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... INTERNET BABY - Earlier this year, mobile operator MTS Telecom commented on how young generations, as true digital natives, are advantaged because of their early exposure to technology. Its “Internet Baby” commercial, which quickly became the most viewed ad in India, depicts a newborn member of Gen Z who Googles how to cut his own umbilical cord, takes selfies with a maternity nurse, and maps his way out of the delivery room. While the ad has received its fair share of criticism as a terrifying ...

Have Guidance, Will Travel

... me money. There are a lot of apps and websites to help you too. They are so useful and they really help you when in a rut.ANTHONY, 22, OHModern youth are used to instant gratification (e.g., making purchases online, streaming movies and TV shows, ordering food delivery directly to their door), but having so many options at one’s fingertips has its drawbacks, too. Young consumers are experiencing choice overload, and they’re seeking help from brands in the decision-making process (see Cease ...

Free For All

... they need to be creative. In addition to providing outlets for modern youth’s burnout and creativity, brands need to further target consumers in a meaningful way—with the right messaging, the right delivery mechanism, and at the right time. We know that Ys feel more productive during the day, as this cohort has blended their work and personal lives, subsequently blurring the boundaries of their obligations and freedom. By contrast, Zs feel more productive at night and possess more downtime ...

Future Of Fashion & Retail

... . TRYING NO INVENTORY ON FOR SIZEIn the era where Amazon Go’s frictionless consumer experience is both disrupting and defining the future of brick-and-mortar retail, other brands are similarly refuting the claim that “brick-and-mortar is dead” and innovating within this space. This latest iteration on physical shopping is an inventory-less hub where customers go to pick up online orders, try on store samples for home delivery, and indulge in additional amenities that make their shopping ...

Re-New

... obtaining by rewatching shows since the narratives are still familiar, but the delivery is fresher. Reimagined works have never been more apparent across entertainment than they are today. While reboots and adaptations aren’t revolutionary in and of themselves, the extent to which they now occur and the ways in which they’re evolving is significant. Recently, there’s been a surge in content being revamped through gender swaps, such as Ocean’s 8 and Splash, reflecting young consumers’ desire for ...

The Customer Isn't Always Right

... , the company would be tacitly approving of such prejudice. One 31-year-old man noted in our focus group that brands could deny a customer service “in the case of racism, homophobia, sexism, any sort of really aggressive behavior or harassment.” Lowe’s learned this lesson earlier this year when a manager complied with a customer’s request to send a White delivery person in place of a Black deliveryman who had arrived at her house. In agreeing to the request, the company appeared to support ...

Marketing Tips For Engaging Modern Parents

... count on your brand to reduce some of their hassles and anxieties, and provide top quality for their family.  Walgreens In the spot “New Parent,” Walgreens reflects how when raising a first child, moms and dads are inundated with new, uncertain experiences coupled with a severe lack of time, so their pharmacy interactions should be intuitive and stress-free. The brand boasts that it makes life easier for parents with delivery services, the ability to refill prescriptions by taking a ...

Buy Not

... down its website for the day, but this year, the online-only clothing retailer took a different approach by creating a Black Friday Fund. It continued operations as usual, but donated 35% of profits towards the creation of a wellness program for its L.A. factory workers. The decision was born out of the brand’s commitment to full transparency. Indeed, it polled workers on the benefits they wanted to add, determining a goal of $110,600 to cover onsite doctor’s visits, grocery delivery and kitchen ...

Glutton Goals

... -demand delivery service Postmates to frantically order Cinnamon Toast Crunch, while others described rushed trips to 7-Eleven after school to buy processed snacks. In the past, a teen might have rebelled against a parent who didn’t let them have junk food in the house by gulping down soda and chips in their dorm as soon as they gained independence, but for Zs, there’s less need for revolt. Since they’re highly educated about food and beverages, their parents turn to them for input on grocery shopping ...

The Parent Trap

... , such as by reducing the number of product choices or offering delivery or subscription services to save them time and energy. The brands that give people a boost of confidence when it comes to parenting and help remove some of the stresses in their lives will form the deepest connection and win customer loyalty and dollars.Action ItemsDon’t tell people how to parent; rather, encourage them to go with their gut and emphasize that they know their children the best. That’s not to say brands shouldn’t ...