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Creating For The Creators

... Entertainment companies and brands must reconsider their offerings because youth are adding their own creative lens to content and becoming competitive entertainers in their own right.Gens Y and Z are creators by nature, and they not only view modern media as a place for professional storytelling but also see content as building materials to tell their own tales. During Gen Y’s formative years, sampling content went from being a cause for a court case to being commonplace in the ...

What's In Store

... each country). Today’s youth believe stores are more than just places to buy. For many, visiting stores is akin to visiting friends and shopping in stores now gives them a feeling of community, especially compared to shopping online. U.S. and UK women are more likely than their male counterparts to enjoy the shopping experience.Which of the following statements, if any, do you agree with?Please select all that apply. I like to visit stores even if I am not planning to buy anything | I like the ...

Office Space

... RNDMWRK leading this practice.At first, it may seem odd for brands that don’t have office space as part of their business model to let consumers work in their settings since this de-emphasizes shopping and allows people to take up space for long periods of time without it necessarily leading to sales every visit. However, creating public places for productivity is a key way for brands to enhance their relationship with consumers, prompt them to keep returning to their brand, and spread their love ...

Open House

... , security, and domesticity of a home in spaces apart from where they lay their head. For marketers, recognizing young consumers’ reinterpretation of home is critical to understanding their evolving needs through adulthood. Ys’ financial circumstances have significantly impacted their perception of home ownership. As a generation saddled with debt from the moment they entered adulthood, most haven’t had the money to buy a home and have needed to delay this milestone until much later in life. They simply ...

Culture Spotlight On Indonesia

... , as is the case in Brazil, they're forbidden in Indonesia. In many ways, hatred towards the LGBTQ community has only worsened over the past year due to removing such individuals from the media. And while other parts of Southeast Asia aren't as behind when it comes to LGBTQ acceptance, there are still struggles for such storylines to reach mainstream media. Instead, filmmakers in other Asian countries are turning to web series to promote social acceptance, as they have more freedom online ...

For Love And Money

... At work, young people’s quest to “make meaning” is being overtaken by a burgeoning desire for high salaries. The prolific narrative surrounding Gen Y in the workforce is that its members want to “make meaning, not money” due to their optimistic outlook and their idealistic aspirations for changing the world. But for the first time, this narrative is in need of an update. Making meaning may have been top of mind when the economy was struggling and there was little money to go around, but in ...

Branding Trends

... dedicated to her late husband where visitors could see the author’s office, art, book, vinyl collections, and handwritten notes, even eating the breakfast he used to consume every day: grapefruit, scrambled eggs, juice, coffee, and Jell-O with fruit topped with gin and Grand Marnier. - 3. Brand Museums - All brands, even those that aren't entertainment creators and distributors specifically, can build a destination for consumers to visit. Youth are drawn to such places as they’re seeking more live ...

Top Takeaways for Digital Marketers

... respond to them (preferably, immediately). With this in mind, we’ve assembled a list of top takeaways for digital marketers based on best—and, in some cases, worst—practices witnessed over the past year. We hope these directives will help to inspire and advance your online marketing efforts in 2014. 1. BE AN EDUCATOR Young individuals consider the Web to be a place for education and discovery: 64% of mainstream and 85% of trendsetter respondents said that they use the Web for learning, and more than ...

Future Of Fashion & Retail

... inventory is wasted in the process and overall customer satisfaction is higher. As 70% of UK and 64% of U.S. Trendsetters currently use in-store pickup for online purchases when conducting personal shopping, this retail model is only poised for growth.Nordstrom Local More of an innovative service hub than a traditional brick-and-mortar shopping destination, Nordstrom’s latest concept, Nordstrom Local, is heavy on amenities but totally lacking in shoppable inventory. Customers visit the atelier-like ...

The Direct Connection

... , 1,2,3Another way in which DTC brands are winning consumers is through their “try before you buy” deals that make trying new products easier and safer. These disruptor brands are known for having good trial policies and reasonably long testing periods, which are important as new brands entering an already saturated marketplace. For example, the DTC luggage brand Away offers a 100-day trial during which new customers can travel with and test out their luggage; if after 100 days a customer decides they do not ...