T H E TRENDERA FILES
DIVERSITY & ENTERTAINMENT Volume 8, Issue 4, Fall 2017 THE TRENDERA FILES: DIVERSITY & ENTERTAINMENT
CONTENTS
INTRO 4 BY THE NUMBERS 30 31 Research Review
32 Key Findings
33 Lifestyle MACRO TRENDS 7 45 Entertainment
8 Multicultural Cool
10 Diversifed Storytelling NOW TRENDING 12 Fear Factor 82 83 Entertainment
86 Lifestyle CONSUMER PROFILES 14 88 Fashion / Retail / Shopping 91 Digital + Tech 18 Makena
19 Bruno
20 Seisa MARKETING BUZZ 21 Ady 94
22 Tamra
23 Sam
24 Generational Comparison
2 TABLE OF CONTENTS
WHAT’S HOT 99
100 Gen Z Kids
102 Gen Z Teens
104 Millennials
106 What’s Hot: Apps
108 Who’s Hot: Actors & Actresses
110 Who’s Hot: Online Infuencers
KNOW THE SLANG 114
STATISTICS 117
3 THE TRENDERA FILES: DIVERSITY & ENTERTAINMENT
You know that saying, we’re all more alike than we are different? It certainly hasn’t felt that way lately. Everywhere we turn, there sadly seems to be an undercurrent of confict, hatred, and divisiveness running through American culture.
It seems you’ve noticed it too. Since the Presidential election, we have received an incredible infux of inquiries on how consumers of various ethnicities are thinking, feeling, and behaving right now. We hear you and have been wondering the same things ourselves, so we have devoted our newest report to diversity and entertainment, two topics that have become intimately related in our media-saturated world.
Before diving in, a disclaimer: a topic as complex and multifaceted as diversity in America could (and should) take a lifetime of research to fully understand, so with this initial issue we admit that we are merely scratching the surface. With this report, our intention is to provide an actionable snapshot into some key trends we’re seeing as well as advise on how to navigate these tricky times— ways to authentically and sensitively celebrate your consumers’ ethnic heritages without exploiting them.
In this issue, you’ll read societal shifts on how multiculturalism is becoming a status symbol, consumers’ fear-based shift toward tribalism, and the ways in which brands are handing over their microphones to let people speak on behalf of their own communities. In addition to the marketing, trends, and hot lists you’ll fnd in every report, we’re also featuring profles on consumers of various ethnicities from each generation and have broken out statistics by both generation and ethnicity as well.
In just a few more years, the United States will be a multicultural majority! So, while we agree that it’s vitally important to honor and understand each other’s differences right now, we’re also excited to highlight some of the signifcant things that will unite us going forward.
We hope you enjoy and look forward to keeping this important conversation going.
TRENDERA
4 MACRO TRENDS
7 THE TRENDERA FILES: DIVERSITY & ENTERTAINMENT
DIVERSIFIED storytelling
white culture and big brands to lend them a voice, the democratization In appealing to Gen Zs and of social media has now given these Millennials, marketers and content groups the platform to speak for creators are dealing with two of themselves. That’s not to say outside the most “woke” generations of all support isn’t appreciated, but there time. Not only do these groups fght are new expectations being defned: for their personal rights, they are It’s not enough to make a diverse also passionate warriors and allies and factual flm about the feminist when others are being persecuted movement; audiences want it to be or marginalized—these days, it’s told by a woman with a track record not surprising to see consumers of feminism—same goes for race, boycotting a company with anti-gay sexuality, gender, or anything else. leadership even if they’re straight, attending a Black Lives Matter rally Navigating this tricky territory has even if they’re a 32-year-old white resulted in swift backlash when woman, and sporting a feminist seemingly well-intentioned celebrities t-shirt even if they’re a traditional try—and fail—to practice “wokeness.” “manly” man. Yet all this cause Case in point: Katy Perry. A staunch championing has given rise to Hillary Clinton supporter, Perry felt important questions surrounding that, after everything she’d learned wokeness: Who has the right to during her time with Clinton’s be a leader of a movement? What campaign, she needed to channel it experiences allow someone to into her music and thereby birthed participate in a movement and speak a subgenre, “Purposeful Pop.” The on behalf of it? Furthermore, whose result is an album that’s been criticized stories and perspectives should as misguided, misinformed, and an be spotlighted? As marginalized ultimately unsuccessful attempt at communities take the power back making a statement about social issues into their own hands, they are rightly in America. PSA: People are very demanding that they be the ones to sensitive about who they want to hear champion their causes going forward. these types of messages from, and a mega-rich white pop star with a track Unlike the past, when marginalized record of cultural appropriation is at groups depended on a mainstream the bottom of that list.
