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Macrotrends

The Relationships & Community Perspective

... The ways that young people connect, feel a sense of togetherness, and maintain relationships will evolve rapidly in the wake of Covid-19 and create unprecedented opportunities for brands.More than five years ago, Cassandra predicted the rise of “eLationships,” a trend we identified related to the rise of online-only friendships. Even then, for many young people, digital relationships were as meaningful as their IRL counterparts. Much like their in-person friendships, their digital friendships ...

Culture Spotlight On France

... future of nightclubs while ensuring that they are also safe and adhering to a set of guidelines. Venues are also becoming more inclusive towards LGBTQ and women, although the genre is still largely dominated by men. Despite all of this positive change in the electronic scene, France has recently drafted new laws that lower the standard decibel level in clubs from 105 to 102. The laws also lower the acceptable limit of bass lines in the music itself. These laws have been implemented in ...

Innovation IRL: Profiles Of Modern Youth

... an Innovation Observer, Innovation Explorer, or Innovation Aficionado (see definitions below) and rate their tendency to avoid or embrace technology and innovation on a scale from one to 10, respectively. The participants kept a log of the innovations they used, how they discovered them, how they used them, whether or not they habitually used them, how they felt about them, why they did or did not believe they were innovative, and whether or not they would consider the brands that created the ...

Perfect Boyfriend

... hipster fashion and a new, less aggressive mode of masculinity. Still others highlight the men (and women) of history who might make ideal partners. Hotties from History and Fuck Yeah History Crushes show handsome men and beautiful women through the ages who, purportedly, will “never disappoint you.” While over the top, these blogs nonetheless convey some of what women want in a man today. The men fawned over are attentive, nurturing, kind, and (inevitably) well-dressed. They may be manly, but they ...

Show Your Emojins

... communications. Marketers could create sets of branded emojis for text message marketing, present information through strings of characters (as Bon Appétit did in creating an emoji recipe), or host contests and quizzes that enlist consumers to decode emoji messages. Given emojis’ mass appeal, there’s ample opportunity for brands to use the symbols outside of digital communications, too, whether in art, music videos, or even on products. We expect emojis to continue to pop up across cultural categories ...

Justifying Fan Fic

... this recognition. And with more than 7.5 million fan fiction stories posted on writing community Wattpad in 2013, this growth shows no signs of slowing. The vast amount of fan content published online has inspired traditional publishers to embrace it as a profitable source of revenue. Last year, Simon & Schuster published Beautiful Bastard and its sequel Beautiful Stranger, both of which are reworked versions of Twilight fan fiction. Additionally, Penguin published The Submissive, another Twilight ...

Transgender Voices

... are being made in entertainment media, marketers are still lagging behind. Ads depicting same-sex couples have only recently gained momentum, but we expect that their acceptance will soon open the doors for more progressive, LGBT-friendly brands to finally and fully acknowledged the transgender community. - TRANSGENDER VOICES: TV - The Sundance Channel is developing a scripted drama called T about a former lesbian activist who goes through gender reassignment surgery to become a man. Amazon’s ...