In recent years, propelled by social media and pop culture, we've seen the rise of various summer themes: Hot Girl Summer, Rot Girl Summer, Healing Girl Summer. Each year brings its very own mood, so what’s in store this year for the girlies in Summer 2024?
Sneakers may have dominated the casual footwear scene recently—comfortable, practical, and effortlessly stylish. But there’s a wildcard among them that brings something extra to the table. Kitten heels are stepping up as the unexpected functional choice with flair—offering the comfort of a flat shoe while bringing a touch of sophistication, they provide a steady, stylish alternative to stilettos. No longer just a vintage throwback, kitten heels are captivating modern fashion enthusiasts with their perfect blend of retro charm and practical elegance.
Trends Explorer's data reveals a significant spike in kitten heel searches in early 2024, followed by steady interest through mid-2024. The timing isn’t a coincidence—it’s powered by fashion influencers on TikTok sharing how to make these heels work for every occasion. From pairing them with casual jeans for a weekend outing to rocking them at the office, kitten heels have become the ultimate symbol of stylish comfort.
TikTok's influence here is undeniable—with views skyrocketing over the past year, it’s clear that the platform has put kitten heels back in the cultural conversation. What makes this trend pop? It’s the versatility: kitten heels nail the balance between comfort and style. In an era where people are done sacrificing comfort for aesthetics, these shoes are the perfect answer—elegance that works for everything from daily errands to professional meetings to nights out.
Kitten heels hit the sweet spot for consumers who want it all—chic style, practicality, and versatility. Whether it's a polished look for the workplace or a laid-back yet sophisticated vibe for a weekend gathering, these shoes deliver. This isn’t just a passing trend—it’s a revival with staying power.
The app categorizes the kitten heel trend as "Gaining Steam," and for good reason. The steady growth points to a cultural shift that blends nostalgia with today’s obsession for comfort. Retro silhouettes are back, but they’re updated for the modern consumer who demands more from their fashion.
For brands and retailers, the opportunity is huge. Tapping into this trend means crafting collections that aren’t just about nostalgia but also about meeting today’s demand for comfort and versatility. This fusion of cultural insight and fashion-forward innovation is what will set brands apart as they shape the future of footwear.
Kitten heels are here to stay—they’re not just a fleeting fashion statement but a deliberate choice that balances form and function, striking a chord with today’s style-savvy and comfort-driven audience. With tools like Trends Explorer, brands can stay on top of movements like this, ensuring they lead the charge in an ever-evolving fashion landscape.
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In a world where convenience reigns supreme, meal kit delivery services like HelloFresh, Blue Apron, and Home Chef have quickly carved out a place in busy households. But what do people really think of these kits? Are they considered a time-saving blessing or an expensive, over-hyped hassle?
Using the Social Meaning app on AI toolkit Sphere, we found the answer in minutes. The app scoured social media conversations, consumer search histories, and news and blogs to reveal a range of opinions—from fans of the stress-free, time-saving nature of the service, to adventurous aficionados who appreciate the culinary diversity meal kits offer.
Let’s dive into the insights from social media to see what’s really cooking.
Fun fact: The following insights were written by the Social Meaning app, no pesky human intervention needed.
The burgeoning meal kit delivery market is shaped by six predominant themes. Leading with Convenience-Centric Cooking (25%), meal kits fulfill consumer quests for effortless meal solutions. Culinary Diversity (20%) inspires global culinary exploration, while Family Engagement (15%) boosts kitchen inclusivity. Health-Conscious Choices (15%) underscore wellness priorities. Cost-Effectiveness (15%) offers financial relief through meticulously planned meals. Lastly, Social Responsibility (10%) highlights sustainable and community-centric efforts. Meal kits, with these diverse benefits, are poised for continued success in resonating with broad consumer needs.
The bulk of social media opinions (Convenience-Centric Cooking, 44%) have low motivation to pursue sustainable options, and are instead more value-driven to convenient meals at an affordable price.
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The 'boo basket' trend—a playful, Halloween-inspired twist on gift-giving—has swept across social media platforms. Originating from the tradition of “booing,” where neighbors secretly dropped off bags of candies as a festive surprise, the once a low-key, local activity has now evolved into an internet-fueled phenomenon.
In the modern version, boo baskets are no longer treats anonymously left at the door; they’ve become carefully curated collections of gifts, blending connection and playful generosity.
More than just gifts, the boo basket reflects the broader trend of experiential consumerism—the idea that today’s consumers crave experiences and emotional connections as much as they do material goods. It also taps into the power of visual storytelling, with every basket becoming a fun, trendy TikTok video. The combination of nostalgia, personalization, and a ready-for-social-media aesthetic makes boo baskets irresistible, both in person and online.
The boo basket trend is a prime example of how brands can quickly and authentically tap into seasonal trends, especially on platforms like TikTok, and join in the fun.
From our study of internet conversation surrounding the phenomenon, Social Meaning identified some key insights into emerging consumer behaviors that brands should consider when crafting strategies. The app also provides a sizing of each theme across the conversations on social media, blogs, forums, news articles, as seen below:
For brands seeking to tap into quirky shopping habits like boo baskets, this is how you can get in on the action:
Using our Product Innovation app, here’s what our Generative AI came up with:
Concepts have been generated by Quilt’s Gen AI apps
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The ways in which Gen Z and Millennials approach finance reflect the unique challenges and opportunities of their respective generations. By examining data from the Social Meaning app, which pulls insights from public web, Google, and social media platforms, we can see how these two groups differ in their financial strategies and priorities.
Gen Z places a strong focus on Financial Responsibility and Independence, with this theme capturing 44% of the conversation in public web data. This generation is driven by the desire for financial independence, with a particular emphasis on saving and budgeting. Meanwhile, Alternative Investment Strategies (9%) reveal their interest in exploring cryptocurrencies and other non-traditional financial avenues. Side Hustles and Gig Economy (10%) also play a significant role, showcasing their entrepreneurial spirit and search for diverse income streams.Additionally, Gen Z’s use of technology is reflected in the Influence of Technology on Financial Habits (12%). This group is comfortable using apps and digital platforms to manage their finances, underscoring their preference for innovative, tech-driven solutions.
Gen Z’s Google search behavior confirms their deep interest in Financial Literacy and Knowledge Building, which accounts for 75% of their search volume. This theme highlights their commitment to understanding personal finance fundamentals. In addition, 17% of their searches focus on Investment Trends and Opportunities, signaling their curiosity about new ways to build wealth. Strategic Saving Practices (8%) also feature prominently, demonstrating Gen Z’s focus on aligning their savings strategies with long-term goals.
On social media, particularly TikTok, Gen Z’s financial discourse is led by Education and Empowerment (60%). They are actively engaging with content that helps them understand debt management, investing, and broader financial strategies. Another key theme is Embracing Digital Finance (12%), reflecting their growing comfort with decentralized finance and other digital platforms. Lastly, Long-Term Financial Goals (10%) make up a portion of the conversation, with homeownership and retirement planning emerging as significant priorities.
