No Joy in Division Mar 21, 2020 ... populations and contributing to a global solution to this healthcare crisis. Though current social and economic inequalities, such as racism towards Asian populations and the ease with which the affluent can secure the best healthcare, are at the forefront of the cultural debate during this heated period, we see consumers of all generations overarchingly eschewing polarity for the greater good.Though Covid-19 is happening at the height of societal polarization, the pandemic proves that we share more ...
Would You(th) Care For A Cause? Mar 20, 2020 ... generation of doers who are inclined to take matters into their own hands when they wish to make a change. In the wake of a collective loss of institutional trust, where are these youth turning instead? Some youth are turning to brands to enact the change they wish other systems would carry out. This behavior is predicated on the rise of the attention economy wherein young consumers value engagement with the brands they patronize—even if there is no monetary exchange happening between that consumer ...
The Hive Mind Dec 16, 2019 ... -consumer relationship from a wallet-based, transactional nature to an attention economy. With the knowledge that Ys and Zs measure their brand loyalty in factors outside of mere dollars spent, brands must keep abreast of trends in culture at large to avoid harmful consumer boycotts, which have financial implications beyond a tarnished image. Understanding cancel culture and, going beyond that, how to harness the hive mind (more on that below) will help prevent missteps in the first place and, should a ...
The New Social Order Dec 15, 2019 ... Trends across the influencer landscape are shifting—especially with the rise of micro-influencers who have more engaged, niche audiences—prompting brands to evaluate their specific goals when tapping into influencer marketing. The influencer economy is nothing new. For the last decade, influencers have been launching themselves into people's social media feeds, promoting a sunny, stylized version of their lives and pushing an astonishing variety of products—from sneakers and ...
Life For Like Dec 14, 2019 ... a space to gather around shared interests, but also tapped into a deep sense of voyeurism. (This instinct to peer into others’ lives is inherent to human nature and has been increasingly satisfied with the boom of reality TV shows and creation of social media platforms, which give viewers extraordinary access to people’s private lives.) Today, the proliferation of new media platforms like YouTube and Instagram and the birth of the social media influencer have created a new ecosystem where ...
Over The Influence Dec 12, 2019 ... explore the darker side of the influencer ecosystem and look at the current state of backlash, providing insight into what's overblown, what to watch out for, and how companies can maximize their relationships with influencers to boost their brands and take advantage of the good while avoiding the bad. INFLUENCER BACKLASH: A SHORT HISTORYFrom the beginning, influencers have stoked controversy. But as the space becomes increasingly saturated, the critiques are expanding and heating up. Back in 2016 ...
Tips From The Influencer Industry Dec 11, 2019 ... . Similar to other areas of the digital media ecosystem, fraud is on the rise, with influencers finding ways to inflate engagement numbers or portraying their audiences as something they are not. Additionally, the cost to work with prominent influencers or even second tier influencers has risen dramatically in the past few years, putting an added focus on what the true ROI is for this type of marketing. Answers to these questions are still not easy to come by for brands.CASSANDRA: Are you seeing any ...
Feel The Burn: Understanding Modern Burnout Sep 24, 2019 ... dismiss their exhaustion as an incapacity to cope with hardship—for indeed, every generation experiences burnout at some point in their lives. However, before one attributes modern youths’ attitude to their fractured mental, emotional, and physical state, it’s important to understand how shifts in the workplace and the economy, as well as the 24/7 aspect of modern life, have created a culture of work different from that of previous generations—one in which burnout seems inevitable.In the ...
Over Stimulation Sep 20, 2019 ... is echoed in Jenny Odell's recent book, How to Do Nothing: Resisting the Attention Economy, in which she argues that people should take time during the day to do activities without considering whether or not they're "productive." Her research into the attention economy—and how lucrative it is for companies—dovetails with the idea of "attention merchants," which Tim Wu wrote about in his 2016 book of the same name. He defined the concept as companies whose business models were built on ...
High Society Sep 17, 2019 ... fears about things like the environment, politics, and the state of the world in general, and economic instability—is almost shocking at first glance, but less so once you factor in that for many modern youth (and Ys especially), institutional distrust has caused some to turn away from thinking that governmental, religious, or educational institutions have their best interests at heart. Almost expecting that these institutions will no longer protect them, youth are turning to the brands they ...