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Macrotrends

India's Missed Call

... Ys in India have found a workaround for the high cost of phone bills; they’re calling people and hanging up to signal they want to talk.In most countries, people who wish to avoid phone conversations while still communicating with friends and contacts default to text messaging. In India, however, where costs for both voice calls and sent texts can be prohibitively high, Ys have devised a clever workaround: the so-called missed call. Simply by dialing a friend and hanging up, they are able to ...

Universal Invite

... Ys demand for media, marketing, and concepts to be globally inclusive, allowing them to communicate and share across language and cultural barriers.Global Ys (GYs) are the most diverse and multicultural generation, a reality that has inspired an unprecedented height of tolerance, open-mindedness, and inclusivity among its members. Indeed, GYs are increasingly blurring and dissolving race and gender boundaries, and leading the charge to create an even more open and accepting culture. Because ...

POPulism

... Young audiences are increasingly eager to learn about and enhance their awareness of politics through the lens of comedy.Politics has long been considered fair game and easy fodder for comedic treatment in popular culture. Satirical political commentary, in particular, has been an ingrained part of Millennials’ cultural upbringing and news consumption since their preteen years. The Daily Show with Jon Stewart has been on the air for a venerable 15 years, and The Colbert Report began a full ...

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 ...

Occulture

... , and independent; they control their own destinies and aren’t secondary to men. Witches may not be the best role models, but they’re definitely empowering. Witches grew especially popular in the ’90s when Charmed and Sabrina the Teenage Witch first aired, but after a long run, consumers’ interest in them subsided. For the past decade, vampires and zombies have overshadowed witches (for perspective, Twilight was published in 2005). But as young people begin to tire of tales of the undead, many of ...

New Muslims

... coveted Hispanic market. But like Hispanic youth before them, young Muslims are not monolithic. While they strive to honor Islamic code, an increasing number want to be modern as well. These discerning New Muslims are combining the traditional with the contemporary, and they pose a major opportunity for companies who understand their unique aspirations. New Muslims Want Their Voices to Be Heard For many New Muslims worldwide, the desire to be included in a global conversation is greater than the fear ...

Through the Looking Glass

... -changing technology firsthand. The technological embodiment of the Sixth Sense macro trend that we covered in Summer 2011, Google Glass has the potential to not only alter how people view and interact with their surroundings but also to provide brands and marketers with a new platform on which to engage consumers. While Google contends that they have no plans to integrate traditional advertising into Glass, it was revealed in October that they filed a patent for what is essentially a “pay-per-gaze ...

Venture Consumers

... Having emerged somewhat shaken from the seemingly endless Great Recession, Gen Ys are adopting a new, long-view approach to their finances, purchases, and decision-making in general. Their desire for instant gratification is diminishing as they start to think more carefully about what truly warrants an investment of time, money, or energy. Perhaps in reaction against real-time overload, they’re increasingly seeking out longer-term, longer-lasting investments; for example, spending more on ...

Beacons

... Beacon technology allows brands to push customized ads, information, promotions, discounts, and deals to consumers based on their real-time location.Growing worry about the effect of showrooming on brick-and-mortars’ bottom line has brands searching for new ways to incentivize and enhance in-store shopping. Beacons—Bluetooth-enabled transmitters that relay a signal to identify the location of nearby mobile devices—may soon provide the path. Once a consumer has opted into Beacon technology and ...

10 Gender Takeaways

... Actionable marketing tips for brands looking to stay relevant in the cultural discourse surrounding gender identity and politics.Today’s young consumers may consider gender less of a contentious issue than their parents did, but that doesn’t mean that they’re indifferent to depictions of gender in marketing; in fact, quite the opposite is true. Part of their personal, independent approach to gender identity involves policing male- and female-targeted content for outdated, unrealistic ...