BRINGING CULTURE INTO FOCUS - SNAPSHOTS FROM AROUND THE GLOBE
Cassandra’s latest global report is here
It may seem impossible to feel more connected to global culture, domestic culture, local culture, AND one’s own culture all at the same time. Yet Gen Z is very comfortable with this “more is more” mentality - and see their impact on pop culture as positive and encouraging of social progress. Culture no longer exists as a binary choice for young people, and, in this post-global context, Gen Z works with a myriad of lenses and chooses how, when, and where to focus to make sense of the world.
In this month's report, Cassandra opens the aperture on Global Gen Zs and focuses on what this post-global context means for culture, business, and society worldwide. Here, we share a sneak peek of the report by spotlighting three emerging Gen Z & Alpha powerhouses making their mark locally, glocally, and globally.
YULEUM, SOUTH KOREA HIP-HOP MUSICIAN
Seventy of South Korean Gen Zs say they can’t live without music, and K-Pop is one of the country’s most recognized exports. Today, K-Hip-hop has also taken the country by storm. TV programs like “Show Me the Money” and HipHopPlaya have enabled hip-hop music to go mainstream in South Korea. Gen Alphas are getting in on the act too, with rising artists such as middle schooler Yuleum, who says his influences are mostly from the West, but it’s the rappers in his home country who have opened up the path for young artists like him.
LEO REICH, UK GEN Z COMEDIAN
In the UK, 81% of Gen Z agree that pop culture in their country has become MORE inclusive of LGBTQ+ culture. Self-described “perfect gay boy” Leo Reich, who at 23 years old has taken the UK comedy circuit by storm with his stand up show linked to his queer identity. The Guardian named it the number-one comedy show in 2022, and he was nominated for Best Newcomer at the Dave Comedy Awards.
— Gui, 22, Brazil (Cassandra Collective)
JOVEM DE EXPRESSÃO - BRAZILIAN MARKET EXAMPLE
Brazil is one of the countries most impacted by mental health disorders in Latin America, and 89% of Brazil's young population say they can’t live without caring for their mental health/wellness. As such, there has been a growing awareness and openness about mental health among young Brazilian people, and they are forming support networks and communities like Jovem de Expressão that provides resources addressing mental health issues, self-care practices, and personal development.
For additional information about this report and how to become a Cassandra Member, please contact michael.corti@cassandra.co or visit us here.