10 MACRO TRENDS
We expect that as people become increasingly sensitive to both the stories that are being told and who is telling them, we will see platform-lending become more commonplace. Regardless of your brand’s stance, respectfully giving underserved communities a voice is undoubtedly one of the strongest ways to appeal to and resonate with consumers today.
BOTTOM LINE:
As hot-button issues such as race, politics, gender, and sexuality increasingly dominate the cultural conversation, consumers will be policing brands and content creators with a simple yet hard-hitting question: “What right do you have to tell this story?” followed by a challenge: “Prove it.”
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CONSUMER profiles
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GENERATIONAL comparison
GEN Y WHEN IT COMES TO ISSUES LIKE RACE, ACTIVISM, POLITICS, AND EQUAL RIGHTS, SEISA: People in my generation may easily change their Facebook profle to have, IS YOUR GENERATION DOING for example, the French fag but they are not THINGS DIFFERENTLY? really socially engaged in what is happening. IF SO, IN WHAT WAYS? Rather, they are engaged only in the tragedy or even worse on a superfcial level.
ADY: Ttechnologies like various social GEN Z media help with outreach at a greater length.
MAKENA: At my school, there are GEN X countless leadership clubs and campaigning/ protesting groups with positive intentions. Most are successful in empathizing their beliefs, as some of the clubs are to thank for TAMRA: In some ways, my generation our new gender neutral bathrooms...With the (Generation X) was spared having to fght a severity of the recent presidential election, lot of these BIG BATTLES that our parents and my generation has been more involved than grandparents had fought and in some cases others even though we were unable to vote... died for...I think our generation really took Racism is almost non-existent in my peers, the for granted that race relations and women’s only contradiction being occasional jokes that rights issues had been “solved” and we were have gone past comfortableness... I’m proud free to just be ourselves and let others be of my generation and all we hope to achieve. themselves as well. Current events prove that those issues are still unresolved and divisive. BRUNO: I think that being the youngest generation, we are the most open-minded and SAM: The younger generation needs to accepting. I know of more people in my age realize that not as much cultural diversity range who are fghting to make a difference was available to us growing up and that it was with the injustices of our country than all our efforts that made this diversity available other age groups combined. to our children when they grew up.
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IS IT IMPORTANT FOR BRANDS TO TAKE A STANCE ON POLITICAL ISSUES?
GEN Z GEN X
MAKENA: Brands are extremely TAMRA: I don’t know if it’s important, infuential to voters and young minds, but I do respect it. Regardless of whether making it important for brands to take I agree or not, I like to know what brands a stance on political issues. I am curious stand for or what ideology they espouse. I about celebrities’ stances and I’m probably think knowing that corporate entities have a unknowingly infuenced by their opinions. I conscience and not just a thirst for proft is a think celebrities should continue expressing good thing. I’d like people with infuence to their opinions as long as they have positive use their platform for good causes, but I don’t intentions. really care what celebrities do.
BRUNO: It is important to me that SAM: It is important for brands to take a celebrities and brands use their enormous stand on issues related to their business...but infuence to create positive change in the I do not believe companies or brands should world. These famous people and brands bring take a stand on an issue where they have no a voice to issues that are ongoing and really particular expertise. For example, I would make a difference in our world. rather hear the CEO of a technology company talk about the need for the freedom to hire the best skilled workers from anywhere in the world rather than hear their opinion on the ethics of repatriating dreamers. Not that I GEN Y wouldn’t agree with them.
SEISA: I think presidents and CEO’s of these companies can have a stance on political issues, but it should be separate from their business.
ADY: Yes, we are all in this together.
28 CONSUMER PROFILES
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BY THE numbers
30 BY THE NUMBERS
RESEARCH REVIEW
In August 2017, Trendera surveyed 1200 nationally representative consumers ranging from 13-52 years old (Gen Z, Gen Y, Gen X). Each generational cohort included n=400 respondents and had an even distribution of White/Caucasian, Hispanic/Latino, Black/African American, and Asian/Pacifc Islander consumers.
