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Macrotrends

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 ...

Men Today

... themselves as their children’s primary caretaker. But in spite of this shift, the representation of fatherhood across media has nonetheless remained static. Dads continue to be depicted in marketing and entertainment as dense, bumbling dopes, incapable of changing a diaper and generally clueless about how to navigate family life. This didn’t strike such a nerve when men enjoyed a dominant position at home and in the office. It was taken for granted then that they couldn’t be expected to be the sole ...

The Omniculturals

... opportunity to learn about and explore other cultures has trained Ys to think globally; they aren’t constrained by borders, whether real or imagined. Through the rise of streaming media, Ys around the world watch the same TV shows, listen to the same music, read the same blogs, play the same games, and experiment with the same tutorials on YouTube. They’re united by these experiences, and are accustomed to sharing and discussing their opinions and reactions with peers across the globe. This reality has ...

The Webfluencers

... , have earned a cult following not only for their online videos but also for their real-world friendship. The trio, dubbed the “Holy Trinity” by an avid fan base, has taken its act(s) on the road with a shared stage show called #NoFilter, and recently starred together in a kooky indie movie, Camp Takota, which is currently seeking a distributor. THE GAMING GURU: FELIX KJELLBERGWith more than 15 million subscribers to his YouTube channel and as many as 32 million views per video, 24-year-old Swedish ...

Pro-LGBT

... memorandum. When a conservative shareholder criticized the stance at a board meeting, Starbucks CEO Howard Schultz did the unthinkable by telling him off. BANANA REPUBLIC, GAP, LEVI’S, MICROSOFT, INSTAGRAM, JOHNSON & JOHNSON, AT&T, ORBITZ, CITI, AND MARRIOTT were among the many companies to make official public statements in support of the Supreme Court’s historic decision to kill the Defense of Marriage Act, leaving no room for ambiguity about which side of the debate they stand on. EXPEDIA, as part of ...

Realistic Optimism

... the brand’s altruism. While youth have always been guided by unwavering positivity, the stormy tenor sees them now following a path of more Realistic Optimism. A 27-year-old man in a focus group remarked that his generation’s defining characteristic is skepticism, with “question everything” being a guiding principle for him and his peers. Because they are acutely aware of the innumerable problems plaguing not only their own nation and the world but also those of their own communities, their ...

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 ...

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 ...

The Gender Landscape

... Young people's new approach to gender politics, through gender neutrality, gender bending, and gender claiming.For young people today, gender is less of an issue than it was for previous generations. The paradigms that shaped their parents’ experience with gender and gender politics have largely fallen away; as far as they’re concerned, the “Battle of the Sexes” is over and done with. Sixty-seven percent feel that gender doesn’t define a person to the extent that it used to. As products of a ...

Youth Speak About Race

... of life. Though it might be difficult to take in, it is important for brands to see the numbers in order to understand just how truly systemic these racial disparities are in our society. Only through education and empathy can brands truly stand up in solidarity with vulnerable communities. For many young adults today, the Black Lives Matter movement plays a key role in their battle for racial justice and social equality, as it offers them a platform to protest, mobilize, discuss, and act ...