A Defining Moment Mar 24, 2020 ... CDC (and to a lesser extent, WHO) to obtain basic information on COVID-19. Traditional news outlets and social media were also cited, but with notably more skepticism. “I don’t 100% trust the news, as I feel like the media has sensationalized [Covid-19]” MARIANA, 27, FLCATEGORY IMPACT: INITIAL WINNERS AND LOSERSUnsurprisingly, near-universal changes in terms of hand washing and other personal hygiene habits are reported by both cohorts. Many young people talk about the disappointment of canceling ...
Live, Not Buy: Gen Z Activism Mar 22, 2020 ... . Because Zs have been raised to be politically aware and inherently have a lack of confidence in traditional institutions, they’re not necessarily relying on traditional channels to enact change. Rather, they’re making personal choices that align with their values in the belief that everyone should do their part to make the world a better place. Zs have grown up exposed to a 24-hour news cycle and a constant slew of news and issues to worry about, making them quick to filter what deserves their time ...
No Joy in Division Mar 21, 2020 ... %, respectively) have stopped interacting with or "defriended" people they know whose political views do not align with their own.Which of the following, if any, is true for you? I have stopped interacting with or "defriended" people I know whose political views do not align with my own | I have stopped interacting with or "defriended" people who are too vocal about their political views SOURCES OF AWARENESS Today’s savvy youth are using a variety of resources—in-person and IRL as well as traditional ...
Would You(th) Care For A Cause? Mar 20, 2020 ... traditional governing structures. And yet, there is a darker underbelly to brand activism. It’s 2020, and the brand-consumer relationship is more transparent than it’s ever been. This means that consumers are more aware of corporate efforts to ingratiate themselves with consumers, especially when it comes to standing up for causes a brand might not otherwise be inclined to commit to. The rise of cancel culture within the age of information overload and overexposure has shifted the balance of power in the ...
The New Social Order Dec 15, 2019 ... influencers and note that even within the broad buckets, there are degrees of stratification. Celebrity endorsements are the most straightforward, although even that's become a bit more nuanced in the Instagram age, as everyone ranking from A-List to not-even-D-List can get paid to push products to their followers. Defining an influencer gets more complicated, especially since many traditional celebrities have become influencers, while influencers themselves have morphed into celebrities for Ys and Zs ...
Over The Influence Dec 12, 2019 ... the content is appropriate or not, the platform has tended to demonetize wide swaths of creators who had previously been making money by running ads. As Vox noted: "These days, a career making money via AdSense dollars alone is increasingly implausible, and now YouTubers often aim to transition into more traditional forms of entertainment, or supplement their incomes through merch, sponsored content, or crowdsourcing."Instagram Hiding Likes Instagram announced this fall that it's experimenting ...
Influencer Marketing Tips Dec 10, 2019 ... tactics and that may even resonate on a deeper, personal level. With this in mind, brands stand to gain consumer trust by tapping into the “Instagram versus reality” trend born of the overshare movement, subverting traditional (and highly-stylized, ultimately unrealistic) marketing that no longer resonates with young consumers. Thoughts For Implementation: Give your consumers the behind-the-scenes access into your brand world that they crave—bonus points for making it entertaining AND ...
Global Influencer Trends Dec 09, 2019 ... . - China: From “Key Opinion Leader” to "Key Opinion Consumer” - Luxury brands in China have long relied on Key Opinion Leaders (essentially celebrity influencers) to promote their products. But that's starting to change as Chinese consumers become more skeptical of traditional endorsements and celebrity scandals tarnish global brands. Instead, some brands are leaning on Key Opinion Consumers, "whose value is based on their relatability and trustworthy nature." These KOCs often have just a few hundred ...
Set In (E)motion: The Guide to Gen Y Burnout Sep 23, 2019 ... help them in this endeavor, brands would do well to provide the support systems that traditional and governmental institutions have undermined. Think about how your brand can establish that kind of infrastructure by incorporating the following elements of an institution: creating a community of support, helping Ys plan for an uncertain future, and protecting these consumers wherever possible.MENTAL BURNOUTThough Zs are actually more likely to overindex on mental burnout, Ys are also checking ...
Peace Of Mind: The Guide To Gen Z Burnout Sep 22, 2019 ... . Nearly half of Zs in the UK and 42% in the U.S. say that mental health as become more important to them in the past year. Indeed, this cohort is experiencing the highest levels of mental illness, with suicide being the number two leading cause of death among teens in the U.S.Contributing to their sense of mental burnout is the distrust this young cohort has in the institutions—from the government to schools to religious institutions—traditionally charged with people’s well-being. Unlike ...
