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Macrotrends

Culture First, Country Second

... influence in popular culture, known as hallyu, in which its dramas, skincare, music, etc. are transcending international borders and barriers; young people around the world are turning to the country's culture as they feel that its stories, beauty/grooming products, and sounds resonate with them. Demonstrating the impact of this culture, Korean band BTS made history this past May in becoming the first K-Pop act to earn the number 1 spot on the U.S. Billboard 200 Chart, and it also entered Spotify's ...

Global Gaming Trends

... entertainment whenever they want to, from streaming movies on their tablets to scrolling through social media on their phones to downloading the latest best seller to their e-reader. In contrast to youth’s usual "I want what I want when I want it" mindset, appointment gaming is on the rise. App games that actually require players to stop what they’re doing and tune in at a specific time are taking off; the concept of a scheduled activity makes playing the game feel more like an experience rather than a ...

Future Of Fashion & Retail

... natural alternatives to the polyester fabrics of yesteryear take fibers into the future. Meanwhile, companies are experimenting with smarter ways to harvest data from consumers via their clothing and purchase habits. Even the way consumers buy clothing is being reimagined by way of inventory-less stores that offer much more in terms of enjoyable and frictionless experience and apps or platforms that combine social media and commerce into a one stop shop. Retail is far from dead: it’s just being ...

The Gig Is Up

... access technology has provided for seeking out job options (see examples), Ys and Zs are the first generations that have the ability to capitalize on the money-making opportunities provided by the gig economy. The gig economy is only growing, and as expectations evolve, services are emerging to provide benefits, which is often considered to be a major drawback of participating in this marketplace. The gig economy takes youth’s propensity to Build Your Own Career to greater heights by giving them ...

Risk Management

... “slackers” and “punks,” and older generations see Gen Y as being “entitled.” Gen Z will be no different in challenging the status quo, but they have yet to earn a negative perception in the eyes of older generations who are hopeful that they’ll not be as disruptive as the stigmatized Millennials. In fact, brands and businesses have been eagerly awaiting the arrival of Gen Z because they’re eager to move on from the challenges presented in marketing to and working with Gen Y. This may be why society is ...

Betterment Marketing Tips

... Lovato and holds a counseling session for those attending the concert. The sessions are run by Mike Bayer, the CEO of CAST and a wellness expert. There is also a panel of guest speakers and celebrities who participate.PlayStation Video game developers at Artifact 5 have created a game that is an introspective adventure dealing with mental health and depicting it in a unique way. Anamorphine centers around the lives of a couple who experiences a shift in their mental health and one of them becomes ...

There's No Place Like Home(town)

... , making an impactful visual statement via clothing that displays hometown pride is important—aesthetically and emotionally—for youth. SAME STYLE, DIFFERENT REASONSInterestingly, showing off hometown pride fits both Ys' and Zs' mindsets, albeit in different ways. Ys, who are group-oriented and enjoy experiences that both celebrate and encourage the development of community, enjoy seeing their experience with their place of origin mirrored in others. Wearing clothing or accessories that are ...

Z Marketing Tips

... INTERACTIVE IN-STORE EXPERIENCES - Zs may be the first generation of true digital natives, but they still value analog experiences. In fact, being constantly connected makes their tactile activities and face-to-face interactions even more meaningful. This is particularly important for brands to recognize, as the majority of Zs (64%) prefer to shop in stores rather than online. They crave the physical retail experience, which allows them not only to discover and test products but also to socialize. That’s ...

Culture Spotlight On South Africa

... culture reflected accurately within their country and can relate to how their own culture is portrayed. One in three young people in South Africa also see LGBTQ culture reflected in their country’s advertising, and this is more evident among those aged 14-21 than those aged 22-34.Which statement best describes each of the following scenarios of advertising in your country?Show Realistically Summary Reflect male culture in my country | Reflect female culture in my country | Reflect my culture ...

Active-ists

... past for questionable or inappropriate behavior, the reverse is now also occurring, with athletes dropping brands that endorse them when those companies don’t align with the athlete’s own value system, as was the case with NBA player Stephen Curry and ballerina Misty Copeland splitting from Under Armour after CEO Kevin Plank publicly voiced his support of Trump’s presidency. In the past, players may have lent their voice or likeness to a cause or charity at press events that was circulated by ...