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Global Innovation Trends

... “wearables” points to a larger trend in tech that is increasingly discreet, so much so that wearables are only headed more towards living under the skin. In Sweden, where biohacking culture is strong, thousands of people have chosen to place microchips underneath their skin for practical reasons: the chips function as an automatic credit card or other type of transactional card. In Germany the thousands of people who have also implanted themselves with microchips have a similar reason ...

Global Music Trends

... the hip-hop and punk genres and seeking deeper immersion, whether through VR music videos or albums launched as interactive, participatory experiences. These trends reveal where the industry is headed, while also indicating what’s to come in culture, extending beyond the music category and providing inspiration for brands across all verticals.HIP-HOP IS HIPHip-hop has been growing in popularity on a global scale, moving far beyond music and being incorporated into other aspects of popular culture ...

Culture Spotlight On The U.S.

... modern American households. Netflix has also brought content from other countries to its platform without modifying it for an American audience, such as Devilman Crybaby (Japan) and Ingobernable (Mexico), which appeals to young consumers' preference for Origin Stories. The 2018 UCLA Hollywood Diversity Report showed that Americans rate shows with diverse casts higher than those lacking in diversity. A major stride in television inclusivity is from traditional ...

15 Minutes Of Fandom

... more opportunities to express their fandom than ever, but fandom as we knew it is actually diminishing. Today’s youth are increasingly reticent to label themselves, literally or figuratively, with their fandom, seeing it as pigeonholing them culturally. They don’t want to align too closely with any particular cultural label for fear of cutting themselves off from other cultural influences. For example, if one identifies clearly as a fan of Afrofuturism, will that halt others from introducing him or ...

The Self-Improvement Revolution

... Gen Ys and Zs are placing increased focus on personal betterment across all aspects of their lives, creating a need for brands to engage with them around this deep motivation and help enhance individuals' improvement efforts. Self-betterment is increasingly top of mind to modern youth, emerging as a way of life that they're putting much of their time and money towards—and in turn, becoming an area that brands cannot ignore. Young generations' strong emphasis on improving themselves is ...

(Net)Work Hard, Play Hard

... than ever for young people to network while socializing—and also more relevant given the rise of alternative work styles that leave them reliant on friends for professional and economic gain. Reflecting this crossover, modern youth are seamlessly integrating networking into their social lives in ways that feel authentic; traditional meet-ups over drinks are slowly becoming supplanted by more immersive means of connecting, such as through fitness-forward “sweatworking” and wellness-oriented ...

Culture Spotlight On South Africa

... is most known for its hip-hop and house music scenes, but punk rock is rising in popularity among youth, with artists such as TCIFY, Brainwreck, The Brother Moves On, and Death at the Party leading the movement. The rebellious guitar-driven songs and skater culture have made waves in the country in recent years, particularly in Soweto, an area in Johannesburg. The genre is rapidly spreading, with punk rock bands now playing at some of the country's biggest music festivals ...

Where Young Adults Live: Now & In The Future

... moving across the suburbs, urban areas, and rural areas, demonstrating that they are not only moving to different locations, but also to new types of locations. Additionally, preference for suburban areas, which dominated over urban areas for previous generations as they aged, is not as strong among modern youth when envisioning their future. Peruse each visual to see where Ys and Zs want to be residing from now until 2038. At present, the largest concentration of Zs aged 14-21 is in the suburbs (40 ...

Marketing Tips

... Marketing directives for engaging with Gens Y and Z around modern socializing. - 1. KEEP SOCIAL MEDIA SOCIAL. - Like “Keep Calm and Carry On” or “Keep Portland Weird,” young generations are rallying around the battle cry of keeping social media social. While they neither want nor expect brands to vacate platforms completely, they do want them to behave like humans rather than corporate entities bent on interrupting their natural communication flow. Marketers can make moves in the right ...

The Gig Is Up

... Young professionals are increasingly participating in the gig economy as their preferred form of employment, given the flexibility and variety it provides.As youth continue to desire customization and flexibility in all aspects of their lives, they’re choosing jobs that accommodate their versatile schedules and desire for freedom by participating in the gig economy. Rather than committing to a traditional 9-to-5 job, members of the gig economy are picking and choosing short-term freelance and ...