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2017 Culture Vulture Trends Report

The document explores key cultural trends in the U.S., including economic stagnation, shifting definitions of success, and changing consumer attitudes towards age and wellness. It highlights the limitations of growth in various sectors and the emergence of the 'boomaissance' as baby boomers become more influential in the marketplace. Additionally, it discusses the need to rethink marketing strategies amidst myths about demographics and the global socio-economic landscape.

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| 1 2017
| 2 CULTURE VULTURE 2017 In our sixth annual deep dive into the big trends pervading U.S. culture, we explore how growth is stalling across many facets of life, the new definition of the American Dream, an increasing tension among consumers’ perceptions of the world, and how we’ve become better at managing stress (along with other interesting things, like exposing the lies of unicorns).
| 3 TOP CULTURAL TRENDS 03 21ST CENTURY SUCCESS 02 THE BOOMAISSANCE 01 TAPPED OUT 04 UNMASKING UNICORNS 05 MY WORLD/ THE WORLD 06 MIND(FUL) OPTIMIZATION 08 THE INFORMAL NORMAL 07 LAND OF THE GIANTS 09 BORECORE 10 OPEN LIVES
| 4 01 TAPPED OUT
| 5 Today, we’ve exhausted the number of big fundamental changes we can make to U.S. infrastructure, causing economic productivity to drop to a 30-year low. Along with an aging workforce, this limits our GDP growth to less than 2% annually. And it’s not only the U.S.; other first-world places like Japan and Western Europe are also struggling to boost economic output. As a result, our economic optimism has plateaued, with 41% of Americans feeling that they won’t be any better or worse off in the next year, nearly double that of 2009 (23%). Additionally, several categories, such as automotive, grocery, and apparel, all hit sales plateaus in 2015. Not only is our economy limited but we as human beings are as well. From memory to attention, we only have so much cognitive energy and time at our disposal. Unsurprisingly, 67% of Americans say that they are so busy that they can’t finish everything they need to in a day. Our time spent with media is reaching its saturation point, with people averaging about 10 hours each day consuming content. Technology penetration is also stalling. Along with smartphone Following World War II, the global economy reached unprecedented levels of success. From education to motorways, drastic improvements to public infrastructures around the world led to more profitable businesses, rewarding millions of people with great wealth. TAPPED OUT
| 6TAPPED OUT Get ahead of emerging categories before those opportunities become tapped out.03 Brands must be more competitive and faster in a low-growth world.02 Hunt harder to find pockets of growth (e.g. consider different targets).01 IMPLICATIONS Average daily time spent with media (Hours) Source: Media Dynamics adoption, the average number of apps used each month has slowed to single-digit growth. This is happening in social media usage as well—the vast majority of Americans participate in at least one social platform. While many facets of our lives are stalling, new technology is emerging to break through the plateaus. Currently, growth is fueled by the continuing popularity of the sharing economy, ongoing opportunities for virtual reality, and new applications of artificial intelligence. n 2010 2011 2012 2013 2014 2015 9.05 9.21 9.53 9.62 9.82 9.84
-1 1 3 5 7 9 11 1965 1966 1967 1968 1969 1970 1971 1972 1973 1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 USA Japan Western Europe | 7 THE QUARTER CENTURY FROM 1948-1973 WAS THE MOST STRIKING STRETCH OF ECONOMIC ADVANCE IN HUMAN HISTORY. IN THE SPAN OF A SINGLE GENERATION, HUNDREDS OF MILLIONS OF PEOPLE WERE LIFTED FROM PENURY TO UNIMAGINED RICHES. The Wall Street Journal TAPPED OUT Source: World Bank, Mindshare Analysis Annual GDP growth (% Five-year moving average)
02 THE BOOMAISSANCE
Well, the times are a-changin’ as being older is becoming cooler, making Boomers more relevant for brands. The music festival Desert Trip, also known as “OldChella,” premiered in 2016 featuring music icons like the Rolling Stones, Paul McCartney, and Bob Dylan. This year also marked a graying of the fashion and beauty industries with more older models being featured in New York Fashion Week and gray becoming one of the hottest hair color trends. Not only do we get cooler with age; studies show that we also become happier. The “Happiness U Curve” shows that our happiness peaks not during our 20s and 30s but when we hit our 60s and beyond. With heightened coolness and happiness, Boomers are taking on a “Middle-Age Millennial” mindset, driving tech growth in many areas. Over the past several years, they’ve showed the sharpest increases in e-commerce activity, time spent in mobile apps, and social media penetration. They’re also changing how we communicate online, from a more narcissistic tone to a friendlier, community-driven one. Though the population is aging, Boomers refuse to settle down. You can’t go anywhere without incessantly hearing the word “Millennial.” In fact, Millennials were mentioned 3.5 times more in articles over the past year than Boomers. Why do we continually ignore Boomers when they control about 70% of the disposable income in America? | 9THE BOOMAISSANCE
| 10THE BOOMAISSANCE They are striking back using the gig economy, with about one in four working in alternative arrangements in 2015. Startups are also realizing the value of this segment and catering to their needs. Evelo makes bicycles specifically for older consumers who want to stay healthy. Another example is the Freebird Club, the Airbnb for empty nesters, which allows Boomers to rent out their kids’ vacant rooms. n Take a Boomer view of the world in research and media.03 Utilize the positivity and happiness of Boomers as positive/wise influencers.02 Don’t underestimate the value of Boomers—make sure your brand has a strategy to reach this audience.01 IMPLICATIONS Source: Proceeding of National Academy of Sciences Self-reported well-being (On a scale of 1-10, by age) “You accumulate emotional wisdom as you get older. You know, when you’re 25, you go on blind dates with people that, when you’re 50, you know to stay away from. You just learn how to live your life better.” Angus Deaton Economist, Princeton University 6.0 6.2 6.4 6.6 6.8 7.0 7.2 7.4 7.6 18-2122-2526-2930-3334-3738-4142-4546-4950-5354-5758-6162-6566-6970-7374-7778-8182-85
| 11 JUST AS IT’S IMPOSSIBLE TO KNOW PRECISELY WHEN THAT MINOR BALD PATCH BEGAN TO ANNEX YOUR ENTIRE SCALP, IT’S HARD TO PINPOINT THE EXACT MOMENT WHEN BEING OLD BECAME A HOT NEW TREND IN AMERICA. GQ THE BOOMAISSANCE U.S. Adults who use social networking sites, by age (%) Note: No data available for 2007 - Source: Pew Research 0 10 20 30 40 50 60 70 80 90 100 2005 2006 2008 2009 2010 2011 2012 2013 2014 2015 18-29 30-49 50-64 65+
03 21st CENTURY SUCCESS