Millennials approach finance with a more structured mindset, with Digital Finance and Education capturing 31% of the conversation. Their focus is on leveraging digital tools to enhance their financial literacy and decision-making. Another key theme is Financial Anxiety and Mental Health (19%), which speaks to the economic pressures they face and the impact on their financial well-being.Millennials are also rethinking traditional concepts of wealth. Redefining Wealth and Success (9%) indicates a shift towards value-driven investments, while Changing Perspectives on Homeownership (9%) shows that they are questioning the long-standing ideal of homeownership due to economic and sustainability concerns.
When searching on Google, Millennials’ focus remains on Empowered Financial Literacy, which accounts for 73% of their searches. They seek to expand their financial knowledge and secure independence. Millennial-Specific Financial Strategies (25%), such as side hustles and budgeting apps, play a key role in helping them manage their finances. Meanwhile, Holistic Money Management (2%) reflects their desire to integrate various aspects of finance, such as saving, spending, and investing, into a comprehensive plan for long-term wellness.
On social media, Millennials prioritize Navigating Financial Health (56%), with discussions around budgeting, saving, and maintaining financial stability taking center stage. Embracing Financial Literacy (19%) is another key theme, as they look for guidance on paying off student loans and achieving long-term savings goals. Community and Support in Financial Journeys (8%) also emerges, reflecting their preference for sharing financial knowledge and experiences with their peers.
As the financial landscape continues to evolve, the unique approaches of Gen Z and Millennials offer critical lessons. Gen Z’s eagerness to explore digital finance and entrepreneurial ventures signals a future where financial systems will likely be more flexible, decentralized, and driven by technology. Meanwhile, Millennials’ focus on stability and long-term security reflects a generation attuned to safeguarding its future amidst economic uncertainty. Together, these generations are reshaping how we think about money—making financial management not just about wealth, but about values, resilience, and adapting to a rapidly changing world. Brands, financial institutions, and even policymakers will need to adapt to these generational shifts if they want to stay relevant in this new financial era.
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The ability to understand how consumers engage with brands, products, and categories is now more crucial than ever. But with countless conversations happening across social media, search engines, blogs, and news sites, decoding consumer perspectives can seem like an overwhelming challenge. To help with this, we came up with Social Meaning: an AI tool that empowers brands to discover meaning within noise.
Social Meaning is an all-in-one analytics platform designed to help businesses make sense of the vast amounts of data generated by online consumer behavior.
Social Meaning is designed to simplify the complex world of data analysis, making it accessible even to users without technical expertise. Here’s how it works:
What makes Social Meaning particularly powerful is its ability to integrate both quantitative and qualitative data. While it extracts tangible data points like influencers and locations mentioned, it also delves into the intangibles like values and consumer needs. This dual approach allows marketers to go beyond surface-level insights, revealing the deeper narratives that shape consumer behavior.
For instance, if a brand is interested in sustainable fashion, the app extracts all conversations around this topic and quantifies conversations into key themes so that businesses get a lay of the land. Then businesses are able to deep dive into each key theme to uncover which brands are associated with the theme, and identify the values consumers attach to it. This level of insight gives brands the tools to not only understand current trends but also predict where consumer conversations are headed.
With consumer conversations playing a pivotal role in shaping brand perception and market trends, Social Meaning offers an indispensable tool. Through its ability to decode complex themes, uncover cultural nuances, and present actionable insights, Social Meaning is not just a tool—it’s a gateway to understanding the deeper stories behind the conversations that define your brand’s future.
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We've all heard of K-beauty, but what about C-beauty? The rise of #CBeauty and #Hanfu has been phenomenal on social media, garnering over 2.5 billion views. Leading this movement is Florasis, a prominent Chinese beauty brand known for its innovative packaging designs and rich cultural symbolism.
In 2021, Florasis became one of the top cosmetic companies in China with a gross merchandise value of 218 million yuan. By the second quarter of 2021, total sales had reached 830 million yuan, surpassing both global and local beauty brands in China. Following its domestic success, Florasis began expanding into international markets, where its products have also appeared on popular Southeast Asian shopping sites like Shopee and Lazada. Recently, Florasis partnered with DFS, the selective retail arm of LVMH Moët Hennessy Louis Vuitton, to open its first European outpost
at Samaritaine Paris Pont-Neuf.
To understand the factors behind Florasis' domestic success, we used Sphere's Concept Evaluation app to analyze their makeup packaging.
Having analyzed how Florasis' packaging resonates with the domestic market, we extended our exploration to the global market. By examining the preferences and perceptions of international audiences, we aimed to uncover the universal elements of Florasis' appeal. This comprehensive analysis helps us understand how the brand's strengths translate across different cultures and identify areas for further optimization. This approach ensures that Florasis can maintain its cultural authenticity while successfully captivating a global audience, allowing the unique blend of heritage and modernity to appeal to beauty enthusiasts worldwide.
After analyzing the domestic market's reception of Florasis' packaging, we turned our attention to the global market. Despite being designed with specific cultural elements that resonate with Chinese consumers, why and how does the same packaging still manage to attract a broader, international audience?
Using the app’s AI-generated consumer voice, we can see how Florasis' packaging effectively integrates traditional Chinese cultural elements with modern design aesthetics — and it is precisely this blend that appeals to consumers' sense of heritage and contemporary style, making the packaging both nostalgic and trendy. The analysis showed that the intricate designs and high-quality materials used in Florasis' packaging create a perception of luxury and exclusivity, which is particularly attractive to Millennials and Gen Z, who value unique and high-end products that are affordable.
Additionally, the app revealed that Florasis' packaging evokes strong emotional responses from consumers. For Millennials, it symbolizes sophistication and achievement, while for Gen Z, it represents success and individuality. Florasis has tapped into the skills of wood carving masters, silversmiths, and revered ceramic artists to create visually stunning packaging, including face powders, eyeshadow palettes, and more; and consumers recognise the values of exceptional craftsmanship, creativity and glamor.
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Remember Pepsi’s infamous Live For Now ad that seemingly trivialized ground up movements for Black Lives Matter and against police brutality?
How about Dove’s unintentional diversity backfire that sparked accusations of racial insensitivity?
Advertising cringe fests and controversies come and go quickly in this age of media ephemerality. But the ubiquity and speed of social media means that negative backlash hits brands harder than before and a single misstep can quickly snowball into a global PR disaster.
Ad testing helps companies avoid such mistakes by identifying potential issues before the ad is released or even while it’s airing. Brands can get critical feedback on how their content will be perceived by audiences and refine their assets according to what works and what doesn’t.
Traditionally, ad testing is done through focus groups, surveys, or in-person workshops where a sample of the target audience is shown the ads and asked for their opinions. But as you can imagine, this takes a significant amount of time, effort and resources.
