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The Future of 2020 Volume 11, Issue 1, Winter 2020 the Trendera Files: the Future of 2020

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The Future of 2020 Volume 11, Issue 1, Winter 2020 the Trendera Files: the Future of 2020 THE TRENDERA FILES THE FUTURE OF 2020 VOLUME 11, ISSUE 1, WINTER 2020 THE TRENDERA FILES: THE FUTURE OF 2020 CONTENTS INTRO 4 STANDOUT MARKETING 44 2019 IN MEMES 6 NOW TRENDING 48 49 Lifestyle 52 Entertainment 54 Streaming 20 TRENDS FOR 2020 9 55 Content 56 Social Media 58 Influence & Celebrity THE FUTURE OF 59 Fashion & Beauty YOUR CONSUMER STATS 20 60 Retail & Shopping 21 Methodology 62 Marketing 22 Your Consumer in 2020 63 Technology 30 Politics 64 Politics 31 Dating 65 Work 32 Entertainment 39 Shopping 40 Technology 43 Good Things Ahead 2 TABLE OF CONTENTS WHAT’S HOT 67 68 Digital Download 70 Trendera Class of 2020 73 Incoming Class 78 Kids 80 Teens 82 Millennials KNOW THE SLANG 84 STATISTICS 87 3 THE TRENDERA FILES: THE FUTURE OF 2020 Here at Trendera, we love the New Year and the sense of hope, optimism, and promise that comes with it. However, this January is even more special because it marks the beginning of a new chapter in the cultural zeitgeist—welcome to the 2020s! To celebrate this important milestone, we’ve compiled the top 20 trends we feel have the potential to not only define 2020, but remain relevant well into the new decade. We’ve also rounded up the latest on what’s trending across lifestyle, entertainment, technology, and more, as well as standout marketing campaigns and the hottest up-and-coming talent you’ll be seeing much more of very soon. As with every Trendera Files report, you’ll find current consumer research covering 8-55 year olds’ attitudes and behaviors, with one exciting addition—Gen Alpha! This newest generation is slowly making its way onto the scene, and we’re excited to present you with a first glimpse of their emerging preferences and consumption styles. With all of the fear and stress that defined the 2010s, we’re crossing our fingers that the next ten years are ones that see healing, grounding, and a fresh direction for consumers as well as the world at large. And of course, we hope the same holds true for you. Happy reading and happy New Year! TRENDERA 4 INTRO 5 THE TRENDERA FILES: THE FUTURE OF 2020 2019 IN MEMES Top left to right: JAN: World Record Egg FEB: Due To Personal Reasons MAR: Nobody APR: Daenerys Targaryen Squint MAY: I Don’t Know Who Needs To Hear This JUNE: Keanu JUL: Storm Area 51 AUG: Trying Kombucha For The First Time SEPT: Ight Imma Head Out OCT: Joker NOV: Baby Yoda DEC: You SOB, I’m In 6 7 20 TRENDS FOR 2020 9 THE TRENDERA FILES: THE FUTURE OF 2020 1. OK, BOOMER In one of the most viral TikTok videos of 2019, an older man laments, “The Millennials and Generation Z have the Peter Pan syndrome, they don’t ever want to grow up.” What ensued was thousands of teens responding angrily and popularizing the dismissive slang term “OK, Boomer” to express their frustration with older people in various ways. From the mundane (being out of touch with culture) to the serious (destroying the planet by ignoring climate change), it seems the new mantra is “disrespect your elders.” Indeed, Millennials may have been best friends with their Boomer parents, while Gen Z seems to feel this entire generation may not be worthy of their respect. The viral movement points to a growing movement of antiauthoritarianism as young people further lose faith in authority figures. The seeds of discontent are growing and we expect Gen Z’s anger and rebellion to manifest itself with a rejection of traditional ideals, aspirations, and ideas about who should be in charge. 2. SPACE AGE Sure, we’ve been exploring space in media and culture for over 40 years, but now it seems space is literally the place to be in 2020. Sir Richard Branson’s Virgin Galactic will start offering consumers a trip to space that lasts 90 minutes for a mere $200k. Meanwhile, the band OK Go held a contest last year for students, rewarding the two winners by flying their art projects into space. Their pieces will be in good company: Israel startup Aleph Farms, which creates steaks from animal cells, will be flying up to the International Space Station to make lab-grown meat using a 3D bioprinter under microgravity conditions. Expect more entertainment, products and services that look to make space travel and exploration not just a dream, but a reality. 