Professional Documents
Culture Documents
VULTURE
2016
01
UNCOMMITTED
TOP
CULTURAL TRENDS
3
ME-DIA
PETER PAN
MARKET
HIDDEN CULTURE
FIRST WORLD
PROBLEMS, FIRST
WORLD PLEASURES
ACCELERATED
EMPATHY
10
CONTENT
HACKING
THE PASSIVE
MASSIVE
21ST CENTURY
MOTHERHOOD
UNCOMMITTED
02
1. UNCOMMITTED
03
67
AGREE BEING
TRAPPED IN A
2-YEAR CONTRACT
IS ANNOYING
A PARTNERSHIP BETWEEN
AIRBNB AND REALTOR.COM WILL
OFFER POTENTIAL BUYERS THE
CHANCE TO CRASH AT A NEW
PAD FOR A FEW NIGHTS TO HELP
THEM DECIDE WHETHER THEY
WANT TO MOVE INTO THAT
NEIGHBORHOOD.
INC.
UNCOMMITTED
1.
UNCOMMITTED
1.
UNCOMMITTED
1.
UNCOMMITTED
04
UNCOMMITTED
PERFORMANCE LOSS
PSYCHOLOGICAL LOSS
FINANCIAL LOSS
SOCIAL LOSS
PHYSICAL LOSS
TIME LOSS
05
69%
68%
65%
64%
64%
1985
67%
63%
1990
1995
2000
2005
2010
2015
25
20
15
10
IMPLICATION
0
2003
2004
2005
2006
2007
2008
2009
Source: Edmunds
UNCOMMITTED
2010
2011
2012
2013
2014
UNCOMMITTED
07
08
1.
UNCOMMITTED
100MM
TWITCH UNIQUE
MONTHLY USERS (UP
FROM 45MM IN 2013)
09
PERFORMANCE LOSS
FINANCIAL LOSS
PHYSICAL LOSS
2009: 57%
2015: 45%
2009: 43%
2015: 28%
2009: 36%
2015: 26%
Source: Simmons
10
44
2009
40
39
38
37
2010
2011
2012
2013
35
36
2014
2015
Sources: Mintel/Simmons
IMPLICATION
11
3. ME-DIA
12
1.
XXXX
GUARDIAN 2015
ME-DIA
13
47%
30%
Your fashion
style
11%
8%
3%
3%
Car you
drive
Smartphone
you use
Brand of
sneaker you
wear
Alcohol
brand you
drink
ME-DIA
14
And its not just about the pictures, videos, and Culture becomes language. And content is
posts we broadcast about ourselves. As the the new stuff. Its never been a better time
shows and movies we watch become an even to be in media.
more significant part of who we are, were able
to use show and movie content in emojis or IMPLICATION
Identify how your products / services help
GIFs within our digital conversations.
consumers tell stories about themselves in social
In fact, the growth in GIF keyboards could media. Figure out how you can play in the new
indicate where consumers are going after iteration of the GIF space. And look for new ways
to measure consumer sentiment in emoticons
emojis. Per Adam Leibsohn at Giphy, and GIFs.
Language is really bad at abstract terms
love, confusion, passion, curiosity. You can
send a GIF way faster than writing all the things
you have to say. Theyre more expressive and
dynamic than an emoji.
ME-DIA
15
4. PETER PAN
MARKET
16
17
5.5
5.4
4.5
3.5
MILLENNIALS
GEN XERS
BOOMERS
MATURES
18
19
20
5. HIDDEN CULTURE
21
AN INCREASING STAPLE OF
ENTERTAINMENT CONTENT
IN PRODUCTS TO:
CELEBRATING FANDOM
& DIFFERENTIATING
HIDDEN AWAY IN
VARIOUS PLACES
HIDDEN CULTURE
22
45
53
58
2013
2014
2015
HIDDEN CULTURE
23
HIDDEN CULTURE
24
25
1.
XXXX
1.
XXXX
1.
XXXX
26
27
These are balanced on the positive side by a Or the small feeling of joy when you turn up
number of small pleasures.
at a hotel room to find an outlet by the side
For example, reaching the famous 11th like of the bed. No pushing around furniture, or
on Instagram the moment when the tenth early-morning scurrying across the room in
person likes your photo and all the names your pajamas to turn your phone alarm off.
under the photo condense, only showing the Or, finally, the note from Starbucks on your
number 11. Pure social joy.
coffee cup wishing you a happy birthday (if
Or the little number 1 on your personal email you ordered via the app).
inbox icon if you keep your inbox tidy that is
that shows that someone is thinking of you
(as long as its not spam, of course).
IMPLICATION
28
7. ACCELERATED
EMPATHY
29
INCLUSIVENESS
EXPANDING
ACCELERATED EMPATHY
30
ACCELERATED EMPATHY
31
18%
8%
Womans life
fulfilled if
providing a
happy home
Teens who
admit to
bullying
Opposed to
death penalty
Gay marriage
should be legal
(and now is)
37%
69%
Source: MRI, Gallup
ACCELERATED EMPATHY
IMPLICATION
32
EXPANDING TO
MENTAL HEALTH
1.
UNCOMMITTED
1.
UNCOMMITTED
ACCELERATED EMPATHY
1.
UNCOMMITTED
33
8. CONTENT
HACKING
34
THE COUNTRY HAS LONG BEEN THE MOST RECEPTIVE IN EUROPE TO REFUGEES.
THE COUNTRY HAS LONG BEEN THE MOST RECEPTIVE IN EUROPE TO REFUGEES.
CONTENT HACKING
35
CONTENT HACKING
AN INCREASING IRREVERENCE
AMONG CONSUMERS
I live my life by my own standards,
and not by others (% agreeing)
70
2013
75
77
2014
2015
36
THEN
NOW
CONTENT HACKING
IMPLICATION
37
Source: Mashables
JAN 11
CONTENT HACKING
38
9. THE PASSIVE
MASSIVE
39
0.5%
OF FANS TALK ABOUT A
BRAND ON FACEBOOK
40
:24 Newspaper
:12 - Magazine
1:07 Internet on PC
1:47 - SmartPhone
5:30 - Television
2:42 - Radio
41
RELATIONSHIPS
PARTICIPATION
ENGAGEMENT
MEANING
LOVE
FANS
IMPLICATION
42
8.2
6.4
MILLENNIALS
NON-MILLENNIALS
0.41%
MOBILE HANDSET CTR
UP TO
50%
MOBILE AD CLICKS
ARE ACCIDENTAL
43
44
FAMILY
LOYALTY
SUCCESS
HONESTY
AUTHENTICITY
HAPPINESS
PASSION
SAFETY
RESPONSIBILITY
COURTESY
FAMILY
RESPONSIBILITY
LOYALTY
COURTESY
AUTHENTICITY
EQUALITY
SAFETY
HONESTY
SUCCESS
JUSTICE
TOP 10
45
50
2013
29%
25
1999
23%
46
71
80
76
85
49
CURIOSITY
HAVING FUN
57
ADVENTURE
IMPLICATION
47
92%
63%
60%
46
WOMEN 18-34
HAVE AT LEAST
ONE CHILD
Sources: Census
48
SUMMARY
Technology plays a part, but at the end of the day its
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.
49
THANK
YOU