DOCSLIB.ORG

Creative Trends 2021 Brave New Normal Creative Trends 2021 2

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Creative Trends 2021 Brave New Normal Creative Trends 2021 2 Brave New Normal Creative Trends 2021 Brave New Normal Creative Trends 2021 2 Brave New Normal: Creative Trends 2021 “Despite its’ challenges, 2020 has This report was created by a team of strategists, provided marketers and agencies an creatives and technologists from across dentsu’s global creative offering including experts from opportunity to reset and shift the award-winning agencies dentsumcgarrybowen, Isobar, paradigm of business and 360i and dentsu agencies. brand building. In it they draw on their experience as partners to some of the world’s biggest brands as they navigate through Brave New Normal presents new imagination for the pandemic and evolve their businesses. growing businesses in the years to come - reframing the potential for brands and encouraging them to embrace a new creative canvas to delight, connect, The report also includes insights and case studies inspire, and empower their customers. from Dentsu Inc.’s world famous innovation teams. The intention is for you to use this document as a tool to reflect on 2020, and to provide inspiration to propel Technology unlocks the power of connected creativity your business and brands forward into a brave, new and this is the greatest opportunity our industry has normal in 2021 and beyond. ever known.” — Jean Lin, Global CEO, dentsu Creative Brave New Normal Creative Trends 2021 3 A story of radical collaboration It’s tempting to see 2020 as a story of polarisation. The most likely - and interesting - answer is both. It is only when we resist polarisation and bring For every action, there will be an equal and opposite together craft and code, game designers and diversity reaction. Where extraordinary things happen is when champions, virtual reality and emotional impact that Yet in many ways it has been a story of radical we resist binary thinking and bring those opposites we will create a truly brave and brilliant future. collaboration. Faced with unprecedented problems, together. Remote farms sell their produce over businesses came together as never before. livestream and validate it over blockchain. Fresh creative voices are funded using cryptocurrency. The As we locked down, we were forced to open up to new future of work is being imagined in the here-and- possibilities. As our physical worlds became anxious now of gaming as we make real connections through and constrained, virtual experiences were charged virtual personas. with emotion. Able to touch less, we found ways to feel more. Perhaps more than anything, we learned that it’s difficult to predict what the future holds…. Our Brave New Normal report explores five themes that will coexist, combine and recombine to shape the future of creativity and technology. Are we destined for a future where avatars roam virtual landscapes, where we wear digital makeup and collect digital sneakers? Or will we yearn for the As we look to the future, it is only by bringing together homespun and the handmade; embracing cottagecore truly diverse teams and talents that we will position trends and a circular economy? ourselves to thrive. Brave New Normal Creative Trends 2021 4 Five themes for a Brave New Normal 1. The Virtual Experience Economy 2. The Real We 3. Human Contact-less Accelerated by the pandemic and enabled by 5G, In parallel, we will see a powerful desire for As contactless technologies make stores less we will see a dramatic increase in virtual products simplicity and authenticity. Front line workers, human, online commerce will become more social and experiences. Unrestrained by the physical space, farmers and activists are our new heroes. A new and more personal, powered by next generation we will reimagine what a concert, conference, class commercial model is emerging rooted in direct, live streaming platforms. Get ready for a “QVC for or even product can be. How much would you pay for disintermediated relationships between creators and Generation Z”, to reimagine stores as studios and virtual fashion? the communities they serve. staff as entertainers. 4. Me, Myself and AI 5. The Urgency of Allyship Amidst the pandemic, personal health data became Alongside individual wellbeing, as social inequalities public property. In a future where Alexa can widened and the Black Lives Matter movement diagnose a cold, cars can identify distracted drivers gained momentum, we saw new-found urgency and our bank accounts can track our carbon footprint, around brands as a force for social good. Going we expect an ongoing tension between privacy, forward, we will see brands step up as allies in driving personal wellbeing and public interest. structural and systemic change. Brave New Normal Creative Trends 2021 5 1. The Virtual Experience Economy Brave New Normal 1. The Virtual Experience Economy 6 1. The Virtual Experience Economy Sub Trends: For years we have watched the experience economy go from strength to strength. But what happens when physical