In general, the most differences were found in comparing Caucasian to Non-Caucasian consumers. While certain factors were clearly more impacted by age rather than race (such as TV consumption and social media usage), ethnicity undoubtedly plays a signifcant role in shaping consumers’ outlooks, expectations, and overall consumption behaviors.
As this is Trendera’s frst published study analyzing respondents by ethnicity, we urge these initial fndings to be taken directionally and are excited to explore each of these topics in further detail with additional research.
31 BY THE NUMBERS
LIFESTYLE
HOW THEY DESCRIBE THEMSELVES
GEN Z
CAUCASIAN HISPANIC BLACK ASIAN
34% 33% 47% 31% smart open-minded smart happy / open-minded
30% 32% 28% 30% stressed smart independent nice
27% 28% 27% 29% funny / mature funny attractive stressed
26% 25% 25% 27% happy independent / creative open-minded funny
24% 22% 23% 26% nice / independent mature / fun mature / confident smart
Compared to non-Caucasian Gen Zs, Caucasian Zs were signifcantly LESS likely to describe themselves as:
OPEN MINDED: 19%, 33%, 25%, 31% CONFIDENT: 7%, 18%, 23%, 18% COOL: 6%, 14%, 20%, 13% SUCCESSFUL: 3%, 16%, 9%, 7%
(Stats displayed as Caucasian, Hispanic, Black, Asian)
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HOW THEY DESCRIBE THEMSELVES
GEN Y
CAUCASIAN HISPANIC BLACK ASIAN
34% 41% 37% 34% happy open-minded open-minded open-minded
31% 30% 30% 30% smart smart smart confdent / independent
25% 28% 24% 29% open-minded independent confident happy
24% 25% 22% 26% funny nice happy / ambitious active
23% 24% 21% 25% nice / creative funny independent / funny smart / nice creative / relaxed / spiritual
34 BY THE NUMBERS
HOW THEY DESCRIBE THEMSELVES
GEN X
CAUCASIAN HISPANIC BLACK ASIAN
35% 31% 37% 33% open-minded open-minded smart / independent open-minded
28% 26% 30% 32% smart happy spiritual independent
27% 25% 24% 25% happy nice open-minded / confdent confdent
24% 24% 22% 24% independent creative / confdent happy happy
21% 23% 21% 22% creative / nice stressed mature smart / creative stressed
35 BY THE NUMBERS ENTERTAINMENT
TV CONSUMPTION SNAPSHOT
GEN Z
CAUCASIAN
52% Streaming 9% Recorded
19% Live 7% On Demand
8% Other 5% Purchased
HISPANIC
49% Streaming 10% Recorded
16% Live 9% On Demand
9% Other 6% Purchased
BLACK
40% Streaming 10% Recorded
20% Live 10% On Demand
14% Other 6% Purchased
ASIAN
41% Streaming 9% Recorded
20% Live 5% On Demand
20% Other 5% Purchased
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TV CONSUMPTION SNAPSHOT
GEN Y
CAUCASIAN
41% Streaming 12% Recorded
26% Live 7% On Demand
6% Other 8% Purchased
HISPANIC
42% Streaming 9% Recorded
26% Live 8% On Demand
7% Other 7% Purchased
BLACK
34% Streaming 11% Recorded
31% Live 9% On Demand
6% Other 9% Purchased
ASIAN
46% Streaming 8% Recorded
21% Live 6% On Demand
13% Other 6% Purchased
46 BY THE NUMBERS
TV CONSUMPTION SNAPSHOT
GEN X
CAUCASIAN
26% Streaming 12% Recorded
45% Live 6% On Demand
8% Other 3% Purchased
HISPANIC
33% Streaming 11% Recorded
33% Live 7% On Demand
10% Other 6% Purchased
BLACK
29% Streaming 10% Recorded
37% Live 8% On Demand
11% Other 5% Purchased
ASIAN
31% Streaming 8% Recorded
37% Live 8% On Demand
9% Other 7% Purchased
47 BY THE NUMBERS
RACE IN THE U.S.