Partly driving this trend is Millennials’ new definition of career success. Salary has taken a backseat to work-life balance and job satisfaction; they’re more willing to take time off to pursue personal projects. Shifting gender roles have also changed how different sexes view success. As more women focus on their careers, they’re beginning to close the wage gap, particularly younger women. Men, in contrast, are placing more value on relationships and family life, areas that were once seen as women’s domain. Companies are paying attention to these changes, adapting their offerings to attract younger talent. Amazon is testing 30-hour work weeks with flexible schedules, and Netflix is offering one year of paid paternity and maternity leaves for new parents. Consumers are also turning away from obvious symbols and representations of success. One example is branding and logos, which carry less weight for those looking for design and function to match their identity and lifestyle. Additionally, toys like Barbie and supermodels like Ashley Graham have transformed our old notions of what a “successful body” looks like. We once viewed the American Dream as owning a home, a car, and nice clothing to keep up with the Joneses. However, over the years, this definition has changed drastically, becoming less about material goods and more about self-fulfillment. | 1321st CENTURY SUCCESS
| 1421st CENTURY SUCCESS The way people are spending their time and money has also changed. Now, people invest in ethically responsible companies and use their vacation time to help others. Still, the old American Dream prevails elsewhere. Multicultural citizens and immigrants (70% of immigrants are either Hispanic or Asian) see the American Dream as its traditional definition. Owning a home, car, and luxury clothing are all still markers of success for these consumers. n How does your category fit into the new definition of success?03 Understand that growth is coming from different consumers. Put more emphasis on learning what cultural differences drive success. 02 Success isn’t one size fits all, especially in the current political environment.01 IMPLICATIONS Would consider taking time off for project (% Any Agree) Source: Mindshare Mindreader 43 48 47 67 58 46 Millennials Gen X Boomers 2013 2014 2015 2016
WHILE THE CACHET OF DESIGNER LOGOS IS STILL RELEVANT FOR MANY, THE DAYS OF CONSUMERS LOOKING TO BE A PART OF A DESIGNER OR BRAND MOVEMENT ARE WANING IN FAVOR OF THEIR DESIRE TO FIND THE STYLE AND FUNCTION UNIQUE TO THEIR PERSONALITY AND LIFESTYLE. Marshal Cohen, Chief Retail Analyst, NPD Group | 1521st CENTURY SUCCESS Source: KPMG 44 43 35 27 25 24 Work-life balance Job satisfaction Salary/salary growth Achievement of personal goals Work achievements Development of new skills How Millennials define career success (%)
04 UNMASKING UNICORNS
| 17UNMASKING UNICORNS While the lines between fact and fiction continue to blur, several common myths need immediate debunking. The first myth gaining attention in wake of the 2016 presidential election is that immigration is destroying America. However, immigrants are actually saving the economy, starting more businesses and fueling employment in an aging workforce. Next, Americans tend to classify themselves as “middle class,” yet the true middle class has shrunk over the past several decades. The traditional family has also drastically changed: half of all newborns are ethnic minorities; about 40% of families in the U.S. have mothers as the primary breadwinner; and one in five Americans live in a multigenerational household. Speaking of generations, there’s also a lot of misconceptions about younger ones. Teens, who are typically regarded as wild and rebellious, are more responsible today than ever before. Millennials are also heavily stereotyped with the notions that they aren’t buying homes, are constantly job hopping, and are the “hookup generation,” yet these assumptions aren’t exactly true. People tend to hold onto preconceived notions even after evidence disproves their beliefs. It’s become even harder to decipher what’s true with an influx of contradictory information in the digital age.
| 18UNMASKING UNICORNS Demographics aren’t the only myths that need to be debunked. In terms of food trends, faux-healthy treats (e.g. banana ice cream and zucchini noodles) lead many to believe that they’re eating healthier, yet consumers eat 35% more when a snack is labeled as “healthy.” Furthermore, the ubiquity of online content has led people to believe that print is dead. However, print book sales have experienced a resurgence over the past several years. Misconceptions occur in media and marketing as well. Much of the time, there’s a tendency to rely on assumptions that don’t necessarily align with the consumer’s reality, putting more emphasis on thoroughly understanding our audiences. n Reassess what it means to advertise post-election.03 Reconsider traditional “no-go” areas. Reevaluate what consumers do and do not want to see from brands. 02 Challenge everything—think about assumptions you’re making in your category and target. How can you use data to either prove or disprove them? 01 IMPLICATIONS Source: ThinkTV 81 62 8 16 VOD Daily Viewing Time YouTube Daily Viewing Time Marketers Think Consumer Actuals Marketers’ beliefs vs. reality (# Minutes watching video)
PEOPLE TEND TO HOLD ON TO BELIEFS EVEN WHEN IT APPEARS THAT THEY SHOULDN’T. Craig A. Anderson Psychologist, Iowa State University | 19UNMASKING UNICORNS Source: University of Pennsylvania, Nerd Wallet 0 5 10 15 20 25 25-34 35-44 45-54 55-64 2007 2008 2009 2010 2011 2012 2013 2014 2015 Household ownership by age group (# HH in millions) Median age of first-time home buyers 30.6 1970 31 2015
05 MY WORLD/THE WORLD
| 21MY WORLD/THE WORLD Most Americans feel pretty good in their individual world. About 85% of adults say that they are satisfied with their personal life, up from 78% in 2011. Median household income is also rising, hitting $56,516 in 2015—the highest it has been since 2007. And across generations, workers are more likely to say that their job is good. However, the societal world is looking less optimistic. Only 29% of Americans are satisfied with the U.S.’s direction, down from 59% in 2000. There’s a growing apprehension toward the outside world, with fear of terrorism hitting its highest point since 9/11. Plus, the majority of Americans worry about global economic instability, with powerhouses like China and Russia emerging as severe threats. Consumers are also less trusting of institutions. Banks, government, and organized religion have all seen sharp declines in trust over the past several years. And in 2016, mass media reached its lowest consumer trust levels on record. Though technology has connected us to people around the world, there is now a pushback against the globalization trend. There’s a desire for more isolation, demonstrated in the rhetoric of We perceive reality through two world lenses: the “individual” world focuses on how things appear on a personal level, while the “societal” world projects a macro perspective. The growing dissonance between these worlds causes tension for American consumers.
