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Macrotrends

Gen Z Micro Trends

... Trends pertaining to gaming, reading, and news are developing based on Gen Zs' digital access and social media behaviors. - #GameNight - Game night has evolved in the age of social media as Gen Zs are increasingly sharing the experiences of the physical games they play with their social feeds. The performative aspect of analog games is more important than ever, as it's no longer just players who need to be entertained but also their online followers. A new crop of games help Zs bond with those ...

Hi & Buy

... Gen Zs are reimagining online shopping as an entertaining and social experience first and foremost, not just a convenient and practical way to make purchases.Gen Y made waves for being disruptors of myriad industries, from transportation to hospitality to healthcare, and now brands must continue to adapt to new developments as their Gen Z counterparts gain more purchasing power and influence. Although disruption isn’t generally a conscious decision, Zs are nonetheless impacting the ...

Gen Z Marketing Tips

... attention and admiration. - 1. Go live - Zs are increasingly drawn to live video entertainment, as evidenced by their usage of live hangout platforms to bond with friends (see Social Live) and their adoption of live video tools when shopping online (see Hi & Buy). Brands across all industries should tap into Zs' desire for such content, giving them entertainment to consume in-the-moment, so they can feel part of a shared digital experience. Toys "R" Us Given that the Toys "R" Us' mascot is a giraffe ...

Video Game Time

... eSports are poised to become the next big sport genre among youth because they directly reflect the generational values of Ys and Zs.There is a new breed of athlete that, much like traditional athletes, has super-human reaction times and works with nutritionists to improve their performance and endurance. They spend hours a day training with their teams to perfect their game and develop strategy. They compete for millions of dollars and are attracting big brand sponsors. But they aren’t playing ...

Numbers Game

... The rise of in-game technology and data-driven performance metrics is changing both how sports are played and the way that young people engage in modern fandom.Across industries, data is gaining momentum as a powerful tool for driving decisions that, in the past, would have been based on unquantifiable factors, whether forecasting fashion trends, determining which ingredient will make a dish taste better, or even saving your love life. In sports, technology-driven data is emerging as a critical ...

Fanning Out

... Young people’s sports viewing habits are shifting away from TV to platforms that let them customize and control their entertainment experience.In an era in which TV viewers are time-shifting and cord cutting, live sports telecasts have been regarded as the last bastion of hope for traditional advertisers looking to target audiences en masse. The edge-of-your seat, no-room-for-interruptions excitement that comes with watching a game unfold in real time has exempted sports from the shifts other ...

Fair Game

... Sports are becoming more inclusive of female athletes and fans, but gender inequality is still largely evident among authority roles within the industry.Sports have come a long way from being an all boys club. Lately, popular entertainment is portraying females in traditionally male athlete roles, and conversation around coed sports is on the rise. Progressive strides have been made in supporting and championing female athletes—67% of Trendsetters in the U.S. and 60% in the UK ...

Variety Show

... part of a larger cultural shift that transcends racial or gender boundaries. To Generations Y and Z, diversity is about radical inclusivity, where race, gender, age, ethnicity, religion, and sexual orientation can have a place both in front of the camera and also behind the scenes. While they appreciate that creators are making efforts to be inclusive, they feel that entertainment often misses the mark by merely adding diverse characters to be politically correct rather than fully ...

Genre Trends

... Amidst the abundance of entertainment options available today, the following genres are standing out.As there’s always a new TV show, book, song, or other entertainment release at consumers’ disposal, it’s more important than ever for entertainment creators to give audiences what they want and remain relevant to the cultural conversation. - 1. Crime Time - Though society’s current obsession with true crime may initially come across as morbid, there’s more to it than macabre fascination ...

Re-New

... Youth are driving a countertrend in entertainment: they crave familiar content from brands as it relieves the weight of having to discover and immerse themselves in entirely new narratives.While youth take pride in discovering what’s new and next in entertainment and being the first to tell others, they also consider it a burden. They feel pressure to always be finding TV shows, movies, podcasts, etc. before the masses because being in-the-know boosts one’s social cred. However, lately, they’re ...