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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 ...

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 ...

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 Relationships & Community Perspective

... The ways that young people connect, feel a sense of togetherness, and maintain relationships will evolve rapidly in the wake of Covid-19 and create unprecedented opportunities for brands.More than five years ago, Cassandra predicted the rise of “eLationships,” a trend we identified related to the rise of online-only friendships. Even then, for many young people, digital relationships were as meaningful as their IRL counterparts. Much like their in-person friendships, their digital friendships ...

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 ...

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 ...

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 ...

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 ...

Relationship Goals

... they and their partners see fit. For young people who have grown up being able to customize much around them, from the products they purchase to their social media profiles, they see no reason why they can’t determine their relationship style with each partner as well. Just as they take an Off-Roading approach to adulthood to fit their individual preferences, they’re also shaping their love lives to better align with their own definition of happiness. I don't believe in the old model that just one ...

POP Marketing

... a “corpo-human” embodiment of the brand registered for classes. In a more recent episode, Subway tries to buy Greendale and turn it into a Subway University. Show creator Dan Harmon negotiated for creative control over the brand’s integration into episode narratives, a deal which gave him reign to portray Subway as a villain (and which in turn gives Subway its own cachet).SAMSUNG AND THE ACADEMY AWARDSHost Ellen DeGeneres’ now-famous celebrity-selfie moment was in large part the result of ...