the Trump presidential campaign and Britain’s “Brexit” from the European Union. The tension between our two worlds has evoked outrage in consumers, but brands are finding creative ways to play into both. Snickers’ “Hungerithm” lowers its price at 7/11 as the Internet gets angrier. Uber also played into consumer frustration on crowded highways with drone ads, taunting drivers for not using their carpool service. n | 22MY WORLD/THE WORLD Use the opportunity to show support and celebrate the American worker.03 With increasing skepticism of institutions, how do you reevaluate your role in consumers’ lives?02 Understand that consumers have an underlying desire for change and determine how we as marketers can bring that sense into the forefront. 01 IMPLICATIONS Trust in institutions (%) Source: Gallup, Pew Research 27% Banks (vs. 49% 2006) 19% Government (vs. 30% 2006) 40% Mass media (vs. 49% 2006) 41% Organized religion (vs. 52% 2006)
GLOBALIZATION IS UNDER ATTACK. THE ELECTORAL VICTORY OF DONALD TRUMP, THE BREXIT VOTE AND THE RISE OF AN AGGRESSIVE NATIONALISM IN MAINLAND EUROPE AND AROUND THE WORLD ARE ALL PART OF A BACKLASH TO GLOBALIZATION. John Rennie Short, Professor of Public Policy at University of Maryland | 23MY WORLD/THE WORLD Source: U.S. Census Median HHI in the U.S. ($) 2010 2011 2012 2013 2014 2015 $53,568 $52,751 $52,666 $52,850 $53,718 $56,516
06 MIND(FUL) OPTIMIZATION
| 25MIND(FUL) OPTIMIZATION Many feel as though they live in a stressed-out country, leading them to believe that North America as a whole is more stressed than ever. Surprisingly, stress levels have actually been on the decline, with our current stress level at 4.9 (out of 10) down from 6.2 in 2007. While these stress levels are still above a healthy level (3.7), we seem to be getting better at managing stress. Though we’re not as stressed statistically, we’ve become increasingly distracted, causing us to seek purpose, serenity, and mindfulness more than ever. Whether that means sending our kids to outdoor/nature preschools, partaking in the practice of Shinrin-yoku (forest bathing), or being part of the astrotourism community, we’re looking for better overall balance. New wellness communities are also developing, often driven by technology. For example, there’s the ear-pleasing Autonomous Sensory Meridian Response (ASMR) community on YouTube and even meditation channels on live-streaming sites like Periscope. While 45% of Americans try to unplug from technology about once a week, ironically, tech is actually aiding mindfulness in As humans, we’re more prone to anxiety than to happiness. And Americans are especially known for having higher anxiety levels than people in other countries, partly because of our continued quest for happiness.
many ways. Apps such as Headspace and guided virtual reality mediation are some ways that people are improving their mental health by reconnecting. Part of reconnecting to one’s own mind is to improve it, and more products and services are available to help boost our cognitive capabilities. Peak is an app that created brain games through a partnership with scientists at top universities like Yale and Cambridge. Another example is the emerging market of nootropics, pills that are intended to help enhance focus, memory, and overall cognitive function. n | 26MIND(FUL) OPTIMIZATION Don’t promise that “happiness” is attainable through the pursuit of things. Flip the script and let consumers know what the “thing” enables them to do. 03 Consider when your messages are deployed and have breaks to respect the consumer’s personal space. 02 Think about mindfulness and what it means for your category, brand, and consumer.01 IMPLICATIONS Source: Mindshare Moments, Iconoculture 58% Gen Xers describe “purpose” as a value that describes them in 2015 (up from 48% in 2010) 59% Millennials describe “serenity” as a value that describes them in 2015 (up from 51% in 2010)
WHILE THE TYPES OF STRESSORS HUMANS ARE EXPOSED TO HAVE CHANGED OVER TIME, OUR STRESS RESPONSE HAS ESSENTIALLY NOT CHANGED AT ALL. INSIDE OF EACH MODERN HUMAN IS THE NERVOUS SYSTEM OF A CAVEMAN TRYING TO COPE WITH THE STRESSORS OF LIVING IN A FAST-PACED AND RAPIDLY-EVOLVING SOCIETY. Kinsey Jackson, Clinical Nutritionist | 27MIND(FUL) OPTIMIZATION Source: American Psychological Association Average stress level (Scale 1-10) 6.3 6.2 5.6 5.5 5.4 5.3 5.5 5.2 5.3 6 5.7 5.2 5.3 4.8 4.6 4.8 4.5 4.9 2007 2008 2009 2010 2011 2012 2013 2014 2015 Women Men
07 LAND OF THE GIANTS
| 29LAND OF THE GIANTS That period may have happened over a century ago, but it still rings true for many of our industries today. From airlines to entertainment to agriculture, consolidations and acquisitions have created corporate giants that dominate their respective categories. And in the digital age, these giants have shifted from primarily energy companies in 2006 to technology brands in 2016, specifically Apple, Alphabet (Google), Microsoft, Amazon, and Facebook. These tech giants have not only established themselves as global powerhouses but they also have billions of dollars on hand, making them difficult to battle. For example, Apple has over $230 billion in the bank stowed away to use at their discretion. Their ecosystems continue to expand as well. Amazon, which started by selling books, is now a key distributor across almost every vertical, from cloud computing to fashion. These giants continue to expand into new territories, such as Amazon’s expansion into the physical retail space, Facebook’s integration with eSports, and Alphabet’s development of self-driving cars. While expanding into new sectors, these brands During the Second Industrial Revolution, the U.S. economy was reshaped by the expansion of new industries and technologies. Competing in this growing landscape, a few companies have emerged as core leaders.
are also cutting out the middlemen in the distribution and purchase cycles, such as Amazon implementing in-house shipping or Alphabet allowing users to buy clothing directly from Google Images. But while these giants control much of the market, niche brands have collective power to chip away at bigger businesses. For example, craft beer has been steadily stealing share away from large brands such as Budweiser and Miller. And the trend of gourmet burger joints is hurting fast food giants like McDonald’s and Burger King. n | 30LAND OF THE GIANTS Consider other challenger brands that you can associate your brand with.03 Understand where consumers want niche brands and places where mass isn’t good.02 How do you play up the positives of your position in the market (e.g. scale in leadership brands, building niche/challenger brands, etc.)? 01 IMPLICATIONS ECOSYSTEM App Store Business Services Cloud Computing Consumer Electronics TV Programming Grocery Delivery Food Delivery Live Stream E-commerce Book & Audible Auto Home Robotics Fashion
IN 1860-1917 THE GLOBAL ECONOMY WAS RESHAPED BY THE RISE OF GIANT NEW INDUSTRIES (STEEL AND OIL) AND REVOLUTIONARY NEW TECHNOLOGIES (ELECTRICITY AND THE COMBUSTION ENGINE). THESE DISRUPTIONS LED TO BRIEF BURSTS OF COMPETITION FOLLOWED BY PROLONGED PERIODS OF OLIGOPOLY. The Economist | 31LAND OF THE GIANTS Source: Yahoo Finance, Forbes World’s most valuable public companies ($ Billions) $363 $349 $279 $231 $226 $204 ExxonMobil General Electric Microsoft Citigroup BP Royal Dutch Shell $571 $531 $446 $362 $356 $356 Apple Alphabet Microsoft Amazon ExxonMobil Facebook Oil/Energy Tech Financial Service Conglomerate 2006 2016
08 THE INFORMAL NORMAL
| 33THE INFORMAL NORMAL Recently, gender has lost its binary nature with the rise in “post-gender” baby names and the legal recognition of non- binary gender classification in certain states. And brands are acknowledging this trend— CoverGirl, for example, announced its first CoverBoy, James Charles. Overall, there’s less deference toward established conventions. Certain aspects of politics have become more casual, such as Hillary Clinton appearing on Between Two Ferns with Zach Galifianakis and Donald Trump addressing the public via Twitter rather than in traditional forums. Our relaxed viewpoint has carried over to substances as well. Twenty-six states have marijuana legalization laws in some form. In fact, informality is really a core American principle, fostering creativity, individuality, and community. And fashion is an exemplary category. Casual clothing offers us the freedom to choose how we present ourselves both at home and in the workplace. Furthermore, Millennials are redefining what it means to be “professional,” with nearly two-thirds saying that they curse at work and half admitting to being friends with their boss on Facebook. The social contract that once held together a formal structure of American institutions is unraveling. From family to religion, American traditions continue to break down into more informal interpretations.
