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Macrotrends

Global Betterment Trends

... , and beard balms have all rapidly become available; this is a major shift from just a decade ago when men resorted to using women’s products since there wasn’t much available to them on the market. Sales of men’s face creams have doubled in the past decade, and use of face-cleansing products has jumped 60 times between 2009 and 2016, according to Nielsen. We’ve also seen an increased demand for men’s grooming products in the U.S. and UK, but for different reasons outside of career growth (see ...

Debranded

... Conspicuously branded items were once coveted for their ability to denote that their bearer or wearer belonged to a particular brand tribe, and so possessed a particular style. But with the rise of extreme individualism, young consumers no longer want to be associated en masse with a predefined style or type; they no longer desire that brands define them. As a result, we’re seeing the decline of visible branding, and in its place a growing demand for Debranded goods and blank-slate styles ...

Global Culture Marketing Tips

... These marketing tips and examples offer guidance and inspiration for engaging global youth around popular culture. Getting young consumers to pay attention to your brand is harder than ever in today's crowded market, making it increasingly important to engage in the conversations they're already having around popular culture, rather than taking them away for such. In fact, two-thirds of global youth believe brands need to have a popular culture component to be relevant and nearly seven in 10 ...

K-Pressure

... Ys in Asia are facing tremendous stress about societal expectations, creating a need for products and marketing that calms them and helps them cope.South Korea’s postwar economic boom and rapid industrialization has been aided by the government’s heavy investment in its young population. Young people are understood to be of critical importance to the country’s future; in fact, they are its very foundation. As young South Koreans have risen to be among the top performing students on ...

Well Rounded

... but also that of mental acumen and spiritual curiosity. Indeed, they are aware that each component fuels the other two, with the possession of all three becoming requisite in the pursuit of happiness for this generation. As they are starting to see the negative repercussions of their ‘always-on’ lives, in terms of stress and their ability to be present, balance and transcendental fulfillment are emerging as key priorities. Whereas previous generations thought about wellness primarily through the ...

Money Talks

... thinking about how they target households. They must acknowledge couples as homemaking partners, deciding together about what’s best for achieving the lifestyle and comforts of home they both desire. Likewise, they should reflect couples’ desire to maintain their own financial identities, while still recognizing that they also see it as imperative to contribute to their joint bottom line to improve their standing as a pair. ACTION ITEMS: Acknowledge that both members of a couple jointly discuss and ...

Through the Looking Glass

... -changing technology firsthand. The technological embodiment of the Sixth Sense macro trend that we covered in Summer 2011, Google Glass has the potential to not only alter how people view and interact with their surroundings but also to provide brands and marketers with a new platform on which to engage consumers. While Google contends that they have no plans to integrate traditional advertising into Glass, it was revealed in October that they filed a patent for what is essentially a “pay-per-gaze ...

The Omniculturals

... Jolie on the cover of nearly half of its international editions, and Katy Perry became Cosmopolitan’s first global cover girl, featured on all 62 of its editions in July.Airbnb is celebrating the unique perspective of hosts around the world in its first global campaign. “Views” depicts the universal pleasure of peering out a window to see a new country for the first time and experiencing a new culture with a local guide.Ooredoo, a telecom in the Middle East, Asia, and Africa, launched its first ...

Beacons

... Beacon technology allows brands to push customized ads, information, promotions, discounts, and deals to consumers based on their real-time location.Growing worry about the effect of showrooming on brick-and-mortars’ bottom line has brands searching for new ways to incentivize and enhance in-store shopping. Beacons—Bluetooth-enabled transmitters that relay a signal to identify the location of nearby mobile devices—may soon provide the path. Once a consumer has opted into Beacon technology and ...

Risk Management

... “slackers” and “punks,” and older generations see Gen Y as being “entitled.” Gen Z will be no different in challenging the status quo, but they have yet to earn a negative perception in the eyes of older generations who are hopeful that they’ll not be as disruptive as the stigmatized Millennials. In fact, brands and businesses have been eagerly awaiting the arrival of Gen Z because they’re eager to move on from the challenges presented in marketing to and working with Gen Y. This may be why society is ...