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Macrotrends

Users Anonymous

... rather be anonymous than vocal online. In the same spirit as the Short Life trend, a heightened awareness of the negative repercussions of digital self-expression is making them think twice before allowing themselves to be personally bound to online content or actions. But whereas the Short Life movement is focused on the consequences of online permanence, the Users Anonymous trend is motivated more by a desire for absolute freedom of identity. The previously innocuous transparency and rampant ...

A Lightness of Being

... Young consumers digital habits are evolving as they think about the effects of their online behavior. They have a newfound appreciation for freedom and privacy. For several years now, young people have surrendered their privacy to social networks for the sake of creating a comprehensive online identity within an open, transparent community of peers. But, recently, they have come to realize that not everything warrants sharing with every online contact—and that sharing to such a wide circle can ...

Short Life

... is inspiring shifts in consumer behavior both on- and offline.I am sincerely nervous that I have so many email accounts to keep track of. A few years ago I did extensive work to hack back into my MySpace account just to delete it. I unsubscribe from email lists as soon as I realize I’ve been put on them. I get totally freaked out that my information is expanding and my online footprint is permanent. So I avoid signing up for services or online accounts I know I won’t use more than once, and I ...

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 ...

Total Recall

... Apps and tools are supplementing Ys' and Zs' memories, leveraging their digital footprint to remind them of past experiences and helping them savor moments.Young consumers’ tendency to track their every activity, idea, and emotion online has resulted in the inadvertent creation of a personal, historical online archive: a store of digital memory. As we discussed in our Past Presence macro trend (Cassandra, Winter 2012), the existence of this digital memory, and the ease with which young people ...

Monthly Deliveries

... Specialty subscription services are creating products specific to the needs of either men or women.The many monthly subscription delivery services that have sprung up in recent years have primarily adhered to gender lines. From the category’s earliest entries, such as Birchbox for women and Bespoke Post for men, to more recent additions to this now-saturated market, subscription offerings seem to address needs experienced by either men or women—not both. Within this category, we’re seeing a new ...

Pro-LGBT

... media hashtag, #luckytobe. A celebration of Pride Month, the campaign encouraged people to tweet and post online reasons for why they’re prideful—a natural fit for a cereal that contains marshmallow rainbows. OREO, in a social media effort to show support for Pride Month, created an ad depicting a rainbow Oreo that received 143,000 likes on the first day of being posted on Facebook. THE KNOT launched a digital Gay Weddings magazine. AMERICAN APPAREL created its now-popular “Legalize Gay” tee in 2008 ...

Gender Worldwide

... ’ parents. Meanwhile, the longstanding tradition of Indian parents taking out newspaper ads in their hunt for their child’s spouse has gone digital. Singles today can themselves create profiles and respond to prospective partners, with or without the help of their parents. The online matchmaking/marital service Shaadi (Hindi for “wedding”) has 20 million users, and more experiential companies like the newly popular Floh organize events, like cookouts and yacht parties, at which singles can meet (for a ...

Realistic Optimism

... possible from peer-to-peer interactions. Their methods of retaining optimism are taking shape in numerous ways as addressed throughout this report, including random acts of kindness (Good Vibes), savvy consumer choices (Buy Not and Clear Consciousness), micro donations (Dollars for Change), and real-world activism (Demo Real). This collective effort to reclaim optimism is crucial for brands to consider as they think about conscious marketing efforts. Shadowy donation initiatives and green-washed ...

Gender Flipping

... had been written by or for women. Within 24 hours, hundreds replied via the hashtag “#coverflip.” The results revealed a drastic difference in artistic treatments of titles meant for men as opposed to those meant for women. MOD CAROUSEL’S “BLURRED LINES”Robin Thicke’s uncensored video for “Blurred Lines” ignited a firestorm online, where commenters called it everything from misogynistic to “rapey.” Mod Carousel, a male burlesque group from Seattle, created their own flipped version of the video in ...