The rise of normcore finds appeal in the bland and everyday rather than the glamorous and flashy. Teens are also moving away from depending on looks to define who they are. This comes to life in platforms like Snapchat, shifting user content away from pretentious selfies toward fun and quirky filter use, changing the overall aesthetic of social media. Also displayed in the digital space, the world of linguistics continues to break down. No longer is communication tied to the AP style guide. We now have more freedom to experiment with fonts, punctuation, and imagery in the way we type and post. n | 34THE INFORMAL NORMAL Identify where a laid-back approach is or is not appropriate for your category and brand.03 Casual forms of language aren’t just for Millennials; they’re for everyone and can fit into every category, including luxury. 02 Determine how your brand can be irreverent.01 IMPLICATIONS Source: Harris, Fortune, Mindshare Pool 42% Workers are friends with their current boss or supervisor on Facebook (up to 50% for Millennials) 71% Parents are comfortable with visible tattoos on their child’s primary school teacher 66% Millennials use curse words or swear while at work (vs. 54% of Baby Boomers)
CLOTHES ARE FREEDOM— FREEDOM TO CHOOSE HOW WE PRESENT OURSELVES TO THE WORLD; FREEDOM TO BLUR THE LINES BETWEEN MAN AND WOMAN, OLD AND YOUNG, RICH AND POOR. TO DRESS CASUAL IS QUINTESSENTIALLY TO DRESS AS AN AMERICAN AND TO LIVE, OR TO DREAM OF LIVING, FAST AND LOOSE AND CAREFREE. Deirdre Clemente, Author, “Dress Casual: How College Kids Redefined American Style” | 35THE INFORMAL NORMAL Source: Pew Research 46% American kids live in a home with two married heterosexual parents in their first marriage (down from 61% in 1980) 23% Americans are religiously “unaffiliated” (up from 16% in 2007)
09 BORECORE
| 37BORECORE Most of our lives happen between these peaks, and people are beginning to embrace the lulls. In the past, people felt a need to justify their lives by always trying to do something interesting. Social media has changed what people expect to see, causing those pressures to subside. Now, you’re just as likely to see posts about bingeing on Netflix as you are about going to the latest clubs. Borecore is partly a backlash to FOMO and partly about embracing the banality of everyday life. We’re also gravitating toward boring yet relatable characters in pop culture. In Stranger Things, Barb, a side character with few lines, became the second most talked about character from the show. Another example is The Life of Norman subreddit, which posts about the ordinary life of a middle-aged balding man who watches re-runs of CSI. And it’s not just fictional people—real idols such as singer, actress, and top Instagrammer Selena Gomez talks about relaxing at home and often posts about her quiet nights in. Livestreaming has really embraced banality, showing us life as it is, sans scripts and editing. Passive cameras capture nature as it happens and makes the content go We aren’t as interesting as we think we are. According to Daniel Kahneman’s Peak-End theory, our experiences are defined by a few intense moments in our lives. We tend to neglect the rest.
PEOPLE ARE AFRAID THAT IF THEY DON’T TWEET OR BLOG REGULARLY THEY WILL SIMPLY GO OFF THE SOCIAL RADAR AND BECOME INVISIBLE… THE ONLINE YOU IS FREE FROM THE OFF-LINE PRESSURE OF HAVING TO BE WITTY, ENTERTAINING OR INTERESTING IN SOCIAL SITUATIONS. The Spectator viral, like the six-hour Periscope video of a puddle in England. People are also using long-form live reading to draw attention to reports and contracts that most people would typically ignore. Being interesting is no longer a requirement for expressing yourself online or in content. n | 38BORECORE Highlight the therapeutic benefits of boring yet mesmerizing content.03 Tie your brand to peak moments in consumers’ lives.02 Brands can use boring content to be different and grab consumers’ attention.01 IMPLICATIONS
WHAT PEOPLE REMEMBER FROM EVENTS ARE THEIR PEAKS. NO PEAKS - NO MEMORIES, OR AT LEAST NOT VERY CRISP ONES… CERTAINLY BUCKET LISTS SET MEMORIES IN PLACE THAT STRUCTURE LIFE AS REMEMBERED. Christopher Peterson Ph.D. University of Michigan professor of psychology | 39BORECORE Source: BLS 20somethings engage in each activity (# Minutes per day) 15 16 99 22 18 Attending or hosting social events on holidays or weekends Playing video games or board games Computer use for leisure 2004 2015
| 40 10 OPEN LIVES
| 41OPEN LIVES Thanks to livestreaming, friends and strangers alike can see exactly what you’re doing at any given time. Ambient listening has exposed us even further— we’re willingly offering up more information and giving up control to new tech, seen in Aloft’s voice- activated hotel room and smart devices like Amazon’s Alexa. Not only do these machines respond to our requests but they use AI and machine learning to understand our habits. However, consumers are wary of technology and companies using their personal data, fearing leaks that can compromise their information. Companies should be careful when mining information from consumers, as it can be confusing and invasive. The Facebook app asks for 42 different permissions alone, ranging from battery statistics to learning what other apps are running. Consumers are now becoming savvier about how brands access and use their sensitive personal information. If consumers are uncertain of a brand’s intentions, they lose trust. Consequently, people are trying to protect themselves by utilizing ad-blocking software and putting tape over their webcams. Social media has opened us up to the world. As technology continues to evolve, we’re both accepting and fearful of our openness to it.
To prevent hostility and backlash, brands have started to combat some of the negative consequences of being too open. Instagram and Twitter have added features to block and remove unwanted comments and users. Gaming company Blizzard has gone so far as to replace hateful messages with self-deprecating ones within their online chats. Beyond technology, Millennials have become more open to discussing traditionally taboo subjects like mental health, politics, money, and religion. n | 42OPEN LIVES Build a community of current, trusted consumers and engage with them regularly.03 Make trust one of your brand metrics.02 Develop a strategy for how your brand can grab hold of the livestreaming trend.01 IMPLICATIONS Ambient listening Safety zones Voice activated hotel rooms Amazon Alexa sales rose 67% Driverless cars Instagram’s filter Blizzard’s comment replacement Twitter’s mute button
I’VE ALWAYS BEEN AN OPEN BOOK, BUT SOCIAL MEDIA CRACKS THE BINDING WAY OPEN. IF YOU THINK PEOPLE ARE NOT WATCHING WHAT YOU DO, THEY ARE. YOU CANNOT HIDE BEHIND A COMPUTER SCREEN. Lynne Jarman Johnson CMO of Consumer’s Credit Union | 43OPEN LIVES Source: Tublar Labs “The internet was built for openness and speed, not for security. As more and more services, infrastructure and personal information move online, they have all become targets for hackers.” The New York Times 529,000 Accounts created on Facebook Live after its third month of launch
| 44 SUMMARY Technology plays a part, but at the end of the day it’s human behavior that shapes marketing and media strategies. Current trends are giving you plenty of material to work with. Contact us for the latest trends as they rise in the cultural zeitgeist.