GEN Z
I AM PROUD TO BE AN AMERICAN
44% 28% 31% 35% Caucasian Hispanic Black Asian
RACISM STILL EXISTS IN THE US TODAY
59% 59% 65% 74% Caucasian Hispanic Black Asian
69 BY THE NUMBERS
RACE IN THE U.S.
GEN Y
I AM PROUD TO BE AN AMERICAN
50% 40% 34% 35% Caucasian Hispanic Black Asian
RACISM STILL EXISTS IN THE US TODAY
58% 60% 58% 58% Caucasian Hispanic Black Asian
71 BY THE NUMBERS
RACE IN THE U.S.
GEN X
I AM PROUD TO BE AN AMERICAN
54% 51% 38% 51% Caucasian Hispanic Black Asian
RACISM STILL EXISTS IN THE US TODAY
57% 67% 71% 67% Caucasian Hispanic Black Asian
73 BY THE NUMBERS
DIVERSITY IN ENTERTAINMENT
GEN Z
THE CURRENT OFFERINGS ON TV / CABLE APPEAL TO ME
51% 49% 46% 33% Caucasian Hispanic Black Asian
I AM MORE LIKELY TO WATCH A SHOW IF IT’S ETHNICALLY DIVERSE
47% 53% 59% 46% Caucasian Hispanic Black Asian
PEOPLE LIKE ME ARE REPRESENTED IN THE SHOWS I WATCH
61% 41% 46% 42% Caucasian Hispanic Black Asian
75 BY THE NUMBERS
DIVERSITY IN ENTERTAINMENT
GEN Y
THE CURRENT OFFERINGS ON TV / CABLE APPEAL TO ME
66% 61% 52% 52% Caucasian Hispanic Black Asian
I AM MORE LIKELY TO WATCH A SHOW IF IT’S ETHNICALLY DIVERSE
41% 52% 69% 55% Caucasian Hispanic Black Asian
PEOPLE LIKE ME ARE REPRESENTED IN THE SHOWS I WATCH
73% 49% 52% 45% Caucasian Hispanic Black Asian
77 BY THE NUMBERS
DIVERSITY IN ENTERTAINMENT
GEN X
THE CURRENT OFFERINGS ON TV / CABLE APPEAL TO ME
53% 54% 58% 56% Caucasian Hispanic Black Asian
I AM MORE LIKELY TO WATCH A SHOW IF IT’S ETHNICALLY DIVERSE
31% 48% 71% 49% Caucasian Hispanic Black Asian
PEOPLE LIKE ME ARE REPRESENTED IN THE SHOWS I WATCH
55% 56% 42% 43% Caucasian Hispanic Black Asian
79 BY THE NUMBERS
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NOW TRENDING
82 NOW TRENDING
ENTERTAINMENT
DREAM DADDY
When it comes to gaming, niche is the new normal. The further off the beaten path creators go, the more likely they are going to strike gold and create something fresh that truly captivates an audience. One such game that stole the attention and the hearts of the queer community this year is Dream Daddy, a dating-simulation game that puts players in the role of the “hot dad” whose objective is meeting, getting to know, and romancing other hot dads. But this isn’t a run-of-the-mill dating simulation game like the dozens preceding it. Where other such dating sims gamify romance by having players complete tasks to win over a potential partner, Dream Daddy takes a more nuanced approach. The game’s creators purposefully programmed complex characters that players truly must get to know to impress. Furthermore, the game strives to treat these queer relationships the same way heterosexual relationships are treated in the real world by not making their queerness a narrative focal point. As such, there is little emphasis on conversation, or plot around characters’ sexuality or their coming out. Turning the dating sim genre on its head, Dream Daddy proves that people are increasingly drawn to complex characters in all forms of content, even games.
ESPORTS TEAMS
Though we’ve seen it coming for years, eSports is only now getting the mainstream attention it deserves. The fastest growing sport in the world, eSports brought in an estimated $463 million dollars in revenue in 2016 and is projected to reach $1.1 billion by 2019. Given its potential to one day be on par with traditional sports such as football and basketball, it’s no wonder more traditional teams are taking note. Last year, the Philadelphia 76ers was the frst ownership group to purchase controlling stakes in two eSports teams, Team Dignitas and Team Apex. In fact, eSports teams have wide appeal to the industry, as a team can attract more fans than individual personalities would be able to on their own. League of Legends champions Michael “Imaqtpie” Santana, Marcus “Dyrus” Hill, William “scarra” Li, Danny “Shiphtur” Le, and Joedat “Voyboy” Esfahani made a huge splash this year when they joined together to create the Echo Fox Challenger team. Though those names may mean little to most, they have a combined audience of over 8 million fans who tune in to watch them compete in tournament circuits and live stream on Twitch. As eSports’ unstoppable growth continues, there will likely be more emphasis on–and drama around–teams as they form, disband, and compete in this growing industry. We may even bear witness to things getting truly meta with fantasy eSports.
