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Fair Game

... the middle of a male-dominated arena. MLB’s first female TV analyst, Jessica Mendoza, received prolific abuse online from men bashing her for not having experience as a baseball player even though she was on the U.S. Olympic softball team that won a gold medal in 2004. Sportscaster Kevin Kiley, a longtime industry expert, has spoken out against women in authoritative roles, saying the NFL is the “wrong place to put a woman” after the first female referee was hired in 2015. He publicly ...

Tricks Of The Trade-Off

... CONVENIENCE VS. HUMAN INTERACTIONFor today’s consumers, who don’t have to step foot in a store thanks to online shopping and who can use self-checkout even when making a purchase in-person, it’s becoming increasingly easy to avoid everyday human interactions. Moreover, everything from going to the doctor to taking a workout class can be done digitally nowadays, and society is only headed further in this direction with virtual ordering at restaurants, as well as contactless shopping like Amazon Go. While ...

Food Fixation

... economic downturn. As a 14-year-old boy from NYC explained to us, food can be an equalizer among friends with varying spending power: “When you’re sitting around a table of food, you don’t have to feel bad, because everyone can afford to buy a plate of fries.” - Playing with Your Food - CAKEMIXChef Duff Goldman taps into Zs’ love of food-based activities through his bakery and DIY cake decorating studio, Cakemix, and his custom line of aesthetically bold baking supplies and kits with Gartner Studios ...

Marketing Tips

... to personally help society, too. - 1. Make it easy to donate. - Aside from money, lack of time is the biggest obstacle preventing youth from becoming more involved in social causes. Brands can help by giving them an easy point of entry to donate goods or money. Show people that donating doesn’t require a big commitment in order to have a big impact, and inspire them to integrate simple charitable actions into their regular routine. Glad To make it simple for people to give gently used items to ...

Marketing Tips

... the same brands as they do. Brands need to recognize and reflect this role, in which they can spark a bond between people and serve as a meaningful tool to aid their relationship. Extra Gum’s “The Story of Sarah & Juan” depicts how the gum and its wrapper are special to a couple’s relationship. The product even facilitates key moments in their love story, from their first kiss to years of leaving notes and doodles on the paper for each another. easyJet’s “How 20 Years Have Flown” spot shows how ...

POPscape

... the majority, we now have a growing collection of small subsets of popularity—each of which can be “popular” in its own unique way. We used to be able to gauge a show’s, artist’s, song’s, or movie’s relative popularity based on quantitative factors: its regular viewership, album sales, radio play count, or opening day ticket sales. Now, however, emergent factors like online commentary and social media metrics have changed the way we determine what is or isn’t popular, marking a shift towards a ...

Feedback Loop

... share their “work” online since they consider it worth it to receive guidance. For example, in posting a makeup tutorial on YouTube, a clip of their comedic chops on Vine, or fan fiction on Tumblr, they’re looking to gauge the reactions of the global community and expose themselves to a broader range of ideas. The nature of the web has always enabled this, but it’s Zs’ mindset that differentiates them from their older counterparts. They’re taking the feedback they get—and give—more seriously as a ...

Culture Counseling

... , or playing a game, young consumers are inclined to find takeaways they can apply to their own lives, as evidenced by an abundance of articles online titled “lessons from [x].” This shift is further demonstrated by the sudden rise of online quiz culture. Through innocuous online quizzes (like BuzzFeed’s viral hit, “What City Should You Live In?”), users are seeking to quantify elements of their selfhood. The recent surge of interest in this clickable, shareable content form, demonstrated most ...