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Macrotrends

Family Ties

... keep up. And as they’ve elevated the role of friendship, they want to be on hand for their friends and regularly integrate them into their family life (see Parenting in Partnership), which means they have less time with just their nuclear family. Meanwhile, with an abundance of devices in any given household, both parents and kids alike are frequently distracted on separate screens. While today’s circumstances can make it challenging for parents to bond with their children, they realize they ...

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 ...

Omnitainment

... culture where a large portion of 14- to 34-year-olds don’t see the ads they create. Even ads that appear online or during streaming content is having a tough time reaching its intended audience as they’re multitasking while engaging with these mediums. Unless a spot has something they deem noteworthy (for instance, great comedic moments, cool music, or a celebrity they like), they’re simply not registering it.GEICO has consistently made entertaining ads over the past few years. I like that they put ...

PREPAREnting

... given the current state of affairs. For example, the recently released report from the Intergovernmental Panel on Climate Change about the likelihood of catastrophic sea level change this century has some young people rethinking whether they’d want to have a child knowing he or she would face such chaos. So when they do decide to have children, Millennials’ fears about the state of the world are pushing them to make sure that everyone—themselves, their peers, and their offspring—see it ...

Social (TV) Network

... their core focus. And as these spaces have become more crowded over time, the bar has been raised for content to be extra entertaining to stand out. Meanwhile, as young consumers craft each post, story, and video with much precision, considering themselves directors of the content they share (see ROI [Return on Image]), they’ve paved the way for their social feeds to become official entertainment outlets, well beyond a reality TV show of sorts in documenting their lives.  Social media has ...

Culture Spotlight On Japan

... of their videos, which reach their more than 4 million subscribers.Lusting For Luxury: Luxury Labels & Experiences See A BoomAfter years of constant decline in the luxury market, Japan is finally seeing a steady increase and is predicted to grow 3% to 4% in the next three years. Billions of dollars are spent on the luxury market every year in Japan, which is the second largest luxury market in the world. Japanese Millennials are shopping at trending high-end stores like ...

MEtail

... , placing advertisements alongside their blog or YouTube content, and participating in affiliate marketing programs to see financial returns on the products they promote. Creators also enjoy greater opportunities than ever before to land book deals, Web series, and TV shows; launch product lines; curate for major brands; or even appear in mainstream advertising campaigns. Through the creation and sharing content to garner fans—a habit which young generations are inclined toward anyway—individuals have ...

Fair Game

... the industry. Just Not Sports started the #MoreThanMean campaign with a video of real men reading derogatory comments made by other men on the internet toward sports reporters Sarah Spain and Julie DiCaro. The comments attacking the women are full of hate, violence, and sexual aggression, and though the men participating in the video are horrified, Spain and DiCaro say it’s not abnormal for them to receive such negative feedback online, simply because their jobs as sports experts put them in ...

Digital Intimacy

... information have long been the norm, young people are now scaling back by seeking out more personal pockets of the web. They are prioritizing the quality over quantity of their contacts, one-on-one interactions over mass audiences, and the ephemeral over the permanent. We are in a new digital era where young generations are shifting the online world from the public square to a more intimate environment, and bringing a human touch to the web in the process. For brands, this means a marked shift from ...

The Impact Of Influence

... for the future of the influencer marketing space (if technology can finally catch up to its rapid growth). But it still leaves brands with the question: what draws young people to influencers? Through our data analysis and our conversations with modern youth, we found the subject of influencer authenticity to be a recurring theme. But what does it mean to be authentic online today? This answer lies in what young people consider to be the most important qualities of the influencers they follow ...