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Macrotrends

Consumed Innovations

... marketing involved running an ad alongside a competitor’s, or in the vicinity of a rival brand’s outpost. Mobile-enabled geoconquesting takes the tactic to a new height of real-time engagement. By creating a geo-fence, or a GPS-enabled boundary, around a nearby competitor’s location, brands can push promotions and deals to consumers in an effort to lure them out of the competition’s territory and into their own stores. The effort presents a somewhat more aggressive approach to beacon technology and ...

Women Today

... gender as an “issue,” this mindset is in fact indicative of an innate expectation of gender sensitivity—in society, in the workplace, and in the marketing that’s aimed at them. Outdated gender stereotyping straddles the line between silly and offensive, and today’s consumers can be expected to call it out when they see it. It’s crucial for marketers to address young women as multifaceted individuals, as opposed to one-dimensional prototypes. domesticsOffsetting the Lean In movement is an emergent ...

The Customer Isn't Always Right

... chose to cut off the offending person who constantly griped about the brand of car he claimed to be so excited to own. The customer criticized the brand for everything from not providing food at its customer events to its lack of a marketing department. Rather than do business with a customer who refused love it for who it is, Tesla chose not to take the customer’s order.SELECTIVE SERVICEThe notion that “the customer is always right” is becoming an antiquated concept. Young women especially believe ...

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 ...

Origin Story

... facilitators of cultural exchange. As young consumers look to every brand to have an entertainment component (see Omnitainment), companies across all categories can have a key role in helping break down needless international borders and bridge gaps through the content and marketing they produce. BRAND IMPLICATIONSYoung consumers look to popular culture to help connect them to other countries. Brands should help facilitate this cultural exchange by letting their foreign works travel in original form across ...

Zconomy

... flexible and know how to best work within a system that has constantly evolving constraints (see Z DNA: Navigators), and therefore don’t fear being tied down by ownership. They have acquired impressive value manipulation acumen as a result of branding and marketing themselves on social media and feel confident in the application of these skills in other areas, including consumerism and finances. For instance, they know how to make themselves come across as funny, stylish, artistic, hip, or socially ...

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 ...

Food Fixation

... concept of “playing with your food” and encourage young consumers to customize or personalize their purchases (think Lunchables 2.0). Likewise, we forsee an increase in marketing campaigns that elevate food and beverages as lifestyle products and reinforce how young consumers self-identify and socialize. Cafés and restaurants are replacing malls as Zs’ preferred meeting places of choice, so bringing food and beverages into retail spaces can help attract them, particularly those affected by the ...

Obstruction Of Injustice

... president can induce anxiety attacks in many Americans, both Democrats and Republicans. To spare themselves seeing his name in their daily digital reading, Rob Spectre, a self-described “punk rock technologist,” created the Trump Filter browser extension to eliminate him from the Web. Users can choose their level of filtration: mild, aggressive, or vindictive.DEEP FOCUS POLAR-IZING HOLIDAY CARD Deep Focus, a digital marketing agency and sister company of Cassandra, sent around a Polar-izing Holiday ...

Clear Consciousness

... complacent with the idea of brands doing so.Now that this behavior is expected, it’s losing its marketing impact. Indeed, consumers feel so inundated by such messages that sorting through the cacophony to identify genuine efforts can feel like a daunting time-suck. Since young people are focusing on optimizing their lives, they’re less eager than in recent years to expend energy conducting extensive research in order to determine whether or not a company is truly pro-social. Instead, they’re gravitating ...