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Macrotrends

Mixed Emotions

... comes to consumer behavior, young people are also looking to make emotional connections when making purchases rather than focusing on strictly utilitarian needs, so it’s important for brands to position themselves as able to provide emotional benefits in addition to useful products and services (see Community > Commerce). Six in 10 youth and seven in 10 Trendsetters in both the U.S. and the UK look to brands to help them become happier, and brands that do so will find a spot for themselves in ...

The Hive Mind

... [a] SuperWhoLockian, which is [a fan of] Supernatural, Dr. Who, and Sherlock. I really loved those three shows in middle school and would draw fan art. I would make Tumblr posts about them. I would make animated picture sets of the episodes. I really went all in. I was really active in that community back in the day. HARMONY, 20, NYAll of 2019’s biggest pop stars have fandoms, and these fandoms have names that brand members of these groups in a communal way. Fans of Rihanna are known as her Navy ...

Mom Focus

... .)EMPLOYMENTWorking moms (total): 70% Work part-time: 30%Work full-time: 40%Non-working moms: 30% MARITAL STATUSMarried: 62%Not married: 38%NUMBER OF CHILDREN UNDER 18 IN HOUSEHOLDOne: 37% Two: 37%Three: 17%Four or more: 9%We also utilized our Cassandra Speaks online community for the qualitative research used in this report. The research was conducted among a panel of Gen X and Gen Y moms between the ages of 18 and 45. These mom panels were active from May to August 2011.In the report, Gen Y (18-30 years old ...

Culture Spotlight On China

... . Meanwhile, China-based company Yoho! is helping drive the streetwear boom; as part e-commerce, part publishing, and part events business, it's helping spread hip-hop lifestyle from a multi-tiered perspective and creating a sense of community in the process. New entrants to this category are rapidly emerging, including Sankuanz and OKOKOK, while collaborations between luxury brands and streetwear companies are succeeding for combining youth's enthusiasm for heritage with new, hip ...

Global Music Trends

... created by rapper Marco Pavé. His hip-hop opera, “Welcome to Grc Lnd 2030,” is a look at a dystopian future taking place in a city rebuilt on Memphis in which yellow fever is ravaging the Black community, inciting the start of a modern civil rights movement.PUNK’S NOT DEADPunk music, like cats, seems to have nine lives. The original use of the phrase Punks Not Dead was a 1981 album released by Scottish punk rock band The Exploited in response to critics who said the ‘70s wave of punk music was over ...

Active-ists

... can also contribute to the movement by becoming a megaphone for players to communicate with consumers. Instead of offering a magical tonic for society by offering hope as a distraction from reality, the political and social activism seen within the sports industry is a reflection of society’s progress, particularly driven by young players’ and fans’ desire for social change. As various issues arise among the general populace, the sports community will respond in kind, advocating for change and ...

BMS Takeaways

... responsibility to be healthy for the benefit of society at large. They view wellness as a collective effort, and if they don’t do their part to improve their wellbeing, they feel they’re not helping encourage it among others. And worse, they fear that if they don’t focus on their health, they’ll end up costing society in the long run. Brands can tap into this attitude when creating marketing and experiences that encourage wellness. Highlight how Ys want to be role models for others and be part of a community ...

StoryTales

... one’s story is becoming an increasingly important part of consumption for Ys. Provide consumers with a platform and community to share personal anecdotes about objects, both new purchases and old favorites.Think about the past, present and future of products. Consider how and what your products can say about where they’ve been, and give consumers a way to share stories with future members of the possession chain.Product packaging is ripe with opportunity to tell a good story. Get creative with it ...

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 ...

ROI (Return On Image)

... of themselves upon waking to raise awareness about Syrian children impacted by war. Liam Neeson, Naomi Campbell and others joined in to support the cause.On Instagram, from adding filters, perfecting their lighting, and styling their food, we’re thrilled to see the various ways our community is curating and perfecting their content. We’re always working on product enhancements to support these content curation efforts. In June, we launched a set of new creative tools with the ability to adjust ...