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LIFESTYLE
EXPAT RETIREMENT
A harsh reality facing many Baby Boomers is that they simply aren’t fnancially ready for retirement. In 2012, only 36% of Boomers said they were confdent they’d have enough savings for retirement, and as time goes on, their confdence is waning further: in 2016, just 24% were confdent about their retirement savings. If that weren’t enough, approximately 35 million Boomers have nothing saved for retirement at all (Insured Retirement Institute, 2016). To mitigate this crisis, there’s a growing movement of senior citizens moving from the U.S. to South America, where they can live out their golden years in comfort far longer than they could afford to in the states. One popular destination is Cuenca, Ecuador, where the U.S. government estimates there are 2,850 retired Americans receiving benefts. Furthermore, the city’s census found that it is home to around ten thousand foreign retirees, with a large majority consisting of Americans hailing from Texas and Florida. Other Latin American countries that are making it possible for seniors to live the inexpensive retirement lifestyle are Mexico, Panama, Nicaragua, and Costa Rica. As with any infux of wealthier people moving into lower income areas, many of these destinations face fears and questions around gentrifcation. In the meantime, however, Boomers will no doubt continue to seek out sunny destinations where they can celebrate reaching retirement in peace and on the cheap.
“CULT” BEAUTY
In an age when everyone is a tastemaker, the path to a brands’ success is in creating a cult, particularly when it comes to beauty. Consumers pride themselves not only on fnding and purchasing from lesser-known brands but also on watching their discoveries grow to superstardom. Both Milk makeup and Glossier are two such beauty brands that grew from small niche companies to coveted names in every infuencer’s makeup bag. Glossier originally made a name for itself as an online blog, Into the Gloss, that eventually inspired an impeccably-packaged line of products and a Millennial pink Instagram feed to match. Milk Makeup went a similar niche route with Millennial-friendly and minimalist packaging, but focused more on being “no fuss” makeup designed for the every woman with a little bit of an edge. In short, it’s about deliberately creating products that speak directly to a small group rather than attempt to cater to the masses. Case in point: Klarity, a Singapore based brand, is halal-certifed, meaning it has been prepared in accordance with Islamic law (i.e. free of pork, alcohol, and other forbidden ingredients). Considering both skincare and the Islamic culture and lifestyle, Klarity has become a cult hit within this community and will surely inspire more to come.
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FASHION / RETAIL / SHOPPING
MORE-CORE
After the worldwide fashion phenomenon that was normcore, a few other –cores are popping up in succession. Coined by Man Repeller founder Leandra Medine, menocore refers to the trend of celebrating the mostly unexciting fashion choices associated with women around the age of menopause (hence “meno”). Characterized by fowy comfortable garments and lots of linen, menocore is largely based on the archetype of a ffty-something woman straight out of a Nancy Meyers flm, but primarily adopted by twenty-something Millennials who put comfort at the top of their list of fashion priorities. And if menocore is what you wear to pretend you’re a well-off ffty-something who’s jaunted away to her country house for a weekend, gorpcore is what you wear to symbolize your connectedness with the outdoors (gorp being an abbreviation for “good old raisins and peanuts”). Gorpcore consists of feeces, Birkenstocks, and other crunchy sartorial choices (think Patagonia, REI, and LL Bean) but with a fashion twist. The look has started popping up on musicians like A$AP Rocky and Drake as an evolution of the “dad” fashion trend. Best described as “defantly ugly,” both menocore and gorpcore represent a shift in mainstream fashion, where communicating qualities about oneself with traditionally ugly fashion has become a cool style statement in and of itself.
