Social Media Consumer Insights

Trend - Media and communications companies are increasingly prioritizing diversity straight from consumers' creations--accepting and promoting crowdsourced submissions that include, art, stories, and videos made by diverse demographics.

Insight - Seeing that a brand prioritizes inclusion and representation is an increasingly important purchase motivator for consumers, particularly as activists and the values of Gen Z and young Millennials are taken more seriously in the media. Now, consumers expect that brands prioritize inclusion and represent a wide array of voices.

Trend - The pandemic ushered in varying degrees of change, including a political reckoning wherein the idea of activism became more mainstream and social media-friendly. Brands looking to participate in these conversations in a way that goes beyond lip service are doing so by replacing influencers with known activists.

Insight - Replacing influencers with activists is a way brands can use resources to shine a light on an issue of relevance to them and their customers. This humanizes the brand, and hypothetically, brings positive exposure to the cause in question. That said, today's consumer is much more discerning when it comes to corporate social responsibility. Though partnering with an activist is comparatively more socially conscious than partnering with an influencer, these partnerships will be best received if tangible results related to the cause are tracked and shared.

Trend - 'Boomerlennials' refers to the phenomenon of Baby Boomers displaying behaviors typically associated with younger generations. Though this was first evident in spaces such as wellness and travel, it has expanded into the social media space. As a result, the aging demographic is seeking online platforms suited to their needs.

Insight - The pandemic-induced lockdown caused many to turn to digital platforms for social connection. The Baby Boomer demographic did so in droves, as this group is considered at-risk and needed alternative methods to see loved ones. This opened the world of social media up for this generation. Although the lockdown has been lifted in many parts of the world, this generation is ready to explore the world of social media and make connections in a way akin to that of the Millennials.

Trend - The ASMR trends that have become so popular on various social media platforms are now being adapted into child-friendly formats. These forms of sensory play offer both developmental and psychological benefits for children.

Insight - Social media is increasingly driving everything from recreational to pop-culture trends, and its influence is particularly strong on Gen Z and Millennials. Now, brands across industries are increasingly turning to digital trends in order to inform their ideation processes.

Trend - Brands in the personal care space are launching beer-infused shampoos that claim to improve the appearance of hair by preventing dry scalp, removing dandruff, and improving luster. The shampoos leverage the beverage's natural properties including phosphorus, copper, magnesium, and vitamin B.

Insight - As the prioritization of "self-care" continues to grow, many consumers turn to social media to find new products and rituals for their personal care routines. This comes as individuals are becoming savvier and more knowledgeable about the ingredients in their products, specifically common ingredients in beauty products that are now the subject of a growing number of health and environmental concerns. As a result, many opt for more "natural" ingredients that have been touted online as providing astounding results and will flock to brands that leverage the up-in-coming ingredient.

Trend - Brands in luxury fashion are increasingly experimenting with latex, which is giving an edge to their bespoke collections. The popularity of the material can be traced to its association with rebellion, deviance, and fetish, as well as to the sustainability in harvesting natural latex.

Insight - Millennial and Gen Z consumers have always placed a strong emphasis on their appearances and a big reason for that is their continuous presence and dependence on social media platforms. As a result, many are on the lookout for aesthetic-forward pieces and experiences that can help them feel not only more confident in their self-expression but also more interesting in the eyes of their peers and followers.

Trend - Content houses—also known as "collab houses"—are becoming increasingly popular amid young social media influencers. As a result, brands and designers are working on offering opportunities to this community through elevated, or even branded, experiences.

Insight - Social media plays an important role in the lives of Gen Z consumers, many of whom utilize such platforms as a means of self-expression, socializing, or even advancing their career. Young entrepreneurs are increasingly looking for ways to gain independence and create a seamless lifestyle that mixes work with play. This not only allows them to feel more confident but also motivates them to be productive and efficient in maintaining their own image.

Trend - Apps and video conferencing platforms are introducing built-in features and programming that will help consumers during their daily routines. Centered around mental health, these initiatives work toward staging interventions that help one build boundaries and healthy habits during COVID-19.

Insight - The guidelines put into place to manage the COVID-19 pandemic have contributed to digital fatigue linked to many hours spent working and socializing through screens. This has proven to be taxing on the mental health of consumers as many are finding it difficult to establish boundaries between work, social life, and personal time. In this space, many are looking to build healthier online routines and as a result, are looking for accessible tools in order to do so.

Trend - As social media continues to be a primary tool in daily communication, apps are fighting to be the top choice for consumers' online chats. To appeal to consumers, these platforms are introducing new features that automatically erase messages and posts after a specified time, enabling online activity to be temporary.

Insight - The permanence of what users post on social media has caused a lot of controversy among consumers, leaving many to discuss the importance of being mindful online. Social media sites are responding by offering less permanence and more privacy controls to allow users to experiment and be more impulsive with what they choose to share.

Trend - As the cannabis industry continues to grow due to legalization in some areas in recent years, so does the community around it. Influencer culture is breaching into this space, as individuals use the digital platform to engage with an audience about the topic of cannabis.

Insight - Due to their mass digital consumption in today's era, consumers familiarize themselves with products and services by searching for reviews online. They often trust peer reviews more than advertisements. Specifically, Millennial and Gen Z demographics are likely to engage with digital reviews from real-life sources. This is especially true regarding newer products and industries such as cannabis.