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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Part of their personal, independent approach to gender identity involves policing male- and female-targeted content for outdated, unrealistic ...

The Omniculturals

... led to the discovery of universal values and interests, which connect GYs on a deeply personal level. In this light, Omniculturalism is, at its core, about recognizing the similarities among people, rather than focusing on their differences. For global marketers, this means that it is more important than ever to focus on what connects us and brings us together, rather than what separates us. The rise of Omnicultural marketing has been demonstrated recently by the launch of several first-ever ...

Women Today

... popularity of female mud runs (like Mudderella) and strength training (like CrossFit), to the rise of “healthies” over selfies on Instagram, women are discovering modern ways to be and feel as physically strong as men. They’re turning their strength training inward, as well: 69% of female respondents say it’s important not to be emotional at work. Many are finding this new strength in numbers. Female solidarity and friendships are of particular importance for this generation. As we will cover in Single ...

Transgender Voices

... only recently made steps toward improvement in this area. California just became the first state to sign a law giving transgender students in public schools the right to decide which bathroom and locker-room facility to use and which sports teams to join based on their gender identity. Additionally, a transgender first grader in Colorado recently won a civil rights case permitting her to use the girls’ bathroom at her school. As Ys and Zs strive for a more accepting and gender-inclusive world, they ...

#RichKidsOf...

... mile to make sure their peers know just how much money they have, taking somewhat grotesque pride in one-upping each other with luxury fashion items and cars. As reported by Vice UK, flashy nightlife and the “bottle popping” that accompanies it is a relatively new phenomenon in China. In fact, nightlife establishments are developing perks for patrons that allow them to show off their status in front of their peers. One such club, Lux, orchestrates elaborate shows, that include champagne trains and ...

Show Your Emojins

... that work best to convey complicated ideas. For example, Fast Company features emoji storyteller Zoe Mendelson in a recurring series that recaps relevant topics, such as the movie Gravity and the government shutdown, through emojis, and earlier this year we saw the rise of meme called #EmojiArtHistory, in which people recreated famous works of art as emoji masterpieces. Just as Ys and Zs are translating their text into emojis, brands should consider incorporating the symbols into their own ...

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