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Epic Entertainment

... exaggeration and the abundance of filters available. Young consumers attend events or purchase food just for the social media cred they can earn by posting about it; people are willing to wait in line for several hours to take a photo in Yayoi Kusama’s Infinity Mirrored Room to post online, and “eating for the Insta” has become a popular trend. While youth may physically attend the art exhibit or actually eat a ramen burger, their appreciation of the content itself is overshadowed by the ...

Video Game Time

... their favorite players or even in a game when he or she logs on to play online, and, while the likelihood of either happening is slim, it’s far more likely than finding LeBron James at their local park looking for a pickup game. Compared to past generations who wanted their sports stars and celebrities on a pedestal, Ys and Zs are looking for more of an everyman star, and eSports is delivering just that.I see why people like eSports given the interest in video gaming and streaming. I don't watch ...

Obstruction Of Injustice

... people they only know in the online realm. They are distressed by the hatred they see from others, particularly as spreading kindness has become a personal mission for many (see Good Vibes). As a result, they are seeking Obstruction Of Injustice to censor such offensive language from their feeds with the hope that it will help scrub it from their real lives as well.I strongly feel that companies and brands have an incredible responsibility to help eliminate hate speech and harassment from ...

CHANGEables

... feel like I have enough money or time for these charities. This in turn doesn't necessarily turn off my support for charities, it just stresses me out.JULIETTE, 16, MNI see charities everywhere—online, coffee shops, and even on my doorstep. Due to the fact that there are so many charities, if I donated to all that I saw, I would probably have no money to be completely honest.OLIVIA, 18, MN - Cool Consciousness - Many products have launched with the specific aim to ...

Mix Masters

... high-quality work from a highly talented segment of youth.The Mix Master trend is driven largely by youth's desire for more ways to discuss, share, and engage with the content they love. Gens Y and Z have a creative spirit at their core, and they don’t see a completed work of entertainment as finished but rather as being ripe for a new iteration or interpretation which they can then share. Young people consider such evolutions of content as engaging as the original work, and they’ve promoted some ...

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 ...

Anti-Social Media

... brands, calling their credibility into question and leading to the rise of micro-influencers and friends, as they feel more credible and reliable—not just a billboard for brands (see Side Buy Side). Per Forbes, multiple companies have found them to elicit better engagement than those with a massive following. To young consumers, micro-influencers feel more “real” and more like friends, which helps explain their success. In a new frontier where the number of followers a person has or the amount ...

Overboredom

... spend their free time doing activities that they consider productive and creative, not just hanging out. This ProPlay mentality, which has them elevating recreational pursuits and extracurricular activities as mediums for advancing in life, is impacting their feelings about free time today. Instilled with the understanding that they can do anything their elders can do, they no longer see age as a barrier to entry to learning a new skill, starting a business, or simply educating themselves about what ...

Marketing Tips

... challenging to grab and keep young consumers' attention, the brands that do will win their admiration and public praise. Below are tips and best-in-class examples to guide you in your marketing efforts. - 1. Disrupt distribution. - As young consumers crave unique experiences, brands should get creative in how and where they release entertainment, reimagining distribution as a special event. Instead of always releasing a movie in theaters or premiering a music video online, for instance, brands should ...

Marketing Tips

... people can form romantic relationships on its flights and sustain their love for one another through travel. - 2. Embrace dating apps and websites. - As young people around the world are spending much of their time using digital dating tools, brands should also consider playing in this space. For today’s youth, dating apps and websites don’t just serve as a way to find potential romantic partners; they’re also a form of entertainment and a means to obtain shareworthy stories (see Dual Intentions ...