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Macrotrends

Tips From The Influencer Industry

... for a brand and will fulfill their end of the arrangement.CASSANDRA: What are the new trends that you see working within the influencer space?ENGINE: The rise of the micro-influence community has been intriguing for many brands who don’t want to pay top dollar for a prominent influencer. Instead, they can spread budget across a variety of smaller influencers and see returns on their investment by measuring the scale of their campaign. This concept also reduces risk from an ROI standpoint, and the ...

Digital Destinations

... Cassandra Report Trendsetters share their go-to-destinations on the web for news, entertainment, fashion, food, and more.CURRENT EVENTS/NEWScnn, nytimes, ny times, new york times, google, twitter, facebook, yahoo, bbc, huffpost, huffington post, reddit, tumblr, reddit, fox news, ap, associated press, aljazeera, al jazeera, buzzfeed, digg, la times, los angeles times, msnbc, daily beast, drudge report, nprGOSSIPfacebook, perez hilton, tmz, buzzfeed, twitter, google, entertainment, e!, instagram ...

OK, Boomer!

... frustration and anger that modern youth feel towards older generations, who they perceive as being out of touch at best, and, at worst, even causing or contributing to some of the issues that plague today’s youth. The issues on the table include climate change, wealth disparity, and a lack of support for progressive social causes. As one Gen Z told us in a recent focus group, “You have to be rich to be healthy,” underscoring youth’s sentiment that the deck is currently stacked against them. What’s more ...

Soundscape

... communicate with pictures over words. This progression to visuals—which also includes emojis and digital stickers—allows individuals to put more expression into their digital conversations and to articulate themselves more succinctly. Now, audio is emerging as the next iteration of young people’s online interactions, enabling them to incorporate emotion through their own voice or prerecorded sound bites, as well as offering new ways to efficiently send messages and capture moments in time. I often use ...

Ethical Click

... Young consumers are considering the ethical implications of their digital behaviors. Consumer outcry regarding the ethics of brands, companies, and online platforms has generated widespread attention as of late. As a result, people are feeling more accountable for their actions, both in terms of their spending and their digital engagement. After actress Jennifer Lawrence, a victim of a recent celebrity photo hacking, told Vanity Fair, “It’s not a scandal. It’s a sex crime,” fans who played a ...

On The (Im)pulse

... money and finances in recent years (see Public Funds). Money is no longer a taboo topic among young consumers, especially when considered against the widespread epidemic of student loan debt, the “treat yourself” mentality that youth embrace, and their tendency to turn to their friends for advice as they navigate adulthood (see Friends With Benefits). As Ys and Zs broadcast the products and services they purchase on their social channels and discuss the financial cost of their evolving lifestyles ...

Food Fixation

... Zs are the most food-focused cohort in history, a trait that’s helping shape their identities, but also hurting them in the physical sense. Ys have been labeled as a generation of “foodies,” but Gen Z is poised to surpass them as the most culinary-minded cohort. Food currently ranks seventh on their list of obsessions, surpassing even music and sports. Whereas Ys tend to use gastronomy as a tool for storytelling or global exploration (see Cultural Diplomats), Zs’ relationship with food is more ...

Cultural Diplomats

... society that allows individuals, not just those in positions of authority, to influence global culture on a grand scale. In this sense, Ys are the first generation of Cultural Diplomats: emissaries empowered to bridge international divides, whether online, abroad, or at home. The expanding power of the individual was set into motion by forces that, for GYs, began early in life. Growing up with the unprecedented resource of the Internet afforded them direct access to international news and events. This ...

Innovation IRL: Profiles Of Modern Youth

... an Innovation Observer, Innovation Explorer, or Innovation Aficionado (see definitions below) and rate their tendency to avoid or embrace technology and innovation on a scale from one to 10, respectively. The participants kept a log of the innovations they used, how they discovered them, how they used them, whether or not they habitually used them, how they felt about them, why they did or did not believe they were innovative, and whether or not they would consider the brands that created the ...

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 ...