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Macrotrends

Best Dressed

... Young people are focusing on building their personal style and improving their outward appearance in an extension of their inward efforts to better themselves.As they strive for self-improvement, young people are working on themselves from the outside in by turning to style as a tool for betterment. Rather than flipping through a fashion magazine like previous generations or scrolling through social media as they may be expected to nowadays, modern youth are relying on their internal compass ...

POPscape

... chasers, and taking an elevated, intellectual view of the smarter pop now proliferating online and off. Our POPscape breaks down these three distinct developments in contemporary culture and explores their implications for both creators and consumers. MICRO POPThe old cultural paradigm dictated a polarity between Mainstream and Niche. Both subsets had their distinct idea of what was “good,” but only what was mainstream could strictly be considered popular (i.e., widely known and well regarded by most ...

Justifying Fan Fic

... publishers and movie studios, an abundance of fan fiction demonstrates fans’ dedication to a likeminded soul; for example, a work of fan fiction that has thousands of clicks online suggests an author with a built-in fan following of his or her own. Indeed, some of the most popular pieces of fan fiction have more readers than many New York Times bestsellers. Moving forward, brands should celebrate fan creativity with a level of excitement that matches fans’ own. - Justifying Fan Fiction - Last year ...

The Binge Method

... everyday and a more complete and immersive experience of favorite content. BRAND BINGEDuring ABC’s Binge Watch Week, the network made entire seasons of nine of its series available for online streaming, to encourage viewers to binge on a new show.Xbox One rewards binge viewers by unlocking achievements after they’ve met certain viewership goals, such as watching three episodes in a row on Netflix, tuning into a Twitch gaming channel for eight consecutive hours, or listening to 10 songs in a row via ...

Outer Limits

... MARKETINGLast year, AXE launched the AXE Apollo Space Academy, an online contest to send 23 winners to the edge of space with Space Expedition Corp. After the online component, 100 people were sent to the Axe Apollo Space Camp in Florida to compete in space-simulation challenges for a seat on the ship. KLM Royal Dutch Airlines hosted a “Claim Your Place in Space” contest, in which a GPS-enabled balloon was launched in the Nevada Desert, and fans were tasked with guessing the height and location of the ...

Shop Class

... Gens Y and Z are seeking unique store experiences, ranging from special events to hands-on classes, as brand and retailer points of entry.Experiences have become a key form of social currency among young people, who value them for their minimalist footprint (most don’t require the accumulation of possessions), self-improvement tools, and storytelling material. Similar to how the growing practice of Fauxsumerism affords consumers the identity markers of consumption and brand affiliation at no ...

Healthography

... As wellness has become top of mind for Ys, they are increasingly prioritizing it in selecting where to live and travel. Gen Ys don’t see wellness as simply a sector of their lives; rather, it is their lifestyle, so it follows that they want their home and travel experiences to accommodate and reflect their efforts. Much as young consumers came to expect housing and hotels to use sustainable materials and resources, they’re now demanding that these same places cater to their wellbeing. As they ...

The Webfluencers

... , have earned a cult following not only for their online videos but also for their real-world friendship. The trio, dubbed the “Holy Trinity” by an avid fan base, has taken its act(s) on the road with a shared stage show called #NoFilter, and recently starred together in a kooky indie movie, Camp Takota, which is currently seeking a distributor. THE GAMING GURU: FELIX KJELLBERGWith more than 15 million subscribers to his YouTube channel and as many as 32 million views per video, 24-year-old Swedish ...

Digital Etiquette

... kinds of misunderstandings that may annoy or anger users on both sides of a conversation.In response, young individuals have developed a comprehensive new etiquette of rules and tactics for communicating more effectively and respectfully over digital media. Marketers, too, must learn and adhere to the new rules of Digital Etiquette to avoid overstepping these evolving parameters of online politesse.As recently as a decade ago, when a majority of conversations still took place face-to-face ...

The Comment Box

... Comment boxes are beginning to vanish on websites as they have evolved from a means to communicate one's ideas to a mechanism for bullying and ranting.Comment sections are a relic of the pre-social media Web. For early waves of online publishers, providing a space for reader comments was the primary way to encourage interactive conversation on-site. Today’s users have a much wider range of options for engaging meaningfully and voicing their opinions; most are inclined to share their “comment ...