North American consumers increasingly engage with global cultural trends
Implications - North American consumers, particularly those among Millennial and Gen Z demographics, are less culturally insular than the generations that preceded them, and are increasingly seeking authentic cultural connections and entertainment from abroad. Despite obstacles that include differing cultural norms and language barriers, the increasingly two-sided nature of cultural influence allows brands more diversity and flexibility in their process of appealing to a range of global entertainment and lifestyle rituals.
Workshop Question - Consider how your brand could prioritize cultural authenticity?
Trend Themes
1. Global Cultural Engagement - Millennial and Gen Z customers continue to expand their cultural interests, seek authentic international connections, and entertainments from abroad.
2. Two-way Cultural Influence - Cultural diversity and flexible appeal to a wide range of global entertainment and lifestyle rituals offer brands greater opportunities to connect with international customers.
3. Empowerment and Diversity - Advertising and marketing campaigns with a focus on empowerment and diversity are helping to promote gender equality and social values and norms.
Industry Implications
1. Beauty and Cosmetics - Beauty brands are collaborating with trendsetting K-pop groups and K-beauty brands, providing customers a range of unique and exciting beauty looks.
2. Food and Beverage - Awareness of different flavors and cultures are influencing food and beverage companies to introduce new international styles, packaging, and flavors to North American consumers.
3. Entertainment and Fashion - Anime-inspired and youth culture-themed events that integrate various elements such as music, gaming, art, fashion, and community are attracting attendees and exhibitors alike to engage in these festivals.
5 Featured, 45 Examples:
80,422 Total Clicks
Date Range:
Feb 19 — Jun 19
Trending:
Mild
Consumer Insight Topics:
