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Macrotrends

Origin Story

... nowadays (see Culture First, Country Second), however, when a brand reworks content for different countries, it prevents people in those markets from having a touchpoint to the origin country. Nearly four in 10 (37%) global youth say they like popular culture because it helps them feel more connected to other cultures/countries, with young people in Indonesia (52%), India (49%), China (46%), and South Africa (46%) being especially likely to feel this way; however, when a work is adapted, it can lose ...

Eco Chic

... given the dwindling state of the world’s natural resources and the increasingly global nature of trade, which consumers recognize has real consequences on the health of the earth. Fashion is the world’s second most polluting industry behind oil, and the sector is responding to consumer demand and the need to differentiate themselves from competitors by pushing for innovation that makes better use of natural resources. Unlike the sustainability of the past, however, today’s version is easy on the ...

No Joy in Division

... violent rallies seemingly only grow more commonplace. With the presidential election on the horizon, and a global pandemic in progress, could 2020 be the most contentious year yet? Or, could this be a catalyst for us to unite?In this sea of extremes, where do youth fit in? Or do they simply opt out? Below is a blueprint for businesses to understand how the state of polarization is impacting young adults on a personal level (in their relationships with peers and family), as well as how it’s shaping ...

Pop In

... Global youth are increasingly placing their own image in elements of popular culture to engage with content in a highly personal way and become stars in their own right.In years past, being part of the cultural conversation could be achieved by simply consuming content (e.g., watching a TV show, playing a game, listening to a song). Yet today, this is no longer enough: modern youth increasingly seek to insert themselves in what they consume, too. Young people around the world are looking ...

Culture Spotlight On Spain

... song.The Story Goes: TV Fiction Is ExplodingSpain is giving rise to a rapidly growing TV fiction sector that’s reaching both domestic and international audiences, so much so that Variety declares that Spain is experiencing a TV renaissance. Following Netflix’s success with its first original Spanish series Las Chicas del Cable, it’s releasing its second Spanish original series Elite, a young adult murder mystery for global audiences in 2019. Additionally, Netflix, in ...

Purposeful Pop

... more obvious focal point. As modern youth continue to choose content that offers this over content that doesn’t, brands need to consider how to create a meaningful message that young people will gravitate toward; proceeding without providing a cultural lesson, whether on a local or global scale, puts brands in a position to be skipped over in favor of those that do.I believe that popular culture has a responsibility to address current social causes and issues because they provide a gateway to start ...

Fear Factors

... just local; they’re global. Just over seven in 10 Zs in the UK and U.S. (74% and 73%, respectively) believe that the world is getting worse rather than better. Nearly half of U.S. Zs (45%) and four in 10 UK Zs (41%) worry about the state of the world, while the same number of Zs in the U.S. and slightly fewer Zs in the UK (36%) worry about the state of their country. And while Zs are accustomed to societal unrest, today’s hostile and divisive sociopolitical climate in both the U.S. and UK have them ...

Home & Away Retail Trends

... increasingly inhabit these environments. Airports are becoming the new malls for global young consumers who are looking to kill time and/or fulfill their purchasing needs there, and who are often unwilling to visit an actual mall, evinced by this year’s second quarter mall vacancy rate of 8.6%. Closer to home, retailers are entering co-working spaces in a move that reflects young people's tendency to merge work and play. Rather than requiring shoppers to go out of their way to stores in/near their city ...

15 Minutes Of Fandom

... considered popular, as we uncovered in our exploration of Micro-Pop (see Popscape). We’ve seen young people steadily push back from the perception that if something is popular they must follow it. Not knowing about popular culture used to mean being left out of the cultural conversation and opening one’s self up to criticism for not being aware, much less for not being a fan. However, today just one in five global youth feel guilty if they don’t engage with or follow popular culture that other people are ...

Culture Spotlight On South Africa

... South Africa’s music scene addresses youth issues, and the country’s fashion evolves to meet young consumers’ preferences.The music scene in South Africa is going through major transformation as local artists gain more opportunities to go global and new genres rise to give youth a voice and reflect the times. Meanwhile, fashion is undergoing significant shifts, as minimalist apparel and more gender fluid styles gain traction.Punk Rock(in'): A Genre To WatchWhen it comes to music, South Africa ...