Survey respondents have to be recruited and incentivized, moderators hired, surveys written, locations booked, responses compiled, cleaned, and analyzed. The entire process can take up to a month or more, depending on the complexity of testing and number of assets being tested.
Response bias adds another stumbling block to the process and can hinder the accuracy of your findings. Answers from respondents may not fully reflect their actual perceptions if they have preconceived notions of a brand, product or other factor.
They may also respond with what they believe to be socially desirable answers when asked leading questions or about sensitive topics like religion, health and alcohol consumption..
Using AI-based creative testing instead of traditional surveys avoids the problems mentioned and automates a month-long process with the click of a button. Sphere’s Ad Evaluation app harnesses the power of machine learning and data analysis for an objective picture of how creative content will be received.
The core technology is built on an advanced zero-shot multimodal model trained on over 400 million image-text pairs. The model understands the semantic meaning of images by analyzing various low-level features (colors, shapes, textures, patterns) and high-level features (photographic compositions, angles, aesthetic concepts), and connects the semantic meaning of the images with their associated text like brand values and persona archetypes. This thorough data analysis of what the ad conveys helps to determine if a brand’s messaging aligns with its desired values and avoids marketing mishaps.
With an average person receiving 10,000 brand messages a day, your branding needs to stand out to create an impression in a crowded market.
This app helps you to:
1. Optimize advertising materials to best convey specific values See the exact brand value conveyed by each frame in your ad. Discover the types of objects, backdrops, colors and symbols that represent different values.
2. Interpret how different demographics respond to each asset
Get an AI prediction of the frames that appeal most to your key audience segments by age and location. Learn how each segment will react to different creative elements in your ads—such as imagery, casting, messaging, and tone.
3. Uncover how well your ads reflect the values and traits associated with your brand archetype Get an assessment of which archetype your brand most closely aligns with, whether it embodies the adventurous spirit of the Explorer, the rule-breaking attitude of the Rebel, or the sensual qualities of the Lover.
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If you’ve tried out the viral aged filter on TikTok (and absolutely hated the results), you’re not alone. With over 13 million videos under the filter, reactions range from shock to despair, and many are beginning to wonder what they can do to mitigate the effects of aging. Naturally, people reach out to skincare — anti-aging serums, moisturizers, night creams — you name it.
While TikTok filters come and go, the aging filter has reignited a long-standing demand for anti-aging solutions, reflecting the timeless pursuit of youthful skin across generations.
In response, the beauty and skincare industry has developed countless anti-aging products over the years. Brands have continuously innovated and incorporated scientific advancements to offer personalized solutions for diverse anti-aging concerns.
But have these brands also adapted their positioning of these products to reflect shifting mindsets and cultural changes?
To explore this evolution, we employed Sphere’s Ad Evaluation app, which conducts frame-by-frame analysis to uncover how modern anti-aging commercials align with evolving consumer values and brand archetypes.
Early 2000s commercials from brands like Neutrogena, L’Oreal, and Estee Lauder predominantly featured the Lover archetype, showcasing flawless faces in close-up shots that create a sensory experience that alludes to the satisfaction gained from achieving physical beauty. Overall, the soft and dreamy visuals feel indulgent, romantic, and sensual.
In contrast, the ad released in 2022 by NIVEA featured a shift in focus to the Everyperson archetype by placing women in natural-looking everyday scenarios — talking and laughing with friends and family. Everyone wants to look young for as long as they can, but most cannot relate to an airbrushed model.
By going for a more realistic approach, it conveys the idea that good skin care is attainable for everyone, and places emphasis on the product’s effectiveness rather than the glamour surrounding it.
Our AI also detected that both Clarins’ 2020 and Neutrogena’s 2019 commercials had a myriad of archetypes, ranging from the Everyperson to the Hero. Our take? Ads are changing, and taking on contrasting archetypes that portray everyday people from all walks of life taking charge.
Clarins’ 2020 has also made a concerted effort to include a multi-ethnic satisfaction test to demonstrate how their product works for all. Traditionally, models are young, and have no visible marks on their skin — Clarins has broken those boundaries in a single ad. Consumers can identify themselves with the people displayed in the ad, and suddenly, great skin feels attainable.
While these trends are clear, Ad Evaluation provides deeper insights by analyzing consumer reactions directly. One of the standout features of the app is its ability to offer detailed reasoning behind how different segments perceive and respond to specific ad elements.
For instance, the app identified Clarins’ ad as demonstrating brand values of exclusivity and unconventionality, with insights such as:
This level of detail helps brands understand not just whether their message is received, but how it is interpreted across different generations.
As consumers gaze upon their “aged” face through viral filters, brands must ask themselves: what kind of narrative is relatable and empowering enough to resonate across generations? The challenge lies in ensuring that their message is both impactful and accessible, bridging the gap between aspirational beauty and everyday reality.
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Today's market is flooded with products, making it increasingly difficult for brands to capture attention, let alone truly resonate with their intended audiences. Standing out requires not just creativity, but also a precise understanding of what engages and resonates with consumers.
Concept Evaluation is a powerful tool designed to provide these crucial insights, enabling brands to refine and perfect their creative assets. This article delves into the app's features, showcasing how it can transform your campaigns through detailed feedback and analysis.
Whether it’s images, videos, or scripts, users can enjoy a seamless process for evaluating these creative assets. From packaging designs to TV commercials, and from storyboard panels to campaign scripts, the app ensures that your creative efforts align with your brand values and resonate with your target demographics. Imagine testing various ad imagery for a new product launch, where Concept Evaluation can quickly identify which visuals align best with your brand's identity and which may need adjustment — it’s like having a creative consultant available at your fingertips, 24/7.
Define your brand values or opt for recommended ones; it’s entirely up to you. Users can also tailor the app’s analysis based on their specific needs by selecting specific demographics such as country and age group, making it easier to see how different segments of your audience might react.
Concept Evaluation boasts a range of powerful capabilities, designed to provide deep and actionable insights into your creative assets.
Archetype Analysis: The app identifies the archetypes embedded in the content, shedding light on the associated personality traits and strategies. Brands gain a better understanding of the deeper narratives they are conveying, which can enhance the storytelling aspect of their campaigns.
Brand Value Alignment: By analyzing how well the creative assets communicate the intended brand values, the app enables a visual comparison across different materials. This helps maintain consistent messaging and ensures that the brand's representation aligns with its core values.
Generational Insights: The app provides detailed reasoning behind how different generations perceive the creative concepts, allowing brands to tailor their messaging to better resonate with specific age groups.
Visual Representation of Data: The app presents insights through clear visualizations, including charts and graphs, making it easy to interpret the data and make informed decisions.
Frame-by-Frame Video Analysis: For video content, the app breaks down each second, offering insights into the effectiveness of specific elements and their alignment with brand values.
