Pop Culture Consumer Insights

Trend - As artificial intelligence, virtual reality, and augmented reality are rapidly progressing, the 4G network struggles to meet bandwidth requirements. If VR and AR applications continue to evolve, developers will require a more substantial network that is faster, consistent and has lower latency. As 5G connectivity is expected to deliver these elements, companies are beginning to test the potential of mixed-reality tech in this environment.

Insight - Millenials and Gen Z are excited about the innovations that are ahead and mixed-reality tech has been a pivotal point for them as it has provided opportunities for new forms of entertainment through interactivity. As time progresses, users expect better service and new developments. The 4G platform, however, has limited processing capabilities and as more users flood the platform, that becomes an issue. Because of this, users are interested in what 5G connectivity has to offer to enable the next stages of VR, AI, and AR.

Trend - Streaming and broadcasting services are embracing augmented reality in an attempt to create more immersive viewing experiences for audiences. Whatever the content may be -- from music and film to commercials and the news, the integration of AR in this space amounts to interactive, mixed reality entertainment.

Insight - The media industry is directly impacted by technology and innovation. Passive consumption is no longer the only way for individuals to process information as new tech delivers hands-on experiences, while interactivity enables a higher degree of engagement and entertainment. Through the embrace of digital environments in the physical space, consumers are mesmerized and engaged for longer as the omnichannel approach taps more than just one of the senses.

Implications - Capitalizing on hype and fandom, popular TV shows are turning to unique partnerships to create product lines that will appease fans. More than just memorabilia, these creative products range from makeup lines to subscription kits that reference characters and story lines from popular shows. Such merchandise expansion not only speaks to the power of pop culture fandom, but the willingness of brands and networks to go outside their comfort zones into areas not traditionally associated with them.

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.

Implications - As eSports continues to evolve into mainstream entertainment categories, gamers and leagues are being increasingly celebritized and sought after, resulting in a variety of branded partnership and collaboration opportunities. From eSport players creating their own fashion lines to partnerships between leagues and sneaker brands, these collaborations not only speak to the evolution of gaming in pop culture, but a shift in status symbols toward nuanced and alternative personas.

Implications - Getting into the content space, brands are turning to YouTube videos and webisodes to better prompt consumer engagement. Going beyond product placement or tutorials, brands are opting for storytelling techniques to create narratives around lifestyle habits, social issues and cultural sentiments not only tied to the brand itself but to the consumers they support. Such creative storytelling techniques not only highlight a willingness by brands to experiment on different platforms, but a dedication to provide content and experiences beyond solely product consumption.

Implications - Tapping into elements of pop culture, brands are integrating memes and online references to eject both humor and cultural relevance. More than just a humorous afterthought, these marketing campaigns are integrating meme culture in away that more closely ties and links back to the brand itself, creating a more authentic reference. Whether it be speaking to relatable everyday situations or referencing iconic online personalities, the strategic use of memes speaks to the growing commitment of brands to find better, more genuine ways to communicate with their consumers.

Implications - As the 50th anniversary of the moon landing approaches, brands are releasing special edition products that pay tribute to this moment in American history. This progression speaks to the marketing power of shared cultural experiences and the willingness on the part of the consumer to see such historic moments highlighted by the brands buy.

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.

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.