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Macrotrends

Universal Invite

... them to transcend language and cultural barriers, GYs are drawn to media and marketing that feature universally resonant themes and ideas. Communications that make an effort to include everyone in the conversation—whether through a shared interest, common mindset, or cross-cultural message—appeal to Ys, who are seeking to connect with global peers the same way they do with their local friends and neighbors: namely, through the content they consume and share. Marketers should aim to feature ...

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 ...

GPS (Global Positioning Success)

... traditional family unit has gotten smaller as Ys are delaying marriage and having fewer kids, if any. Brands need to display this new reality in their marketing in order to be relevant among GYs who are forging their own path in adulthood. In anticipation of International Women’s Day, Baileys created a female-targeted campaign in China that encouraged women to celebrate their best friends. The concept was conceived around the notion that because of China’s one-child policy, having female friends is the ...

(Ana)logging Off

... and curate a collection, rather than having simply clicked to access digital content, and therefore, it feels more special. Young people in focus groups noted that it’s a point of pride to have analog media and display it. Consider how it’s not very share-worthy to post a photo of one’s digital music or ebook library on social media, but with physical entertainment, youth can artfully arrange and show off these items to their friends and followers. Moreover, it says a lot about youth’s investment ...

Life Resume

... that of my parents’ generation. It’s a running joke among my friends. We all seem to live up to the stereotype: living for today, taking every experience, cashing in even when we don’t have the cash. Nine-to-fives no longer register accomplishment, only resignation. BRETT, 24Right now it’s all about trying to grow personally and have experiences that you can share with others in the world. Reading many books, being up on all the latest music, digging for the great unknowns, learning a new language ...

The Protest Selfie

... by posting powerful selfies in which they’re holding handwritten messages about what they want from their country, all banded together via the #notamartyr hashtag.In protest of the government’s immigration bill that proposed a healthcare levy that would require at least £200 per year for international students and would grant landlords greater power to check visas, students and staff at the University of Sheffield in the UK took selfies with friends of different nationalities, along with a brief ...

Social (TV) Network

... networks as entertainment hubs that deliver content that’s just as worthwhile as that consumed via traditional mediums, but with greater convenience and ease of sharing. Moreover, to many, social media is the most relevant type of entertainment platform because they're personal spaces where they interact with their friends, and the content they consume there is largely based on the network they’ve curated. Their social feeds provide a benefit with which other entertainment platforms can’t complete ...

Variety Show

... help of his father, Dre begins to try to create a sense of ethnic identity for the members of his family that will allow them to honor their background while preparing them to embrace the future.Dope Dubbed by VH1 as “the perfect film for our current culture war,” Dope tells the story of high-school senior Malcolm and his friends Jib and Diggy as they bond over '90s hip-hop culture, their studies, and playing music in their own punk band.Empire Fox's Empire—an award-winning series ...

Users Anonymous

... people get annoyed by that. Now, I don’t share as much with the people that follow me online. If I do something or achieve something, I’ll just tell my friends, and if it’s important, the word will get around to everyone who I would want to know about it. There’s no need to share it online. If you post about everything online, it makes it seem like you’re too proud of yourself. Not posting too often shows that you have a life. You’re supposed to leave people to wonder. AMELIA, 14Moreover, the embrace ...

A Lightness of Being

... inspired these shifts. Perhaps, heightened concern over privacy can be attributed to recent revelations of the unprecedented breadth of the NSA’s mass surveillance program. But even apart from their awareness that the government and marketers, alike, may be tracking their every move, young consumers have determined that sharing so extensively has discrete personal consequences. Sharing opens the door to negative judgment from friends, family, and eventually from employers, a fact which keeps ...