A Defining Moment Mar 24, 2020 ... other shifts may turn out to be relatively short-lived. Leveraging our knowledge and perspective from studying young generations for the past 20 years allows us to take the long view into how Covid-19 will impact Gen Z and Millennials, their values, their behaviors, and even how culture moves forward and evolves from this. We already know that there will be a strong desire for a return to normalcy after such a disruptive event, and many of the characteristics and values that have defined Gen Z and ...
OK, Boomer! Mar 23, 2020 ... of a new era of accelerated polarization delineated by generation? How will this intergenerational conflict affect the consumer landscape—and what do you need to know to stay ahead of it?Intergenerational tension is nothing new, particularly in the U.S. As each generation comes of age, they are often apprehended with a healthy dose of skepticism. Baby Boomers were once considered the counterculture as they drove and reacted to events around them, seen in how many flocked to Woodstock to ...
Live, Not Buy: Gen Z Activism Mar 22, 2020 ... activism, as well as their expectations when it comes to taking up a cause. Ys and especially Zs, who have never known a time without the internet, have learned to curate their digital personas. They’ve also grown up in a social climate where crafting your identity—such as sharing your gender pronouns, race, ethnicity, or sexuality—is the norm, and a part of socialization. To them, everyone comes with a “profile.” Consider the Facebook trend that allowed users to add a frame to their ...
No Joy in Division Mar 21, 2020 ... their relationship to media, brands, and beyond. GETTING PERSONALPolarization can be highly personal for today’s youth. Indeed, nearly one in five Trendsetters in the U.S. (18%) say that they have stopped interacting with or "defriended" people they know whose political views do not align with their own, and one in 10 UK Trendsetters (12%) say this as well. While this is less than a majority of Trendsetters in the U.S. that report this kind of behavior, they are still twice as likely to “defriend ...
Would You(th) Care For A Cause? Mar 20, 2020 ... Zs know a company is going above and beyond to support an issue, they’re more apt to shrug off the knowledge that a brand is simply standing for a social cause or issue.Zs want to know what brands are actually doing about the causes they trumpet, while Ys are just happy that brands are making promises to craft change through commerce.When it comes to Ys’ and Zs’ actual, active support of a brand, seven in 10 Ys and Zs in the U.S. (73% and 72%, respectively) say they’re more likely to support a ...
Alternative Education Mar 19, 2020 ... to many as ingenuine that she would announce being queer at a time when it would benefit her career to do so (her use of the word “queer” created yet more backlash). For a brand, aligning with a cause has to feel genuine to young consumers. Nearly half (45%) of U.S. and UK youth have stated that they are irritated when brands align themselves with a cause that is not a logical fit for the brand. They have to know that you are not getting behind a cause for self-serving reasons, but because it is ...
Category Lens Mar 18, 2020 ... opposite stances on polarizing matters, allowing their consumer to truly feel empowered in choosing to align with a cause based on knowing an equal distribution of information? Or with every article/film that is dedicated to one side of a polarizing issue, it offered an article/film at the end that was dedicated to the other school of thought? What if entertainment brands offered a challenge to its audience? What if it asked something specific of them? For instance, if you spend two hours watching a ...
The Impact Of Influence Dec 17, 2019 ... the know about what’s going on in culture. In this way, influencers can act as more than mere channels to have actual influence over the people who follow them. And as Zs’ upbringing has shaped them to value influencers on a level that is on par with other relevant sources of entertainment and information, we can predict that influencers will maintain value among Zs as they age.While it’s true that influencers can possess real influence over their followers and serve a greater purpose than being a ...
The Hive Mind Dec 16, 2019 ... Monsters.Ariana GrandeHer stans are called Arianators, and just as a side note: they’re really supportive.Mariah CareyA Mariah Carey fan is a Lamb. As a group, they're known as her Lambily.BTSK-pop boy band BTS fans are the ARMY (sometimes stylized as A.R.M.Y).Taylor Swift The country crooner knows her Swifties have her back.Nicki MinajThe rapper’s fans are the Barbz, and they’re ruthless towards those who would attack their queen.All fandoms, regardless of category, are similar in that they retain a singular ...
The New Social Order Dec 15, 2019 ... Ronaldo can reportedly make as much as $1 million per post (all have follower counts close to or more than 150 million); models like Bella Hadid and Emily Ratajkowski have around 24 million followers and bring in around $80,000 per post; and chefs like Jamie Oliver and Gordan Ramsey have around 7 million followers and get close to $20,000. That's just a taste of what well-known celebrities can command for a single post, but these endorsements are out of reach for many brands and, frankly, not always a ...