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Macrotrends

Influencer Marketing Tips

... marketing, messaging, and social personas around these aspects of influencers, which are alluring to content-hungry followers who live for these behind-the-curtain types of content. When deciding to follow an influencer, 91% of UK Trendsetters and 90% of U.S. Trendsetters, along with 86% of overall youth in both countries, say it’s important that they aren’t just trying to sell them something. This shows that youth are hungry for content that engages and entertains above and beyond mere marketing ...

All The Feels

... look to brands to express empathy, too. Youth regard sensitivity and compassion as social causes and want brands to advocate for them as much as they do. Rather than focusing solely on functionality, messaging can connect with Zs on an emotional level. Additionally, brands shouldn’t just talk the talk, especially considering Zs aren’t highly likely to follow a brand’s social media account that won’t follow them back; they can walk the walk with public campaigns consumers can follow along with, and ...

Fair Game

... so, with 86% in the U.S. and 80% in the UK desiring this from brands. If brands provide a lens on the inequalities that exist within the sports industry, they can raise awareness that it’s not just female athletes and fans that deserve attention but also women in coaching, administration, reporting, and all other facets of sports. Rather than hitting consumers over the head with the concept, they should integrate females in these roles in ads and messaging in a natural way that supports the idea ...

No New Friends

... instead of a larger number of acquaintances, brands should also represent this in messaging and advertising; youth’s “squad goals” are tighter circles as they continue to act friendly, yet have a No New Friends perspective.ACTION ITEMSThe biggest parties are no longer the coolest ones; reflect the preference of smaller, close-knit groups of friends over impersonal squads in messaging and marketing.Young people are looking to brands to connect them with others who share the same interests, but they ...

Risk Management

... illicit behavior are doing so in a safer way, as messaging around such has changed from a tone of “don’t do it” to “be smart and safe.” As a result, we’re seeing an increase in drug checking services at parties and festivals to ensure that young people know the contents of the drugs they use, as well as campaigns such as MixMag’s “Don’t be daft, start with half” that encourage more responsible, less risky choices about drugs.With vices less present in young people’s lives, coupled with their ...

(A)social Skills

... they communicate with family and friends, is their preferred method of contact for those to whom they feel closest. Zs treat this form of communication the same way they would a face-to-face conversation, and, as such, they approach it with a similar level of social decorum. Just as they wouldn’t walk away from someone mid-conversation, they don’t like to leave people hanging when texting or group messaging. As one 13-year-old girl told us, “I respond to text messages as soon I pick up my phone ...

A Lightness of Being

... how young people are reclaiming their personal privacy through deliberate applications of anonymity, whether by inhabiting more exclusive, restricted online spaces or by opting to post and comment on content anonymously, while Short Life connects the rapid rise of ephemeral messaging to users’ desire to leave a smaller digital footprint, and to give themselves permission to be silly, disheveled, or just their honest selves. Looked at in the context of the Lightness of Being, it makes sense that ...

Seize The Day

... facilitating an environment in which this is possible and encouraged is important. Along with hosting activations during the day, marketing will also have to reflect the shift in schedule. Particularly for alcohol brands and others endemic to the nightlife arena, messaging should portray young adults socializing during the day instead of focusing on typical nighttime scenes. As youth are engaging in social activities during the day, they’re often spending nights at home, indulging in self care; brands can ...

The One

... even have a shot at love, brands, like people, need to court consumers. Brands should use smart data, not just big data, to determine how to best attract their “type” (i.e., their target consumer). They need to incorporate memorable messaging that piques consumers’ interest, sets them apart from their competitors, and gives consumers a compelling reason to spend time getting to know them. Likewise, a first encounter with a brand should be personalized, making consumers feel special (think engaging ...

Innovation Marketing Tips

... approach of "working backwards to create an ad" allowed Nissan to put more emphasis on the human emotion, rather than the tech features. - 3. Humanize Technology. - Though they're avid users of technology, modern youth are worried about its increased presence creating a dwindling sense of humanity. Brands therefore need to ensure that even when positioning themselves as tech-forward, they emphasize the human angle beyond their tech. In marketing and messaging, brands should put less focus on ...