Global Influencer Trends Dec 09, 2019 ... . - China: From “Key Opinion Leader” to "Key Opinion Consumer” - Luxury brands in China have long relied on Key Opinion Leaders (essentially celebrity influencers) to promote their products. But that's starting to change as Chinese consumers become more skeptical of traditional endorsements and celebrity scandals tarnish global brands. Instead, some brands are leaning on Key Opinion Consumers, "whose value is based on their relatability and trustworthy nature." These KOCs often have just a few hundred ...
Set In (E)motion: The Guide to Gen Y Burnout Sep 23, 2019 ... /7 news cycle, and the rise of online ‘watchdog’ activity, among other factors), this cohort has become less trusting of the institutions that past generations were able to rely on, which is impacting their current emotional burnout. This is definitely a two-sided affair: Ys see institutions as becoming less supporting over time, leaving modern consumers, and Ys especially, to be gradually less trusting. For example, Baby Boomers overall had comparatively more trust in the military and believed ...
Peace Of Mind: The Guide To Gen Z Burnout Sep 22, 2019 ... them to escape from reality and engage in an activity that helps them zone out and rest their brains. WHAT BRANDS CAN DO ABOUT ZS’ MENTAL BURNOUT: Indeed, 76% of Zs in the UK and 64% in the U.S. believe that, in the future, all brands will need to consider consumers’ emotional/mental health in order to survive. Their overall mental burnout, as well as their institutional distrust, presents brands an opportunity to step in and provide the support that youth need. For Zs, brands that are transparent ...
Always Be Hustling Sep 21, 2019 ... youth you market to and your young employees: support their desire to work smarter and not harder in your messaging, internal practices, and resources. To go a step further, incentivize your young consumers’ patronage and brand loyalty to reassure them that, by engaging with your brand, they’re being smart with their time and money. - Entertainment Championing “Hustle” - MTV’s HustleMTV India recently debuted MTV Hustle, India’s first ever rap-reality TV show. The new competition series is hosted ...
Over Stimulation Sep 20, 2019 ... capturing consumers' attention and selling it to advertisers. In an interview with The Atlantic, Wu foreshadowed the current state of technology: "The attention-merchant business model is in constant need of growth, and the way it has grown historically is either to find new times and space where we’re not occupied or to more subtly exploit the time that is already there. That suggests that all the periods you now regard as refuges or escapes from your crazy life will inevitably become targeted, because ...
Free For All Sep 19, 2019 ... productivity and broaden their knowledge, brands should create content and messaging that helps these consumers maximize their productivity rather than burdening them and taking up their precious time.ZS’ FREE TIME = A GENUINE BREAKUnlike Ys, who feel apologetic for taking free time, Zs recognize the need for it. As a generation, Zs are highly self-aware and realistic, making them more likely to know what they are and aren’t willing to sacrifice when it comes to work or school—and genuine time to ...
To Your Heart's Content Sep 18, 2019 ... gravitating toward entertainment that allows them to zone out. To wit, 59% of youth in the U.S. and 53% of youth in the UK say they prefer entertainment that's mindless or just for fun, as opposed to something that's educational. This trend plays out in interesting ways—seen in everything from the rise of ASMR videos to the resurgence of Bob Ross—but the common thread is that youth are seeking out content that's plotless and under-stimulating, allowing young consumers to relax and take a break ...
High Society Sep 17, 2019 ... construct with these substances, which are being recognized more and more for their wellness properties. The rise of ready-to-drink CBD beverages is especially notable, as these drinks make it almost too easy for youth to get their daily dose of CBD without having to mess with measuring out tinctures or praying their CBD mascara gets absorbed transdermally. Brands like Recess and Dram Apothecary have led this charge, appealing to young consumers with their clean, aesthetically appealing branding and ...
No Money, More Problems Sep 16, 2019 ... won't have enough to retire.Even as wages have seen slow growth over the last decade, the cost of living has increased dramatically, and young consumers who haven't accumulated wealth and assets are impacted the most. The cost of college increased eight times faster than wages between 1989 and 2016; for the 2018-2019 school year, tuition, fees, and room and board averaged $48,510 at a private college and $21,370 at a public college. Housing costs, similarly, have increased much faster than wage ...
The Global Retail Landscape Jun 25, 2019 ... The global map of retail is the most expansive it’s ever been, stretching across multiple online and IRL touchpoints, prompting brands to innovate their strategies to cut through the noise and directly reach modern young consumers.The retail footprint is larger than ever, with in-store experiences, online retail, and the rise of social media shopping spurring its rapid growth (see The Global Map Of Retail below). The retail space has also seen the arrival of next-gen brands coming from new ...