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Macrotrends

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 ...

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 ...

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 ...

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 ...

Global Influencer Trends

... Influencer trends from around the world - Japan: Virtual YouTubers - In a country known for anime, it's not surprising that Virtual YouTubers, or VTubers, have risen to fame. Kizuna AI was arguably the first virtual influencer to kick off the craze in late 2016 and is now the most popular with three YouTube channels and over 2 million followers. She functions much like other YouTube stars: She posts videos of herself playing games, answering questions, and telling stories. Kizuna has appeared ...

Gut Check

... Faced with a surplus of options and information, today’s young generations are inclined to seek validation before committing to any one decision. Young consumers' need for external assurance is not entirely newfound; individuals have always sought the advice of trusted peers when presented with important choices. But the increased ease with which one can source advice and assurance—via online reviews, comments, likes and upvotes, crowdsourced Q&A sites, and quick requests for approval via email ...

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 ...

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 ...

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 ...

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 ...