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Macrotrends

K-Pressure

... Ys in Asia are facing tremendous stress about societal expectations, creating a need for products and marketing that calms them and helps them cope.South Korea’s postwar economic boom and rapid industrialization has been aided by the government’s heavy investment in its young population. Young people are understood to be of critical importance to the country’s future; in fact, they are its very foundation. As young South Koreans have risen to be among the top performing students on ...

Overboredom

... Gen Zs’ fear of boredom is shaping how they spend their downtime and how they’re beginning to approach entertainment, marketing, and their relationships and careers.Whereas gluttony is Zs’ vice of choice, sloth is the “sin” they avoid the most. As an entrepreneurial generation that grew up with constant access to digital tools and information to help them learn, explore, and entertain themselves, Zs feel that there’s no excuse for a person to be idle or bored today. They’ve taken the adage ...

Less Is Morality

... mental challenges offered by entertainment, which they see as a safe platform for contemplating complex problems. Consider how your brand can give them a means to further the conversation, whether that be by providing a digital space for dialog or a mechanism for displaying their chosen side of a dilemma. Exploring moral challenges is a form of entertainment for modern youth. Think about how your brand’s marketing and advertising can tap into this mindset to ...

Pop In

... connected. Moreover, young people are more inclined to share content from a brand when it features their image as it's more personally relevant, and as they do so, they're marketing on brands' behalf.Rising StarsGlobal youth have increased their involvement in popular culture in recent years and they're eager to do so to an even greater extent. Indeed, 62% of global youth prefer popular culture that is immersive over that which is passive, and this is especially true in Indonesia (83%), China (79%), and ...

Next Gen Brand Loyalty

... , who not only want to see people of all shapes, sizes, colors, and physical abilities included in marketing and advertising, but expect it; embracing diversity is not a nice-to-have but a necessity for brands today. Ys, who prioritize spending on experiences over products, also look for brands that engage consumers with IRL events and activations. GEN X Gen Xers are more likely to be brand loyal than younger generations, and are less willing to make changes in their ...

Risk Management

... “slackers” and “punks,” and older generations see Gen Y as being “entitled.” Gen Z will be no different in challenging the status quo, but they have yet to earn a negative perception in the eyes of older generations who are hopeful that they’ll not be as disruptive as the stigmatized Millennials. In fact, brands and businesses have been eagerly awaiting the arrival of Gen Z because they’re eager to move on from the challenges presented in marketing to and working with Gen Y. This may be why society is ...

No Joy in Division

... ). However, exposure to extreme polarization can leave youth feeling burned out, thus giving brands an ideal opportunity to offer an oasis of neutrality by, again, educating consumers on the issue in general, instead of taking sides.Brands that react calmly and with agility amidst the chaos will prevail. Those who rise above paralysis, promptly pivoting their product and marketing strategies, will deepen loyalty among existing consumers and engage new audiences. Brands cannot just speak to their own ...

Supply & On Demand

... U.S. teen Zs particularly likely to feel this way. As big data, niche interests, IRL experiences, and peer influence converge in the new Supply & On Demand model, producers and distributors will no longer be able to buy the success of entertainment properties with marketing and promotion dollars; rather consumers, as the new arbiters of taste, will ultimately decide their fate.Technology and culture have increasingly evolved to put the control over entertainment into the hands of ...

Future Of Fashion & Retail

... Balance teamed up with marketing agency VML to identify exceptional outliers to baseline fashion trends in an effort that supplemented the footwear brand’s latest marketing campaign, “Be The Exception.” On the first day of New York Fashion Week New Balance set up a physical activation where high-tech cameras, which were powered by a machine-learning algorithm that VML developed to gather visual information and pinpoint anomalies among aggregated data, were set up at a booth located in the fashion ...

Show Your Emojins

... communications. Marketers could create sets of branded emojis for text message marketing, present information through strings of characters (as Bon Appétit did in creating an emoji recipe), or host contests and quizzes that enlist consumers to decode emoji messages. Given emojis’ mass appeal, there’s ample opportunity for brands to use the symbols outside of digital communications, too, whether in art, music videos, or even on products. We expect emojis to continue to pop up across cultural categories ...