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CASSANDRA SESSIONS: A RECAP

The Global Trendsetters Panel

Today, we’re recapping our Cassandra Sessions: Don’t Look Back event as we spotlight our Global Trendsetters panel. Guided by our seven Gen Z Trendsetters who find and start trends, make content, and thrive on innovation–we’re highlighting what they say will be tomorrow’s marketing needs. Read on to get the inside scoop directly from those who know best.

THE INESCAPABLE IDENTITY CYCLE

With media literally here, there, and everywhere, Trendsetters recognize its inescapable influence on youth’s identity. With subtle personal expectations of what one should (or shouldn’t) consume, and communities themselves reflecting back similar pressures, Trendsetters feel youth are in an inescapable identity cycle. As the quest to find one’s true self carries on, Trendsetters ask– are we consuming specific media because we want to or because we feel we need to? The solution (can you guess it?)– expand media representation!

GLOBALLY CONNECTED, BUT NOT TRULY INTERNATIONAL

Thanks to modern tech and internet expansion, Gen Z has the most worldwide connections of any generation. This connectivity allows youth to see, become interested in, and deeply learn about any and all countries– yet, Gen Zs don’t see themselves as a true international generation. Trendsetters are calling out the western world for “colonizing culture” as Gen Zs around the globe get into similar western trends because, frankly, that’s just what media is displaying. Trendsetters see a future where online interactions aren’t categorized by country, where Gen Z meets up in a metaverse cafe, and culture is no longer driven by any one location.

ALL VERSIONS OF EVERYONE, PLEASE

Trendsetters’ echo the essential need for brands to speak openly on topics that matter, like 2021’s record year of violence against Black trans women. Still, they’re calling out Gen Z’s desire for majorly varied and mixed light-hearted content, naming Schitt's Creek as one of the best! As one Trendsetter puts it, “[as a queer man,] i’m tired of gay men being at the forefront of the gay [media]… that was cool for the 80s, 90s; let’s do something different now.” Trendsetters loathe the idea of being pleasantly surprised to see differently abled bodies or non-binary individuals in media; instead, they’re looking for it to be so commonplace, they don't even notice. Knowing first hand media’s power to mold society, they’re seeking significant depth, breath, and nuance in all (yes, all) content and messaging.