficionado—they want to be a little bit of all of it ...

Culture Spotlight On India

... year, with 55% of women doing so, compared to only 39% of men. Another two in five youth have livestreamed a concert, with those slightly older (aged 22-34) leading at 46% versus only 35% of those aged 14-21.Which of the following types of live events, if any, have you streamed online in the past year or are you interested in streaming online in the future?Have Streamed/Am Interested In Streaming Events From My Country Summary Music festival | Concert 77% of Indian youth use a streaming music ...

The Hive Mind

... current cacophony of culture-driving, culture-defining opinions that circulate online via the “Hive Mind.”Today, the rise of multi-platform personal branding and blogging via social media has morphed into a new beast, one wherein users are promoting their messaging—behind a product, a service, or an idol—and rallying others to their cause as they compete for attention in today’s overcrowded online forum. The evolution of social behavior as a result of an evolving digital landscape has ...

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 ...

Show Me Love

... finding fulfillment. It’s important to me to have a good relationship with myself. I try to give priority to my personal needs, but that doesn't mean that I'm self-centered and only care about myself.ARUN, 27, INDIAYoung consumers’ desire to love themselves is especially evident through their spending habits: nearly one-third of global youth buy themselves presents and one in five take themselves out on dates. Consider the popularity of #treatyoself, a phrase and hashtag used when people reward or ...