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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 ...

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 ...

GPS (Global Positioning Success)

... International Women’s Day by creating a feminist spinoff of its “all in” campaign, called “all in for #mygirls.” With the goal of encouraging young women to excel in both sports and life, the cornerstone of the campaign was an online magazine that crowdsourced consumer social media content via the #mygirls hashtag. Additional campaign components were created for various online platforms, retail, and TV, with “all in for #mygirls” commercials airing in Russia, Korea, and China. Major bank ANZ, as part of its ...

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 ...

#Celebrate

... friends and followers, no matter how big or small the event. In finding opportunities to commemorate ordinary days and connect with their peers, Ys and Zs are reworking the traditional calendar of holidays to better meet their needs. They recognize their power to disrupt almost every industry, from retail to travel to entertainment. Consequently, they see no reason why they cannot adjust tradition and invent new ways for society to mark occasions; this is only fitting for generations engrained with a ...

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 ...

BrandCon

... consumers better themselves in developing business acumen and becoming more informed individuals. Beyond providing a fun, social activity, BrandCons serve to help consumers in their quest for self-improvement by giving them knowledge and skills that they can use in their personal lives and even towards their professional aspirations.Modern youth have an open-source mindset in which they believe people should share their knowledge, resources, and experience rather than hoard it; as they see it, doing so ...

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 ...