- Apr 28 2020
Before the pandemic, these trends were already reshaping Gen Z and Millennials’ behavior. Now, they’ve been accelerated by the crisis…
- Feb 20 2020
As tech brings us closer to a Black Mirror reality, are there limits to what young consumers want in their worlds…
- Jun 30 2020
Canopy Growth wants to be the “Unilever of weed.”
Canopy Growth wants to be the “Unilever of weed.” YPulse’s Cannabis Infusion report found that 59% of 18-36-year-olds say that CBD should be more mainstream—and cannabis company Canopy Growth is working to make it happen. Through collaborations with Martha Stewart, Drake, and Seth Rogen, the company is hoping to “get to the gatekeeper” at major convenience stores, big box retailers, and even local shops. With a focus on wellness and recreational brands in collaboration with famous names, they plan to become a “global CPG company.” (Fast Company)
- Jun 09 2020
The video game industry is being criticized for showing solidarity with the Black community “too little, too late.”
The video game industry is being criticized for showing solidarity with the Black community “too little, too late.” Sony, Microsoft, Nintendo, and Activision have all put out statements of solidarity with the Black community, but they’re being accused of doing just the “bare minimum” and for releasing “clueless and hollow” statements—that critics say are not specific enough about how they’ll be contributing, or “further plans for direct action or lasting changes.” Those criticizing the gaming industry are also calling them out for past silence and not confronting their own complicity in the issue. (VICE, The Verge, Forbes)
- May 27 2020
What are TikTok cults?
What are TikTok cults? In the last few weeks, “cults” have been emerging on the popular app—a term for an “open fandom” revolving around a single creator (or “cult leader”). The most prominent cult, Stepchickens, was formed by Melissa Ong (@chunkysdead), and has more than 1.8 million followers. Ong’s followers refer to her as the “Mother Hen,” show their loyalty by changing their profile photos to an image she selected, and wage comment battles on other influencers. Rival cults like The Jeffs, The Weenies, Babbages, The Flamingos, Duck Sanctuary, the #YeeHawSquad, The Griswolds, and many more have started to emerge, resulting in a cult “war.” (NYTimes, Distractify)
- May 27 2020
Cottagecore is Gen Z’s way of coping with the pandemic.
Cottagecore is Gen Z’s way of coping with the pandemic. Young consumers have pivoted to new fashion trends in response to quarantines, and cottagecore “is an aesthetic on the rise.” Cooped up teens who want to indulge in the fantasy of being “soft and domestic” and get caught up in picking flowers, cooking, cleaning, and “daintily” decorating their homes are attracted to this comforting content, which has over 212 million views on TikTok. For many, it’s not necessarily a realistic lifestyle for them, but images of “pressed lilacs, frilly dresses, moss covered trees and thatch-roof cottages” provide a combination of escapist fantasy and self-care. (Study Breaks)
- May 08 2020
2000s nostalgia is having a moment as young consumers turn to older times for comfort during the pandemic.
2000s nostalgia is having a moment as young consumers turn to older times for comfort during the pandemic. As the pandemic continues to force young consumers to “stand still,” they are turning to content from the early 2010s for the “feelings associated with them.” For some, going back to the music, movies, and even the Tumblr aesthetic of those times is comforting during uncertain times. And because we now live in a TikTok world, it’s even reached the app as users participate in the Bop or Not challenge where users rate “early 2010s indie pop coming-of-age songs” from bands like Matt & Kim, Phoenix, and M83. (Vox)