10 THE TRENDERA FILES: THE FUTURE OF 2020 THE FUTURE OF your consumer 20 THE FUTURE OF YOUR CONSUMER METHODOLOGY Trendera surveyed 1231 consumers in December 2019. The survey was distributed online and via mobile phone. The respondent breakdown was as follows: National Sample: N= 1231 nationally representative consumers 8-55 YRS OLD 105 GEN ALPHA (8-9)* children and parents of children 8-9, due to legal restrictions 412 GEN Z (10-24) 407 MILLENNIALS (25-40) 412 GEN X (41-55) Male/female split for each generation Note: Unless specified otherwise, statistics refer to Gen X, Y, and Z. 21 THE TRENDERA FILES: THE FUTURE OF 2020 YOUR CONSUMER in 2020 AT A GLANCE Their general outlook: GEN Z 46% 38% 37% Happy Hopeful Smart GEN Y 38% 37% 37% Hopeful Happy Open-minded GEN X 35% 33% 31% Happy Open-minded Healthy 22 THE FUTURE OF YOUR CONSUMER YOUR CONSUMER in 2020 STILL ANXIOUS What causes them the most anxiety: GEN Z 36% 30% 29% Not having How much I have How my friends enough money to do every day feel about me GEN Y 45% 32% 29% Not having My weight My family / The level enough money of my anxiety GEN X 51% 29% 25% Not having My weight That I will get sick / enough money How much I have to do every day 23 THE TRENDERA FILES: THE FUTURE OF 2020 STANDOUT MARKETING 44 STANDOUT MARKETING THINX: Known for its period underwear, women’s apparel brand Thinx released “MENstruation,” a campaign exploring what a world would look like if everyone had a period. Showcasing a boy confiding in his dad for the first time about his period and another rolling over in bed to reveal a blood stain, the ad ends with the message, “if we all had them, maybe we’d be more comfortable with them.” The first-ever national television commercial to be launched by a period underwear company, the spot attempts to tackle one of the few remaining taboos in mass media. KITKAT: Having committed to using 100% recyclable and reusable packaging by 2025, Nestlé Japan has altered their packaging from plastic to paper for large bags of KitKats. On the new packaging , a folded paper crane is depicted to encourage chocolate lovers to create origami with their used wrappers. The innovative design demonstrates that Nestlé understands consumers’ concerns over sustainability and climate change and makes participating in sustainability measures fun for everyone. DIRTIEST PORN EVER: One of Pornhub’s best campaigns to date proved that there is nothing sexy about a polluted planet. “Dirtiest Porn Ever” is a porno featuring some of the adult media brand’s most popular actors performing on a set filled with trash. As the actors did their thing, a Pornhub-branded cleaning crew attempted to clean up the litter, ruining the vibe, if you will. For each video view, a donation was made to Ocean Polymers, a non-profit that removes existing litter from the ocean. Pornhub’s cheeky play was a great way to engage its target audience while doing good for the world. 45 THE TRENDERA FILES: THE FUTURE OF 2020 NOW TRENDING 48 NOW TRENDING LIFESTYLE SINGLE, TOGETHER: Just as they’ve done with everything else, Millennials are now rebranding and reclaiming the single life — even when in relationships. Emma Watson made global headlines (and countless memes) after describing her relationship status as “self-partnered” rather than single. Meanwhile, a growing number of young couples are embracing separateness, as evidenced by Linda Breault’s Living Apart Together–A new Possibility for Loving Couples. The new book explores how more Millennials are partnering later in life and placing greater emphasis on their careers, resulting in relationships where partners live apart, even in different states or countries. CANCEL CULTURE: Cancel culture still remains strong in 2020, but consumers are continually redefining what they consider taboo, making it difficult for companies who must choose to forge ahead or readjust when they receive backlash from the collective majority. For example, Netflix surprisingly edited and censored the controversial suicide scene in 13 Reasons Why two years after it first aired — an eternity by today’s media standards! Alternatively, Kim Kardashian immediately changed the branding of her new shapewear brand from “Kimono,” a tone-deaf reference to the ancient Japanese garb, to SKIMS after receiving heavy criticism upon launch. In 2020, expect consumers to assume even more power in dictating who and what is “cancelled.” STRAIGHT CULTURE: In a time when alternative lifestyles and cultures are showcased in mainstream media more than ever before, Dazed Digital asks, “what is straight culture, really? What are the emblems, the heroes, the defining traits? If queer people have Stonewall, drag and disco, do straight people have Maroon 5, Fiat 500s and gender reveal parties?” A bit of an existential crisis for hete ronormative culture, we expect a countertrend to emerge of reclaiming — and even celebrating — the “basicness” of being straight. 49 THE HOT LISTS 67 THE TRENDERA FILES: THE FUTURE OF 2020 DIGITAL DOWNLOAD LOOSID: New app Loosid is a sober social media platform built for those looking to abstain from alcohol.
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