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Culture Spotlight On South Korea

... ;rooms.Seoul’s New Sound: R&B Is A Genre To WatchK-pop continues to be Korea’s most lucrative and world-renowned genre, but there’s another music style on the rise in the country—KR&B. This sound is one comprised of experimentation and creativity from young people. The Internet has introduced South Korean youth to global artists and has inspired them to add to their own music culture. Younger Korean artists are gravitating towards soul and funk and using it to develop the unique sound of KR&B. The live ...

The FUND-amentals

... financial security that they believe they can achieve. - Ys' Financial Plan: Banking Alternatives - Revolut Revolut started as a mobile app that let young people send and receive money in a variety of currencies. It has since added the ability for users to generate virtual credit cards, purchase travel insurance, exchange and spend their funds across 16 different currencies, and has plans to add stocks and bonds to the mix. The brand bills itself as a banking alternative that meshes with youth’s ...

Go Big Or Go Home

... is compounded as young people don't have to feel that they're missing out on social time when staying home since many are living with roommates for a longer period of time, they have a highly social culture at work (see School Of [Work]Life), and they're always connected to their friends digitally. In fact, with so much socializing, there's a greater need to check out when they aren't going big, and they crave opportunities to simply be alone (see DND [Do Not Distress]).With modern youth's ...

State Of The Art

... lives. Generations Y and Z do not feel that their fears are unfounded, for the notion of automated creativity seems lazy at best and fake at worst to young consumers who place a high value on personal creativity. Modern youth often look to how they can put their creative lens on all aspects of their lives, from their style to their social media profiles to their entertainment, and they’ve been given more tools and even more permission than previous generations to do so. Since they hold creativity ...

It's A Mall World After All

... to change up their approach in order to stay fresh and relevant. Department stores have always been about offering the right mix of products and brands to their shoppers, but even they know that they need to innovate this format for the new generations of youth to enter their doors. Spotlighting indie designers to aid discovery, hosting pop-up shops, introducing exclusive brand collaborations, and featuring online brands in-store are relatively simple ways to create a more dynamic shopping ...

The Joyride

... transforming ordinary moments of their lives into important, shareworthy events (see ROI [Return On Image]), brands across all verticals have an opportunity to help them make the miles between point A and point B count.ON THE ROAD AGAINIn the same way that young people care about much more than the final product, whether it be clothing, entertainment, or food/beverages, they also care about more than the final destination. They are interested in knowing about the path to get there, both literally ...

Personal Property

... young people want to show off their unique homes, there’s a greater desire for products that let them entertain and therefore have an experience.If young people have a home that looks unique and interesting, they’ll want to show it off and entertain, so they need the accompanying accouterments to entertain.As young generations put their personal space on public display on social media, they feel their home needs to be a strong reflection of their personalities. Brands should help young people ...

Omnitainment

... reach them anytime, anywhere, young consumers have developed a suit of armor to protect them from the influx of messages that they feel are attacking them from all directions. Youth are pros at identifying and filtering out advertising, and it’s sparking a shift in their expectations from brands. In order for young people to pay attention to a brand’s message, it has to feel less like advertising and more like entertainment. To wit, 70% of Trendsetters in the U.S. and 71% in the UK say that in ...

Global Influencer Trends

... in ads for instant cup noodles, eye drops, and the Japan National Tourism Organization. The market research firm User Local Inc. estimates that there are more than 9,000 virtual influencer accounts. The phenomenon is strongest in Japan, but is starting to be exported to China. Activ8, the company behind Kizuna, recently introduced a Chinese version of the character, which already has nearly 1 million followers on the country’s video-sharing service, Bilibili. - Singapore: Fake Followers ...

The Urge To Splurge

... younger generations, these priorities start to shift, as Gen Ys prioritize spending on luxury food and experiences that allow them to enjoy their splurges in a highly social and shareable format. And while most members of this generation are not financially independent quite yet, Gen Zs’ splurges tend to be more aligned with categories that they can display for social currency, such as clothing and shoes that convey their personal visual brand online and IRL, a crucial component they carefully ...