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Macrotrends

Major Dads

... bathrooms for men to use to change a dirty diaper to men wearing their babies; and even when I go to family-friendly classes during the week, there are a few dads that show up with their kids. I think society in total supports more father involvement and we see it everywhere.LIZ, 34, MAAmong those who have children, fatherhood is a key piece of their identity as much as, if not more so, than their career. Men were disproportionately more likely than women to have lost their jobs during the recession ...

Occulture

... Witch characters are enjoying a resurgence, a reflection of young consumers' interest in seeing more strong female leads. Witches have always been prominent in popular culture—from Macbeth and The Wizard of Oz to Bewitched and The Craft—but there’s been a sudden spike in interest lately, as young consumers are expressing an increased desire to see more strong female leads in entertainment. Regardless of whether witches are involved in good or bad activity, they’re tough, fearless ...

10 Gender Takeaways

... introduction of its first scent for women. The move was inspired by the fact that about a quarter of Axe’s Facebook “likes” at the time were from women, and that the female market for body spray use was larger than the corresponding male market by about 30%. - ​DEFY GENDER STEREOTYPES - Young consumers are hypersensitive to stereotyping. They consider the old tropes of gender marketing to be ham-fisted at best and offensive at worst, and they don’t see their own complex identities reflected in them at ...

Geomarking

... reflective of that area. By infusing parts of their own cultures into larger, universally appealing trends, GEOmarkers are creating something totally new. One needs only to search for “Gangnam Style Parody” to see the extent of this behavior. For example, young people in Ghana created “Ghana Style,” in which they transposed the hit from Seoul to Accra, and swapped out the original video’s signature equestrian dance move for Azonto, a Ghanaian dance and music genre. Young consumers across the globe—from ...

Women Today

... gender as an “issue,” this mindset is in fact indicative of an innate expectation of gender sensitivity—in society, in the workplace, and in the marketing that’s aimed at them. Outdated gender stereotyping straddles the line between silly and offensive, and today’s consumers can be expected to call it out when they see it. It’s crucial for marketers to address young women as multifaceted individuals, as opposed to one-dimensional prototypes. domesticsOffsetting the Lean In movement is an emergent ...

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 ...

Universal Invite

... Ys demand for media, marketing, and concepts to be globally inclusive, allowing them to communicate and share across language and cultural barriers.Global Ys (GYs) are the most diverse and multicultural generation, a reality that has inspired an unprecedented height of tolerance, open-mindedness, and inclusivity among its members. Indeed, GYs are increasingly blurring and dissolving race and gender boundaries, and leading the charge to create an even more open and accepting culture. Because ...

Venture Consumers

... individuals and brands, which has led to the consumer expectation of response, reaction, and engagement. This new reality has inspired a crucial shift: individuals no longer see themselves as passive recipients of what brands independently create and offer. Rather, they consider their role in the consumption cycle to be an active and participatory one. These young individuals are seeking opportunities to invest their input, feedback, and even money, to demonstrate their support for, and exert their say in ...

The Cassandra 2022 OutLOOK

... The Top Trends Defining Youth Culture in 2022Welcome to Cassandra's 2022 Outlook. We recommend viewing the following slideshows in full screen mode.SEEING THROUGH THE ALGORITHMThe algorithm doesn’t drive us; we drive the algorithm–because we know it’s there. TRUST HAS LEFT THE CHATIt’s been building for a while, but trust in institutions including science, government, media, and big tech have all but disappeared. EMERGENCY URGENCYIn 2021, we ran out of names for hurricanes, ocean levels are now ...

Cassandra's 2021 Outlook

... themselves and actively building a life that resonates with and reflects their true selves.Inconsequential PlayYoung consumers are craving some time for Inconsequential Play, seeking out moments of levity, joy, silliness, and plain old fun across multiple downtime touchpoints. This includes the entertainment they consume, the social media they depend on, and the hobbies they’re taking up as they spend more time than ever at home.Navigating the New-borhoodYoung adults have a new perspective on ...