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Macrotrends

Culture Spotlight On India

... Indian fashion and movies get back to the country’s roots, while new culture and habits emerge in gaming and music.The ways of the past are fading in India as young consumers are embracing new approaches when it comes to what music they listen to and how they listen to it, although they turn to heritage with a modern upgrade when it comes to fashion and style. Face The Music: Consumers Pony Up For MusicConsumers in India are accustomed to accessing music for free. In fact, every second ...

Culture Spotlight On Turkey

... -34.61% of Turkish youth are more likely to watch scripted TV shows than reality TV shows.In Turkey, nearly 3 in 5 young people watch TV shows from other countries, led by those aged 30-34 (71%) and women (61%).65% of youth in Turkey would rather have higher quality clothing but few items than lower quality clothing and more of it.IN-STORE SHOPPING IN TURKEYTurkish youth prefer to shop for most apparel/accessories in-store, rather than online. To wit, 68% prefer to shop for shoes in-store, 64 ...

Culture Spotlight On South Korea

... keep up with popular culture by looking at social media (e.g., scrolling through Facebook, Instagram). Women (56%) are more likely than men (34%) to stay up-to-date with popular culture through social media channels. Another avenue for keeping up with culture in South Korea is by watching TV shows online/streaming, dominated again by women, as well as those aged 22-34. One-quarter of youth also follow the news (print or online) to keep up with popular culture in South Korea.Which of the following ...

Brand We

... “matrimania,” can be attributed to young people’s desire for earned ROI (Return on Image), through which they seek compelling personal narratives and behind-the-scenes content to share and connect over online. I'd rather pay for a very long honeymoon or put the money to a house fund than spend tons of money on a party that lasts a few hours, with people I won't see ever again and family I barely speak to. I think it is very hypocritical, throwing a big party just to impress everyone. In my case, that's ...

Culture Spotlight On France

... the first wave of rave in France in the '90s. Electronic underground dance music first came to France from the UK and was based on inclusivity and a DIY style. Today, this style is back in full force with an even bigger community and DJs who are all closely connected and encourage each other’s art. This push for electronic music and clubbing is returning thanks to prominent music figures coming together with government officials to create The Council of the Night to protect the ...

DND (Do Not Distress)

... , brands should consider serving as a social concierge, streamlining the discovery and planning processes. Meanwhile, just as modern youth are taking a quality over quantity approach to many aspects of their lives, from the clothes they buy to the drinks they consume, they are likewise doing so with friendships. We're starting to see a shift away from big “squads” and a greater focus on having fewer, more meaningful relationships due to how much is required for one to be a good friend today (see No New ...

Pro Parodies

... , TV, music, books, and celebrities. Such “pro-”parodies are flourishing not as part of an effort to cut down their subjects, but as an original way for fans to celebrate and engage with their favorite culture content. Among young consumers and the actors and comedians they emulate, the desire to parody has become an immediate, instinctive response to everyday content consumption. One can barely keep tabs on the parodies proliferating online and trending across social media; a quick Google video ...

Web Esteem

... Ys’ web presence is irrevocably tied to their self-worth and self-esteem. Whereas earlier generations used to look in a mirror to confirm their with-it-ness and overall self-worth, today’s teens are instead compulsively checking their social media reflection. Their online communities are a source of not just entertainment and socialization, but also of personal validation; one correspondent told us that social media is a means of “building up an identity for yourself.” This emergent Web Esteem ...

The Protest Selfie

... Young digital activists are sharing photos of themselves to make political and social statements that can easily spread globally. Today’s youth have an unprecedented sense of sociopolitical consciousness and civic duty. Armed with mobile tools and digital platforms, GYs are actively speaking to world issues in their ongoing effort to effect global change. Whether through armchair activism, like signing Change.org petitions, or propagating social movements online, like Occupy or Arab Spring ...

Slow Web

... increasingly adopting deliberate online behaviors that require time and call for a measure of care. Much as with Slow Food, the Slow Web movement veers away from instant gratification and utilitarianism. It suggests that the rewards from a slow-wrought experience are often more valuable than those that can be obtained immediately. In a way, Slow Web behaviors echo the earliest iteration of the Web experience, when users would leisurely surf from page to page to see what they might discover. The Slow Web ...