GENDERLESS KEI
A hub for style innovation over the years, Japan has been the birthplace of many a fashion trend. The country’s teen and young adult population consistently goes the extra mile in the name of fnding and pushing the limits of fashion, charting new territory and eventually infuencing the rest of the world. Taking Harajuku’s place as the forefront of the fashion in Japan is a style called Genderless Kei. A subset of Japanese teens, the Genderless Kei have been described as kawaii without gender, meaning men can dress like women, women can dress like men, and both can outft themselves somewhere in the middle. Though one of the leaders at the forefront of the Genderless Kei trend is Japanese personality Genking, an openly gay man, the movement has nothing to do with sexuality. Rather, it is a rejection of the notion that clothes are inherently gendered. To this generation, gender and sexuality exist in separate worlds and they are using fashion to express that. The Genderless Kei are just one of the ways in which Gen Zs worldwide are increasingly challenging gender and aiming to take away the power it’s given in society.
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MARKETING BUZZ
94 MARKETING BUZZ
AXE - IS IT OK FOR GUYS?
Axe, a brand once known for not only perpetuating, but also celebrating, toxic masculinity, has done a complete 180 in its marketing tactics and is receiving positive feedback for the change of heart. The grooming brand’s recent campaign “Is It Ok for Guys?” uses real Google searches to highlight the internal struggles of young men around how to be “a real man.” In the video spot, viewers get a glimpse into guys’ thoughts such as “Is it okay for guys to cry?”“Is it okay for guys to wear pink?” and “Is it okay for guys to be skinny?” Created by agency 72andSunny Amsterdam, the ad has hit home for many viewers, as the real Google searches mirror the anxiety many men feel daily regarding topics such as sexuality, emotions, behavior, and image. The campaign also includes online video interviews with brand ambassadors such as boxer Anthony Joshua, actor Will Poulter, and singer Josh Franceschi answering specifc “Is it ok for guys...” questions. Through the campaign, Axe’s basic message to men shines through: “It’s okay.”
WHY WE LIKE IT: Demonstrating that it’s not just women who have to deal with standards about how to look and act, Axe’s campaign brings together the thoughts and questions of real men to show them that they are not alone in their insecurities.
#MELANINILLUSTRATED
In the fashion and beauty communities, the realization that there is no universal “nude” color has been gaining momentum. Celebrating that fact is a recent photoshoot by the women of Florida A&M University’s 2007 Delta Sigma Theta pledge class, who celebrated their recent 10-year reunion by creating their own Sports Illustrated-inspired spread on the beaches of Costa Rica. The sorority sisters wore different nude-colored bathing suits to celebrate the group’s diversity—though according to interviews, fnding nude colors for everyone took months of research. The result of their hard work—a series featuring confdence, group coordination, and empowerment called #MelaninIllustrated—has gone viral, not only because of how beautiful the photos are, but also because of the strong statement they make about underrepresentation in media of skin colors, body shapes, as well as successful Black women in general.
WHY WE LIKE IT: The photoshoot is a homegrown alternative to traditional mainstream media. It encourages other women to tap into the power of social media and teamwork to show the colors, shapes, and perspectives they believe should be represented.
95 WHAT’S HOT
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WHAT’S HOT millennials
1. 2.
3.
4.
5. 6.
7.
8.
9.
1. Marijuana weddings 2. Yellow sunglasses 3. E.U. fag fashion 4. Golf 5. Mustard yellow 6. Friends from College 7. Canned wine/spirits 8. Cappadocia, Turkey 9. Disjointed
104 WHAT’S HOT
11.
10.
12. 13.
14. 18.
19. 15.
16. 17.
10. Lightning in a Bottle 11. Cheetah print 12. Cardi B 13. Soul tattoos 14. Social media news 15. Roller skates/skating 16. Thursday Kitchen 17. The Disaster Artist 18. Maxine Waters 19. Facebook Watch
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WHO’S HOT influencers
LACTATIA
Nemis Quinn Mélançon Golden, a.k.a. Lactatia, is an 8-year-old drag queen from Montreal Canada. He recently grew to fame through a video ELLE Magazine posted that garnered over 27M views, becoming the publication’s most popular video ever. The youngest sensation in Montreal’s drag scene, Lactatia has been drawn to wearing dresses since he was 3 and started taking voguing classes at the age of 7. With the support of his parents (his mother does his makeup), Lactatia appeared at Montreal’s Werq the World drag tour and explained to outlet LGBT in the City that, “If you want to be a drag queen and your parents won’t let you, you need new parents.”An avid skateboarder, Lactatia is a prime example of Gen Z’s inclination towards gender fuidity and willingness to experiment with what feels right.
