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Leaders Consumer Insights

Socialized Politician
Political campaigning turns to social media platforms for youthful appeal
Implications - In a move to connect with millennial audiences, politicians are turning to social media platforms as an approachable communication tactic. Promoting platforms and sparking discussion through sites like Tumblr and Periscope, political campaigns are using digital platforms to not only reach younger consumers, but also engage with them on a level that they can understand and contribute to.
Workshop Question - How can your brand accommodate the varying preferences and strengths of different demographics?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Political Schadenfreude
Leader distrust and political parody is expressed through mockery
Implications - Political parody has existed for as long as government systems have been in place. This concept is married with the dark, ruthless style of humor on the Internet in political schadenfreude. Distrust for political figureheads is seen communicated in a more mocking tone, allowing skeptical consumers to indulge in the idea of bringing powerful figures down to a level lower than their own.
Workshop Question -
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hacktivism
Digital vigilantism takes on political and special interest adgendas
Implications - Hacktivism is a new form of protest that while non-violent, is extremely powerful. Groups such as Anonymous are one example of the power online hackers can wield, but brands are now also using hacktivism to their advantage. Dove is just one example, having recently created a fake application for Photoshop that was planted on the web.
Workshop Question -
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Meme Celebrity
Online phenomenons are becoming real-world power influencers
Implications - Online memes are now catapulting regular people and pets into fully-fledged stardom. Grumpy Cat, Psy (from Gangnam style) and various other online sensations are launching books, product lines and are even appearing on major broadcast networks. While the lifespan of these web celebrities in pop culture may be short-lived, their influence at the their peak is intense.
Workshop Question -
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Influencer Obsession
Online influencers are connecting with brands to create connections
Implications - Those highly connected individuals in the social media realm can have big pull when it comes to driving their network to action. Marketers are finding ways to engage and reward influencers, spawning VIP perks for those with online clout who can drive social media conversations about new launches and brands.
Workshop Question -
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Idol Dollification
Immortalizing popular figures by turning them into figurines
Implications - When it comes to celebrities and famous figures, we all want a piece, which explains the gigantic market for celebrity products, ranging from clothes to fragrances to even dirty bath water. Another way consumers can now indulge in their celebrity obsession is by purchasing dolls and toys in the likeness of these famous individuals, such as Kate Middleton, Karl Lagerfeld, Steve Jobs, President Obama and more. While these people may not be action heroes, per se, immortalizing them in such a way points to society's reliance on powerful figures who have the potential and ability to create change and influence our decisions.
Workshop Question -
2.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Superhero Reality
Real-life superhero innovations give consumers something to believe in
Implications - Children have traditionally looked up to superheros, who encourage them to be “brave” during times of despair. Today’s adult consumer isn’t afraid to carry on their vigilante obsession, looking for inspiration anywhere they can during times of extreme stress. Luckily, there is a slew of hero-inspired products available to encourage consumers to stay strong and brave no matter how tough life gets.
Workshop Question -
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Downplayed Serious
Severe historical figures become modern pop culture comedians
Implications - Humor today is much more crude and shocking than it used to be. One way to get a few laughs is by decreasing the seriousness of often serious subjects, such as historical figures and occurrences that would normally offend an older generation. Parodied and played with, these historical motifs signify a shift in pop culture and preferred comedy, which is skewing more and more toward playful flippancy.
Workshop Question -
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Blasphemous Branding
Religious references push the buttons of consumer shock
Implications - When it comes to shock value, some brands are upping the ante with campaigns and branded merchandise focused on religious themes. This level of shockvertising may border on offensive for some, but in a market populated by desensitized consumers, typical attempts at creating shock just don’t cut it. The brand must disturb, even to the point of upset, to make a point—and religion undeniably provides an avenue.
Workshop Question -
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Neo-Nerdom
Glamorized geeks are hailed as celebrities, redefining pop culture
Implications - Media that was once populated by traditionally beautiful pop culture figures are being taken over by “neo-nerds,” whose quirky qualities are increasingly being considered beautiful by the general population. The neo-nerd is a strange yet successful person who (unlike their prototypical nerd predecessor) is not only accepted by, but hailed as, a superior in society. Today’s nerds have become symbols in society that question the traditional meaning of “cool.”
Workshop Question -
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends