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Macrotrends

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 ...

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 ...

Creating For The Creators

... story. In the modern entertainment landscape in which Creating For The Creators is a priority, providers and distributors must consider not only the story they want to tell but also how they are giving youth material to share, develop, and reimagine with their own creative lens.This is a departure compared to previous generations, for whom entertainment was a “sit and get” occasion in which they could passively lean back and enjoy the show. Rarely were they invited to participate. As attitudes ...

Over The Influence

... check your social media feeds, fleeing, changing, repeating . . . It’s all pretty embarrassing." (The magazine's editors were then criticized themselves for being elitist gatekeepers.) At the time, this reaction was a common one within the fashion industry, whose members felt like influencers were trying to position themselves as experts and were gunning for their jobs. Eventually, the dust settled and a sort of truce emerged: influencers became a key component of the fashion industry, while editors ...

The Joyride

... When it comes to travel, modern youth are elevating the journey, presenting an opportunity for brands to help them create memorable experiences when in transit to their destination.In the past, the journey was treated as a necessary evil that travelers were forced to endure en route to a final destination, hence the age-old refrain, “Are we there yet?” But what was once the most dreaded part of a trip is now being elevated; modern young consumers don’t see the journey as merely a means to get ...

The New Social Order

... earlier this year, it used micro-influencers (some with as little as 1,000 followers) to promote the launch. Its #DearSouthAfrica campaign used influencers of all ages, races, and body types who hailed from across the country. The influencers received Zara gift cards in exchange for a post, most of which went out the day before the online store went live. The brand was trending, and multiple sites said the campaign "broke the internet." COCA-COLA Coca-Cola partnered with influencers on two European ...

The Generational Manifesto

... devices in their lives, turn to the Tech Truth to get the real story. Understanding how each generation consumes content and the purpose it serves them isn't just For Your Entertainment; this overview will help all brands engage them in the ways that are most relevant to their habits and preferences.What's more, all brands can serve an important role in consumers' lives by helping reduce their specific stresses and worries. Grasping the Fear Factors that each generation is facing is key to helping ...