Traditional research methodologies, such as focus groups and surveys, often rely on small samples of consumer opinions, which can be influenced by the setting or participants' preconceived notions. These methods are also time-consuming, often taking weeks or even months to gather and analyze data, making it difficult to keep pace with the rapid changes in consumer behavior.
Concept Evaluation offers a modern alternative by leveraging large-scale AI models to analyze vast amounts of data from diverse digital sources. This approach facilitates a faster and more comprehensive analysis, tapping into a broader and more diverse dataset than traditional methods. By harnessing the power of digital engagement, the app captures subtle cultural nuances, sentiments, and emotional impacts more effectively, providing a more accurate understanding of how creative assets are likely to resonate with diverse audiences.
Additionally, the app’s ability to test across multiple formats—whether images, videos, or scripts—and evaluate how these assets resonate with different demographics ensures that the insights provided are not only timely but also deeply relevant. This timely feedback empowers brands to refine their strategies in real-time, ensuring their campaigns remain impactful and aligned with audience expectations. The app also supports iterative improvement, enabling you to refine your concepts continuously. By re-uploading assets, you can receive updated feedback, allowing for quick adjustments and ensuring your campaign remains relevant and effective.
Concept Evaluation offers a robust solution for brands looking to optimize their creative assets. With comprehensive analysis, customization options, and an efficient workflow, it stands as an essential tool for marketers aiming to create deep resonance with their audiences.
By leveraging this app, brands can ensure that their campaigns not only capture attention but also foster meaningful engagement and loyalty. It’s not just about evaluating concepts; it's about elevating your entire creative strategy, making every campaign a potential success story.
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Luxury watches have long been a favorite passion investment for the wealthy. Beyond their function of keeping time, these watches are symbols of status, craftsmanship, and enduring elegance. As the market for luxury watches continues to evolve, so do the interests and preferences of collectors and enthusiasts.
Using our AI-driven tools, we now have deeper insights into what drives this fascination. Using our AI-powered question-to-report app, we explored key themes shaping the luxury watch landscape and analyzed the current advertising strategies of top brands and the shifting desires and concerns of the modern watch consumer.
The app examined the discourse around search interest for luxury watches and identified several main themes that people are searching for and discussing online:
Understanding the desires and pain points of watch enthusiasts, luxury watch brands meticulously craft their brand image and marketing strategies to cater to these interests and maintain their reputation. To illustrate this, we examine the advertising of four of the world’s most popular luxury watch brands—Rolex, Audemars Piguet, Patek Philippe, and Richard Mille—using our AI-driven Ad Evaluation App to explore how they present themselves to audiences.
Since craftsmanship and design are key reasons people collect watches, our app revealed that these brands emphasize these aspects in their advertising.
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Another prominent archetype is The Explorer, often portrayed through sports and professional athletes. Most featured athletes are male, reflecting the belief that men generally have a greater interest in sports. This suggests the ads primarily target men. Google Ads demographics also show that men make up the majority of those searching for popular luxury watch brands online.
Rather than feature athletes from mainstream sports like soccer or football, these brands align themselves with tennis, golf, sailing, and motor racing. These sports are historically seen as more traditional and refined, attracting a specific audience. Unlike soccer or football, which appeal to the mass market, these sports help shape the brands' image to convey elegance, avoiding any ostentation or potential controversy that might tarnish their reputation.
While maintaining a similar set of archetypes, the values differ among the four luxury watchmakers. Audemars Piguet, for instance, emphasizes exclusivity, focusing on intricate watch complications and catering to those who appreciate the engineering behind it. Richard Mille, on the other hand, was founded in 1999 and is a newer player in the market. They adopt a bolder approach, leaning into creating unconventional, futuristic designs that make a statement.
Rolex and Patek Philippe, on the other hand, aim to inspire their customers by highlighting the timelessness of their watches and emphasizing the idea of keeping their pieces as heirlooms to be passed down through generations. Patek Philippe directly conveys this with its tagline, “You never actually own a Patek Philippe. You merely look after it for the next generation." Similarly, many of Rolex’s advertisements feature athletes wearing their watches from almost a century ago to the present day, showcasing their timelessness.
Many luxury watch brands have been in the market for over a century, carefully ensuring the quality of their products, selecting appropriate brand ambassadors, and maintaining an air of exclusivity. This is key to protecting and enhancing your brand's prestige.
Emphasizing the history and timeless nature of your brand creates a sense of continuity and reliability in consumers' minds. Patek Philippe exemplifies this with its family-owned heritage and multi-generational presence, reflecting their commitment to creating heirloom pieces that stand the test of time.
The success of these luxury watch brands hinges on their deep understanding of their consumers. For instance, Rolex has positioned itself as both an exclusive luxury brand and one that is attainable at slightly more affordable price points. Their product and marketing strategies successfully resonate with these diverse consumer segments, showcasing their keen insight into their audience's needs and desires.
If you are interested to learn more, reach out to us at anurag@quilt.ai.
We’re launching an updated version of our ad evaluation tool that can analyse any creative formats, from concepts to storyboard, at our September event. Learn more about AI-volution 2024 here.Business challenge: We wanted to understand the landscape of "extreme indulgence" across key markets and identify opportunities for the F&B businesses in this space.
By extracting 7,359 TikTok and Instagram posts and clustering the data into themes with our AI analytics, we were able to identify distinct consumer segments and their expressions around "extreme indulgence."
We analyzed the concept of extreme indulgence by examining both the goals and the nature of indulgent experiences. The goals can be driven by either the thrill of the experience or the pursuit of status, while the nature of indulgence can be either material or intangible.
These particular moments of lavish excess, self-indulgent care, mental escape, and immersive consumption represent key opportunities for businesses because they capture consumers at their most emotionally receptive and willing to spend. During these times, individuals are more likely to seek out products that enhance their experiences, provide comfort, and fulfill their desires for indulgence and escape. By aligning their offerings with these moments, businesses can not only meet but exceed customer expectations, leading to increased satisfaction, loyalty, and ultimately, higher sales.
Product Development:
Create limited edition, opulent product lines that emphasize abundance and luxury. This could include extravagant packaging, exclusive flavors, and premium ingredients.
Marketing Campaigns:
Highlight the lavish and plentiful aspects of your products in advertising campaigns. Use visuals and language that emphasize excess, luxury, and indulgence.
Product Development:
Introduce self-care themed products that can be integrated into daily pampering routines, such as luxurious snacks, artisanal beverages, and customizable food kits.
Marketing Campaigns:
Create campaigns that emphasize the self-care and relaxation benefits of your products. Use soothing visuals and messages that resonate with consumers looking to indulge in personal pampering.
Product Development:
Develop products that cater to the need for mental disconnection and relaxation, such as calming teas, stress-relief snacks, and low-alcohol or alcohol-free beverages.
Marketing Campaigns:
Emphasize the mental and emotional benefits of your products in your marketing messages. Highlight how they can help consumers unwind and disconnect from their daily stresses.