experiences are restrained and i. Better than Real restricted in the age of Covid-19? The evolution of virtual experiences Confined indoors, we were encouraged accelerated rapidly, as ideas and to travel virtual worlds, or explore real technologies previously on the landscapes from the comfort and periphery entered the mainstream, safety of our homes. From a ii. Virtual Commerce from telemedicine to real time CGI to manufacturing perspective, businesses virtual fashion. such as Ford and BMW used Virtual and Augmented Reality to transform We saw rapid advances in experience production processes-from training design inspired by the world of gaming to quality checks- as well as enabling - a shift away from a videoconference virtual design collaboration during the for every occasion towards immersive, Covid- 19 crisis. iii. Unreality Bites tech enabled, and data enhanced experiences. Brave New Normal 1. The Virtual Experience Economy 7 Kira — VeryStar, An Isobar Company VeryStar, An Isobar Company have partnered with a CGI Movie Studio to build a complete platform for immersive virtual streaming. The service offering and capabilities include Live Stream Shopping Shows, Live Stream Product Launch Events and Virtual Brand Mascots. The first self-developed and self-owned virtual idol/anchor/brand mascot developed by Isobar is called Kira and has been specifically created for brands looking to tap into a youth audience for the growing Chinese ACGN (animation, comic, game, and short novel) market. ScotlandVR — Whitespace, An Isobar Company Together with Napier University and XDesign, we created a first of its kind Virtual Reality app that would allow smartphone users to explore Scotland’s most iconic attractions, without even having to leave their house. Working with popular gaming engine, Unity, we created a complete 360° environment called ‘The Glen’, in which people could move around and explore at their leisure. It was downloaded 13,500 times in the first week. Kira — VeryStar, An Isobar Company Brave New Normal 1. The Virtual Experience Economy 8 i. Better than Real “Live concerts Almost every major event of the last Reality; users could fly around, explore have become nine months became a virtual one, and interact with collections within an more elaborate… from conferences to concerts, classes immersive virtual landscape. to cocktails. The challenge was to but they don’t let move those events beyond endless We also see a trend towards users videoconferences towards immersive repurposing gaming environments such you float through data and tech enabled experiences that as Discord or Twitch for chat, meetings, the air while a are “better than real”. and even classes.2 These environments seem to foster an intimacy and Godzilla-sized “Live” concerts by Billie Eilish and a natural conversational cadence Travis Scott have pushed the boundaries traditional video calls lack. Ironically rapper walks where real and virtual worlds collide enough, the future of remote working while major sports franchises from may just be incubated in the here and across an ocean.” the NBA to the Premier League have now of gaming. As the Discord Founder/ — The Verge1 partnered with Intel and Microsoft CEO Jason Citron says “It’s clear to reimagine the fan experience with that as people spend more and more multiple player perspectives, “Together time online, they want online spaces mode” and tap to cheer functions. where they can find real humanity “The Fabric of Reality” event brought and belonging.”3 together fashion designers and VR artists to reimagine the idea of the fashion show using 5G and Virtual Brave New Normal 1. The Virtual Experience Economy 9 Voltaren No Pain In-Games — Isobar Isobar’s work for pain relief brand Voltaren demonstrated how engagement in the virtual realm can impact engagement in the real world. In China, eSports participation has reached over 440 million and the pain caused by long term gaming is emerging as a new medical concern. Voltaren, already deeply involved in traditional sports pain relief, brought the product to an in-game experience for popular multiplayer game, Dota. It turned the Dota Magic Weapon into a pain relief tool, the “Battle Fury Pain Massager” creating a psychological bridge between the in-game and out-of game experience. Dota’s legendary players and eSports anchors showcased the “Pain Massager” on four major live streaming platforms, which brought 4.9 billion brand impressions to Voltaren. In addition, Voltaren and JD.COM jointly created #JD eSports Day#, successfully converting traffic to actual sales performance. Voltaren No Pain In-Games — Isobar Brave New Normal 1. The Virtual Experience Economy 10 ii. Virtual Commerce “The virtual world Taking further cues from the world of L’Oreal launched its “Signature Faces” is creating its own gaming, the world of virtual products digital make up collection in October, a economy. Virtual also accelerated dramatically within series of looks accessible via real time the last 9 months. augmented reality on platforms such items have value as Snapchat, Instagram and Google Duo.
