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Macrotrends

Over The Influence

... % said they wanted their likes to remain hidden, and 51% said they saw no change in the number of likes they received. Still, this change is certain to shift the focus of some partnerships and will require a reimagining of metrics, but it's unlikely to have a huge impact on companies that have developed genuine relationships with influencers or partnered with people who are authentic to their brand. “Essentially, it will require brands to focus on fostering community rather than surface-level content ...

Surprise & Delight

... product gurus). Designer Box subscribers receive a unique object credited to an international “design star” each month.Svscription, a luxury subscription service for men, curates boxes around a specific theme (such as leisure, study, or travel) every month. One special edition tapped New York photographer, illustrator, and author Todd Selby to curate a box around a theme that he knows well: Home. Around the country, arts organizations are offering their own versions of CSAs (community-supported art ...

Pro-LGBT

... Brands are showing support for LGBT rights in their marketing efforts.The LGBT community has a strong and vocal advocate base among today’s young consumers. For Gen Ys and Zs, LGBT rights—and, namely, marriage equality—represent the next frontier of social progress. For younger generations, formerly “sensitive” issues of homosexuality and transgendered identity are not issues at all. This unprecedented openness has been reflected across media, where gay, lesbian, transgender, and transsexual ...

All The Feels

... about gender inequality, 62% in the U.S. and 66% in the UK about racism, and 43% in the U.S. and 46% in the UK about prejudices against the LGBTQ+ community. Zs aren’t waiting until they’re older to consider such issues; their empathy inspires them to pay attention and take action now. Already, 30% of U.S. Zs and 20% in the UK have volunteered their time, and the numbers are significantly higher among Trendsetters (63% and 52%, respectively), and 22% of Zs in the U.S. and 24% in the UK have donated ...

Culture Spotlight On Mexico

... , orange, lime, and lemon, the soda found a following after the region had difficulties with its supply of Coke, but the alternative has become the mainstay. The growing popularity of the drink not only suggests that young people are seeking a more natural and healthy lifestyle, but they also want more local products and to support their community.74% of Mexico’s youth cannot go a day without listening to music, and this increases to 79% among women compared to 69% of men.7 in 10 Mexican youth agree ...

TasteMakers

... dined at a renowned upscale restaurant. It suggests they’re more in-the-know to have discovered a hidden gem and that they’re more connected to their community—a factor that’s increasingly important to modern youth as they seek meaningful offline experiences. In fact, knowing about eateries in their neighborhood and being the person to whom their friends turn for restaurant recommendations has become a prized form of cultural currency.A TASTE OF LUXURYAs youth prioritize food and ...

Hi & Buy

... force behind the evolution of retail. They desire shopping situations that feel like events, and seek connectedness from brands that prioritize Community > Commerce and offer entertainment through What’s In Store. Gen Zs appreciate such “shoppertainment” from in-person shopping experiences; 41% of Trendsetting Zs in the U.S. and 32% in the UK like going to stores where they can just hang out, even if they’re not buying anything. As the first digitally native generation, Zs want the ...

Feedback Loop

... sticks. They want to discover where they excel early in life (see ProPlay), and they’re turning to their network for answers to help them get ahead. A 16-year-old boy in our study explained, “My top three social media sites are Twitter, Tumblr, and YouTube since they allow me to post my ideas and have them instantly critiqued.” With a community at the ready to give them feedback, Zs see no reason why they wouldn’t experiment with different interests and gain input. They’re willing to take the risk to ...

Justifying Fan Fic

... this recognition. And with more than 7.5 million fan fiction stories posted on writing community Wattpad in 2013, this growth shows no signs of slowing. The vast amount of fan content published online has inspired traditional publishers to embrace it as a profitable source of revenue. Last year, Simon & Schuster published Beautiful Bastard and its sequel Beautiful Stranger, both of which are reworked versions of Twilight fan fiction. Additionally, Penguin published The Submissive, another Twilight ...

No Joy in Division

... similarities than differences. Regardless of economic, racial, or social delineation, every member of society is affected by the same viral threat at the same time. Consumers have never been this dependent on one another, on the community-at-large, on the government, or on global cooperation for the good of public health. Consumers are attempting to connect cross-culturally and counting on one another to protect themselves, protect the most vulnerable, and eventually slow the spread. Due to these factors ...