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Macrotrends

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 ...

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 ...

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 ...

The State Of The Sub/Urban

... cities and suburbs become more and more alike, this will change the nature of how people live their daily lives and require brands to adapt by offering the elements from the opposite environment to young consumers and by accurately representing these places in their marketing and entertainment. Making Cities More SuburbanHalf of mainstream and Trendsetting young adults in the U.S. and the UK say living in a city is overwhelming, with those who currently live in a city being equally as likely as ...

Transgender Activists

... more important than ever to advocate for transgender rights, in the same way that young consumers are. Indeed, as Time magazine declared last year, we’ve reached the transgender tipping point, noting it’s the next movement in civil rights. Marketing that celebrates such individuals is rare right now, but the companies that stand up for equality and reflect young consumers’ ideology will earn their admiration and loyalty. As a highly accepting generation, Zs don’t consider inclusivity merely an ...

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 ...

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 ...

Transgender Voices

... The rising profile of transgender people, as seen everywhere from entertainment to marketing, is starting to drive societal acceptance.In recent years gay culture has been increasingly celebrated, both in terms of legislation and media representation. Young people are rallying around the causes of gender and marriage equality, and they praise figures who represent and support the gay community. But society is nonetheless far behind when it comes to accepting transgender individuals, and has ...

Gender Flipping

... A new movement highlights the absurdity of gender norms through gender reversal.The hallmarks of gender-targeted marketing are so well established and pervasive that even an educated consumer can become desensitized to their silliness, sexism, and built-in stereotypes. A new trend has thus emerged with the intent to draw attention to the pervasive gender bias almost universally presented across marketing and media. Called Gender Flipping, this trend highlights the absurdity of what we take to ...