MICHELLE KHARE
25-year-old YouTube Star Michelle Khare rose to fame in 2014 when she signed on as a BuzzFeed producer and created interesting content surrounding immigration, cycling, and extreme sports. Like many of her ex-BuzzFeed counterparts, she left the media company and created a video explaining her reasoning for doing so, with her Marvel-like spin on the video making it go viral, amassing over 3M views. These days she works independently, uploading videos to her personal YouTube channel ranging from “I Trained Like Arya Stark (Game of Thrones) For A Month” to “[Getting] Professionally Stretched for The First Time.” An infuencer that Gen Zs grew up watching, Khare is still creating relatable of-the- moment content and will be one to watch online for a very long time.
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KNOW THE slang
114 AESTHETIQUE RECLAIMING MY TIME (adj.) - a fancy way to say “aesthetic” (phrase) - (origin: Senator Maxine Waters) - used by women and people of color when their time is being wasted on ignorant people or topics BACK ON MY BULLSHIT (phrase) - falling into counterproductive or unhealthy patterns SEND IT (phrase) - 1. just do it 2. giving the go-ahead
BEAT/BEAT MY FACE (v.) - to apply a full face of makeup (used in STASHING the beauty and makeup community) (v.) - 1. Dating someone but not introducing them to your friends or family 2. the new ghosting DOING THE MOST (phrase) - 1. trying very hard 2. The new “extra” SUSAN/KAREN/CAROL (pronoun) (origin: meme) - an older woman who doesn’t understand current culture DOGGO / PUPPER (n.) - internet speak for dog THICC FIT (adj.) -1. used to describe a fuller body type 2. The new “thick” (abbr.) - short for outfit
INJURED WIFE ME UP (adj.) - to look terrible (phrase) - a brag used when showing off domestic prowess
LIVING IN 3017 WOAT (phrase.) (origin: meme) - to be ahead of (acronym) - worst of all time the curve WYPIPO PLANDID (acronym) - slang that when read aloud sounds like “white people” that was (n.) - a planned Instagram post masquerading as a candid photo popularized on Black Twitter
115115 QUARTERLY national statistics
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STATISTICS: 120
120 How They Describe Themselves
123 What They Do In Their Free Time
129 Signs Of Success
135 How Much Money They Have Saved
138 Devices They Own And Use
141 Their Favorite Stores
144 Statements On Brands
147 What Impacts Their Brand Preferences
150 Statements On Politics
153 Statements On Race
156 Statements On Ethnicity And Entertainment
159 Their Favorite Types Of Entertainment
162 How They Watch TV
163 Paid Subscriptions
166 Why They Watch Cable
169 Why They Stream Content
172 Why They Stream Short Online Videos
175 Their Favorite TV Show Topics
178 Their Favorite Digital Content Topics
181 Ads In Entertainment
182 What Infuences Them To Watch New Entertainment
185 What Would Make Them More Interested In A TV Show/Movie
188 What Would Make Them See A Movie In Theaters
191 Why They Don’t Go To Movie Theaters
194 Statements On Entertainment
197 Statements On Gaming
200 Statements On Online Videos
203 Statements On Social Media
212 Social Media Habits
118 STATISTICS
METHODOLOGY:
TRENDERA SURVEYED 1200 CONSUMERS IN AUGUST 2017. The survey was distributed online and via mobile phone. The respondent breakdown is as follows:
N=1200 WITHIN EACH Nationally Representative GENERATION:
Consumers 13-52 yrs old, Male / Female split evenly distributed N=100 WHITE / CAUCASIAN N=400 GEN Z (13-21) N=100 HISPANIC / LATINO N=405 GEN Y (22-37) N=100 BLACK / AFRICAN AMERICAN N=396 GEN X (38-52) N=100 ASIAN PACIFIC ISLANDER
GEN Z
GEN Y
GEN X
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214 TRENDERA INSIGHTS. TRENDS. STRATEGY.
LOS ANGELES | NEW YORK 310.279.1047 www.trendera.com @trendera @trendera
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