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The Hive Mind

... culture, especially as those in this cohort are highly exposed to the modern iteration of superfandom: 72% of youth in the U.S. and 71% in the UK agree that people aren’t just fans today, they’re either superfans or casually interested. Gen Ys, who came of age alongside the development of social technology, and Gen Zs, who are digital-natives and have never known a time before social tech, are hyper-aware of stan culture and use the term stan as a verb colloquially, day in and day out. Some Zs we ...

Making A Living

... want personally that fits their own definition of happiness. As Ys and Zs prioritize customization and individuality in everything they do, they refuse to follow a prescribed model as the basis of their lives. Given their open-minded outlook, they consider options outside of the norm to be more acceptable than did their predecessors, while their tendency to challenge the status quo is prompting them to create new, nontraditional outlets to obtain employment, money, and a place to call home. Today's ...

Would You(th) Care For A Cause?

... . We’re deep into the age of brand “wokeness,” and brands must continue to keep up with the times if they’re to connect with today’s young consumers. Brands getting involved in social, environmental, and political causes is a good thing. Bringing attention and awareness to various initiatives can educate consumers and in turn make them feel empowered to purchase from your brand, which is an overall positive experience for today’s youth who can feel powerless to enact larger systemic change through ...

Over The Influence

... terminal brain cancer and built a brand around a diet and lifestyle that she claimed had cured her cancer. But, as it turned out, she'd been lying about her diagnosis the entire time. This fraud was particularly dangerous because of the medical claims she was making. This continues to be an area that garners criticism, as some celebrities and influencers use their platforms to promote questionable products, particularly around dieting. The Kardashian-Jenner clan in particular has been on the receiving ...

The Joyride

... free Popeyes waiting for them at their destination, demonstrating how even a non-travel brand can use the road trip to foster a connection with today’s experience-motivated youth.My favorite part of a road trip is stopping at cool, unique restaurants in small cities that I might not otherwise know about.JACOB, 34, VAOne of the main reasons why modern young adults are drawn to road trips is because they offer the ability to make stops throughout the drive, which caters to their inherent desire for ...

The Invisibles

... for the home, from TV sets to WiFi routers to speakers, are becoming more integrated into an environment by taking on the appearance of decor or becoming hidden when not in use. Discreet TVs The future of TV sets aren't obvious as a piece of technology or even visible at all when not being used. For instance, Sony's 4K Ultra Short Throw Projector is a marble-topped table that blends into a room and only displays a screen when used. LG's OLED rollable TV, which isn't even hitting the market this ...

The New Social Order

... likely these numbers will continue to rise. There's no question that brands are throwing money at influencers: roughly 75% of U.S. companies relied on influencer marketing in 2018. The sector is already worth billions of dollars, an amount that is increasing every year: a recent Business Insider report estimated that influencer marketing could hit $15 billion by 2022. But the metrics for success are murky at best, and companies should be thinking hard about how to use influencer marketing to best ...

Tips From The Influencer Industry

... knowing your stuff. Being an expert makes influencers ‘stand out’ and gives people a reason to follow them, be that where they get the best pizza around the world or they how to apply their makeup. Authentic passion is also important. A brand should only use an influencer endorser if that influencer has come to love the brand organically on their own. Then the brand has permission to amplify that love.CASSANDRA: What are the specific challenges for brands in the influencer marketing space right now ...

Out Of Office

... Gen Ys and Zs are changing the valuation of “manual” jobs, reinventing them as aspirational opportunities to be active and untethered to screens.Careers in manual labor and the service industry, once looked down upon as being reserved for the “unskilled” workers of the world, are becoming more attractive to Gen Ys and Zs in reaction to their growing malaise over being tied to desks and screens. In a reflection of the changing times, fields that were once considered highly coveted, like banking ...