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Men Today

... are seeking, acknowledging this demographic’s need for assistance, and encouraging them along the way. - MARKETING GUIDANCE - "The Order of Gentleman" campaign by Jack Daniels featured a dedicated website detailing the rules of gentlemanhood, and inviting men to “join the order.” Vodka brand Luksusowa's online “Guide to Manliness” gives men humorous advice on such manly topics as “how to wear a beard,” “how to eat a sandwich,” and “how to make small talk.” Givenchy’s “Gentlemen Only” campaign ...

Culture Spotlight On The U.S.

... OnThe introduction of multilingual characters with diverse backgrounds on television is slowly becoming popularized and preferred by American audiences as they increasingly crave more diverse representation (see Variety Show). Netflix has spearheaded this movement as it produces and promotes shows in the U.S. that are in foreign languages with subtitles (rather than producing them in English), and has also produced content that incorporates bilingual families and multiple cultures to mimic many ...

Origin Story

... nowadays (see Culture First, Country Second), however, when a brand reworks content for different countries, it prevents people in those markets from having a touchpoint to the origin country. Nearly four in 10 (37%) global youth say they like popular culture because it helps them feel more connected to other cultures/countries, with young people in Indonesia (52%), India (49%), China (46%), and South Africa (46%) being especially likely to feel this way; however, when a work is adapted, it can lose ...

State Of The Art

... earnings coverage, decreasing the error rate in the copy and freeing up 20% of the AP reporters’ time. The Washington Post has been using an A.I. called Heliograf for rote reporting on topics such as the Olympics and the 2016 election. Heliograf wrote 850 articles in its first year alone, generating 500,000 clicks on articles about the election that the Post admits it wasn’t going to delegate to its journalists anyway. Moreover, strategists at the Post see a larger role for Heliograf going forward ...

Out Of Office

... Fitness and Lifestyle Entrepreneurs. Plus, with SoulCycle instructors and the like becoming talent in their own right with massive fan bases (see Body Mind Soul), such jobs also add a layer of celebrity—and the potential for celebrity-level financial prosperity—that make them particularly enticing to many young people. Even those who don’t achieve some level of fame can see the financial upside since jobs that involve “hard skills” can compensate as much as or more than those that ...

Build Your Own Career

... , all of which spill into their professional aspirations as well (see The Path). Their slash/slash mindset leads them to crave multiple labels, hobbies, skills, and now careers; even if they’re not actively trying to leave their current role; 70% of youth and 76% of Trendsetters are always on the lookout for new job opportunities, leaving themselves open to the variety of experiences they seek. Youth today are also less interested in becoming an expert at one thing and more inclined to ...

Defining Generations

... Boomers, Gen Xers, Gen Ys, and Gen Zs experienced as they grew up. Within each wheel, adjacent external values work together to inform their internal values. For example, the convergence of tech advancements, such as smartphones and tablets, and pop culture trends, such as the rise of YouTube stars and social media influencers, during Gen Zs' adolescence have informed their internal value as creators. With these wheels, brands across all verticals can develop a deeper knowledge of each generation and ...

UnWasted Time

... were open the latest. Nightlife was synonymous with drinking, and expectations of a social event included a central focus on alcohol. Yet now, youth are seeking to spend UnWasted Time at social events, cutting back on booze and even refraining from drinking altogether. Even on college campuses, often considered meccas for wild partying, sober social events are becoming more popular (see examples). Previously, I would go out just to drink and get drunk. Now, I will go out to meet friends, but I'll ...

Variety Show

... %, respectively); for creators, this means that embracing diversity is not just appealing to minorities but to the general population, which has grown up appreciating a vast range of cultures.I would love to see more diversity in entertainment. I feel as though media is still black and white, there are no in between factors that represent the reality of not only this nation but also the world. MARIO, 25, NYCompanies have seen this demographic and cultural shift coming, and many have responded ...

Doctor Who?

... , 28, COA BITTER PILL TO SWALLOW FOR PHARMAThe pharmaceutical industry used to be seen as innovative, but now, it's typically perceived as profit hungry. Young people, who are accustomed to doing in-depth shopping research, particularly when it comes to matters of their personal health (see Health Hackers), are stopping and questioning the value of big pharma. In fact, a third of young people in the U.S. and UK do not trust pharmaceutical companies, and according to a SERMO poll, Millennials are ...