Trends to Know Now: CBD, Borderless Culture & The State of Gaming

Our newest trend reports explore the big shifts young consumers are fueling, including the rise of CBD across industries, the increasing fluidity of global media, and the mainstreaming of gaming culture...

Ypulse's trend reports explore some of the biggest shifts young consumers are fueling. Our latest trends, CBD Infusion, Borderless Culture, and The State of Gaming, dig deep on products, media, and entertainment that are resonating with Gen Z and Millennials right now, and why they matter. These generations are seeing themselves as citizens of the world, looking for products to ease their anxiety, and changing the definition of gaming. We surveyed 1000 13-36-year-olds to get the real story on their attitudes, beliefs, and behaviors so each trend is filled with relevant data, real world examples, and implications for you.

Premium subscribers can access these trends today on the reports tab of Ypulse.com. (Not a subscriber? Click here to find out more about getting our trends.)

Here's a preview of the insights you'll see: 

 

      BORDERLESS CULTURE 

For Gen Z and Millennials, it’s a small world after all. The popularity of global trends, and content focused on other cultures and countries, is giving young consumers a new appetite for international media and more. Over half see themselves as citizens of the world, and the majority say it's important to stay up-to-date with global culture. Where content comes from, and even what language it’s in, is less important than its quality. At the same time, media and trends from other countries appeal because they provide windows into other cultures—something this globally-minded group craves. An influx of both imported and globally-focused music, TV, movies, and more has made their borderless culture perspective all the more…

 
 

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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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