Gen Z

Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.

Gen Z Now and Next

Gen Z are stepping into adulthood carrying the weight of the world on their shoulders. Without the tools or role models to help them enact the change they want to see, they find themselves paralysed by paradox

Behaviours

Gen Z in India

India’s Gen Z are redefining tradition. Blending cultural heritage with global influences, their evolving values of sustainability, inclusivity and individuality are reshaping the consumer landscape

Markets

Gen Z Dating Futures

As consumers experience dating app fatigue, in-person social spaces, sports, and college communities are emerging as popular alternatives, making way for screen-to-scene connection

Micro Trends

Erotic-tainment

A backdrop of sex-averse culture is only making audiences thirstier, leading to an explosion of entertainment that brings smut to the masses

Micro Trends

Safe Hate Spaces

Showing off their most embarrassing petty grievances, a new wave of content creators are building safe havens to normalise and connect over the act of complaining

Micro Trends

Male Positivity

New cultural initiatives are re-examining masculinity by focusing on mental health, body image and depression.

Re-con Man : Masculinity : Mental Health

Big Ideas

Express yourself

London – Digital marketers are beginning to decipher what emojis reveal about consumer sentiment online.

Emojis : Emoji : Swyft

Big Ideas

Look twice

US – MTV is taking on rape culture in a series of online banner ads.

Brandstanding : MTV : Look Different

Big Ideas

Online viewers

UK – A Childwise 2016 television survey proves that children choose YouTube and Netflix over broadcast programming.

YouTube Generation : Netflix : Gen I

Big Ideas

Put to shame

US – One in seven Americans are happy with the way they look, according to a Yahoo Health survey on body positivity.

Yahoo Health : Body Shaming : Generation Z

Big Ideas

Muslim buzz

Global – Media company BuzzFeed dedicated a day to Muslim content on social media platform Snapchat Discover.

BuzzFeed : Snapchat Discover : Islamophobia

Big Ideas

Short and Sweet

Global – Hearst Corporation has created a straight-to-Snapchat magazine with brief articles and shoppable style advice for the scrolling gener...

Snapchat : Media Futures : Hearst Publishing

Big Ideas

A light fry

London – A new chicken shop in Tottenham is using fried chicken in a paradoxical twist to persuade the community to eat more healthily.

Fried Chicken : Fast Food : High-low Dining

Big Ideas

Getting real

Global – Weary of having to live up to idealised versions of themselves, Generation D and Millennials are creating private profiles on Instagram.

Instagram : Social Media : Finstagram

Big Ideas

Hangover cure

Global – HangoverApp uses geo-location technology to ensure certain photo and video content can only be viewed by a group of friends in the same lo...

Hangover App : Social Media : Instant Messaging

Viewpoints

Social media v self-validation

In the 21st century teenagers will have to deal with a new kind of growing pain: learning how to be a person online.

Essena O'Neill : Instagram : Insta-real

Big Ideas

Rfrsh yourself

São Paulo – Soft drink brand Sprite and Brazilian ad agency CUBOCC’s RFRSH na Lata Snapchat campaign creates connections between fans of the fizzy ...

Sprite : Snapchat : Generation Z

Macro Trends

Anti-authenticity Marketing

Tales of authenticity and heritage are leaving a bad taste in consumers’ mouths as brands mercilessly misappropriate these values and divest them...

Beyond Borders : Authenticity : Heritage

Big Ideas

Data marketing

World Retail Congress 2015 – Consumers are sharing their personal data more willingly than ever, but they expect to receive something in exchange.

Aimia : World Retail Congress 2015 : Data Privacy

Micro Trends

Mimicry Marketing

Marketers are mimicking digital behaviour in a bid to capture the attention of those online viewers who see ads as a nuisance to be skipped – or ev...

YouTube : Pre-roll Advertising : D&AD

Communities

New Beauty Consumers

Beauty, it is often said, is in the eye of the beholder. For five key consumer tribes with very different views about global beauty, this saying ...

Grooming : Consumer Behaviour : Beauty Routines

Big Ideas

Digital groceries

Global – Digital technology is redefining grocery shopping, according to a new survey by Nielsen.

Nielsen : FMCG : Groceries

Viewpoints

Frédéric Walter : Mirror Strategies

Customers don’t want to shop with big suppliers, says Frédéric Walter, creative marketing director at Givaudan

Givaudan : Fragrance : China

Design Directions

Breakfast Defectors

Using sameness as a starting point for inspiration, advertising agency Deutsch Los Angeles has imagined a dystopian world in which its client, Taco...

Taco Bell : Chasm Culture : Faction Marketing

Markets

The Future of Books

The physical book is back, and younger readers are keeping it alive.

Books : Penguin : Barnes And Noble

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