No Joy in Division Mar 21, 2020 ... See how social and political polarization is impacting how youth approach their personal relationships, their consumption of news media, and emergent cultural events.Society-at-large is increasingly polarized, which greatly affects the attitudes and behaviors of today’s youth. Between black and white, rich and poor, and young and old, consumers feel more distinct and divided than ever. When consumers identify themselves with certain labels, they divide the world into an “in” group (us) and an ...
Would You(th) Care For A Cause? Mar 20, 2020 ... . We’re deep into the age of brand “wokeness,” and brands must continue to keep up with the times if they’re to connect with today’s young consumers. Brands getting involved in social, environmental, and political causes is a good thing. Bringing attention and awareness to various initiatives can educate consumers and in turn make them feel empowered to purchase from your brand, which is an overall positive experience for today’s youth who can feel powerless to enact larger systemic change through ...
Alternative Education Mar 19, 2020 ... this backdrop, there is a new opportunity for brands to pivot from supporting a cause to education about an issue. While this difference may be subtle, it provides a way for brands to remain involved in the causes and issues modern youth care about without adding to polarization by “picking a side.” Brands have an opportunity to set themselves apart by helping consumers educate themselves about causes and issues. The educational information brands provide can foster meaningful conversations, which ...
Category Lens Mar 18, 2020 ... consumers on inclusivity to lessen polarizing conversations and behaviors on their platforms? Gaming companies can consider including educational information around sensitive topics like gun control to ensure they are sending the message that they understand the importance of causes and they are not promoting polarizing behaviors through their games. What if online platforms promoted causes by offering easy to access educational groups that were moderated by selected hosts from within their ...
Venture Consumers Aug 15, 2013 ... investment pieces than on fast fashion, and using crowdfunding sites to help actualize the creative products they support. This generation has begun to express its desire to invest in brands, as well—and not just small, independent brands, but also large, established ones. Ys no longer consider themselves “just consumers,” but rather think of themselves as VCs—Venture Consumers—who contribute both creatively and financially to the concepts they most strongly believe in. For marketers ...
The New Social Order Dec 15, 2019 ... many eyeballs as possible. But for brands looking to change the perception of their company or get consumers to purchase products, partnering with endorsers who genuinely connect with the brand—and likely have a smaller following—is a better way to go. As the influencer economy has grown, a whole host of ancillary businesses have popped up to support it. There are a number of agencies devoted solely to managing influencers, although Lorenz estimates that only the top 1% of YouTube and ...
Life For Like Dec 14, 2019 ... empathetic and human, and influencers are the closest thing to a human brand. It follows that their behaviors and strategies can be a source of inspiration for brands looking to make a genuine connection with their consumers. THE SOCIAL EXCHANGEIn the early 2000s, the older subset of Millennials poured their hearts out on blogs like Xanga and Blogspot, which allowed them to connect with like-minded individuals, receive feedback and validation, and ultimately feel less alone. Blogs like these weren’t just ...
Over The Influence Dec 12, 2019 ... Young consumers have a complex and multifaceted relationship with the influencers they follow, especially in the wake of increasing influencer backlash. Brands need to understand this landscape in order to partner with influencers who can deliver the greatest ROI for their efforts and authentically connect with young consumers.Since the dawn of influencers, they've been loved, hated, and loved—to hate. People around the world have found style inspiration, wellness strategies, decorating ...
Influence Buy Category Dec 12, 2019 ... The following piece compares the influencer categories modern youth follow against the categories in which they make purchases to provide insight on how your brand can tap into new areas of interest and drive ROI.Cassandra asked young consumers about the influencer categories they follow, as well as the categories in which they’ve made purchases. The data from these two questions was analyzed to discover the correlations between the influencer categories modern youth follow and the purchases ...
Influencer Marketing Tips Dec 10, 2019 ... Check out Cassandra’s do’s and don’ts of influencer marketing and discover how your brand can reap the rewards and avoid the pitfalls of this direct-to-consumer marketing channel.Like ‘em or hate ‘em, influencers are an important channel through which brands can potentially reach millions of young, social media-obsessed consumers. Indeed, 72% of Trendsetters in the U.S. and 67% in the UK hear about new brands/products/services from an influencer (e.g., a post on Instagram, video on YouTube ...