Load more

Recommended publications
  • Guardian News & Media
    Response to Ofcom consultations on the BBC’s commercial activities and assessing the impact of the BBC’s public service activities About Guardian News & Media Guardian Media Group (GMG), a leading commercial media organisation, is the owner of Guardian News & Media (GNM) which publishes theguardian.com and the Guardian and Observer newspapers. Wholly owned by The Scott Trust Ltd, which exists to secure the financial and editorial independence of the Guardian in perpetuity, GMG is one of the few British-owned newspaper companies and is one of Britain's most successful global digital businesses, with operations in the USA and Australia and a rapidly growing audience around the world. As well as being a leading national quality newspapers, the Guardian and The Observer have championed a highly distinctive, open approach to publishing on the web and have sought global audience growth as a priority. A key consequence of this approach has been a huge growth in global readership, as theguardian.com has grown to become one of the world’s leading quality English language newspaper website in the world, with over 156 million monthly unique browsers. From its roots as a regional news brand, the Guardian now flies the flag for Britain and its media industry on the global stage. Introduction GMG is a strong supporter of the BBC, its core values of public service and its contribution to British public life. GMG supports the fundamentals of the BBC in its current form and a universal service funded through a universal levy, at least for the period covered by the next BBC Charter.
    [Show full text]
  • 40 Cultural Shifts Shaping Our World
    EDGES, 2021 40 Cultural Shifts Shaping Our World JANUARY 2021 ©2021 TBWA\Worldwide. All rights reserved. Proprietary and Confidential YEAR ZERO Every January brings talk of fresh starts, exciting trends, Within this story, you will find 40 meaningful cultural shifts and cultural phenomena. But this time, the implications shaping our world. These shifts are born from a global process are much larger. The pandemic has precipitated a that emphasizes the expertise of over 300 TBWA “Culture cosmic reshuffle of global realities, social norms and Spotters”—leveraging insight from Bogota to Berlin, Kigali to individual beliefs. A world is ending, and another is being Kuala Lumpur, New Delhi to New York. born. 2021 isn’t just another year, it’s Year Zero. And so this isn’t just a trend report. It’s a glimpse into a new chapter of our history. Culture is fast, often confusing, and sometimes misleading. We hope that these Edges bring optimism, inspiration for growth, and a clear direction forward. Culture is our story. And more In the face of seismic change, we find ourselves torn than ever before, it’s up to us to write a chapter we’ll be proud of. between fight and flight, dark and light, between the pullback of conservatism and the push forward of imagination. Radical transformation is never Welcome to 2021. Welcome to Year Zero. comfortable, but brighter tomorrows are ahead. Our 2021 Edges tell this hopeful story in six chapters: Chaos. Preservation. Advancement. Identity. Liberation. Rebirth. ©2021 TBWA\Worldwide. All rights reserved. Proprietary and Confidential Edges must be rooted in human values, be 1 recognizable through consumer behaviors, and lead to clear business implications.
    [Show full text]
  • Bias at the Beeb?
