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Macrotrends

Living Experiments

... Living in a variety of environments has become a key aspiration for Ys who see doing so as a critical part of their personal growth in adulthood.The world has gotten smaller and more global due to technology, and Gen Y has developed a particular passion for experiencing the exotic and diverse locales they see regularly online and in the media. Past generations generally had to wait until they were older to be able to afford to visit the various destinations on their individual bucket lists, and ...

Retail 2.0: Incentivized Shopping

... handing over personal data about how they shop online, but they accept this tradeoff for Rakuten’s quarterly payouts. In this way, Rakuten receives its own incentives, making the reward-based relationship between Rakuten and its users symbiotic as opposed to one-sided. Rakuten also offers multi-platform rewards touchpoints that modern youth desire: they have a mobile app, the cash back browser extension, a physical cash back credit card, and even in-store cash back opportunities (once users link their ...

Culture Spotlight On Nigeria

... unlimited usage of select games, similar to the model used by streaming services. This model helps Nigerian game developers get their content noticed without having to pay for marketing on their own. For instance, Gidi Run was launched with telecom company MTN and is now played by 100,000 paying subscribers.Legal Duty: Music Piracy Problems ImproveWhile illegal sales of music is a problem plaguing artists around the world, nowhere is it as pressing as it is in Nigeria, where bootlegged albums ...

Fauxsumerism

... consumerism isn’t just about consuming; rather, it’s about the experience of and interaction with products. Gens Y and Z shop without feeling any need or compulsion to buy. Browsing (both online and off), trying and testing, pinning, wishlisting, and happening upon covetable products are enjoyable acts in and of themselves—they don’t require the “validation” of a purchase. In this sense, e-commerce has become its own form of entertainment. Browsing products on favorite sites and apps, discovery platforms ...

Gen Z Marketing Tips

... attention and admiration. - 1. Go live - Zs are increasingly drawn to live video entertainment, as evidenced by their usage of live hangout platforms to bond with friends (see Social Live) and their adoption of live video tools when shopping online (see Hi & Buy). Brands across all industries should tap into Zs' desire for such content, giving them entertainment to consume in-the-moment, so they can feel part of a shared digital experience. Toys "R" Us Given that the Toys "R" Us' mascot is a giraffe ...

Global Culture Marketing Tips

... to mark the release of the new line, and simultaneously brighten up the city. Subway stations were fashioned with Instagrammable artwork and limited-edition branded metro cards. Tiffany & Co. also built a new branded café at its flagship store, which helped boost hype around the brand. The marketing tactics paid off when the jeweler’s same-store sales beat expectations by rising 7% in the first quarter of 2018.Valentino’s Candy Stud Factory To mark the launch of its limited-edition  ...

Brand Mentorships

... -consumption they’re trying to avoid (see Buy Not). Shopping online during a launch isn’t necessarily a more attractive alternative since these retailers’ websites are notorious for crashing at the moment they’re needed most, leaving visitors incessantly refreshing the page. VISION AND VALUESThat’s not to say that consumers have outgrown brand partnerships entirely. But in order for such collaborations to resonate moving forward, the parties involved must be aligned in their vision and values ...

Culture Spotlight On Australia

... Kassell and Stanislava Pinchuk have also been extremely popular. Being able to put a personal twist on an item gives shoppers a sense of ownership and self-expression. Most of these personalization brands are primarily based online; most consumers are used to the delayed gratification that comes with online shopping and don’t mind waiting the extra week or so to receive a product that they feel they have had a part in designing. Sci-Fi Surge: A Genre To WatchAustralia has recently been ...

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 Turkey

... Government restrictions and the political climate stifle culture in Turkey, but youth embrace TV and nightlife as a means of escape.Turkey is experiencing a period of turmoil, but it continues to push ahead in both the entertainment and fashion industries. While businesses are willing to look abroad for success, the Turkish government has been on the defensive and has limited its international ties.Silver Screen Success: Turkish TV Dramas Soar Domestically & AbroadTurkey has become a ...