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Macrotrends

Gaming The System

... gaming in your communications. Gamers are looking for surreal experiences they can’t get IRL. When marketing in-game or around gaming, bring elements of fantasy and think about how these can in turn help drive users’ own creative spurts. Not all Zs use games for the same purposes. If targeting older players, remember that they’re looking to unwind and escape daily life. If targeting younger players, keep in mind that they like to bond with their parents through gaming. Unlike with past ...

Robot Relations

... those terrible fake horror movies.RYAN, 13, U.S.ACTION ITEMSGrowing up with advanced technology has conditioned Zs to embrace A.I. as part of life. Create family-friendly products and services that leverage their love of A.I.-powered devices.As Zs prepare for the jobs of the future, having a high EQ and creative capacity will be increasingly aspirational. Emphasize such qualities in characters in entertainment and marketing initiatives. Zs are concerned with digital privacy. In order to ...

Glutton Goals

... regard “natural” forms of sugar, like fructose found in fruit juice, as healthy even though the effects on the body are largely the same as soda. So, while they’ll avoid taboo beverages like soda and frowned-upon fast food restaurants like McDonald’s, they’re by no means health nuts; only 32% of Zs in the U.S. and 27% in the UK are making efforts to eat healthier. To wit, Doritos and Oreos rank among the brands they deem coolest. While clever marketing from these brands plays a role in this ...

Gen Z Global Trends

... , Guangdong Province, which is also home to hundreds of remote-control toy manufacturers. There, China is shaping its own technical advantage in remote-control toys thanks to computer-aided design and production, as well as integration with new acoustic and opto-electronic technologies. Brands will need to keep these shifts and preferences in mind when marketing to Chinese children or expanding into this space. - DENMARK: HAILING HYGGE - For young Danish consumers, coziness is king. Associated with ...

Fanning Out

... screen, creating unique marketing opportunities for endemic and non-endemic brands alike.Not only do today’s young fans have more viewing options, they have shorter attention spans and higher barometers for what captures their attention in the first place. They’re already finding it hard to resist checking their phones during 30-minute shows, so three- and four-hour games that lull and drag are particularly at odds with how they’ve been conditioned to consume entertainment. In our focus group, a 22 ...

Video Game Time

... motivations of fans will reap the biggest rewards when they create campaigns and activations in this new arena.ACTION ITEMSeSports leagues and teams have their own personalities and flavors. Take the time to learn about the various games and teams involved before making decisions about marketing campaigns. eSports is complex and confusing to many young consumers. Consider how your brand can offer resources to help those new to competitive video gaming understand the landscape and join the cultural ...

Leagues Of Their Own

... . Consider sponsoring or hosting events around these sports to show your brand’s relevancy and cultural savvy.As young consumers rally behind non-traditional sports, they feel a sense of ownership over these games and regard them as the new leagues for their generations. Marketing and media should reflect these games as wholly relevant to the sports world today, just as Ys and Zs do. Entertainment properties are inspiring young consumers to participate in nontraditional sports. When launching a new ...

Fair Game

... , motivating players, reporting on games, and more. The dearth of women in such roles sends a message about the value of females in the sports industry; 57% of young adults in the UK and 52% in the U.S. believe that sports actually perpetuate gender stereotypes. Fortunately some groups are working to change this. The NHL and the LA Kings hosted a Women in Sports Business Panel to kick off the NHL All-Star Weekend in January, which was attended by more than 400 people. Dominique Di Dia, Marketing Manager ...

Supply & On Demand

... U.S. teen Zs particularly likely to feel this way. As big data, niche interests, IRL experiences, and peer influence converge in the new Supply & On Demand model, producers and distributors will no longer be able to buy the success of entertainment properties with marketing and promotion dollars; rather consumers, as the new arbiters of taste, will ultimately decide their fate.Technology and culture have increasingly evolved to put the control over entertainment into the hands of ...

Social (TV) Network

... executives where they recline in lounge pants in seemingly uncomfortable spots and plans to produce more original series. In fact, the brand’s head of marketing, Dan King, notes, “I think how people consume Snapchat now is like how they used to watch TV.MEDIA CONSUMPTION Both U.S. and UK youth spend the largest percentage of their media consumption time each week using social media (18% on average in both countries), with women spending even more time doing so than men. U.S. youth also spend a ...