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2017 Culture Vulture Trends Report

  • 1.
  • 2.
    | 2 CULTURE VULTURE2017 In our sixth annual deep dive into the big trends pervading U.S. culture, we explore how growth is stalling across many facets of life, the new definition of the American Dream, an increasing tension among consumers’ perceptions of the world, and how we’ve become better at managing stress (along with other interesting things, like exposing the lies of unicorns).
  • 3.
    | 3 TOP CULTURAL TRENDS 03 21ST CENTURY SUCCESS 02 THE BOOMAISSANCE 01 TAPPEDOUT 04 UNMASKING UNICORNS 05 MY WORLD/ THE WORLD 06 MIND(FUL) OPTIMIZATION 08 THE INFORMAL NORMAL 07 LAND OF THE GIANTS 09 BORECORE 10 OPEN LIVES
  • 4.
  • 5.
    | 5 Today, we’veexhausted the number of big fundamental changes we can make to U.S. infrastructure, causing economic productivity to drop to a 30-year low. Along with an aging workforce, this limits our GDP growth to less than 2% annually. And it’s not only the U.S.; other first-world places like Japan and Western Europe are also struggling to boost economic output. As a result, our economic optimism has plateaued, with 41% of Americans feeling that they won’t be any better or worse off in the next year, nearly double that of 2009 (23%). Additionally, several categories, such as automotive, grocery, and apparel, all hit sales plateaus in 2015. Not only is our economy limited but we as human beings are as well. From memory to attention, we only have so much cognitive energy and time at our disposal. Unsurprisingly, 67% of Americans say that they are so busy that they can’t finish everything they need to in a day. Our time spent with media is reaching its saturation point, with people averaging about 10 hours each day consuming content. Technology penetration is also stalling. Along with smartphone Following World War II, the global economy reached unprecedented levels of success. From education to motorways, drastic improvements to public infrastructures around the world led to more profitable businesses, rewarding millions of people with great wealth. TAPPED OUT
  • 6.
    | 6TAPPED OUT Getahead of emerging categories before those opportunities become tapped out.03 Brands must be more competitive and faster in a low-growth world.02 Hunt harder to find pockets of growth (e.g. consider different targets).01 IMPLICATIONS Average daily time spent with media (Hours) Source: Media Dynamics adoption, the average number of apps used each month has slowed to single-digit growth. This is happening in social media usage as well—the vast majority of Americans participate in at least one social platform. While many facets of our lives are stalling, new technology is emerging to break through the plateaus. Currently, growth is fueled by the continuing popularity of the sharing economy, ongoing opportunities for virtual reality, and new applications of artificial intelligence. n 2010 2011 2012 2013 2014 2015 9.05 9.21 9.53 9.62 9.82 9.84
  • 7.
    -1 1 3 5 7 9 11 1965 1966 1967 1968 1969 1970 1971 1972 1973 1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 USA Japan WesternEurope | 7 THE QUARTER CENTURY FROM 1948-1973 WAS THE MOST STRIKING STRETCH OF ECONOMIC ADVANCE IN HUMAN HISTORY. IN THE SPAN OF A SINGLE GENERATION, HUNDREDS OF MILLIONS OF PEOPLE WERE LIFTED FROM PENURY TO UNIMAGINED RICHES. The Wall Street Journal TAPPED OUT Source: World Bank, Mindshare Analysis Annual GDP growth (% Five-year moving average)
  • 8.
  • 9.
    Well, the timesare a-changin’ as being older is becoming cooler, making Boomers more relevant for brands. The music festival Desert Trip, also known as “OldChella,” premiered in 2016 featuring music icons like the Rolling Stones, Paul McCartney, and Bob Dylan. This year also marked a graying of the fashion and beauty industries with more older models being featured in New York Fashion Week and gray becoming one of the hottest hair color trends. Not only do we get cooler with age; studies show that we also become happier. The “Happiness U Curve” shows that our happiness peaks not during our 20s and 30s but when we hit our 60s and beyond. With heightened coolness and happiness, Boomers are taking on a “Middle-Age Millennial” mindset, driving tech growth in many areas. Over the past several years, they’ve showed the sharpest increases in e-commerce activity, time spent in mobile apps, and social media penetration. They’re also changing how we communicate online, from a more narcissistic tone to a friendlier, community-driven one. Though the population is aging, Boomers refuse to settle down. You can’t go anywhere without incessantly hearing the word “Millennial.” In fact, Millennials were mentioned 3.5 times more in articles over the past year than Boomers. Why do we continually ignore Boomers when they control about 70% of the disposable income in America? | 9THE BOOMAISSANCE
  • 10.
    | 10THE BOOMAISSANCE Theyare striking back using the gig economy, with about one in four working in alternative arrangements in 2015. Startups are also realizing the value of this segment and catering to their needs. Evelo makes bicycles specifically for older consumers who want to stay healthy. Another example is the Freebird Club, the Airbnb for empty nesters, which allows Boomers to rent out their kids’ vacant rooms. n Take a Boomer view of the world in research and media.03 Utilize the positivity and happiness of Boomers as positive/wise influencers.02 Don’t underestimate the value of Boomers—make sure your brand has a strategy to reach this audience.01 IMPLICATIONS Source: Proceeding of National Academy of Sciences Self-reported well-being (On a scale of 1-10, by age) “You accumulate emotional wisdom as you get older. You know, when you’re 25, you go on blind dates with people that, when you’re 50, you know to stay away from. You just learn how to live your life better.” Angus Deaton Economist, Princeton University 6.0 6.2 6.4 6.6 6.8 7.0 7.2 7.4 7.6 18-2122-2526-2930-3334-3738-4142-4546-4950-5354-5758-6162-6566-6970-7374-7778-8182-85
  • 11.
    | 11 JUST ASIT’S IMPOSSIBLE TO KNOW PRECISELY WHEN THAT MINOR BALD PATCH BEGAN TO ANNEX YOUR ENTIRE SCALP, IT’S HARD TO PINPOINT THE EXACT MOMENT WHEN BEING OLD BECAME A HOT NEW TREND IN AMERICA. GQ THE BOOMAISSANCE U.S. Adults who use social networking sites, by age (%) Note: No data available for 2007 - Source: Pew Research 0 10 20 30 40 50 60 70 80 90 100 2005 2006 2008 2009 2010 2011 2012 2013 2014 2015 18-29 30-49 50-64 65+
  • 12.
  • 13.
