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Macrotrends

Culture Spotlight On Australia

... extra hip if they have a monogram or personal touch added to them by their new owners. This trend is seen as the new family crest and has a classist aspect to it, as a unique piece of clothing is seen as more impressive—and admittedly more expensive—than something mass-produced. Australian customization brands like Mon Purse and The Daily Edit have seen their success in their native country translate into similar popularity in the U.S. and UK. Customized jackets from designers Jennifer ...

Open House

... , security, and domesticity of a home in spaces apart from where they lay their head. For marketers, recognizing young consumers’ reinterpretation of home is critical to understanding their evolving needs through adulthood. Ys’ financial circumstances have significantly impacted their perception of home ownership. As a generation saddled with debt from the moment they entered adulthood, most haven’t had the money to buy a home and have needed to delay this milestone until much later in life. They simply ...

POP Marketing

... , responded to the top stories, events, news, and chatter happening both online and off, on any given day. Brands without the scope or resources to execute such a huge initiative can nonetheless take a cue from its successes, and begin approaching their cultural engagement from a more creative, unexpected angle. To do so, marketers should make an effort to tap into what’s trending and of interest not just among the mainstream or among their usual audience, but among niche communities, as well. Avoid ...

The Path

... are now picking and choosing them relative to personal desirability, not societal expectations. Having grown up with the ability to customize most aspects of their lives, from consumer products to digital profiles, they don’t wish to follow a prescribed method. Even though they widely aspire to the same milestones as previous generations, they are making efforts to accomplish them as they see fit for themselves as individuals. For some, postponed or skipped milestones aren’t even a matter of ...

The Right Moves

... regard such options as inferior; of global youth, 69% consider their residence a “grown up” home. Alternative housing aligns with the Buy Not attitude of many youth, as they feel a rising sense of self-awareness about materialism; while anti-consumerism is part of it, it’s also about being smarter about what you can get. Youth don’t believe they need to have a large house as a symbol of wealth or success. The tiny house movement, which began as an expression of minimalism, turned into a trend of ...

Gen Z Marketing Tips

... attention and admiration. - 1. Go live - Zs are increasingly drawn to live video entertainment, as evidenced by their usage of live hangout platforms to bond with friends (see Social Live) and their adoption of live video tools when shopping online (see Hi & Buy). Brands across all industries should tap into Zs' desire for such content, giving them entertainment to consume in-the-moment, so they can feel part of a shared digital experience. Toys "R" Us Given that the Toys "R" Us' mascot is a giraffe ...

NOwners

... presents itself as brand evangelism or ambassadorship. While some product categories may continue to benefit from traditional approaches to loyalty—for example, the technology sector—others need to think creatively about how to stay front-of-mind among fickle consumers. One option is to embrace collaborative consumption by offering NOwner alternatives to purchasing. Patagonia epitomized this approach with its successful Don’t Buy This Jacket ad, which in 2011 encouraged consumers to consider recycling ...

Over The Influence

... with hiding likes from people's posts. The rollout and timing are unclear, as are the scope of implications for influencers and brands. Some worry about the effect on micro-influencers, who could be more difficult for brands to discover as a result. But some experts say that while this change will impact engagement metrics, it will weed out influencers who have fake followers or are padding their stats, leaving real influencers with better quality partnerships and more income. Algorithm Changes All ...

Gender Worldwide

... ’ parents. Meanwhile, the longstanding tradition of Indian parents taking out newspaper ads in their hunt for their child’s spouse has gone digital. Singles today can themselves create profiles and respond to prospective partners, with or without the help of their parents. The online matchmaking/marital service Shaadi (Hindi for “wedding”) has 20 million users, and more experiential companies like the newly popular Floh organize events, like cookouts and yacht parties, at which singles can meet (for a ...