    Pointmaker BIAS AT THE BEEB? A QUANTITATIVE STUDY OF SLANT IN BBC ONLINE REPORTING OLIVER LATHAM SUMMARY This paper uses objective, quantitative of coverage by the BBC than is coverage in methods, based on the existing academic The Daily Telegraph. literature on media bias, to look for evidence Once we control for coverage of a think-tank of slant in the BBC’s online reporting. in The Guardian, the number of hits a think- These methods minimise the need for tank received in The Daily Telegraph has no subjective judgements of the content of the statistically significant correlation with its BBC’s news output to be made. As such, they coverage by the BBC. are less susceptible to accusations of This paper then looks at the “health partiality on the part of the author than many warnings” given to think-tanks of different previous studies. ideological persuasions when they are The paper first examines 40 think-tanks mentioned on the BBC website. which the BBC cited online between 1 June It finds that right-of-centre think-tanks are far 2010 and 31 May 2013 and compares the more likely to receive health warnings than number of citations to those of The Guardian their left-of-centre counterparts (the former and The Daily Telegraph newspapers. received health warnings between 23% and In a statistical sense, the BBC cites these 61% of the time while the latter received think-tanks “more similarly” to that of The them between 0% and 12% of the time). Guardian than that of The Daily Telegraph.
    [Show full text]
  • BIS Hanoi Student Magazine
    NOVUS BIS Hanoi stud ent magazine CULTURE J A N U A R Y 2 0 2 1 Editorial Welcome to the 2nd issue of Novus, BIS’s student-led school magazine. Our objective is to bring you a new perspective on affairs which might have passed you by. In this issue, we invite you to engage with culture. It is indisputable that culture is a fundamental element of human life; it not only enriches life but also creates a connection between people. This fundamental nature relies on inspiration, which then becomes dispersed. Such sequence goes on and on, anytime and anywhere. Thus, it is inevitable that culture is created - unless humans stop thinking. When you define the term ‘culture’, it is likely that you will ponder an Interview with a Julliard Dance image of archaic historical products or traditional arts of a country. specialist However, if it brings people together and becomes a custom, it can be [page 18~22] considered as culture. New cultural affairs have sprung up in contemporary society - one example of this is K-Pop. If you are interested in how it became viral, see K-Pop Culture [page 3~4]. Another term which has developed in the recent COVID-19 era is Cottagecore, an aesthetic which celebrates rural life; see page 13~ 14 which provides a big picture of such Gen-Z subculture. Celebrating all the cultures which were created, it leads to an ultimate question of why culture is important. A key for that reason is provided in Why is culture important? [page 11~12].
    [Show full text]
  • Reuters Institute Digital News Report 2020
    Reuters Institute Digital News Report 2020 Reuters Institute Digital News Report 2020 Nic Newman with Richard Fletcher, Anne Schulz, Simge Andı, and Rasmus Kleis Nielsen Supported by Surveyed by © Reuters Institute for the Study of Journalism Reuters Institute for the Study of Journalism / Digital News Report 2020 4 Contents Foreword by Rasmus Kleis Nielsen 5 3.15 Netherlands 76 Methodology 6 3.16 Norway 77 Authorship and Research Acknowledgements 7 3.17 Poland 78 3.18 Portugal 79 SECTION 1 3.19 Romania 80 Executive Summary and Key Findings by Nic Newman 9 3.20 Slovakia 81 3.21 Spain 82 SECTION 2 3.22 Sweden 83 Further Analysis and International Comparison 33 3.23 Switzerland 84 2.1 How and Why People are Paying for Online News 34 3.24 Turkey 85 2.2 The Resurgence and Importance of Email Newsletters 38 AMERICAS 2.3 How Do People Want the Media to Cover Politics? 42 3.25 United States 88 2.4 Global Turmoil in the Neighbourhood: 3.26 Argentina 89 Problems Mount for Regional and Local News 47 3.27 Brazil 90 2.5 How People Access News about Climate Change 52 3.28 Canada 91 3.29 Chile 92 SECTION 3 3.30 Mexico 93 Country and Market Data 59 ASIA PACIFIC EUROPE 3.31 Australia 96 3.01 United Kingdom 62 3.32 Hong Kong 97 3.02 Austria 63 3.33 Japan 98 3.03 Belgium 64 3.34 Malaysia 99 3.04 Bulgaria 65 3.35 Philippines 100 3.05 Croatia 66 3.36 Singapore 101 3.06 Czech Republic 67 3.37 South Korea 102 3.07 Denmark 68 3.38 Taiwan 103 3.08 Finland 69 AFRICA 3.09 France 70 3.39 Kenya 106 3.10 Germany 71 3.40 South Africa 107 3.11 Greece 72 3.12 Hungary 73 SECTION 4 3.13 Ireland 74 References and Selected Publications 109 3.14 Italy 75 4 / 5 Foreword Professor Rasmus Kleis Nielsen Director, Reuters Institute for the Study of Journalism (RISJ) The coronavirus crisis is having a profound impact not just on Our main survey this year covered respondents in 40 markets, our health and our communities, but also on the news media.
