- 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)
- May 05 2020
YouTube trends have shown a spike in everyday task tutorials.
YouTube trends have shown a spike in everyday task tutorials. According to the site, since mid-March, “with me” videos have seen a 600% increase in views, “at home” videos have had a 700% increase, and bread baking videos have seen a 260% increase (as stressed out baking has become a trend). Videos with the words “haircut,” “home,” or “how to” in the title have received over 56 million views. Well-being has also become a priority as “self-care” and home workout videos have climbed 515%, with Fitness Marshall and Matt Steffanina the most popular channels. YPulse’s COVID-19 special report found that 61% of 13-39-year-olds are watching YouTube videos in their free time. (USA Today)
- Apr 30 2020
The Met Gala might be cancelled, but fashion fans are bringing it to social media.
The Met Gala might be cancelled, but fashion fans are bringing it to social media. With the biggest fashion event of the year cancelled, Billy Porter and Vogue are starting the #MetGalaChallenge, asking fans to recreate their favorite past Met Gala look from home and share them on social media. But that’s not the only digital treatment the event is getting: High Fashion Twitter, which is comprised of “a group of Gen-Z students/hft users,” are hosting their own fashion party on the platform Guests “arrive” by sharing their outfit or art with the hashtag #HFMetGala2020. The event is inclusive and open to all (with almost 900 signed up to “attend”) and will raise money for the International Medical Corps. (NYTimes, Vogue)
- Apr 29 2020
Gen Z is getting even more into 2000s style and showcasing it on TikTok.
Gen Z is getting even more into 2000s style and showcasing it on TikTok. Popstars like Dua Lipa and Ariana Grande are wearing miniskirts, scrunchies, Claire’s shop-esque colorful accessories, and other Y2K-era inspo in their music videos, helping strengthen Gen Z’s 2000s nostalgia. After all, “’90s babies [have] matured into musical stardom and begun controlling pop music’s emergent trends.” Hair tinsel is even making a comeback, with #hairtinsel earning more than 1.6 million video views on TikTok, many of which are DIY tutorials. (NYTimes, Yahoo! Life)
- Mar 20 2020
Gaming soars as more young people find themselves indoors during the pandemic.
Gaming soars as more young people find themselves indoors during the pandemic. Young consumers’ media habits are being clearly impacted by the virus crisis, and according to a Verizon report, gaming has seen a 75% weekly increase since the beginning of March. Twitch saw a 10% surge in viewership, while online gaming platform Stream broke a new record when 20 million logged in at the same time over the weekend. During the same time, Nintendo and Xbox experienced hours-long server outages due to user overload. Even popular mobile games like Pokémon Go are modifying their format so users can play from home, and some developers are offering games for free to encourage young gamers to stay indoors. YPulse’s State of Gaming research found that 73% of 13-36-year-olds were already playing video games weekly. (Polygon)
- Mar 16 2020
Could esports fill the void left by sports cancellations?
Could esports fill the void left by sports cancellations? With sports organizations like the NBA, MLB, NCAA, and many more cancelling or postponing their games due to Coronavirus, leagues and networks are scrambling to move forward and find alternative ways to reach sports fans. But these cancellations coupled with people staying home and looking for entertainment could add up to big viewership spikes for esports. During the outbreak in China, the video game industry skyrocketed, with games like League of Legends and PlayerUnknown’s Battlegrounds twice as popular during the last few months compared to 2019. For networks with 24-hour sports broadcasts to fill and no traditional sports to air, as one former ESPN employee said, “it makes sense for gaming and esports content to be picked up instead.” (Adweek)