    Partly driving thistrend is Millennials’ new definition of career success. Salary has taken a backseat to work-life balance and job satisfaction; they’re more willing to take time off to pursue personal projects. Shifting gender roles have also changed how different sexes view success. As more women focus on their careers, they’re beginning to close the wage gap, particularly younger women. Men, in contrast, are placing more value on relationships and family life, areas that were once seen as women’s domain. Companies are paying attention to these changes, adapting their offerings to attract younger talent. Amazon is testing 30-hour work weeks with flexible schedules, and Netflix is offering one year of paid paternity and maternity leaves for new parents. Consumers are also turning away from obvious symbols and representations of success. One example is branding and logos, which carry less weight for those looking for design and function to match their identity and lifestyle. Additionally, toys like Barbie and supermodels like Ashley Graham have transformed our old notions of what a “successful body” looks like. We once viewed the American Dream as owning a home, a car, and nice clothing to keep up with the Joneses. However, over the years, this definition has changed drastically, becoming less about material goods and more about self-fulfillment. | 1321st CENTURY SUCCESS
  • 14.
    | 1421st CENTURYSUCCESS The way people are spending their time and money has also changed. Now, people invest in ethically responsible companies and use their vacation time to help others. Still, the old American Dream prevails elsewhere. Multicultural citizens and immigrants (70% of immigrants are either Hispanic or Asian) see the American Dream as its traditional definition. Owning a home, car, and luxury clothing are all still markers of success for these consumers. n How does your category fit into the new definition of success?03 Understand that growth is coming from different consumers. Put more emphasis on learning what cultural differences drive success. 02 Success isn’t one size fits all, especially in the current political environment.01 IMPLICATIONS Would consider taking time off for project (% Any Agree) Source: Mindshare Mindreader 43 48 47 67 58 46 Millennials Gen X Boomers 2013 2014 2015 2016
  • 15.
    WHILE THE CACHETOF DESIGNER LOGOS IS STILL RELEVANT FOR MANY, THE DAYS OF CONSUMERS LOOKING TO BE A PART OF A DESIGNER OR BRAND MOVEMENT ARE WANING IN FAVOR OF THEIR DESIRE TO FIND THE STYLE AND FUNCTION UNIQUE TO THEIR PERSONALITY AND LIFESTYLE. Marshal Cohen, Chief Retail Analyst, NPD Group | 1521st CENTURY SUCCESS Source: KPMG 44 43 35 27 25 24 Work-life balance Job satisfaction Salary/salary growth Achievement of personal goals Work achievements Development of new skills How Millennials define career success (%)
  • 16.
  • 17.
    | 17UNMASKING UNICORNS Whilethe lines between fact and fiction continue to blur, several common myths need immediate debunking. The first myth gaining attention in wake of the 2016 presidential election is that immigration is destroying America. However, immigrants are actually saving the economy, starting more businesses and fueling employment in an aging workforce. Next, Americans tend to classify themselves as “middle class,” yet the true middle class has shrunk over the past several decades. The traditional family has also drastically changed: half of all newborns are ethnic minorities; about 40% of families in the U.S. have mothers as the primary breadwinner; and one in five Americans live in a multigenerational household. Speaking of generations, there’s also a lot of misconceptions about younger ones. Teens, who are typically regarded as wild and rebellious, are more responsible today than ever before. Millennials are also heavily stereotyped with the notions that they aren’t buying homes, are constantly job hopping, and are the “hookup generation,” yet these assumptions aren’t exactly true. People tend to hold onto preconceived notions even after evidence disproves their beliefs. It’s become even harder to decipher what’s true with an influx of contradictory information in the digital age.
  • 18.
    | 18UNMASKING UNICORNS Demographicsaren’t the only myths that need to be debunked. In terms of food trends, faux-healthy treats (e.g. banana ice cream and zucchini noodles) lead many to believe that they’re eating healthier, yet consumers eat 35% more when a snack is labeled as “healthy.” Furthermore, the ubiquity of online content has led people to believe that print is dead. However, print book sales have experienced a resurgence over the past several years. Misconceptions occur in media and marketing as well. Much of the time, there’s a tendency to rely on assumptions that don’t necessarily align with the consumer’s reality, putting more emphasis on thoroughly understanding our audiences. n Reassess what it means to advertise post-election.03 Reconsider traditional “no-go” areas. Reevaluate what consumers do and do not want to see from brands. 02 Challenge everything—think about assumptions you’re making in your category and target. How can you use data to either prove or disprove them? 01 IMPLICATIONS Source: ThinkTV 81 62 8 16 VOD Daily Viewing Time YouTube Daily Viewing Time Marketers Think Consumer Actuals Marketers’ beliefs vs. reality (# Minutes watching video)
  • 19.
    PEOPLE TEND TOHOLD ON TO BELIEFS EVEN WHEN IT APPEARS THAT THEY SHOULDN’T. Craig A. Anderson Psychologist, Iowa State University | 19UNMASKING UNICORNS Source: University of Pennsylvania, Nerd Wallet 0 5 10 15 20 25 25-34 35-44 45-54 55-64 2007 2008 2009 2010 2011 2012 2013 2014 2015 Household ownership by age group (# HH in millions) Median age of first-time home buyers 30.6 1970 31 2015
  • 20.
  • 21.
    | 21MY WORLD/THEWORLD Most Americans feel pretty good in their individual world. About 85% of adults say that they are satisfied with their personal life, up from 78% in 2011. Median household income is also rising, hitting $56,516 in 2015—the highest it has been since 2007. And across generations, workers are more likely to say that their job is good. However, the societal world is looking less optimistic. Only 29% of Americans are satisfied with the U.S.’s direction, down from 59% in 2000. There’s a growing apprehension toward the outside world, with fear of terrorism hitting its highest point since 9/11. Plus, the majority of Americans worry about global economic instability, with powerhouses like China and Russia emerging as severe threats. Consumers are also less trusting of institutions. Banks, government, and organized religion have all seen sharp declines in trust over the past several years. And in 2016, mass media reached its lowest consumer trust levels on record. Though technology has connected us to people around the world, there is now a pushback against the globalization trend. There’s a desire for more isolation, demonstrated in the rhetoric of We perceive reality through two world lenses: the “individual” world focuses on how things appear on a personal level, while the “societal” world projects a macro perspective. The growing dissonance between these worlds causes tension for American consumers.
  • 22.
    the Trump presidentialcampaign and Britain’s “Brexit” from the European Union. The tension between our two worlds has evoked outrage in consumers, but brands are finding creative ways to play into both. Snickers’ “Hungerithm” lowers its price at 7/11 as the Internet gets angrier. Uber also played into consumer frustration on crowded highways with drone ads, taunting drivers for not using their carpool service. n | 22MY WORLD/THE WORLD Use the opportunity to show support and celebrate the American worker.03 With increasing skepticism of institutions, how do you reevaluate your role in consumers’ lives?02 Understand that consumers have an underlying desire for change and determine how we as marketers can bring that sense into the forefront. 01 IMPLICATIONS Trust in institutions (%) Source: Gallup, Pew Research 27% Banks (vs. 49% 2006) 19% Government (vs. 30% 2006) 40% Mass media (vs. 49% 2006) 41% Organized religion (vs. 52% 2006)
  • 23.
    GLOBALIZATION IS UNDERATTACK. THE ELECTORAL VICTORY OF DONALD TRUMP, THE BREXIT VOTE AND THE RISE OF AN AGGRESSIVE NATIONALISM IN MAINLAND EUROPE AND AROUND THE WORLD ARE ALL PART OF A BACKLASH TO GLOBALIZATION. John Rennie Short, Professor of Public Policy at University of Maryland | 23MY WORLD/THE WORLD Source: U.S. Census Median HHI in the U.S. ($) 2010 2011 2012 2013 2014 2015 $53,568 $52,751 $52,666 $52,850 $53,718 $56,516
  • 24.
