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Macrotrends

Culture Spotlight On China

... significant artifacts, with spectators voting on their favorite. The show is incredibly popular, driving youth's interest in public museums and even leading them to use a number of heritage-inspired filters on social media. And in May, videos featuring ancient Chinese artifacts dancing quickly became a viral hit, as did memes of China’s cultural relics. Released by one of China's top apps Douyin (known as Tik Tok outside of the country) in partnership with the National Museum of ...

The Global Retail Landscape

... The global map of retail is the most expansive it’s ever been, stretching across multiple online and IRL touchpoints, prompting brands to innovate their strategies to cut through the noise and directly reach modern young consumers.The retail footprint is larger than ever, with in-store experiences, online retail, and the rise of social media shopping spurring its rapid growth (see The Global Map Of Retail below). The retail space has also seen the arrival of next-gen brands coming from new ...

Global Digital Trends

... risen to fame via social media and their notable followings serve as proof that they wield as much clout as human celebrities. The rise of CGI influencers is more than just a marketing stunt; A.I. influencers have the potential to become serious money makers. For example, the virtual Instagram influencer Miquela Sousa has already earned partnerships with Giphy and Prada. The hyper-realistic 19-year-old Brazilian-American CGI human is the brainchild of Brud, a LA-based tech startup specializing in ...

Next Gen Brand Loyalty

... that their relationship with consumers will look different depending on if the consumers are Baby Boomers, Gen Xers, Gen Ys, or Gen Zs. The sheer volume of brands available today—and the unprecedented access consumers have to them, with online shopping, global reach, and social media—has disrupted traditional brand loyalty, wherein a consumer found one brand they liked in a category from the limited selection that was available at the time and stuck with it. Such limitations no longer ...

Culture Spotlight On Japan

... ;camellia oil and oleic acid. Eat It Up: Oversized Food Is Catching OnThe “dude food” trend that originated in the Southern U.S. has made its way into Japanese cuisine. This style of food is based on high calories, big portions, and, of course, eye-catching social media fodder. The Japanese version showing up in restaurants is inspired by Japanese Izakaya bars, a casual style that involves a lot of deep-fried items and larger portions. Lighter options like sushi and miso soup have ...

Side Buy Side

... their friends are doing regularly and what brands they favor than were young people in previous decades. Just by mindlessly scrolling through social media, they can see which companies, products, and places their friends support, from those they follow and the posts they like, to those they include in their updates and mention in their Venmo feeds. Additionally, targeting methods show them what their friends follow and like, which amplifies such people's influence. Although it's good news for ...

Shop Talk

... their tech habits. Whether they get a text from a friend about a new product they love, receive an email blast from a store advertising a sale, or just scroll through social media and see all the brands tagged in their feed, the passive ability to find interesting items—and ones targeted directly at them, whether it’s by a friend’s recommendation or an algorithmic result based on the accounts they follow on social media—is another reason why shopping and buying are separate in youths ...

Over The Influence

... check your social media feeds, fleeing, changing, repeating . . . It’s all pretty embarrassing." (The magazine's editors were then criticized themselves for being elitist gatekeepers.) At the time, this reaction was a common one within the fashion industry, whose members felt like influencers were trying to position themselves as experts and were gunning for their jobs. Eventually, the dust settled and a sort of truce emerged: influencers became a key component of the fashion industry, while editors ...

Gen Z Micro Trends

... Trends pertaining to gaming, reading, and news are developing based on Gen Zs' digital access and social media behaviors. - #GameNight - Game night has evolved in the age of social media as Gen Zs are increasingly sharing the experiences of the physical games they play with their social feeds. The performative aspect of analog games is more important than ever, as it's no longer just players who need to be entertained but also their online followers. A new crop of games help Zs bond with those ...

Defining Generations

... Boomers, Gen Xers, Gen Ys, and Gen Zs experienced as they grew up. Within each wheel, adjacent external values work together to inform their internal values. For example, the convergence of tech advancements, such as smartphones and tablets, and pop culture trends, such as the rise of YouTube stars and social media influencers, during Gen Zs' adolescence have informed their internal value as creators. With these wheels, brands across all verticals can develop a deeper knowledge of each generation and ...