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Brand Friends Forever

... David Karp appeared in Uniqlo ads, and Twitter co-founder Biz Stone was featured in ads for Stolichnaya Vodka. WHILE CELEBRITY endorsements have largely receded over the last decade, we’re now seeing a spokesperson revival. Instead of professional athletes grinning from the fronts of Wheaties boxes, the new spokesmodels are those who live and breathe the brand. Brands should be searching their workforces for the right ambassadors of their human spirit. This could mean promoting the voice of one ...

Marketing Tips

... the press about how they have zero tolerance for such behavior, the story still went viral, casting the brand in an extremely negative light.Aeroméxico The Internet was abuzz after Aeroméxico staff refused to let Sikh American designer and actor Waris Ahluwalia board a flight while wearing a turban. After a two-day standoff, the airline finally released a public apology admitting that it had displayed discriminatory behavior, but it nonetheless appeared xenophobic and ignorant. The problem ...

Stick It

... Digital stickers add a layer of visual appeal and pop culture relevance to young consumers' online conversations.Stickers are the next trend in the evolution of digital communication. First used in messaging apps in Japan, stickers have exploded in recent months, with countless apps incorporating the emotive images and expanding their own sticker offerings. Facebook began offering stickers in private messages earlier this year, including branded sticker packages for properties such as ...

Flexible Fitness

... How young adults are embracing inclusive & connected exercise in 2020.As gyms and small studios within the $828 billion physical activity market struggled to reinvent their offerings at the start of the Covid-19 pandemic, this sudden and severe industry interruption created space for young consumers to take their physical health into their own hands. With their newfound fitness freedom, young adults are adopting a hybrid approach to exercise that blends both online and offline touchpoints ...

Global Y Dream

... professions. Such options weren’t as available in their parents’ time when job stability was the goal and working for conglomerates was more common. For GYs, life isn’t only what happens outside the office—rather, work is a part of life. Around the globe, 50% of Ys want a lively work environment with fun coworkers. Keeping employees energized is important at Taobao, a Chinese online retailer akin to Amazon, where even its package distribution room reflects the company’s kung fu flair. SnapPea, a China ...

Culture Spotlight On China

... China, along with six provincial museums for International Museum Day, the short clip was viewed more than 118 million times within just a few days. However, it was soon after banned by WeChat due to the country's social sharing regulations. Street(wear) Style: Fashion Inspired By Hip-Hop Takes OffAlong with the rise of heritage and culture influencing Chinese youth's fashion choices, hip-hop culture is also impacting their style decisions as of late. Streetwear has been mainstream in the ...

Where There's A Will, There's Away

... qualitative research. This willingness is fitting as young consumers tend to take a quality over quantity approach when it comes to this sector in particular (see The Optimization Generation), meaning that they don't need to make purchases often to have the curated, high-quality wardrobe they crave. While young people do buy new outfits for the purpose of wearing them on a trip, they consider that to be part of their travel spending.Dining out and drinking are other categories where young people are often ...

Home & Away Work & Commuting Trends

... SERVICESAlthough commuting is rarely considered to be an exciting type of travel, it is a necessary one for most employees to get from point A to point B. More than half of young people in the U.S. and UK (58% in each country) don’t mind having a long commute because they can enjoy entertainment on the way (e.g., listening to music, reading a book), but that doesn’t mean they’re seeking out longer commutes for this purpose. When choosing the method by which they most frequently get around—which includes ...

Have Guidance, Will Travel

... become overwhelmed by the sheer amount of information available to them. While this information was exciting when it initially began to accumulate, for many young consumers it has reached a tipping point; too much information leads to choice overload, making planning for a trip a nuisance to navigate. In fact, one-third of youth in the U.S. and UK say that planning for a trip is stressful rather than enjoyable. To counteract this pain point, young travelers are looking for tools and services ...

Know It Alls

... ; tech, politics, and sports for example don’t exist in their own individual vacuums. The 2018 Golden Globes proved that it wasn’t enough to be knowledgeable of the movies and TV shows being honored, viewers had to be appraised of the current social and political climate surrounding the #MeToo and #TimesUp movements to understand the jokes and the speeches, even though it was an award show for entertainment. Although it used to provide social currency and stature to be an expert in one field&mdash ...