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Macrotrends

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 ...

The State Of The Sub/Urban

... London as a small experimental space where employees can guide people on products and is planning to build 30 of these small format stores in urban areas around the world. Despite the convenience of being able to shop online, young consumers still seek to shop in-person (see What's In Store) and brands are making it easier for them to do so by bringing affordable essential goods to them.As cities evolve to improve inhabitants' quality of life, brands across all categories can play a key role in ...

The Monetization Generation

... weren’t marketing their personal brand. Zs don’t tend to consider it annoying or spamming to post about monetization opportunities as older generations might, but rather, they regard it as a savvy practice and admire others who recognize the opportunity to profit. In many ways, social media has become the new mall for Zs: a place where they can hang out with their friends—just online instead of in-person—and shop from brands, as well as from each other. As a result, Zs aren’t just looking ...

Live, Not Buy: Gen Z Activism

... that a brand can help you become a better person and change the world, which placed the onus of the activism on the organization or company rather than themselves.Unlike Ys, Zs grew up during a time when brands standing up for a cause was no longer a trend—it was the norm. It follows that there's a jadedness among Zs when it comes to brand marketing around social causes: unless it’s meaningful and truly moving the needle in favor of causes they care about, they’re not as likely to notice. For ...

Innovation Halo

... Halo—there's been much backlash towards the brand with consumers feeling that Apple only puts out innovation products once in a while and when it does change, it's not always to address consumer pain points. Consider how Apple's "innovation" of removing the headphone jack became a pain point for consumers who could no longer use standard headphones or charge their phone while using headphones. Conversely, consider how global gaming phenomenon Fornite adds weekly updates and challenges. Even ...

(Ana)logging Off

... an increased interest from youth in meeting potential partners offline (see Pairing Off). And although it’s easier than ever to shop online, youth prefer to get out from behind their screens and physically visit stores for the experience it provides (see What’s In Store). As with these other aspects of their lives, young consumers feel that engaging in tactile entertainment experiences can be more fulfilling than their digital equivalent because they tap into the nostalgia of the experiences ...

A Defining Moment

... . Some feel that brands are in a unique position to take a leadership role to help educate, inform and protect the public. (This role of education is further explored in Alternative Education.) Others, however, feel that brands do not have a place in the dialogue.“The brands that I consume are not experts, scientists, or doctors. Therefore, there is no reason for me to hear from them about this.”COHNER, 22, AL“I want everyone to promote kindness towards one another and encourage [each other] to help ...

Break It UP

... the idea of divorce in recent years, in the past, Boomers and Xers often stayed together for the sake of family and children. Not so long ago, marrying and settling down was the only option for young people, regardless of whether they were straight or gay or preferred singlehood over coupledom. But today’s younger generations are well aware that they can find whatever type of relationship situation they seek and see no reason to remain tethered to someone they no longer love. The dynamics of ...

Consumed Takeaways

... online to help them to narrow down the overwhelming field of options. Check out Saks’ #SaksIn6, a Vine series featuring 6-second tutorials that demonstrate how to best apply a range of beauty products.Put helpful, relevant info at their fingertips.The Gut Check reflex prevents young people from making impulsive decisions or purchases; before committing, they are compelled to quickly confirm that the item or service in question will meet their need and expectations. Rather than attempting to subvert ...

The Privacy Premium

... updates for advertising purposes. The ease with which most consumers willingly hand over their identities in exchange for a digital product or service is being illuminated increasingly in the news and media. Though some consumers don’t mind being the aforementioned product, others are offended after waking up to the reality of the situation, and are starting to seek ways to minimize exploitation of their personal information. Forty percent of 14- to 34-year-olds said that they “seek out privacy online ...