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A Defining Moment

... might be going, we were also paying attention to the news from Asia, including the protests in Hong Kong, the wildfires in Australia, and then a new, potentially more deadly, flu-like virus.Fast forward two months and we find ourselves in the midst of a global pandemic—one that has already begun to reshape our society, with potentially lasting effects. Indeed, it may become the defining event for today’s Gen Zs and Millennials. Furthermore, this global pandemic is cementing our delineation for the ...

No Joy in Division

... ” people with opposing political views compared to overall U.S. youth. The act of unfriending or unfollowing friends or family members on social media is a defensive mechanism done for a few different reasons.Unfollowing and unfriending, while passive acts, allow youth to protect their emotional health, which we know is a priority for both Ys and Zs. In doing this, youth assert control of their online environment and their mental health. Some youth who defriend and/or unfollow do so to avoid an ...

MEtail

... ‘Craigslist meets Instagram,’ lets anyone sell goods by uploading photos, applying filters, and setting a price. Interested buyers contact merchants to pay outside the app. Depop allows sellers to upload photos of a product, set a price, share it on Facebook and Twitter, and receive payment via PayPal.Hunters Alley, the sister website to online home decor retailer One Kings Lane, lets individuals sell fine used furniture, home decor, and design products. - CURATE - On Kitsy Lane, individuals curate ...

ProPlay

... the competitive advantage.24/7 DEDICATION There was no organized instruction or private trainers [for youth sports when my generation was young]. The only option we had at the time was Pop Warner, but very few people that I knew played tackle at that young sort of age. Now, it can be literally 12 months out of the year. There are rules in terms of when you can be in contact and how much coaching you can have for a specific team if you’re in a high school, but it’s 180 degrees different now in ...

Brand Friends Forever

... . People Against Dirty is an online community of brand evangelists“Laundry Room Love” crowdsourced video was created from fan-submitted footageBrand blog is written by employees and features voices from across the companyA unique tone in advertising has revitalized the cleaning category, and made consumers take noteHOW TO BE A BFF THOUGHTS ON BFF A lot of my friends take to Twitter to complain or contact a company directly. If they don’t answer, then that just makes the brand look bad, and they will ...

Soloists

... able to be in constant contact with their friends and family. To that point, 57% of young adults say it’s a badge of honor to be comfortable having dinner alone in a restaurant (though only 42% have tried it). In addition, their team-oriented social nature causes young generations to see taking alone time as being a little selfish, but as they grow older and more self aware, they realize that it’s necessary for their wellbeing (see Presence of Mind). They can focus on their own needs and don’t ...

The New Social Order

... -influencers who are experts in their category or have niche audiences that align with the brand’s target consumer. INSIGHT: Celebrity endorsements don't carry as much weight in convincing followers to try a product or service.RECOMMENDATION: Look to celebrities to increase brand awareness, but use micro-influencers, who tend to have higher engagement, for campaigns to spur action.FAVORITE INFLUENCERS - TACTICS FOR PARTNERING WITH MICRO-INFLUENCERS - ZARA When Zara opened its online store in South Africa ...

Over The Influence

... Handmaid's Tale-themed party earlier this year. These examples speak to larger trends of influencers being criticized for cultural appropriation, repping poor quality products, and generally being tone deaf. Issues like these will continue to proliferate as the influencer space becomes oversaturated and the cultural and political discourse gets increasingly contentious.EXTREMELY ONLINE AND INCREDIBLY EVERYWHEREAccording to InfluencerDB, there are more than 500,000 influencer accounts on Instagram, with ...

The Impact Of Influence

... for the future of the influencer marketing space (if technology can finally catch up to its rapid growth). But it still leaves brands with the question: what draws young people to influencers? Through our data analysis and our conversations with modern youth, we found the subject of influencer authenticity to be a recurring theme. But what does it mean to be authentic online today? This answer lies in what young people consider to be the most important qualities of the influencers they follow ...

The Hive Mind

... current cacophony of culture-driving, culture-defining opinions that circulate online via the “Hive Mind.”Today, the rise of multi-platform personal branding and blogging via social media has morphed into a new beast, one wherein users are promoting their messaging—behind a product, a service, or an idol—and rallying others to their cause as they compete for attention in today’s overcrowded online forum. The evolution of social behavior as a result of an evolving digital landscape has ...