Unicorns, Minimalism, & 3 More of 2017’s Top Trends

These five Millennial trends of 2017 fueled young consumer interests, marketing, products, and impacted multiple industries this year…

We constantly keep tabs on the trends that young consumers are fueling, some brief and some lasting. Here are five that made a lasting impression this year, impacting multiple industries, marketing, and interests:

INSTAGRAMMABILITY

It was the year of the  Unicorn Frappuccino, when food, places, products, even colors had the potential to become viral phenomena—and moneymakers—thanks to the power of the perfect social media shot. This year, Instagrammability became a currency for brands, and finding the perfectly picturesque an increasing motivator for young consumers, influencing the places they visit and the brands that they buy. More brands began facilitating Instagrammable moments, with events, products, and campaigns focused on providing the best post possible—and our research on the trend found that 56% of 13-34-year-olds like it when brands create things designed to be shared on social media. We saw brands like La Croix and Halo Top credit Instagram for their success, and the trend of restaurants designed with Instagrammability in mind took off as well, creating photograph-worthy dishes, and installing details like neon signs and tile floors with hidden messages as “Instagram bait” to earn some free press. Disney cashed in on the trend, producing a continuous stream of Instagrammable products at their parks that went on to become social media hits, including Baby Groot bread and sparkly rose gold Minnie ears. Experiences like the Museum of Ice Cream and The Color Factory became hits thanks to their “selfie factory” design. Creating products and spaces with the end photograph in mind became more important than ever as social media and the pursuit…

 
 

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The Newsfeed

Quote of the Day: “The [financial] industry has been slow to adapt to the ways in which young people want to be communicated with and to communicate with each other.”—Ian Rosen, CEO, StockTwits (YPulse)

Instagram users can now purchase products without leaving the app. The platform’s shopping tags are evolving to allow users to check out directly inside the app from about 20 retailers using saved payment and shipping information. The move doesn’t just give Facebook a direct cut of each sale, but also allows the platform to collect data that they’ll leverage in their ad targeting. Instagram’s influence over young consumers’ purchases continues to skyrocket, and according to our Shoppability trend, 72% of Gen Z & Millennials are open to buying products on social media. (Recode)

Disney and MAC Cosmetics are debuting a nostalgic makeup line for Aladdin fans. The Disney Aladdin collection features lipstick, an eyeshadow palette, and bronzer in jewel and metallic hues that Princess Jasmine might wear with her bright turquoise outfit. The partnership is part of the lead-up to the live-action Aladdin’s debut, and isn’t MAC’s first time introducing fans to whole new worlds of Disney-themed cosmetics. In the past, they’ve also released Cinderella and Disney villains-themed lines. (Teen Vogue)

Google announced their ambitious plan to become “the future of gaming:” a cloud-based streaming service called Stadia. Gamers will be able to play across device (phones, TVs, tablets, etc.) without waiting for the title to load in a YouTube-connected setting. That means viewers can instantly play titles featured in videos and stream their own gameplay to YouTube—which could challenge industry leader, Amazon-owned Twitch. The Netflix-like service is set to launch this year. (The Verge)

Instagrammable dim sum is going global. The craze stared in Hong Kong, where Social Places serves up bao made to look like tiny pigs and charcoal custard bao filled with “a thick liquid that oozes out like lava,” introducing three or four new incarnations each month to keep customers coming back. Meanwhile at Disneyland Hong Kong, Crystal Lotus customers dine on buns that look like their favorite animated characters, including Frozen's Olaf. In the U.S., San Francisco’s Chili House and New York’s RedFarm are some of the first to take on the trend. (Bloomberg)

Netflix’s next choose-your-own-adventure series lets viewers chart Bear Grylls’ journey through the wilderness. Soon, Netflix viewers will have the chance to become outdoors experts from the comfort of their couches, as they make the survival show celebrity’s choices as he traverses tricky situations. Grylls himself says that he’s “giving viewers an all-access pass to explore the world and its landscapes in my boots” and that “For the first time, my survival is in your hands.” (THR)

Quote of the Day: “One of the biggest myths about Millennials is that they do not want to engage with human beings, especially if a chatbot, app, or a website can be deployed.”—Xiomara Lorenzo, Director, Society of Grownups (YPulse)

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