A Defining Moment Mar 24, 2020 ... reports (including our Betterment Report) we see renewed energy around and interest in youth becoming experts on just about everything. This renewed focus on educating themselves is made especially poignant in an era where some youth feel it’s increasingly difficult to find any type of truth. Indeed, within the context of Covid-19, our Trendsetter community demonstrates a strong desire to get information from a “trusted” and reliable source. Many Trendsetters reported they were going directly to the ...
No Joy in Division Mar 21, 2020 ... adults are numb to political and social content, which has become commonplace on social media. A focus group participant noted that her friends believe that politics don't affect them. To them, going out of their way to unfollow or unfriend is just not worth the effort. Therefore, they are left with a sentiment of polarization paralysis—having to encounter this type of uncomfortable and even contentious content, but, nonetheless, scrolling onward."I talked to some friends and they're like, 'Oh ...
Would You(th) Care For A Cause? Mar 20, 2020 ... brands to enact the changes they wish to see in the world. This cohort views cause-driven brands as innovative because they grew up alongside the birth of cause-related branding, meaning they don’t take this type of action for granted. It follows that Ys believe in voting with their dollars, or using their patronage to enact change, and this means that on the flip side, the majority of Ys are ready and willing to pull support for brands that don’t espouse their same social causes and political ...
Category Lens Mar 18, 2020 ... polarization through the creation of echo chambers and information bubbles. A recent study by the Knight Foundation and Gallup cited increasing concerns over the role that technology companies play in democracy. On the other hand, youth today are two times more likely to say that technology companies can make a positive difference in the world than other types of companies. For technology companies, this push and pull informs the following category implications.How might tech companies educate their ...
The Impact Of Influence Dec 17, 2019 ... . When deciding to follow an influencer, nine in 10 youth in the U.S. and UK think it’s important that they seem like a nice person (89% in both countries), aren’t just trying to sell them something (86% in both countries), and make their day better/improve their mood (86% in both countries). Another 85% of youth in the U.S. and 83% in the U.K. believe it’s important that the influencers they decide to follow are trying to make the world a better place and are the type of person they’d want to hang ...
The Hive Mind Dec 16, 2019 ... spoke to in Cassandra’s qualitative research even considered themselves superfans of something at some point in their lives. In Cassandra’s quantitative research, we uncovered that 45% of youth in the U.S. and UK follow fandom/superfan Twitter/Instagram accounts (i.e., “stan” Twitter or “stan” Instagram). But regardless of if they themselves have participated in stan culture, modern youth view it warily, as they’re well aware of how this type of hive mind blindly operates (more on that below).I was ...
The New Social Order Dec 15, 2019 ... . To wit, 57% of U.S. Trendsetters and 48% of UK Trendsetters say they follow influencers to discover new products or services; that's nearly twice the number of youth overall in both countries, so there's plenty of room for growth here For companies, it's important to be aware of this space and look for creative ways to partner with influencers, which can expand a brand's reach and provide access to untapped audiences. This piece will explore the different types of influencers, the platforms they ...
Life For Like Dec 14, 2019 ... become a covetable luxury, as well as a status symbol, which ultimately speaks to the power of the influencer to proliferate these types of messages through social media. A FLAIR FOR THE DRAMATICDrawing back the curtain on one’s personal grooming routines only scratches the surface of just how much some influencers share about their private lives. YouTubers Liza Koshy and David Dobrik broke the news of their breakup in a viral video that’s amassed over 57 million views to date; Tati Westbrook’s ...
Over The Influence Dec 12, 2019 ... board in exchange for "exposure." Some hotels have publicly lashed out at influencers' entitlement, even banning them from their properties, while an LA-based ice cream truck owner posted a sign saying that influencers would be charged double, which quickly went viral. News of influencers asking for these types of excessive handouts don’t always sit well with consumers, as 62% of UK youth and 57% of U.S. youth say influencers are spoiled and 53% of UK youth and 49% of U.S. youth say influencers ...
Tips From The Influencer Industry Dec 11, 2019 ... . Similar to other areas of the digital media ecosystem, fraud is on the rise, with influencers finding ways to inflate engagement numbers or portraying their audiences as something they are not. Additionally, the cost to work with prominent influencers or even second tier influencers has risen dramatically in the past few years, putting an added focus on what the true ROI is for this type of marketing. Answers to these questions are still not easy to come by for brands.CASSANDRA: Are you seeing any ...
