I was so excited to read this report and attend the webinar as I am creating trend reports and am particularly interested in behavioural shifts within Gen Z. Gen Z are defined by interest, hyper-individualism and mainstream/ mass trends coexist in peace (generations belong to several macro and micro groups of any one time – not limited by one affiliation. I was really excited when I discovered a particular section which focused on beauty as I am exploring creating alternative beauty subcultures online and using social media as a virtual canvas to examine and perform a fluid identity.
My overall thoughts are that Online and Offline identities and the two merging are very interesting and involves inhabiting virtual worlds and gaming. The internet is an extension of our lives and the boundary between is wearing thin. I liked thinking back to the evolution of the social internet and influencers, for example in the 2010’s there was a very curated idea of what an internet persona should be on the internet – which is starting to look dated. Shifting Instagram aesthetics are indicative of a call for transparency – Balenciaga led this and Kim Kardashian West followed in her Skims campaign, lockdown period has encouraged self shooting and self-documentation on top of this. As well as the rise in video – which in itself as a medium seems more genuine. Does print hold the power of standing the test of time? The influence of influencers has shifted to a more socially conscious one. I would like to further research and discus anonymity within youth culture – awareness of divulging information and data / how it travels.
REPORT NOTES:
The report focused on the current shifts happening within Gen Z in particular and Millennials.
Interviewed over 3500 from across the globe.
Spoke to 15 professionals.
The Era of Monomass: Monomass is a catch-all for the times we are living in, whereby hyper-individualism and mass trends sit side by side within the very same person. We are fragmented and united at the same time. Every second the world is changing, a global pandemic and the fight for Black lives have laid bare the divisions that exist in western society. In an era of extreme smartphone and social media use, the revolution certainly is being televised. Welcome to the era of Monomass. Uncomfortable conversations lie ahead and awkward truths need to be confronted. This report explores the current moment and what is the future of youth culture.
Influence disrupted – exploring influence and what it means to Gen Z, instead of this hierarchical top-down approach, where content and communication are broadcast through channels, then received by the audience. It’s now about the creator, the creator has great power and that dialogue between the content that you’re creating and your community is much closer, it’s open and it’s constantly moving and evolving.
We are in the midst of a Global Culture Shock, there’s so much change happening at great speed and we need to understand that there are going to be a lot more changes to come. This is a current moment and current look at the future, but we need to keep analysing and understand that things are going to evolve further.
We have gotten used to an on-demand way of living where we are constantly using apps and we are quite desensitised from connection and community. One good thing that has come out of this, is the sense of solidarity and community and a re-set and re-think on values and what’s important.
We have deciphered influence through these different key pillars that remain constant but the models and formats within that have shifted.
- Self – which is all around identity and how Gen Z have great influence
- Media – which is almost everything and nothing at the same time
- Society – movements for change are really driving society
- Culture – is becoming much more connected
- Role-Models – the behavioural shift within our role models and influence beyond just influencers.
A snapshot of the findings: To make a point around identity and Gen Z – the use of the word ‘tribe’ for Gen Z is redundant. Not only for it’s colonial connotations but it also no longer represents this generation – they have very fluid identities that are always evolving.
The modern Polymath exists in society and exists in these icons showing that you don’t have to be defined by one industry, one career – you can be involved in many different facets and have many facets to your skills.
Gen Z are using online spaces to experiment with identity abut also the lines between online and real life don’t really exist anymore.
Another area where this fluidity is seen is within the world of beauty; beauty culture is informed by gaming and that connects quite closely to this idea of fluidity as that transcends the idea of gender. You can be anything online, you can create multiple identities that live for a day or a week, you are able to create your own rules.
Beauty is about what your values are, being clear in what you are and confident in who you are.
When it comes to media, what we’ve found is that there is power and trust in curation but also the printed page for Gen Z.
68% of the audience said that online publications, including magazines, have the most influence over changing their opinions. This actually beat Instagram, although we can’t deny Instagram, Vevo and TikTok have come through the report as being extremely influential in culture. When it comes to the individual it is interesting that these highly curated sources are really influential to this generation.
The next one after Instagram was books having an influence, which again, we need to think about the mediums and the emotional effect they have on people and the power they hold.
When it comes to society, movements and socially-led values are shaping contemporary culture. Gen Z are actively engaging and trying to change things. Social causes such as LGBTQ rights, racial equality, gender equality and the environment are so important to this generation.
A huge amount of this audience are actively changing their consumption habits.
When it comes to role models, it’s the end of influencer as we know it – this is not to say that celebrity and influencer will disappear over night. It’s this idea of commoditisation and pushing product and the pursuit of perfection that is no longer resonating with this audience.
Online is a different space, it’s a different medium, be aware that the types of stories you are consuming and the different kind of emotional response. What are the trusted sources?
We do always need this symbol in our lives, as humans it is intrinsic to us. In many ways ‘celebrity and influencer’ particularly in this period feels very vapid, we need people who are authoritative and authentic and have a higher purpose.
When we look at who is influential now, a snapshot from the data shows a mix of emerging names but also some bigger celebrities. when we think about the celebrities, they stand for something that is for the most part, more meaningful. It will be interesting to see this shift develop further through the idea of not pushing product and aligning with the values of Gen Z. Our audience wants to see content that means something, content that reflects the world we are in, not an over the top, high budget editorial as it’s no longer resonating.
Sources that are close to us and are human and within us are really driving influence and these are fundamental.
When it came to brands a resounding response was that having a clear point of view, strong ethics and purpose are key in making a brand influential today.
As a company, values and ethics rated higher than quality of product.
How can brands apply this?
By mapping interests it goes a bit deeper, than just a ‘persona’ you’re able to understand what’s important to their identity and then within that, what they’re interested in, what they’re consuming, how they’re behaving and then from that you will be able to connect the dots and create something slightly different and more original.
What is your point of view?
Who is your audience?
What is your USP?
What is your purpose?
We as brands need to adopt our behaviours in order to be relevant.
How long are people watching your videos for? What is the sentiment? Are they taking action? DO they want to be apart of your purpose?
Experiemntation!
What will resonate with this audience beyond a campaign? Make sure it starts with the audience and a story which sparks an emotional response from that audience.
Your audience need to be brought into your communications and think about how they can have a say / voice and be linked to your brand. Encourage and open-dialogue.
Thinking beyond your own profit and understanding meaning is so important.
The 2020’s should be an era of truth.