Q4 2017 YPulse Trend Report: Practical Magic, Escape to the Dark Side, How to Reach Young Males

Q4 2017 YPULSE REPORT TRENDS: (scroll down to download!)     PRACTICAL MAGIC Supernatural, mystical, and magical products and pastimes are having a moment as many young consumers join in for the fun of a different perspective, a moment of diverting introspection, Instagrammability, and a bit of intrigue. In fact, over half of 13-35-year-olds say that supernatural products are trending. While some have called the rising interest in astrology and witchcraft a new religion for Millennials, we dug in to find the truth—fortunes, horoscopes, crystals, and the products that use them are providing entertainment and inspiration, sparking new trends that smart brands are tapping into.   ESCAPE TO THE DARK SIDE Young viewers are turning to dark content to escape their everyday. From murder mysteries to stories covering suicide and the supernatural, TV shows and movies with less-than-happy endings are having their heyday—both on the big and small screen. Seventy-seven percent of 13-34-year-olds told us they think their generation is looking for escapes from reality right now, so we...