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Macrotrends

Life For Like

... the UK, as well as half of Trendsetters in both countries (55% and 52%, respectively), say they follow influencers for the entertainment/drama. The influencer tendency to overshare personal drama has bled into social media marketing, especially for fast food brands, who have used their platforms to start beef with other brands and subsequently drum up attention for new products. For example, Popeye’s and Chick-fil-a got into a Twitter feud over the best fried chicken sandwich—a back-and ...

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 ...

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 ...

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 ...

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 ...

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 ...

Men Today

... their children’s lives than ever before: Just over a third of male respondents with kids say they handle the bulk of the parenting responsibilities, with another 44% saying these duties are shared evenly between them and their partner. Two-thirds agree that parenting and household responsibilities should be shared evenly between partners regardless of gender. But this new truth is rarely reflected in entertainment or marketing, where the old gender clichés hold fast. Thirty-six percent of men say ...

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 ...

Fempowerment

... . However, this attitude is now more of a rarity than the norm. As the term popped up on Zs’ radar and they grew to understand what it meant, they became the driving force of this changing mindset to the extent that many consider it a given to be a feminist. They’re now looking for brands to further their feelings of Fempowerment and spread it among society at large, as evidenced by their praise of marketing initiatives that highlight women’s confidence and strength. For brands, it’s important to ...