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Macrotrends

Portraits Of A Generation

... . While each portrait highlights the different characteristics and outlooks of each generation, such as Zs' penchant to celebrate individuality and Ys' disruptor tendencies, there's one pervading similarity across the four generations: they feel misunderstood. No more than a quarter of each generation feels that they're accurately represented in marketing, signaling a need for brands to dive deeper to understand why each generation thinks and acts the way they do.To understand how we arrived at each ...

The Direct Connection

... Direct-to-consumer brands are winning customers with their new take on marketing, challenging traditional retailers to break from their status-quo and take inspiration from these industry newbies.The entrance of direct-to-consumer (DTC) brands into the market has shaken up traditional retail across all verticals—from mattresses to makeup to oral hygiene. These new kids on the block have captured the attention of modern youth, who in turn are attracted to these industry disruptors for ...

The New Social Order

... Trends across the influencer landscape are shifting—especially with the rise of micro-influencers who have more engaged, niche audiences—prompting brands to evaluate their specific goals when tapping into influencer marketing. The influencer economy is nothing new. For the last decade, influencers have been launching themselves into people's social media feeds, promoting a sunny, stylized version of their lives and pushing an astonishing variety of products—from sneakers and ...

Global Influencer Trends

... locales, wearing Superdry attire and driving Subarus. Superdry's marketing manager said the collaboration extended the reach for all three brands and provided a bigger ROI overall. - China: Influencer Incubators - Chinese firms like Ruhnn have taken influencer management to the next level. These "influencer incubators" identify top-performing influencers, test their marketing chops, and do market research to gauge their potential audience reach. Influencers who pass all the stages (about 5-10 a ...

Would You(th) Care For A Cause?

... uncovered key differences between how Gens Z and Y view brands championing social and political causes that are absolutely necessary to know for any brand in today’s landscape.Brand activism is top of mind in the media these days. Between brands championing social causes in their marketing and messaging, pledging support for environmental initiatives (like going carbon neutral), or even politicizing their offerings, it seems that brands finally got the message modern youth have been loudly broadcasting ...

Live, Not Buy: Gen Z Activism

... and the election of the first black president, making them both politically aware and optimistic. On top of all of this, Ys witnessed the shift in brands becoming more transparent, as well as more socially and environmentally responsible. This new development in brand marketing made it possible for consumers to activate their socially conscious inclinations through their personal choices and purchase decisions. Y’s upbringing has made this cohort a generation of idealists for whom activism is an ...

Humanology

... hands. Now technology is something people are happy to wear on their bodies, especially since wearable tech has become more discreet and stylish in recent years (see The Invisibles), and even implanted under their skin. Brands can use the knowledge that young consumers have a penchant for tech that enhances their own capabilities and knowledge to create marketing initiatives that highlight the ways tech can be a tool to help society.Society’s physical and emotional proximity to tech is the result of ...

Omnitainment

... As the line between marketing and media continues to blur, all brands will need to incorporate elements of entertainment in order to remain relevant to youth.It has never been easier to reach youth. Advancements in technology have given marketers a direct line to consumers via mobile, and big data has empowered them to target precise populations to a degree that would have made Don Draper weep with envy. In spite of this, it has never been more difficult to engage youth. Now that marketers can ...

Gen Z Global Trends

... , Guangdong Province, which is also home to hundreds of remote-control toy manufacturers. There, China is shaping its own technical advantage in remote-control toys thanks to computer-aided design and production, as well as integration with new acoustic and opto-electronic technologies. Brands will need to keep these shifts and preferences in mind when marketing to Chinese children or expanding into this space. - DENMARK: HAILING HYGGE - For young Danish consumers, coziness is king. Associated with ...

Breaking Bad

... fluidity, but it's now Gen Zs who are making it acceptable on a mainstream level, and prompting brands to reflect this in their marketing, entertainment, and products. The rise of parties that allow participants of all generations to celebrate once-stigmatized milestones, from getting one’s period to getting divorced, similarly reinforces shifting societal attitudes about once taboo subjects. No single generation is responsible for implementing entirely new social norms, because without small ...