If you are visiting the Amsterdam Dance Event this year, be sure to drop by the presentation of the youth report 2017 of the lovely people of Protein as well.
I had a chance to read the report. Especially the driver ‘Fake is the New Craft’ I believe captures young behaviour in our fast moving digital society very well. Progressive culture has been commoditized, and youths globally are drawing on their DIY mentality to differentiate themselves and reinstate their relevance, they’re modifying and using brands as platforms to exhibit creativity.
In one of my client reports ( which I unfortunately cannot share) I mention a similar driver, the COPY MATCH movement; referring to young Gen z’s as Brand Bandits that seek creativity through copy paste their own identity and are not affraid to state their beliefs or abide by copy right rules (and rather apply the ideas of the Copyleft movement).
A couple of years ago Trndmrkr wrote a trend report and gave lectures about a new female narrative -about the changing mindset and empowerment of women . Today, this shift towards a more femine mindset is expanding world wide. JWT has finalised research spanning nine countries – including the US, the UK, Saudi Arabia, Brazil and China.
The living research, known as the Female Tribes campaign, includes interviews with 4,300 women between the ages of 18-70. Setting out to “change the conversations brands have with women”, key findings from the report include:
76% believe there has never been a better time to be a woman
58% said role models in TV or film have inspired them to be more assertive or ambitious
74% said their work is linked to their sense of self
86% said that femininity is a strength, not a weakness.
See more on how female mindsets are changing in the documentary Her World
It is something that I personally have experienced as a win-win situation for both clients and agencies who want to create effective customer centric products and services. Looking forward to seeing & experiencing this collaboration at more ad agencies as well. Read the whole article here.
This commercial is one of the many ads that are currently running addressing Women and Labeling or even sexism like this much revealing UN Women commercial..
…Heavy duty! But unfortunately for many strong and independent women around the world this is sometimes still is reality. Therefore, it’s good to see Pantene is opening up the discussion on this topic and acknowledges the need for more strong women role models. Read more on New Female Mindsets here….
Marking those’shifts’ that matter, JWTIntelligence shared ten key trends that will drive consumer mind-set and behavior for 2014 and beyond.
I especially like the trend Telepathic Technology: understanding mind and moods and reacting in a personalised way is interesting. I believe this will help heath industry enormously to approach patients in the right way, and trigger some ‘brain-to- brain contact’ with consumers (think Mel Gibsons- and whathis telepathic skills could do for him in the movie ‘What Women Want’)
In Volkrant Magazine, fashion editor Bregje Lampe asked my opinion about the latest Marks & Spencer campaign shot by celebrity photographer Annie Liebowitz- which highlighted new female rolemodels.
Subtitled “Britain’s leading ladies”, the women featured in the campaign are not just the usual A-list celebrities, but included an Olympic gold winning boxer and an award winning nurse as well. As such, M & S shows us that every women can be a ‘leading lady’ and do not have to conform to stereotype ’80 power dressing (think Angela Merkel). They can be successful and dress feminine at the same time.
Read the article (in Dutch) below:
And more examples of this shift in paradigm are in the air…
The UN brought forth the much acclaimed campaign about womens rights in comparison with popular Google search words…
Kirsten van Hulst, author, politician and spokesperson for the UN on womens rights in the Netherlands launched her book (S)hevolution.
The Future Laboratory has captured this changing mindset of powerful- yet feminine- women aptly in this short but facinating explanation of the Athena women:
“Named after the goddess of wisdom, Athena woman is a positive reincarnation of the Alpha woman”
So what implications does this shift have, to us and the brands who want to engage with all types of women? Perhaps we should recognize that individuality goes futher that gender. But gender surely does still matters – just not in the stereotypical ways of conventional marketing. Looking forward to your thoughts on this here…
Documentary about the changes that happening whitin the marketing & advertising industry and what to expect in the next 20 years…right from the horses mouth: Virgin, Patagonia, Pepsi and Common …now online and always good to remind us what its really about…
Against a backdrop of ever shorter technology cycles, end user needs are evolving at an ever quicker pace. Smartphones in use crossed the one billion mark in 2012 and will double by 2015. Such explosive take-up is also accompanied by new customer behaviors, such as the rise of Instagram. Teens are ditching Facebook en masse and moving to Instagram .
It has even become the second most popular (23 % up from 12 per cent last year) social network among teens in the
US according to Piper Jaffray’s semi-annual teen market research report
In a recent interview of Business Insider, the teens suggests that main reason why they Instagram is “Because you can just scroll through quickly when you’re bored, looking for funny or interesting stuff but not having full conversations.”
The following documentary shares a bit more insight on why young people like Instragram so much …