Product Development:
Create product bundles and promotions that encourage consumers to indulge in multiple products at once
Marketing Campaigns:
Partner with food bloggers and influencers who specialize in creating content around food challenges, mukbangs, and indulgent eating experiences.
By integrating these insights, F&B brands can better align their product offerings and marketing strategies with the evolving desires of consumers, driving engagement and loyalty. This approach not only taps into the core aspects of extreme indulgence but also positions the brand as a leader in understanding and catering to consumer indulgence trends.
If you are interested to learn more, reach out to us at anurag@quilt.ai.
They are tired. After years of excess and overstimulation, there's a strong desire to return to basics and savor life’s simple pleasures. This movement is influencing various facets of life, from fashion and travel to food and leisure, manifesting in a longing for simplicity and thoughtful consumption. In fashion, this has led to a preference for timeless, long-lasting pieces that they feel good and confident wearing repeatedly. This shift is a reaction against fast fashion and overconsumption, as the rapid pace of trends has become overwhelming.
Nostalgia for childhood summers, when life was simpler and days were spent outside with loved ones, also influences their choices this summer. Girls are aiming to recreate those cherished memories and strengthen bonds with friends and family. Activities like picnics, bike rides, and outdoor games are reminiscent of those times, and they are reintroducing these joys into their lives this summer. For them, nostalgia isn’t just about longing for the past; it’s about rebuilding a sense of connection and community, something many feel has been lost in the digital age. Our analysis of Summer 2024-related hashtags on Instagram confirms that nostalgia is the most prevalent emotion among the images.
Key Brand Players:
Fashion brands like Everlane are leading the charge by emphasizing good-quality, sustainable materials and promoting a “less is more” philosophy. They focus on creating versatile, eco-friendly items that align with the desire for thoughtful consumption. Meanwhile, brands like Schwinn have capitalized on this trend, with their classic bicycles becoming symbols of simpler, more carefree times. These brands are not only meeting the demand for nostalgic and sustainable products but are also helping to shape a cultural shift towards mindful consumption and a return to the basics.
Summer always brings a collective sense of excitement and anticipation. For many, the arrival of warmer temperatures and sunshine provides a welcome opportunity to embrace the benefits and reset. The season opens up a range of outdoor activities, from reading a book in the park to going on a hike, offering a variety of options for everyone.
Travel is a major draw during the summer months. This year, there is a noticeable shift towards embracing the great outdoors and opting for rustic getaways over extravagant vacations. Additionally, travelers are increasingly drawn to cultural destinations. This growing preference for nature-centric and cultural experiences reflects a broader movement towards environmental consciousness and a focus on personal well-being and growth.
Even those unable to take extended time off are finding creative ways to incorporate travel into their lives. The rise of remote work has facilitated this trend, with many seeking out coworking spaces in tranquil settings or securing temporary accommodations that allow them to both work and explore. This approach not only provides a more mindful and leisurely travel experience but also encourages deeper self-discovery and cultural immersion.
Key Brand Players:
Outdoor clothing brands Patagonia and The North Face have surged in popularity by promoting activities and adventures that highlight the benefits and beauty of being outdoors. Airbnb caters to this trend with a range of accommodations, from secluded cabins to countryside retreats, allowing travelers to connect with nature. Similarly, WeWork is exploring serene coworking spaces, blending nature with work environments and paving the way for new approaches in mental health and therapy.
Lonely Planet and National Geographic champion mindful travel, encouraging self-discovery and environmental awareness through unique cultural and natural experiences.
The rise in candy from around the world reflects people's growing adventurous palates and the role of social media in introducing new foods globally.
In a viral clip of Team USA’s gymnasts, they’re seen discussing the TikTok videos they plan to create after their gold medal win, which perfectly encapsulates the essence of this year’s Games. Dubbed the ‘TikTok Olympics,’ the Paris Olympics mark the first true Olympic Games since the lifting of COVID-19 regulations and the meteoric rise of TikTok as a cultural force.
Olympic athletes are not just competing for medals; they’re also creating content that offers a behind-the-scenes look into their experiences, from the intensity of their events to their day-to-day life in Paris. This content provides viewers with access to places and moments that most of us do not get to see on television, transforming it into a kind of real-time commentary that complements watching the Games.
A large part of the conversation around the Olympics has focused on tours of the Olympic Village, including the infamous “cardboard beds.” These eco-friendly beds, first introduced at the 2020 Tokyo Games, are part of the Games’ sustainability efforts and are fully reusable and recyclable. Despite their environmental benefits, the beds haven’t been very popular with athletes, many of whom have complained about their firmness and discomfort. Anticipating the same beds at the Paris Games, some athletes came prepared, bringing their own pillows, comforters, and even mattress toppers, while also warning first-time Olympians. Viewers have become equally invested in these bed stories, with dozens of athletes responding by creating content that includes reviews and TikTok “tests,” such as performing gymnastics or even BMX tricks on the beds.
As part of their tours, athletes have been giving us a look into the various rooms in the Olympic Village, especially the dining halls. Viewers have enjoyed watching athletes gather for meals and share their go-to foods during such a high-stakes competition. The Village food has received mixed reviews, with some athletes criticizing it for being bland, while others have taken a more creative approach by collecting ingredients from the food hall and preparing their own meals on the rooftop. One of the most talked-about food stories of this Olympics is Norwegian swimmer Henrik Christiansen’s love affair with the dining hall’s chocolate muffins. Christiansen has posted nearly 10 videos expressing his fondness for the muffins, which have since gone viral and influenced other content creators in the Village to share their own reviews of the now-famous bake.
Fresh off the finale of the popular US version of Love Island, some athletes have also brought humor to their Olympic Village experiences by joking about it being a place to find love and drawing comparisons between the show and the Village. Rugby star and TikTok sensation Ilona Maher referenced “finding love in the Villa,” while field hockey player Cassie Sumfest created a video featuring her team as “bombshells,” another playful nod to the show.
The blend of relatability and inspiration in this content keeps viewers engaged. Through these athletes, we gain a glimpse into an event that many dream of participating in but few ever will, allowing us to live vicariously through their experiences. This connection allows viewers to feel as though they truly "know" the athletes, making the experience more personal and allowing us to share in their highs and lows.
Our Ad Evaluation App revealed that their content embodies a range of archetypes, with a strong emphasis on showcasing the strength and determination needed to excel in their sports. TikTok allows them to present this with authenticity, openly sharing the mental and physical demands of their profession while also celebrating the joy that accompanies it.
Our AI also identified several top athlete influencers from the Games, including Ilona Maher, Alicia Schmidt, Sam Fricker, and Tom Daley, who have built substantial followings through their platforms. These athletes have leveraged TikTok not only to grow their personal profiles but also to generate more interest in their sports, showcase their hobbies, and raise awareness for charitable causes.
It's clear that the behind-the-scenes TikTok content from the Olympics has resonated strongly, with our AI revealing an average engagement score of 780 and over 330 million views across more than 300 videos.
