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Macrotrends

Gaming The System

... during their childhood, reveled in opportunities to gamify their interactions with people and brands, and share the perception that if it didn’t negatively affect them as children, it’s probably safe for their own kids—much like parents of past generations destigmatized cartoons. Taking the concept even further, parents and experts see gaming as a step up from other forms of video entertainment, such as TV or movies. Rather than passively absorbing a story, video game players have to engage and ...

IRL (In Real Live)

... Youth want entertainment that is typically reserved for in-home engagement to be delivered via live events in order to experience this content in a more immersive, participatory manner. Past generations grew up in the era of “must see TV” in which live TV was a compelling, frequent viewing experience—and therefore one that marketers and advertisers needed to leverage for their brands. While youth today still tune in for special events and exceptional shows that they love, overall ...

(Ana)logging Off

... an increased interest from youth in meeting potential partners offline (see Pairing Off). And although it’s easier than ever to shop online, youth prefer to get out from behind their screens and physically visit stores for the experience it provides (see What’s In Store). As with these other aspects of their lives, young consumers feel that engaging in tactile entertainment experiences can be more fulfilling than their digital equivalent because they tap into the nostalgia of the experiences ...

Sport The Look

... a way for young people to convey that they identify with the wellness movement, branded sports apparel lets them convey that they care about team culture. Just by wearing a shirt, they can be a part of the movement. Fan tribes let them define their personal brand, branded through a team.My friends and I tend to wear branded sports teams’ clothes as streetwear more than actual game wear.BRANDON, 24, CASome youth-oriented brands are already tapping this new mentality (see examples), but the trend ...

Less Is Morality

... of modern moral barometer. As people are airing their life choices and personal perspectives online, social networks are rife with moral dictation from the masses, making it less appealing for entertainment properties to further add to the clamor. I think the messages have always been there, but they may be subtler and less cheesy now. I'm thinking of old television shows that end with the parents sitting the kids down and talking to them about important life lessons they have learned from ...

Global Y Dream

... traditional family, it follows that GYs are fashioning their own non-traditional cohesive units of friends and partners. Much as they were raised in the “it takes a village” mindset, they continue to see a wider community as their extended family. There is an opportunity for brands to help GYs maintain these powerful connections. For example, Skype’s “Stay Together” campaign showcases two best friends who have grown close through the service though they have never met in person, and Starbucks’ “Tweet a ...

Cashless Is King

... businesses that resonate with young consumers, such as Sweetgreen and local coffee shops, don’t accept cash in favor of cards or digital transactions. Even social media sites are making digital payments easier, offering their own forms for sending money among friends, which we can only imagine will soon extend to shoppable content (see examples). As more businesses evolve to share young consumers’ Cashless Is King mindset, the frictionless convenience of such payment methods will likely grow to the point ...

Culture Spotlight On Indonesia

... , as is the case in Brazil, they're forbidden in Indonesia. In many ways, hatred towards the LGBTQ community has only worsened over the past year due to removing such individuals from the media. And while other parts of Southeast Asia aren't as behind when it comes to LGBTQ acceptance, there are still struggles for such storylines to reach mainstream media. Instead, filmmakers in other Asian countries are turning to web series to promote social acceptance, as they have more freedom online ...

Leagues Of Their Own

... who value kindness (see Good Vibes) would embrace sports that don’t focus on fierce fighting. Other physical sports gaining traction today are those that test one’s individual rigor in a warrior-like manner, rather than athletics where participants go directly head-to-head in a game. For instance, endurance races like Tough Mudder have entered the mainstream conversation in recent years, generating $100 million in revenue and earning airtime on television, signaling growing interest in it as ...

Fanning Out

... turn to during lulls in action are now becoming their primary screens for the main event, just as is the case for TV programming across the board (see Social [TV] Network). These social media and app-based platforms are gaining momentum because they integrate the entertainment factor of first screens with the social factor of second screens. Already, 56% of young adults in the U.S. and 54% in the UK, including about three-quarters of Trendsetters in both countries, have watched a sports game on a ...