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Macrotrends

The (DIS)Connect

... brand loyalties and the food they love—but so, too, does their grammar, style of posting, frequency of messaging, and even their preferred social platform. These become a means to continually judge compatibility. For example, it can be telling about someone if they don’t use Instagram (is she not very creative?) or still rely on an old AOL email address (is he hopelessly uncool or unwilling to adapt?). Using or not using abbreviations, emojis, and GIFs can be deal makers—or deal breakers ...

Branding Trends

... consumers’ phones to create musical tracks and sound effects and even record vocals.Coca-Cola Selfie Bottle Attendees of Coca-Cola Summer Love, the biggest branded outdoor event in Israel, didn’t have to pause from drinking to take and share a selfie. Half-liter soda bottles were fitted with a special camera that sensed when consumers were tilting the bottle to drink. When elevated, the bottle snapped a selfie and automatically posted to the brand’s social media accounts, where consumers could tag ...

Global Y Dream

... Dream solidified as a path to a prosperous and equitable society. Global Ys (GYs), however, are giving rise to a global dream for their collective future. GYs’ common experiences and global outlook have given them a set of shared aspirations and life goals. Ys around the world consider themselves new pioneers; they’re changing the meaning of family, seeking careers they love, and expecting brands to play a significant role along the way. THE NEW PIONEERS Life goals of Ys in many developing countries ...

Consumer Journeys

... We conducted ethnographies with a dozen young people aged 14 to 34 to understand, in detail, how they make purchases. We explored why they choose the brands they do, how they decide where to buy, and what they love and hate about the shopping experience. For a digitally immersed cohort, it follows that every purchase includes an online component—whether that be researching specs and reading reviews or exploring options via Instagram and sharing their purchases after the fact. But ...

Culture Spotlight On Spain

... it will find a way to keep the ban in place. The remaining fans tend to be part of an older generation, and it’s not finding the continuation of support in younger citizens. Those who support bullfighting consider it a tradition and historic art form that’s important in Spanish culture. Spain Moves East: Spanish Culture Takes Off In Hong KongSpanish culture has a rabid following in Hong Kong. This love and interest is influenced by an increase in local companies trading with ...

Parenting In Partnership

... for them, as parents they are raising their kids with a more realistic world view (see PREPAREnting). Because their parents’ tactics in raising them were so different, the advice their parents give doesn’t always feel applicable to the current situation or modern parenting in general.I love to involve my friends in my children's lives, and I love when my kids learn from my friends. I look at my friends more as uncles and aunts.GABRIEL, 24, NYThe growing number of childless couples and PANKS ...

Brand Mentorships

... must share a vision—and not just visions of headlines or dollar signs.Partnerships like these promote small business and allow more brand awareness for those brands that aren't as well known. I would love to see more 'big brother/little sister' type partnerships with stores.MAGGIE, 28, MNLOVE THY ENEMYFor a big brand to embrace an indie as part of its squad rather than squash it as a potential competition reflects a radical inclusiveness for which youth is hungry. As explored in our ...

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 ...

The Democratization Of Sports

... —fans felt a void and decided to fill it themselves. They were able to translate their love and understanding of sports into businesses, and they won't be the last to do so. Many Ys and Zs are becoming analysts, pundits, and decision-makers in their own right thanks to greater access to online stats databanks, their experience playing team managers and owners in video games and fantasy leagues, and, of course, their ability to leverage social media for distribution. They’re increasingly posting ...

Culture Spotlight On Mexico

... Mexican movies reach its theaters at a faster rate. Pop Off: Soda Sales SlumpMexico is known for its love of Coca-Cola and sugary soft drinks, but in a notable shift, young people are embracing an all-natural alternative known as Zega-Cola. Made in a village outside Oaxaca, Mexico, the drink is quickly becoming a favorite among young people and several restaurants are swapping out Coke to offer it instead. Created by a local carpenter and flavored with a recipe of cinnamon, lavender ...