Brand implications: The use of athletes as brand ambassadors is a long-standing marketing strategy, but the growing interest in behind-the-scenes content shows that consumer expectations have shifted. Today’s audience is less interested in polished, idealized images and more drawn to the authenticity of an athlete’s journey. They want to see the hard work, emotions, and the real person behind the success. This raw, unfiltered content is what truly inspires, creating a deeper emotional connection and strengthening a brand’s image.
If you are interested to learn more, reach out to us at anurag@quilt.ai.
Seeking adrenaline and dopamine rushes in healthier ways, instead of turning towards vices, people are increasingly engaging in adventurous outdoor activities like stand-up paddle-boarding, kayaking, and windsurfing. These pursuits offer a break from the mundane and provide exhilarating opportunities to connect with nature.
More than ever, people are attuned to their mental health and recognize the correlation between well-being and physical activity. Engaging in activities that provide an adrenaline rush offers a challenge, and a sense of achievement, and enhances mental focus and concentration.
Key Brand Players:
Female content creators are increasingly documenting their outdoor activities and travel around the world, inspiring other women to embark on their own adventures and step out of their comfort zones. These creators often use GoPro cameras and drones to capture their experiences, while relying on brands like REI for the gear that supports their adventurous spirit, enabling them to safely pursue their passions.
Popular Adventure Travel Creators:
Ultimately, this summer is all about nourishing the mind, body, and soul. Whether it's discovering a new sport, participating in wellness events like yoga retreats and fitness competitions, or taking the time to source fresh, seasonal ingredients and cook for yourself and loved ones, the focus is on holistic well-being.
The longer days provide a unique sense of having more time—time to care for yourself, nurture relationships, and fully embrace the season. This summer is an opportunity to live authentically, savoring as much sunshine and joy as possible before the return of the colder months.
Key Brand Players:
Blue Apron and HelloFresh are offering meal kits that make home cooking accessible and enjoyable. These kits emphasize the joy of preparing and sharing simple, delicious meals, reinforcing the idea that food is a means of bringing people together. Lululemon and Nike are also capitalizing on this trend by promoting their summer fitness gear and wellness events, encouraging people to stay active and join their communities.
The shift towards unfussy idyllic summers is not merely a fleeting trend; it represents a profound cultural change. It is a response to the collective exhaustion brought on by years of relentless pace and digital overload, reflecting a broader yearning for authenticity, sustainability, and balance.
The cultural impact of this movement is far-reaching. It challenges the status quo, encouraging individuals to rethink their consumption habits and prioritize experiences over possessions. It fosters a sense of community and interconnectedness, reminding us of the joys of shared experiences and simple pleasures. As they navigate the complexities of modern life, the desire for unfussy idyllic summers reminds them that the most meaningful moments are often found in the simplest of things.
In embracing this movement, they are not just returning to basics; they are redefining what it means to live well. They are learning to savor the present, find joy in the every day, and connect more deeply with the world around us. This cultural shift towards simplicity and mindfulness is a testament to our collective resilience and adaptability, offering a hopeful vision for the future.
We are excited to introduce our pioneering instant question-to-report app, Social Meaning, this September. Social Meaning translates any question into queries and automatically download relevant data across search, social media, and open web. Once data is received, it’s filtered to remove spam. Advanced textual and visual clustering algorithms to discover signal within the dataset. Leveraging generative AI capabilities, Social Meaning intelligently analyzes data around each theme - text, video and image content, public information - to generate detailed descriptions in a report output.
Sign up for Sphere to be among the first to try the app, or contact anurag@quilt.ai to learn more.
In the ever-evolving landscape of technology, the core principles of research remain rooted in information gathering and signal recognition. Traditionally, researchers have relied on these methods to interpret cues and draw insights about human emotions and cultural values. At Quilt, we uphold this fundamental approach while leveraging the power of AI to enhance and scale these practices.
Our anthropologically-enabled AI models are designed to interpret semantically rich content, through the identification of emotions, cultural values and so on. This technology extends beyond text to include audio and visual data. By maintaining the essence of traditional research methodologies, and leveraging multi-modal technology, AI amplifies our ability to discover signal in vast datasets with greater efficiency.
While we acknowledge the limitations of relying solely on AI and continue to value the critical role of research and insights teams, we recognize the immense potential of technology to accelerate and refine the research process. Our work for clients and our own content exemplify how AI facilitates deeper and swifter analysis in qualitative research, pushing the boundaries of what is possible at an unprecedented scale.
AI's capacity to identify and interpret values is rooted in sophisticated algorithms and extensive training datasets. Here's a glimpse into how AI is transforming qualitative research:
Visual Cues: AI algorithms are adept at analyzing visual elements, such as facial expressions, body language, color schemes, and settings within images. A smile, for instance, can signify happiness, while a serene landscape might indicate tranquility or a connection to nature. These associations and significations are found across millions of public data sets.
Contextual Understanding: Beyond individual elements, AI considers the overall context of an image. A photo showcasing diverse individuals using a product can signal inclusivity and diversity in one context, and crowds and claustrophobia in another context, reflecting broader cultural values.
Style and Composition: The artistic style and composition of an image—whether minimalist or vibrant—convey distinct brand values like simplicity, creativity, innocence or urbanity, depending on the location and demographic, all of which AI can discern and categorize.
Sentiment Analysis: Utilizing natural language processing (NLP), AI can assess the sentiment behind captions - even down to the different forms of joy from nostalgia to compassion - to gauge the emotions expressed in text. More importantly, sentiment is no longer tagged to specific keywords used. Machines have the ability to process and understand text in its full context, much like in image analysis.
Thematic Extraction: By pinpointing frequently used keywords and phrases, AI can identify prominent themes and values. Terms like "sustainability," "inclusivity," or "innovation" highlight specific concepts that resonate with audiences. Even when the sentence doesn’t contain buzzwords, the model is able to pick up cues like “this foundation blends seamlessly for a natural look" and associate it with the idea of effortless beauty.
Contextual Correlation: AI cross-references textual content with accompanying visuals to ensure consistency and deepen its understanding. For instance, a caption celebrating "natural beauty" paired with an image of makeup-free models underscores the value of authenticity.
Training on Diverse Datasets: AI systems are trained on datasets encompassing a wide array of cultural contexts. This training enables AI to recognize and respect cultural nuances, making it adept at identifying culturally specific values.
Continuous Learning: AI models are continually updated with new data, allowing them to adapt to evolving trends and cultural shifts. This ensures that AI remains relevant and accurate in its analyses.
By harnessing these advanced AI capabilities, brands can gain profound insights into how their messaging and products are being received, as well as deeper levels of market and consumer understanding.