    [Show full text]
  • Digital News Report 2018 Reuters Institute for the Study of Journalism / Digital News Report 2018 2 2 / 3
    1 Reuters Institute Digital News Report 2018 Reuters Institute for the Study of Journalism / Digital News Report 2018 2 2 / 3 Reuters Institute Digital News Report 2018 Nic Newman with Richard Fletcher, Antonis Kalogeropoulos, David A. L. Levy and Rasmus Kleis Nielsen Supported by Surveyed by © Reuters Institute for the Study of Journalism Reuters Institute for the Study of Journalism / Digital News Report 2018 4 Contents Foreword by David A. L. Levy 5 3.12 Hungary 84 Methodology 6 3.13 Ireland 86 Authorship and Research Acknowledgements 7 3.14 Italy 88 3.15 Netherlands 90 SECTION 1 3.16 Norway 92 Executive Summary and Key Findings by Nic Newman 8 3.17 Poland 94 3.18 Portugal 96 SECTION 2 3.19 Romania 98 Further Analysis and International Comparison 32 3.20 Slovakia 100 2.1 The Impact of Greater News Literacy 34 3.21 Spain 102 2.2 Misinformation and Disinformation Unpacked 38 3.22 Sweden 104 2.3 Which Brands do we Trust and Why? 42 3.23 Switzerland 106 2.4 Who Uses Alternative and Partisan News Brands? 45 3.24 Turkey 108 2.5 Donations & Crowdfunding: an Emerging Opportunity? 49 Americas 2.6 The Rise of Messaging Apps for News 52 3.25 United States 112 2.7 Podcasts and New Audio Strategies 55 3.26 Argentina 114 3.27 Brazil 116 SECTION 3 3.28 Canada 118 Analysis by Country 58 3.29 Chile 120 Europe 3.30 Mexico 122 3.01 United Kingdom 62 Asia Pacific 3.02 Austria 64 3.31 Australia 126 3.03 Belgium 66 3.32 Hong Kong 128 3.04 Bulgaria 68 3.33 Japan 130 3.05 Croatia 70 3.34 Malaysia 132 3.06 Czech Republic 72 3.35 Singapore 134 3.07 Denmark 74 3.36 South Korea 136 3.08 Finland 76 3.37 Taiwan 138 3.09 France 78 3.10 Germany 80 SECTION 4 3.11 Greece 82 Postscript and Further Reading 140 4 / 5 Foreword Dr David A.
    [Show full text]
  • Duties of the Guardian of the Estate of an Incapacitated Person
    DUTIES OF THE GUARDIAN OF THE ESTATE OF AN INCAPACITATED PERSON The following outline is not intended to be taken as specific legal advice upon any particular occasion for which the advice of qualified counsel is recommended. Please do not ask Court personnel to give legal advice on specific issues as they are not permitted nor qualified to do so. As Guardian of the Estate of an Incapacitated Person your duties are: 1. FAMILIARITY WITH COURT ORDER APPOINTING YOU You must examine and be familiar with the Court Order which appoints you Guardian of the Estate of the Incapacitated Person. This is particularly true in that you may only be authorized to exercise power in certain limited ways, unless you have been appointed "plenary" (general) Guardian of the Estate. If your appointment is subject to limitations, you must not exceed those limitations. You must also determine whether you have been directed to enter Bond (insurance) and if so, you must provide for the entry of an appropriate sized Bond before undertaking any of your duties. In every case, the following list of duties must be limited by the terms of the Order appointing you. 2. INQUIRY AND DISCOVERY OF ASSETS You must make reasonable inquiry into the existence and whereabouts of all valuable assets of the Incapacitated Person, including the determination of their fair market value on the date of your appointment, which may require appraisals of realty, personal, or statements from banks or securities firms as to values of accounts and securities, or appraisals of antiques or jewelry. 3.
