Consumer Insights > Pop Culture

Implications - Following several fashion week cycles that saw a reclamation of cyberpunk aesthetics, designers and art directors are taking more specific inspirations from 1980s and 1990s era films of the genre when creating collections, campaigns and editorials. This evolution highlights the continued resurgence of the genre's iconic retro-futurist fashions but with creators explicitly noting the sources of such inspirations, rather than more generalized references.

Homework Question - What motifs can you seek out for inspiration in order to tap into this cultural fascination with retro-futurism? [More]

Implications - Brands looking to market their products are amalgamating two common tactics—the branded pop-up experience and nostalgic referencing. Such experiences offer personalization through their intimate design, and are able to enhance connections with their customers by offering familiarity through nostalgia.

Homework Question - Conceptualize a nostalgic pop-up experience your brand could offer customers. [More]

Implications - With the modern adaptation of both traditional and New Age astrological practices among Millennials and Gen Z, has come customized products and services that appeal via this specific theme. These spaces and products cater to the direct interests and experiential preferences of younger generations.

Homework Question - Conceptualize an astrology-themed product, service or experience that your brand could offer its younger customers. [More]

Implications - "Deepfake" technology, which is a machine-learning technique that superimposes smart technology to images to create realistic, fake videos, is being used to produce content by brands and those aiming to bring awareness to this technology's potential, realities, and dangers. In an era where people's exploitation online, "fake news" and misinformation is already rampant, deepfake techniques have the potential to accelerate this process, however with brands creating constructive and awareness-spreading campaigns, its clear that the technology can also have an impact in industries related to everything from marketing to art.

Homework Question - How could deepfake technology affect your brand, for better or worse? What would your brand due to either accelerate or mitigate those impacts? [More]

Implications - During the 2018 US midterm elections, a number of brands pioneered interactive campaigns that encouraged voter participation in a variety of ways. This progression highlights the new expectation of brands to use their platform to encourage individuals to fulfill their civic duties and serve as catalysts in empowering consumers for the greater good.

Homework Question - How can you serve as a catalyst in the political empowerment of your customer? [More]

Implications - Computer-generated social media influencers are on the rise, and so now are their collaborations with big brands due to their enormous popularity online. These virtual models are put together with the popular aesthetics that can be observed on platforms like Instagram, and are unique in their ability to reach millions of young consumers while retaining an air of mystique and intrigue.

Homework Question - Conceptualize a campaign for younger consumers that would leverage the reach of a virtual influencer. [More]

Implications - Looking to seize the opportunity provided by their cultural status, NASA is branching out with a number of lifestyle partnerships that see the creation of coveted co-branded streetwear and sneakers. This progression highlights the youthful fascination with utilitarian brands and the new pattern of crossover collections between such institutions and cult style collectives.

Homework Question - What unexpected lifestyle experiences could be considered in order to expand on your brand's place in the cultural zeitgeist? [More]

Implications - The rise of social media has ushered in a strong Internet culture that resonates with many consumers. Knowledge of this culture has become a marker of belonging to the tribe of "Internet insiders," effectively positioning the ability to "get it" as a status symbol. As a response, museum exhibitions, apps, and even books are being released as a way to bring this Internet insider information to the mainstream. This alleviates the exclusivity factor while legitimizing the relevance of Internet culture.

Homework Question - What is one area your brand is an "insider" in, and how can you share your knowledge with customers? [More]

Implications - No longer just niche elements of pop culture fandom, cult movies and character references are making their way into mainstream categories like household goods and furnishings for consumer appeal. More than merely movie memorabilia, brands in categories like home décor are integrating design references from popular fantasy franchises as a means to not only connect with younger demographics, but also reinvent themselves in a way not typically associated with more high-end goods.

Homework Question - What elements of pop culture could you tap to reinvent yourselves in a way that younger consumers can better identify with? [More]

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.

Homework Question - How could your brand push for more equal application of marijuana legalization? [More]