The skepticism surrounding AI's ability to understand human emotions is rooted in the assumption that emotions are ephemeral and deeply personal. However, AI's strength lies in its methodical approach to analyzing vast amounts of qualitative data. This approach ensures a systematic processing of information, as AI evaluates data based on patterns and correlations without the influence of personal biases. Additionally, AI's tirelessness allows for multiple rounds of analysis and testing at scale, providing deeper insights and more reliable results. By integrating AI into the research process, we enhance our ability to gather and interpret signals, maintaining the integrity of traditional methodologies while pushing the boundaries of what is possible.
AI is set to revolutionize research by enabling us to objectively quantify concepts crucial for understanding human experiences. This technology will continue to elevate qualitative research, offering new data-driven insights into concepts, emotions and cultural values with unmatched precision. AI is not just a tool; it’s a transformative force reshaping how we conduct and understand research.
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Financial literacy is becoming a big deal, especially for Gen Z. Growing up in the age of unlimited digital access means they're often exposed to financial decisions earlier than previous generations. This necessitates a solid understanding of financial concepts like budgeting, saving, investing, and understanding credit.
Yet, according to EY’s 2023 Gen-Z Segmentation Study, over 50% of Gen-Zers are “extremely worried about not having enough money”, given their coming of age in a time of economic turmoil and widespread corporate downsizings. They also expressed stress over making poor financial decisions with their hard-earned money. With social media at their fingertips, Gen Z have a wealth of information to help them out, but they also need to be wary of misinformation that can trip them up.
Here’s where the Social Meaning app comes in. It is a powerful tool designed to help researchers gain deeper insights into Gen Z's financial literacy. By leveraging the app's ability to download and analyze data from social media, search engines, and the open web, researchers can tap into real-time discussions and trends surrounding financial topics.
This provides a window into what financial issues Gen Z is talking about most, the sources they rely on for financial advice, and the gaps in their knowledge or misconceptions they may hold. The app's speed-analysis feature enables researchers to quickly process large volumes of data and distill it into actionable insights. This means they can identify emerging trends, measure the impact of financial literacy programs, and understand the effectiveness of various financial education efforts.
The first and only step to using Social Meaning for insights is to input the research question in plain language like, “What does Gen Z think of financial literacy?” The app then sources the internet and returns comprehensive answers in the form of actionable summaries and keywords across different data sources.
On social media, posts about Gen Z’s approach to financial literacy reveal deeper, emotional dimensions that influence their financial habits. Many engage in impulsive buying driven by emotional triggers or engage mindfully in disciplined spending and debt management. These themes highlight the importance of combining emotional intelligence with practical financial strategies.
When it comes to keywords being searched on Gen Z and financial literacy, the themes revolve around the significance of both technological advancements and parental guidance in fostering financial literacy. Whether it’s searching for peer-to-peer lending, fintech, or investment opportunities targeted at youth, Gen Z are seeking empowerment through internet searches to educate themselves on being financially savvy and independent.
Meanwhile, in mainstream media like blogs and news sites, the financial self-sufficiency and activism of Gen Z is highlighted. The collective influence of these trends marks a significant transformation in both financial behaviors and societal structures.
When video on-demand (VOD) streaming services first hit the market, they promised a utopia of endless entertainment which revolutionized the way we consume content. Viewers could now binge-watch a vast array of content to obsessive new heights, in high definition and complete with captions. The best part? No more suffering through commercial breaks. With all the power these services offered at a reasonable cost, they quickly evolved from tech novelties to household staples, effectively replacing traditional television on screens everywhere.
Despite their groundbreaking start, streaming services have experienced a significant downturn in recent years. The churn rate—the percentage of subscribers who cancel their service—has tripled over the past four years, with a staggering 140.5 million subscription cancellations in just the last year. This decline is indicative of deeper issues within the industry and suggests that the initial allure of VOD streaming has given way to a more complex reality for consumers.
There are many reasons being cited for the decline. Subscription costs have steadily risen, causing many consumers to reassess their expenditures. The fragmentation of content across numerous platforms has led to consumer frustration and fatigue, as viewers find it challenging to keep up with multiple subscriptions to access their favorite shows. With varying opinions across the online space, sifting through consumer discourse for relevant information can be overwhelming.
Diagnostic AI can help to make sense of the noise and eliminate the tedium of manual research. The Social Meaning app harnesses advanced natural language processing and clustering algorithms to gather and analyze vast amounts of data from social media platforms, review sites, and online forums where consumers discuss their experiences and opinions.
Users simply enter questions in natural language, such as "What do consumers think about the latest streaming service features?" or "How are people reacting onto price changes in streaming subscriptions?" The app processes these queries to provide concise, informative summaries that highlight key trends and emerging themes.
Armed with this data, streaming service providers and market researchers can gain deep insights into consumer preferences, pain points, and expectations. This enables them to tailor their offerings, improve customer satisfaction, and stay ahead in a competitive market.
The Social Meaning app provides an easy-to-use interface where users can ask any question in plain language and receive answers in the form of bite-sized summaries, making complex data accessible and actionable. These summaries are detailed yet succinct, and can be directly applied to the brand decision-making process.
In the case of discourse on video on-demand services, we see different themes emerging across consumer conversations across social media, consumer searches on the topic, and mainstream media and news coverage. This gives a multi-faceted view that researchers can use to inform varied strategies.
On social media, the conversations mainly center around the importance of cinematic as a reflection of social narratives and cultural trends. As consumer discourse often reflects broader societal narratives and concerns, researchers can get valuable insights into the topics that resonate most with viewers. This allows platforms to not only cater to current interests but also to anticipate future trends. By understanding these societal narratives, VOD services can curate a diverse and relevant content library that appeals to a wide audience.
The topic of binge watching also featured heavily with consumers sharing their experiences and opinions about the shows they watch, creating a sense of community among viewers. VOD services can tap into this by facilitating and promoting these communal interactions. For instance, they can create dedicated spaces for fan discussions, host watch parties, and encourage social sharing of binge-watching experiences.
Meanwhile, the direction of consumer searches on Google focused on seeking recommendations for shows to watch. This reliance on peer reviews stems from a trust in shared opinions over traditional marketing or promotional content. VOD services can leverage this insight by facilitating and promoting peer recommendations within their platforms. Features such as user reviews, ratings, and social sharing options can help build a community of trusted opinions, encouraging more users to engage with the content.
Social Meaning also illustrates the size and nature of key themes in the online conversations, dividing the themes based on two category axes. Researchers can use the chart to understand which areas are generating the most buzz and engagement. By analyzing the size and position of each theme, stakeholders can identify key areas of interest and tailor their strategies accordingly.
The app also effectively breaks down each theme into relevant keywords, and picks out details like brands mentioned and consumer concerns. This detailed categorization helps marketers understand the specific aspects of each theme that resonate with consumers, allowing them to customize their marketing language to include these key points.