    [Show full text]
  • A Texas Guide to Adult Guardianship
    A Texas Guide to Adult Guardianship Banner logo - mostly for web use Vertical logo - Flushed and centered versions PANTONE 7551 C 15 • 40 • 96 • 22 RGB = 180 • 126 • 0 HTML = B47E00 PANTONE 287 C 100 • 87 • 21 • 12 RGB = 0 • 48 • 135 HTML = 003087 PANTONE 7621 C 20 • 100 • 95 • 12 RGB = 171 • 35 • 40 HTML = AB2328 Standard logo - Should use this one most of the time... NOTE: These les have had the “l” and “t” in “Health” made into a compound path, to x the glitch in viewing PDFs on PCs. White logo with compound paths Black and white version ABOUT THIS GUIDE A Texas Guide to Adult Guardianship With this guide, gain a better understanding of the ins and outs of guardianship. This guide will help answer these questions: • What is guardianship? • What can guardianship do and how will it help? • What are the limitations of guardianship? • What are the alternatives to guardianship? • Who can be a guardian? Guardianship A relationship established by a court of law between a person who needs help (ward) and a person or entity named to help the person in need (guardian). A Texas Guide to Adult Guardianship iii TABLE OF CONTENTS ABOUT THIS GUIDE ...............................................................III A Texas Guide to Adult Guardianship .....................................III INTRODUCTION TO GUARDIANSHIP .......................................1 About guardians .......................................................................... 2 Pros and cons of guardianship ................................................. 3 ESSENTIAL POINTS
    [Show full text]
  • Register of Journalists' Interests
    REGISTER OF JOURNALISTS’ INTERESTS (As at 14 June 2019) INTRODUCTION Purpose and Form of the Register Pursuant to a Resolution made by the House of Commons on 17 December 1985, holders of photo- identity passes as lobby journalists accredited to the Parliamentary Press Gallery or for parliamentary broadcasting are required to register: ‘Any occupation or employment for which you receive over £795 from the same source in the course of a calendar year, if that occupation or employment is in any way advantaged by the privileged access to Parliament afforded by your pass.’ Administration and Inspection of the Register The Register is compiled and maintained by the Office of the Parliamentary Commissioner for Standards. Anyone whose details are entered on the Register is required to notify that office of any change in their registrable interests within 28 days of such a change arising. An updated edition of the Register is published approximately every 6 weeks when the House is sitting. Changes to the rules governing the Register are determined by the Committee on Standards in the House of Commons, although where such changes are substantial they are put by the Committee to the House for approval before being implemented. Complaints Complaints, whether from Members, the public or anyone else alleging that a journalist is in breach of the rules governing the Register, should in the first instance be sent to the Registrar of Members’ Financial Interests in the Office of the Parliamentary Commissioner for Standards. Where possible the Registrar will seek to resolve the complaint informally. In more serious cases the Parliamentary Commissioner for Standards may undertake a formal investigation and either rectify the matter or refer it to the Committee on Standards.
