Consumer Insights > Pop Culture

Implications - The use of cannabis in festivals has been common for decades, and legalization and decriminalization in North America has brought on the branded formalization of this substance's use in festival-like environments. This shift indicates brands' willingness to put their names behind cannabis and its related products as perceived consumer acceptance of the substance rises. [More]

Implications - With digital platforms now being one of the preferred methods of meeting potential partners, the incorporation of virtual reality into dating is now rising in popularity. This habit comes as cultural shifts in urban environments lead to social interactions that are simultaneously hyperconnected, and physically isolated. [More]

Implications - Social media platforms kept afloat by ad revenue are now creating direct-purchase functions, whether interactive or still in traditional picture or video forms. These functions create additional sources of revenue for the brands and the social media platforms themselves, while offering consumers simplified, convenience-minded methods of purchase. [More]

Implications - As many consumers continue to pine for elements of simpler times from their formative years, QSRs have responded by releasing cereal-flavored milkshakes. This allows restaurants to leverage the instant brand recognition and clout associated with popular cereal brands while also engaging the added benefit of aligning consumers into tribes based on their preferred flavor, a feature most desirable to connection-seeking Millennials. While this might not enact an overwhelming sense of belonging, its small micro-connections like these that weave the fabric of socialization. [More]

Implications - The ever-broadening platform streaming services have has resulted in these companies' willingness to raise awareness for various social, political and environmental causes in unique ways. Collaborating with charities and celebrities alike, these campaigns are able to engage consumers with these causes in a way that is seamless and suits their preferred daily routines. [More]

Implications - QSR brands are making nods to pop culture references by adapting their menu items to mimic cult tv shows and celebrity figures. From burgers adapted to reference popular cartoons to entire menus inspired by children's movies, these examples not only showcase a desire from brands to connect with consumer interests, but it also showcases a willingness to take risks by integrating very niche, specific references into brands' mass marketing channels. [More]

Implications - As one of the most accessible forms of media, podcasts are rapidly growing category. Feeding consumers' desire to break into the space are products that make high-quality podcasting more attainable to everyday people. Speaking to the way in which entertainment and media is becoming more democratized as a whole, this is a clear way in which companies are tapping into consumers' desire to create. [More]

Implications - Cult fashion and skincare brands are approaching nostalgia by collaborating with retro gaming franchises on product ranges that differ from mainstream convention in order to appeal to luxury-inclined consumers. This progression highlights the flexibility of even seemingly saturated branding experiences by partnering with high-end collaborators for unexpected results. [More]

Implications - Inspired fashion collections and streetwear drops featuring cult favorite anime characters are capturing the attention of nostalgic fans of the genre. This progression highlights the continued interest in pop cultural collaborations that renew interest in time-tested franchises and demonstrates the power of co-branded, limited release collections in maintaining a captive audience for fashion brands. [More]

Implications - Artists and brands alike are cultivating reputable art pieces in honor of prominent hip-hop and rap figures, working to engage with fans and deepen cultural connectivity in non-conventional ways. Whether an artist is creating a new comic book, or a brand is erecting statues in commemoration, leveraging idiosyncratic outlets expands music culture and fandom in unseen and inspiring ways. [More]