  • 25.
    | 25MIND(FUL) OPTIMIZATION Manyfeel as though they live in a stressed-out country, leading them to believe that North America as a whole is more stressed than ever. Surprisingly, stress levels have actually been on the decline, with our current stress level at 4.9 (out of 10) down from 6.2 in 2007. While these stress levels are still above a healthy level (3.7), we seem to be getting better at managing stress. Though we’re not as stressed statistically, we’ve become increasingly distracted, causing us to seek purpose, serenity, and mindfulness more than ever. Whether that means sending our kids to outdoor/nature preschools, partaking in the practice of Shinrin-yoku (forest bathing), or being part of the astrotourism community, we’re looking for better overall balance. New wellness communities are also developing, often driven by technology. For example, there’s the ear-pleasing Autonomous Sensory Meridian Response (ASMR) community on YouTube and even meditation channels on live-streaming sites like Periscope. While 45% of Americans try to unplug from technology about once a week, ironically, tech is actually aiding mindfulness in As humans, we’re more prone to anxiety than to happiness. And Americans are especially known for having higher anxiety levels than people in other countries, partly because of our continued quest for happiness.
  • 26.
    many ways. Appssuch as Headspace and guided virtual reality mediation are some ways that people are improving their mental health by reconnecting. Part of reconnecting to one’s own mind is to improve it, and more products and services are available to help boost our cognitive capabilities. Peak is an app that created brain games through a partnership with scientists at top universities like Yale and Cambridge. Another example is the emerging market of nootropics, pills that are intended to help enhance focus, memory, and overall cognitive function. n | 26MIND(FUL) OPTIMIZATION Don’t promise that “happiness” is attainable through the pursuit of things. Flip the script and let consumers know what the “thing” enables them to do. 03 Consider when your messages are deployed and have breaks to respect the consumer’s personal space. 02 Think about mindfulness and what it means for your category, brand, and consumer.01 IMPLICATIONS Source: Mindshare Moments, Iconoculture 58% Gen Xers describe “purpose” as a value that describes them in 2015 (up from 48% in 2010) 59% Millennials describe “serenity” as a value that describes them in 2015 (up from 51% in 2010)
  • 27.
    WHILE THE TYPESOF STRESSORS HUMANS ARE EXPOSED TO HAVE CHANGED OVER TIME, OUR STRESS RESPONSE HAS ESSENTIALLY NOT CHANGED AT ALL. INSIDE OF EACH MODERN HUMAN IS THE NERVOUS SYSTEM OF A CAVEMAN TRYING TO COPE WITH THE STRESSORS OF LIVING IN A FAST-PACED AND RAPIDLY-EVOLVING SOCIETY. Kinsey Jackson, Clinical Nutritionist | 27MIND(FUL) OPTIMIZATION Source: American Psychological Association Average stress level (Scale 1-10) 6.3 6.2 5.6 5.5 5.4 5.3 5.5 5.2 5.3 6 5.7 5.2 5.3 4.8 4.6 4.8 4.5 4.9 2007 2008 2009 2010 2011 2012 2013 2014 2015 Women Men
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    | 29LAND OFTHE GIANTS That period may have happened over a century ago, but it still rings true for many of our industries today. From airlines to entertainment to agriculture, consolidations and acquisitions have created corporate giants that dominate their respective categories. And in the digital age, these giants have shifted from primarily energy companies in 2006 to technology brands in 2016, specifically Apple, Alphabet (Google), Microsoft, Amazon, and Facebook. These tech giants have not only established themselves as global powerhouses but they also have billions of dollars on hand, making them difficult to battle. For example, Apple has over $230 billion in the bank stowed away to use at their discretion. Their ecosystems continue to expand as well. Amazon, which started by selling books, is now a key distributor across almost every vertical, from cloud computing to fashion. These giants continue to expand into new territories, such as Amazon’s expansion into the physical retail space, Facebook’s integration with eSports, and Alphabet’s development of self-driving cars. While expanding into new sectors, these brands During the Second Industrial Revolution, the U.S. economy was reshaped by the expansion of new industries and technologies. Competing in this growing landscape, a few companies have emerged as core leaders.
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    are also cuttingout the middlemen in the distribution and purchase cycles, such as Amazon implementing in-house shipping or Alphabet allowing users to buy clothing directly from Google Images. But while these giants control much of the market, niche brands have collective power to chip away at bigger businesses. For example, craft beer has been steadily stealing share away from large brands such as Budweiser and Miller. And the trend of gourmet burger joints is hurting fast food giants like McDonald’s and Burger King. n | 30LAND OF THE GIANTS Consider other challenger brands that you can associate your brand with.03 Understand where consumers want niche brands and places where mass isn’t good.02 How do you play up the positives of your position in the market (e.g. scale in leadership brands, building niche/challenger brands, etc.)? 01 IMPLICATIONS ECOSYSTEM App Store Business Services Cloud Computing Consumer Electronics TV Programming Grocery Delivery Food Delivery Live Stream E-commerce Book & Audible Auto Home Robotics Fashion
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    IN 1860-1917 THEGLOBAL ECONOMY WAS RESHAPED BY THE RISE OF GIANT NEW INDUSTRIES (STEEL AND OIL) AND REVOLUTIONARY NEW TECHNOLOGIES (ELECTRICITY AND THE COMBUSTION ENGINE). THESE DISRUPTIONS LED TO BRIEF BURSTS OF COMPETITION FOLLOWED BY PROLONGED PERIODS OF OLIGOPOLY. The Economist | 31LAND OF THE GIANTS Source: Yahoo Finance, Forbes World’s most valuable public companies ($ Billions) $363 $349 $279 $231 $226 $204 ExxonMobil General Electric Microsoft Citigroup BP Royal Dutch Shell $571 $531 $446 $362 $356 $356 Apple Alphabet Microsoft Amazon ExxonMobil Facebook Oil/Energy Tech Financial Service Conglomerate 2006 2016
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    | 33THE INFORMALNORMAL Recently, gender has lost its binary nature with the rise in “post-gender” baby names and the legal recognition of non- binary gender classification in certain states. And brands are acknowledging this trend— CoverGirl, for example, announced its first CoverBoy, James Charles. Overall, there’s less deference toward established conventions. Certain aspects of politics have become more casual, such as Hillary Clinton appearing on Between Two Ferns with Zach Galifianakis and Donald Trump addressing the public via Twitter rather than in traditional forums. Our relaxed viewpoint has carried over to substances as well. Twenty-six states have marijuana legalization laws in some form. In fact, informality is really a core American principle, fostering creativity, individuality, and community. And fashion is an exemplary category. Casual clothing offers us the freedom to choose how we present ourselves both at home and in the workplace. Furthermore, Millennials are redefining what it means to be “professional,” with nearly two-thirds saying that they curse at work and half admitting to being friends with their boss on Facebook. The social contract that once held together a formal structure of American institutions is unraveling. From family to religion, American traditions continue to break down into more informal interpretations.
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    The rise ofnormcore finds appeal in the bland and everyday rather than the glamorous and flashy. Teens are also moving away from depending on looks to define who they are. This comes to life in platforms like Snapchat, shifting user content away from pretentious selfies toward fun and quirky filter use, changing the overall aesthetic of social media. Also displayed in the digital space, the world of linguistics continues to break down. No longer is communication tied to the AP style guide. We now have more freedom to experiment with fonts, punctuation, and imagery in the way we type and post. n | 34THE INFORMAL NORMAL Identify where a laid-back approach is or is not appropriate for your category and brand.03 Casual forms of language aren’t just for Millennials; they’re for everyone and can fit into every category, including luxury. 02 Determine how your brand can be irreverent.01 IMPLICATIONS Source: Harris, Fortune, Mindshare Pool 42% Workers are friends with their current boss or supervisor on Facebook (up to 50% for Millennials) 71% Parents are comfortable with visible tattoos on their child’s primary school teacher 66% Millennials use curse words or swear while at work (vs. 54% of Baby Boomers)
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    CLOTHES ARE FREEDOM— FREEDOMTO CHOOSE HOW WE PRESENT OURSELVES TO THE WORLD; FREEDOM TO BLUR THE LINES BETWEEN MAN AND WOMAN, OLD AND YOUNG, RICH AND POOR. TO DRESS CASUAL IS QUINTESSENTIALLY TO DRESS AS AN AMERICAN AND TO LIVE, OR TO DREAM OF LIVING, FAST AND LOOSE AND CAREFREE. Deirdre Clemente, Author, “Dress Casual: How College Kids Redefined American Style” | 35THE INFORMAL NORMAL Source: Pew Research 46% American kids live in a home with two married heterosexual parents in their first marriage (down from 61% in 1980) 23% Americans are religiously “unaffiliated” (up from 16% in 2007)
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    | 37BORECORE Most ofour lives happen between these peaks, and people are beginning to embrace the lulls. In the past, people felt a need to justify their lives by always trying to do something interesting. Social media has changed what people expect to see, causing those pressures to subside. Now, you’re just as likely to see posts about bingeing on Netflix as you are about going to the latest clubs. Borecore is partly a backlash to FOMO and partly about embracing the banality of everyday life. We’re also gravitating toward boring yet relatable characters in pop culture. In Stranger Things, Barb, a side character with few lines, became the second most talked about character from the show. Another example is The Life of Norman subreddit, which posts about the ordinary life of a middle-aged balding man who watches re-runs of CSI. And it’s not just fictional people—real idols such as singer, actress, and top Instagrammer Selena Gomez talks about relaxing at home and often posts about her quiet nights in. Livestreaming has really embraced banality, showing us life as it is, sans scripts and editing. Passive cameras capture nature as it happens and makes the content go We aren’t as interesting as we think we are. According to Daniel Kahneman’s Peak-End theory, our experiences are defined by a few intense moments in our lives. We tend to neglect the rest.
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    PEOPLE ARE AFRAIDTHAT IF THEY DON’T TWEET OR BLOG REGULARLY THEY WILL SIMPLY GO OFF THE SOCIAL RADAR AND BECOME INVISIBLE… THE ONLINE YOU IS FREE FROM THE OFF-LINE PRESSURE OF HAVING TO BE WITTY, ENTERTAINING OR INTERESTING IN SOCIAL SITUATIONS. The Spectator viral, like the six-hour Periscope video of a puddle in England. People are also using long-form live reading to draw attention to reports and contracts that most people would typically ignore. Being interesting is no longer a requirement for expressing yourself online or in content. n | 38BORECORE Highlight the therapeutic benefits of boring yet mesmerizing content.03 Tie your brand to peak moments in consumers’ lives.02 Brands can use boring content to be different and grab consumers’ attention.01 IMPLICATIONS
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    WHAT PEOPLE REMEMBERFROM EVENTS ARE THEIR PEAKS. NO PEAKS - NO MEMORIES, OR AT LEAST NOT VERY CRISP ONES… CERTAINLY BUCKET LISTS SET MEMORIES IN PLACE THAT STRUCTURE LIFE AS REMEMBERED. Christopher Peterson Ph.D. University of Michigan professor of psychology | 39BORECORE Source: BLS 20somethings engage in each activity (# Minutes per day) 15 16 99 22 18 Attending or hosting social events on holidays or weekends Playing video games or board games Computer use for leisure 2004 2015
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    | 41OPEN LIVES Thanksto livestreaming, friends and strangers alike can see exactly what you’re doing at any given time. Ambient listening has exposed us even further— we’re willingly offering up more information and giving up control to new tech, seen in Aloft’s voice- activated hotel room and smart devices like Amazon’s Alexa. Not only do these machines respond to our requests but they use AI and machine learning to understand our habits. However, consumers are wary of technology and companies using their personal data, fearing leaks that can compromise their information. Companies should be careful when mining information from consumers, as it can be confusing and invasive. The Facebook app asks for 42 different permissions alone, ranging from battery statistics to learning what other apps are running. Consumers are now becoming savvier about how brands access and use their sensitive personal information. If consumers are uncertain of a brand’s intentions, they lose trust. Consequently, people are trying to protect themselves by utilizing ad-blocking software and putting tape over their webcams. Social media has opened us up to the world. As technology continues to evolve, we’re both accepting and fearful of our openness to it.
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    To prevent hostilityand backlash, brands have started to combat some of the negative consequences of being too open. Instagram and Twitter have added features to block and remove unwanted comments and users. Gaming company Blizzard has gone so far as to replace hateful messages with self-deprecating ones within their online chats. Beyond technology, Millennials have become more open to discussing traditionally taboo subjects like mental health, politics, money, and religion. n | 42OPEN LIVES Build a community of current, trusted consumers and engage with them regularly.03 Make trust one of your brand metrics.02 Develop a strategy for how your brand can grab hold of the livestreaming trend.01 IMPLICATIONS Ambient listening Safety zones Voice activated hotel rooms Amazon Alexa sales rose 67% Driverless cars Instagram’s filter Blizzard’s comment replacement Twitter’s mute button
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    I’VE ALWAYS BEENAN OPEN BOOK, BUT SOCIAL MEDIA CRACKS THE BINDING WAY OPEN. IF YOU THINK PEOPLE ARE NOT WATCHING WHAT YOU DO, THEY ARE. YOU CANNOT HIDE BEHIND A COMPUTER SCREEN. Lynne Jarman Johnson CMO of Consumer’s Credit Union | 43OPEN LIVES Source: Tublar Labs “The internet was built for openness and speed, not for security. As more and more services, infrastructure and personal information move online, they have all become targets for hackers.” The New York Times 529,000 Accounts created on Facebook Live after its third month of launch
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    | 44 SUMMARY Technology playsa part, but at the end of the day it’s human behavior that shapes marketing and media strategies. Current trends are giving you plenty of material to work with. Contact us for the latest trends as they rise in the cultural zeitgeist.