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Macrotrends

The Self-Improvement Revolution

... provide the greatest performance for them personally. Going forward, all brands will need to convey how they specifically can help young people in their betterment efforts. For Ys, who are notoriously experience-oriented and less interested in products, the self-improvement revolution signals good news, as betterment products translate into an experience of making a user better. And while Zs are more interested in products than experiences, they're interested in self-improvement products since they're ...

Free For All

... lives in a constant state of worry, which is only exacerbated by their access to technology and exposure to a 24/7 news cycle. But unlike Ys, Zs have been raised by Gen Xer parents whose practicality and cynicism has instilled a sense of realism in their children. This has made Zs a very self-aware cohort who can recognize the drawbacks of going overboard with their efforts, making Zs more likely to compartmentalize different areas of their lives, try to attain work-life balance, and take the ...

The Binge Method

... guests unlimited access to full editions of more than 2,500 global newspapers and magazines. JUST THE HIGHLIGHTS New offerings and platforms allow for on-the-go consumption of content “highlights,” to help users stay atop the cultural current in limited bursts of time. Brands and media properties can adopt this strategy to help fans keep apprised of complicated storylines, character development, and emergent news, all within a compressed time frame. In advance of Mad Men’s season 7 premiere, AMC ...

To Your Heart's Content

... mukbang videos. This trend started in South Korea but has since spread around the world, as mukbang stars live broadcast themselves eating extraordinary amounts of food. Ys' and Zs' desire for contentless content that lets them zone out is reflected in the numbers: YouTube said watch time of "relaxing" videos increased more than 70% between June 2017 and July 2018. The popularity of this trend is great news for brands, as six in 10 youth in the U.S. and UK like advertising that features ASMR.This ...

Origin Story

... . Any time they consume the news from other countries, talk to friends in other countries, and browse social media, they discover aspects of culture in these places. By turning to these outlets, they aren't just perpetuating their own world view, but rather, seeing the world through the lens of others in far-flung places. Given this access, they likewise want a view into other countries from authentic entertainment—not one that is modified for their own culture. Much in the way that high ...

Tech Truths

... , particularly their phones, they're striving to take breaks for the benefit of their wellbeing and to curb their digital dependency. Yet doing so is a struggle for them as they rely on tech to perform everyday tasks, from keeping up with the news to making purchases via digital payments to looking up recipes to cook. To them, tech doesn't just provide efficiency, which is Xers' outlook; to Ys, tech is the default solution for everything that comes their way. To that end, their tech usage is constant, apart ...

India's Missed Call

... new mobile ad format in India, wherein users can place a missed call by clicking on the ad. In the return call, the individual is then given brand-sponsored content, like music, celebrity messages, or cricket scores without using airtime or data.Unilever created Kan Khajura Station, a free, mobile entertainment channel that consumers could access through a missed call. Within 15 minutes of placing the call, KKS would call them back with 15 minutes of free Bollywood news, songs, jokes, and ...

Fanning Out

... available for a game and choose their favorites angles. Meanwhile, Sky Sports has experimented with a “red button” offering that lets people play with their viewing angle, access highlight reels, and more. For many young fans, watching a highlight reel is more enticing than watching the game itself; they would rather have the best parts served to them on a platter than sift through boring time outs and commercials. It’s similar to how they’re consuming other types of content, like news. Unless a story ...

Gen Z Global Trends

... regard shopping as a social experience and are more confident when shopping with others (56%)—far higher than other generations—meaning brands will need to rethink their influencer strategies, welcoming more young men into the equation.  - CHINA: HI-TECH HOTBED - Zs in China (and their parents) favor toys with hi-tech elements and remote-control options that involve hand-brain coordination. Per a global toy news report, DJI, a world-famous brand of drones, is based in Shenzhen ...

Anti-Social Media

... watching on social media than sharing. They feel that the ROI for posting isn’t what it once was now that their voices are being drowned out by a stream of ads and news, giving them less of what they originally came for: platforms to feel more connected to friends. What’s more, now that Facebook and Instagram’s algorithms place less importance on the chronological order of posts, the updates people see from friends can be outdated by the time they reach them. Instead of watching friends’ lives unfold ...