Authentic Connectivity

North American consumers increasingly engage with global cultural trends

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.

Workshop Question - Consider how your brand could prioritize cultural authenticity?
SCORE 5
Popularity
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Megatrends
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23,682 Total Clicks
Feb 17 - Jun 19
Fresh and Untested
Pop CultureTech
Featured Examples
Vietnam-Set Streetwear Lookbooks - MYGE Travels to Ho Chi Minh To Capture Its SS19 Collection
SCORE 6.9
This Week and Warm 220 Clicks Pub: Jun 7, 19
Vietnam-Set Streetwear Lookbooks
MYGE Travels to Ho Chi Minh To Capture Its SS19 Collection
Streetwear imprint MYGE introduces its latest collection for the Spring/Summer 2019 season with an editorial shot in Ho Chi Minh, Vietnam. The range features graphic-heavy pieces that explore a... [More]
Fantasy Game TV Shows - Netflix's Castlevania will Debut Later This Year
SCORE 2.7
Mild 246 Clicks Pub: Feb 10, 17
Fantasy Game TV Shows
Netflix's Castlevania will Debut Later This Year
Netflix’s Castlevania, which is set to debut on the popular content streaming service later in 2017, will be based on the famous video game series of the same name. The Japanese fantasy series... [More]
Equality-Promoting Soccer Ads - The Women's World Cup Ad by Nike Spotlights a Young Talent
SCORE 4.6
This Week and Average 29 Clicks Pub: Jun 7, 19
Equality-Promoting Soccer Ads
The Women's World Cup Ad by Nike Spotlights a Young Talent
Unequal gender representation in sports is not a new thing, however, brands and organizations are addressing that this year through empowering Women’s World Cup ads. The series of soccer... [More]
Multi-Experiential Anime Festivals - Otafest is an Engaging All-Ages Festival in Calgary, Alberta
SCORE 4.2
This Month and Average 33 Clicks Pub: May 28, 19
Multi-Experiential Anime Festivals
Otafest is an Engaging All-Ages Festival in Calgary, Alberta
Otafest is an all-ages festival that brings together music, games, screenings, community panels, cosplay contests, interactive demos and more. The anime-inspired event welcomes rappers, K-pop and J-... [More]
K-Beauty Music Videos - Kaja Teamed Up with (G)I-DLE for Its K-Pop Single 'Senorita'
SCORE 3.7
This Year and Mild 133 Clicks Pub: Feb 26, 19
K-Beauty Music Videos
Kaja Teamed Up with (G)I-DLE for Its K-Pop Single 'Senorita'
K-beauty brand Kaja teamed up with South Korean girl group (G)I-DLE for the first K-pop single on its new EP. The music video for ‘Senorita’ combines the influence of both K-beauty with K-... [More]
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