    [Show full text]
  • Honors Program Course Guide Spring 2021
    HONORS PROGRAM COURSE GUIDE SPRING 2021 TO PLAN YOUR SPRING 2021 ACADEMIC SCHEDULE, IT MAKES SENSE TO BEGIN WITH THE HONORS COURSE GUIDE! As usual, we’ve included the Honors courses open to all Honors students, regardless of school, college or major; we haven’t included Honors courses restricted to specific majors (you’ll know about them if you are in one of those majors). Reminder: This is not the final word on Honors courses for spring. We’ll post new versions of the Guide in the Honors Bulletin as we gather more information regarding days/times and professors—and new courses soon to be approved. HONORS PROGRAM COURSE GUIDE SPRING 2021 HONORS ANALYTICAL READING & WRITING ..................................................................................................4 ANALYTICAL READING & WRITING (ENGLISH 0902.01) 4 ANALYTICAL READING & WRITING (ENGLISH 0902.02) 4 HONORS INTELLECTUAL HERITAGE I: THE GOOD LIFE 4 HONORS INTELLECTUAL HERITAGE II: THE COMMON GOOD 5 HONORS GEN EDS..........................................................................................................................................6 ARTS GEN EDS 6 MUSICAL CULTURES OF THE WORLD (WORLD MUSIC) (MUSIC STUDIES 0909.01) .................................................................... 6 SHAKESPEARE IN THE MOVIES (ENGLISH 0922.01) ............................................................................................................................. 7 ART OF SACRED SPACE (GREEK & ROMAN CLASSICS 0903.01) .........................................................................................................
    [Show full text]
  • You Are What You Read
    You are what you read? How newspaper readership is related to views BY BOBBY DUFFY AND LAURA ROWDEN MORI's Social Research Institute works closely with national government, local public services and the not-for-profit sector to understand what works in terms of service delivery, to provide robust evidence for policy makers, and to help politicians understand public priorities. Bobby Duffy is a Research Director and Laura Rowden is a Research Executive in MORI’s Social Research Institute. Contents Summary and conclusions 1 National priorities 5 Who reads what 18 Explaining why attitudes vary 22 Trust and influence 28 Summary and conclusions There is disagreement about the extent to which the media reflect or form opinions. Some believe that they set the agenda but do not tell people what to think about any particular issue, some (often the media themselves) suggest that their power has been overplayed and they mostly just reflect the concerns of the public or other interests, while others suggest they have enormous influence. It is this last view that has gained most support recently. It is argued that as we have become more isolated from each other the media plays a more important role in informing us. At the same time the distinction between reporting and comment has been blurred, and the scope for shaping opinions is therefore greater than ever. Some believe that newspapers have also become more proactive, picking up or even instigating campaigns on single issues of public concern, such as fuel duty or Clause 28. This study aims to shed some more light on newspaper influence, by examining how responses to a key question – what people see as the most important issues facing Britain – vary between readers of different newspapers.
    [Show full text]
  • Luxury Fashion on Tiktok 29
    The Fashion Fandom Is Exploding On TikTok Right Now: How Can Brands Tap Into It? YOU MIGHT’VE THOUGHT THE BEST TIME FOR FASHION BRANDS TO BE ON TIKTOK WAS LAST YEAR, BUT FASHION CONTENT IS ACTUALLY SEEING THE FASTEST GROWTH RIGHT NOW. Gen Z accounts for 40% of global consumers. 60% of TikTok’s 689 million users are Gen Z. And with TikTok introducing a number of new 40% shopping features, how can fashion brands make sure they’re at the forefront of what’s set to be the next big social commerce platform? 60% of TikTok’s 689 million users are Gen Z. In our latest Fanbytes report, we share some of the key insights, tips and considerations for brand-side fashion marketers seeking to tap into the fashion fandom on TikTok. Specifically, you’ll get: An undeniable understanding that TikTok is the future for fashion brands. How Fanbytes can help your brand tap into Gen Z culture and trends like a pro. A knack for analysing viral TikTok trends and knowing how users inherently think and behave. An exclusive insider look into Fanbytes’ state-of-the-art TikTok analytics tool and viral alerting system that helps us predict the future by identifying upcoming trends. CONTENTS Introduction Who Are Fanbytes? 5 How We Gather Our Insights 6 An Introduction To Gen Z & Fashion On TikTok 8 TikTok & Fashion Sustainability On TikTok 12 Fast Fashion On TikTok 20 Luxury Fashion On TikTok 29 Conclusion Summary 35 Get in touch 36 PAGE 5 WHO ARE FANBYTES? Fanbytes is widely recognised for creating successful Gen Z social and influencer strategies for fashion brands such as Vestiaire Collective, Boohoo & River Island.
    [Show full text]