Happy Wednesday. Livestreams were a “thing” for publishers back in 2016, whether it was
puddles in Newcastle or elastic bands on a watermelon. Now, six years on, we can add a lettuce to the livestreaming hall of fame.
Scroll down to read about vaping, dance lessons, and Taylor Swift’s marketing genius.
🛒 54% in the US and UK are planning to shop on Black Friday this year. The shopping category trending down the most is smartphones, while gifts are in higher demand compared to last year. It could be a sign of Black Friday becoming even more established as the time to buy presents, and/or how a sign of tight tech supply chains still are. (GWI Zeitgeist)
🔜 The number in the US who use buy now, pay later services is up 12% year-on-year. Expect to see them used more for Black Friday than ever. (GWI Core)
🤳 What’s the big deal with BeReal? Our latest research shows the main reason it’s taken off is because it’s easy to use. Fun and FOMO play a part too, but it suggests that a platform with one clear use case or feature cuts through. Interestingly, the authenticity angle (ie, “being real”) doesn’t seem to be as important. (GWI Zeitgeist)
🏆 92% of regular World Cup viewers plan to tune in to this year’s tournament. This year’s edition is unique in a number of ways – and excitement up until now has been muted – but it looks like the vast majority of the usual followers will still watch. (GWI Zeitgeist)
🚬 The number in the UK who smoke cigarettes or vape is up 16% since Q3 2021 – the opposite trend to what we’re seeing in France, Germany, and Spain, where both are decreasing. (GWI Core Plus)
🩰 The number of 8-15 year olds who do dance lessons for fun is down 16% year-on-year. Maybe they’re learning their moves from TikTok instead? (GWI Kids)
How well does the media depict Gen Z? YouTuber imuRgency has offered his thoughts on his generation’s distinctive traits, which align quite well with our research – (performative) activism, apathy, humor/memes, and diversity.
Taylor Swift’s new album “Midnights” was released last week. The early reviews are good, but her marketing chops should be celebrated as much as her music. There aren’t many people (or brands) who share her mastery of the teaser release, self-referential hidden messages, or reinvention to meet culture where it’s at.
Roblox is often thought of as being for kids, but it’s making real inroads with adult gamers. One of the reasons is a new crop of tense horror games, including viral success Doors.
Breakthrough Energy is the name of a venture capital fund, founded by Bill Gates, investing in tech that reduces greenhouse emissions. Or at least it did – in its summit this week, “climate adaptation” became part of its remit for the first time. Not many better signals that climate change is a here-and-now issue.
Reselling is picking up steam, with both Shein and Zara joining the resale market. One thing to keep an eye on - the impact it will have on consumers if and when the prices of secondhand threads go up.
Is Black Friday back? 2021 saw reduced interest after 2020’s “lockdown highs”, but it looks as if consumers are back on the wagon for 2022. A lot can change between now and when things kick off, but it feels like a surprising win given the current bleak economic picture.
Need to know key travel trends for 2023? Gen Z are flying solo, while Italy, the Caribbean, and Singapore are on travelers’ lust list.