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Defining Generations

... The following wheels define each generation according to the six external factors that have shaped their internal values, providing brands a clear picture of the four cohorts and what makes them distinct.To truly understand a generation, one must look beyond age and life stage and examine the external forces that have shaped each generation during their childhood and adolescence—key periods during which young people are the most open and impressionable. Cassandra defines generations based ...

Innovation IRL: Profiles Of Modern Youth

... An ethnography of young people’s innovation usage over the course of a week.For The Innovation Outlook, we asked three young people in the U.S. and three in the UK to keep a diary of the innovations they used in their personal life over the course of a week, excluding basic functions on mobile devices and computers (e.g., texting, sending an email, using the Internet). Before embarking upon the week, we asked the participants to categorize themselves based on their innovation attitude, as ...

15 Minutes Of Fandom

... The ways in which young people express their fandom has evolved to become more subtle and nuanced than in years past, though this doesn't mean they care less about culture and brands.Fanclubs, fanboys and fangirls, and hardcore fandom are all concepts that are fading among modern young people, particularly in Western cultures. Despite the proliferation of cultural movements in the past two decades, especially with social media offering daily cultural moments and touchpoints, young people have ...

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 ...

Culture First, Country Second

... If content aligns with modern youth's personal taste, they'll embrace it from any country, meaning brands need to be on top of culture from everywhere to understand what can spread anywhere.Today, any piece of popular culture, from music to fashion to art, is more important to a young person than the country from which it comes. If content is captivating, it will reach the youth audience no matter where they live; for example, TV shows from Turkey are gaining a strong youth audience in Latin ...

Origin Story

... Increasingly, young consumers want to consume foreign popular culture in its original form, rather than versions that are adapted for their country.Modern youth around the world increasingly dislike when an aspect of popular culture is remade for different countries, whether it be a TV show, movie, song, etc. More and more, they're gravitating towards the original, authentic version, even if it's not in their native language. Young consumers revel in the ease with which foreign culture spreads ...

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 ...

Global Music Trends

... Music trends popping up around the world.To young people around the world, music is supreme. More than half (53%) say they follow popular culture in this category, and it's the most common form of popular culture that youth follow; it's even higher in Mexico (65%), China (63%), and South Africa (60%). Additionally, 96% of global youth consider it important to their lives, and 61% go so far as to say that they can’t go a day without listening to music—this is particularly true in ...

Culture Spotlight On South Africa

... South Africa’s music scene addresses youth issues, and the country’s fashion evolves to meet young consumers’ preferences.The music scene in South Africa is going through major transformation as local artists gain more opportunities to go global and new genres rise to give youth a voice and reflect the times. Meanwhile, fashion is undergoing significant shifts, as minimalist apparel and more gender fluid styles gain traction.Punk Rock(in'): A Genre To WatchWhen it comes to music, South Africa ...

Culture Spotlight On Spain

... Spain is delivering new genres of music and TV shows to international fans, while traditions are being bucked within its own country.Spain has seen a lot of progress inside and outside of its borders. Many young people in the country have taken to activism to push social changes that must come from the government. Meanwhile, other countries are looking to inject Spanish culture into their own lifestyles and also cater to their many Spanish-speaking citizens who experience a language barrier ...