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Macrotrends

An Eye Towards The Future

... , including TikTok, to create the data-driven change they want to see in the world. Sense And (The New) SensibilityWe’ll dive into a lesser-discussed area of how the pandemic is impacting the five senses. Whether in isolation or a stimulating environment, young adults are undergoing a range of experiences that ultimately shape their approach to online interactions, entertainment, relationships and more. This insight will allow brands to connect with consumers in new and unique ways. ...

Influencer Marketing Tips

... educational. You can also tap into the ‘Instagram versus reality’ trend to show consumers what they’re really getting when they buy your product or service, which will help establish your brand’s honesty and authenticity. Take Inspiration From Sweetgreen: Sweetgreen’s social media presence is a huge driver of brand loyalty. The upmarket salad chain takes fans deep into their supply chain via highly-engaging Instagram stories, supplying refreshing and brand-ethos-affirming content that highlights the ...

Reality Bites

... cost of a headset for most consumers. It’s not unlike the challenges that radio or TV first faced when entering the consumer market—if people have to buy something entirely new, it will take longer to catch on, especially if there’s not a landmark piece of content enticing them to buy it. While the content available for VR is improving, it’s mostly still one-off stories, not dynamic narratives like those created by entertainment powerhouses for traditional media channels. To prepare for ...

First Glocals

... homogenization. Travel used to provide a highly anticipated opportunity to collect products one can’t find at home, but with online shopping, it is now difficult to find anything truly unique that can’t be ordered with a click. In response, we are seeing a new duality among GYs, who want to foster international connectedness without sacrificing pride in their cultural heritage. Indeed, as a 25-year-old respondent from South Korea told us, “Right now I have both local culture and global culture within myself ...

Culture Spotlight On Japan

... youth in Japan agree luxury goods (e.g. clothing and accessories) are becoming increasingly important in their country, and over half of those aged 14-17 agree.IN-STORE PURCHASES IN JAPANYouth in Japan prefer in-store shopping experiences over online shopping when purchasing shoes (72%), clothing (63%), and accessories (55%). Women are more likely than men to prefer shopping in-store for shoes than online, whereas gender does not play a factor in preference when shopping for clothing or ...

Culture Spotlight On Brazil

... causes. Those aged 30-34 are more likely than those aged 14-29 to buy or make these types of political/social statements.Which of the following are true for you, if any?Please select all that apply I've made a clothing item/accessory with a statement about politics/social issues | I've bought a clothing item/accessory with a statement about politics/social issues BRANDS & POLITICS IN BRAZILOver a third of Brazil’s youth like when brands engage in social causes. Women and young people aged 22-34 ...

Social Live

... replacing a portion of the free time they spend with them IRL. In fact, more than a third of Zs in the U.S. and three in 10 in the UK say it's just as fun to socialize with people via video hangout as it is to socialize with them in-person, and close to half of Trendsetters in both countries feel this way. As digital natives, they don’t see a pronounced distinction between the online and offline realms (WWW [Whole Wide World], Cassandra Fall/Winter 2012), causing them to consider it only natural to want ...

The Fail

... improve themselves. ACTION ITEMS Don’t overlook the celebrity or fictional character with a tumultuous past as a brand spokesperson. They can make the company more relatable and demonstrate a brand’s ability to accept mistakes. Acknowledge brand failures and be transparent about learning from them. In two high profile cases, both Netflix (with Qwikster) and JCPenney (when it tried eliminating sales) issued a mea culpa when they realized that the strategies they implemented upset their customers ...

Good Vibes

... gloomy headlines infiltrating consumers’ devices, but also to the rampant bullying and trolling of recent years. The occurrence of such malicious behavior online and offline has reached a tipping point; youth simply won’t tolerate it anymore and are now actively working to eliminate negativity. They feel a personal duty to call out people who are part of the problem rather than letting it persist. Recent Pew data reaffirms this focus, as 40% of Millennials are okay with the government banning ...

Know It Alls

... , 42% in the U.S. and 37% in the UK think the best place to learn something new is online, and whether or not they’re seeking it out, 62% in the U.S. and 51% in the UK say that when they go online, they usually end up learning something new. Social media is a minefield of knowledge about all kinds of topics, and it’s easy to discover something shared by someone else about a topic one might not have intentionally sought out, providing an entry point to new information. On the flip side, there are ...