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Macrotrends

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 ...

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 ...

The Cassandra 2023 OutLOOK

... The Top Trends Defining Youth Culture in 2023Welcome to Cassandra's 2023 Outlook. We recommend viewing the following slideshows in full screen mode.THE STRUGGLE IS REALYes, the struggle is real, and in 2023 Gen Z will focus on being ok with that.THE GREAT HUMBLING OF GENIUS BILLIONAIRESSimply put, “let them eat cake” doesn’t align with Gen Zs values and we will see a great humbling of billionaires.GEN Z DOUBLE DOWN ON THEIR POLITICAL POWERIn 2023, you won't catch Gen Zs resting on their ...

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 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 ...

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 ...

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 ...

Influencer Marketing Tips

... farmers, makers, and growers behind the $15 salad Sweetgreen fans so eagerly shell out for. Not only is the content entertaining, it’s highly educational: fans of the brand learn interesting facts about the veggies they might otherwise be thoughtlessly eating.BEAT THE BACKLASHRe: Over The Influence Directive: As long as influencers are around, they’ll always generate backlash. To avoid this backlash (and see a greater ROI in their partnerships), brands need to do their homework to make sure the ...

Parenting Out Loud

... mothers to share their stories.“I think it can be very helpful to share parenting struggles because at 2am when you are having a really hard time there is always somebody online who can make you feel better with a few kind words."DANIEL, 32, UKIn taking a more truthful approach to Parenting Out Loud, Ys realize that no one is in fact a perfect parent and that there’s not even a “right” way to parent. Just as they believe that “having it all” means something different for each person (see All In Good ...