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: “[Animal Crossing Pocket Camp is] free to play, but it's loaded with a lot of content. It's super cute and relaxing.”—Female, 32, IL

PepsiCo needs to think small to compete with indie brands. Their new unit, The Hive, will be “a small entrepreneurial sort of agile group” to foster smaller brands and create new brands based on emerging trends. Unsurprisingly, The Hive is a response to consumers (ahem, Millennials) who are “demanding” healthier products and championing smaller labels. We continue to see big brands adopt startups, and startup thinking, as they navigate today’s competitive landscape. (Fortune)

Millennials and Gen Z are going to “extreme lengths” to share streaming passwords—and major platforms are losing millions. Magid research indicates that 35% of 21-35-year-olds and 42% of those younger than 21 share streaming service passwords, compared to 19% of Gen Xers and 13% of Boomers. One particularly amusing anecdote: the 20-something who uses the HBO Go login of a one-night stand from 2013. Though Netflix and HBO have both said that password sharing isn’t a problem, there’s no denying they are losing out on revenue—Hulu stakeholders estimated a loss of $1.5 billion yearly. (CNBC)

Wikipedia-branded streetwear has sold out. The site teamed up with LA streetwear brand Advisory Board Crystals for a “surprising” collaboration, and the resulting long sleeved tee emblazoned with “Internet Master” and Wikipedia’s puzzle logo was a success. All proceeds from sales were pledged to the Wikipedia Foundation, and the store is planning to restock “to make as large of a contribution as possible.” According to Ypulse Brandoms research, 60% of 13-35-year-olds say logos are back in style. (MashableThe Verge)

Fitbit’s new tracker is about more than just fitness. Though their smartwatch business is growing significantly faster than trackers, the brand “hasn’t given up” on their roots—and their newest model offers a range of features for wellness-focused users. While it, of course, tracks exercise and calorie burning, it also has built-in meditation, sleep tracking, and female health tracking. Since 96% of 18-34-year-olds tell Ypulse that taking care of their mental health is just as important as taking care of physical health, thinking beyond workouts could be a wise move. (Business Insider)

Amazon wants to steal away YouTube creators to bolster their own platform, Twitch. They’re reportedly offering multi-million dollar deals to influencers ranging from Gigi Gorgeous to Will Smith, hoping their large followings will follow them off of YouTube. So far, Twitch has 15 million daily users compared to YouTube’s 1.9 billion but Twitch’s SVP promises “a steady drumbeat of lots of new content.” They’re also reportedly looking to double their ad revenue in the next year, and their foothold on video games like Fortnite is sure to help. (Bloomberg)

Quote of the Day: "I love travel and finding the best deals on airfare. Hopper really helps me do that, in a simple format.”—Female, 22, FL

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