The industry insights provided by the Social Meaning app are invaluable for streaming service providers and market researchers striving to navigate the complexities of the current VOD landscape. By leveraging these insights, brands can refine their content offerings, enhance user experiences, and address the specific concerns of their audience. This targeted approach not only helps in retaining existing subscribers but also in attracting new ones by staying ahead of trends and fostering a sense of community among viewers. Ultimately, the Social Meaning app empowers brands to make informed decisions, ensuring they remain competitive in an ever-evolving market by tailoring their strategies to meet the dynamic needs of their consumers.
Themes were identified and sized using the app’s insights intelligence. Descriptions are generated by generative AI.
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History has significantly influenced what various cultures consider beautiful. Major economic and political events, along with shifts in the cultural zeitgeist, have all played a crucial part in shaping ideal beauty standards.
For instance, colonialism radically shifted beauty ideals in many Asian and African countries. Features that didn’t fit with Eurocentric beauty ideals, like deeper skin tones, smaller eye shapes and textured hair, were deemed undesirable, introducing a social hierarchy that is still being unraveled today.
In modern society, the rise of the Internet and social media has been a transformative force in shaping beauty standards. Asian beauty techniques and products have spread to the West and entered the mainstream, while Western influencer and celebrity culture has permeated globally. The conversation around beauty has become increasingly diverse and inclusive, celebrating a wider range of features and styles.
These evolving perspectives on beauty have led to the emergence of new practices, which are prominently reflected in modern advertising. Using our AI-powered Ad Evaluation App, we analyzed beauty advertisements from the 1990s and 2000s by the same brands across five different markets - the US, China, India, Japan, and Brazil. Our goal was to observe their transformation over time and identify any movements between these markets.
Previous Archetypes and Values: Sensual, Intimate, Passionate
New Archetypes and Values: Sensual, Intimate, Passionate, Inspiration, Glamorous
Brazil boasts one of the world’s most diverse cultures, but its beauty standards haven't always reflected that. L’Oreal’s earlier ads featured a light-skinned American model, which is not representative of the country's diversity. While the preferences for glamour and sensuality have remained central, modern ads now showcase a nuanced version of beauty, highlighting different ethnicities and genders. This bolder approach contrasts with the seemingly self-effacing ad of the past, redefining and embracing what beauty looks like in Brazil.
Previous Archetypes and Values: Supportive, Down-to-Earth
New Archetypes and Values: Strong, Brave, Determined
Estee Lauder's 2002 ad in China features Caucasian model Hilary Rhoda as the ambassador, dubbed in Mandarin. This ad may have been a reflection of the period's idealization of foreign beauty and a lack of strong Chinese identity in the beauty industry at the time. More than two decades later, the 2024 ad we analyzed showcases Zhang Weili, a professional MMA fighter, training in a boxing ring. This shift indicates a move away from the consumption of imported beauty standards towards the creation of a homegrown ideal. The new standard of beauty emphasizes strength and health, qualities that Chinese consumers admire and aspire to, and see in themselves.
Previous Archetypes and Values: Powerful, Charismatic, Visionary
New Archetype and Values: Playful, Carefree, Fun-Loving, Glamorous
The two L’Oreal India advertisements featuring long-time brand ambassador Aishwarya Rai illustrate a shift in marketing strategy over the last decade. In the earlier ad, Aishwarya embodies the quintessential beautiful Indian woman, dressed-up and perfectly coiffed. This portrayal emphasizes an idealized and somewhat unattainable standard of beauty.The updated ad presents a more casual and relatable image of the actress, which suggests an attitudinal shift among Indian consumers. While she remains glamorous, the ad focuses on portraying her in a more accessible light, thus positioning her as someone who wants to help other women feel beautiful too.
Previous Archetypes and Values: Innocent, Humble, Optimistic
New Archetypes and Values: Warm, Compassionate, Generous, Nurturing, Inspirational
Shiseido's ads reflect the evolving reality of Japanese women over the past 30 years. The 1992 ad depicts a woman at home, where women typically spent most of their time. The modern ad, however, shows Japanese celebrity Hiromi Nagasaku in various aspects of her life—at work and with her family—showcasing the joy she feels. She appears more confident and assertive, reflecting contemporary Japanese views on beauty. In the past, beauty was associated with cleanliness, but now it encompasses a woman living her life fully and enjoying every moment, illustrating that beauty comes from within rather than just external appearances.
Previous Archetypes and Values: Expressive, Imaginative, Sensuality
New Archetypes and Values: Playful, Fun-loving, Glamorous, Entertaining
Both Maybelline ads share a similar concept, creating a fantasy world that doesn't take itself too seriously. Beauty is meant to be fun, and the 2023 version feels like a modern update of the earlier ad's playful message. The latest ad features the unexpected pairing of Bretman Rock and Martha Stewart, and utilizes both their brand personas. This shift showcases a growing consumer desire for inclusivity and authenticity in advertising, challenging traditional notions of beauty and expanding the idea of who gets to wear makeup.
Our analysis of ads from these five markets reveals three key ways ideas have traveled, highlighting the shift from one-dimensional to multidimensional beauty. The meaning of this shift varies across cultures.
Many modern ads demonstrate a shift in the relationship and power dynamics between beauty brands and consumers. In the past, the beauty industry focused on highlighting imperfections and promoting unattainable standards that could only be achieved through their products. Today, consumers are more empowered and seek brands that affirm their beauty and support them in their journey to become the best version of themselves.
Markets Demostrating this Theme: USA. Brazil, Japan.
Modern beauty ads seem to share a common thread: beauty is about play and passion. It’s meant to be fun and accessible to everyone who wants to take part in it. It's believed that happiness and fulfillment in life radiate outwardly. When you feel content and satisfied, it enhances your external appearance.Brands need to promote the idea that their products are a means to explore, have fun, and express joy, reinforcing where true beauty comes from.
Markets Demostrating this Theme: USA, Brazil, China, Japan, India.
Seeing yourself on screen is more important than ever before. Consumers are demanding to see people who not only look like them but also reflect the unique interpretations of beauty in their respective countries. They want to see individuals who mirror their ideals and lifestyles and with whom they can emotionally connect.
The expectation is for brands to understand them on a far deeper level and cater to their beauty standards, rather than setting the standards for them.
Markets Demostrating this Theme: USA, Brazil, China, Japan.
Candy remains a favorite in ASMR eating videos due to its visual appeal and sound when chewed. Recently, popular candies with crunchy and sludgy sounds have become especially soothing.
Consumers' tastes now favor sharper, tangier flavors. Sour candy offers a refreshing contrast to sweetness and stimulates dopamine release. It is also believed to be a quick antidote for anxiety, as it distracts the brain from negative emotions and focuses it on the tingly sensation in the mouth.
Nostalgia has hit the candy market, with 90s and 00s favorites like Ring Pops, Airheads, and Nerds topping Amazon’s Best Sellers list, indicating consumers’ craving for childhood snacks.
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Write to anurag@quilt.ai to learn about AI-powered market research and the latest consumer trends.
As beauty standards become more inclusive and diverse, it is clear that consumers are driving a transformative shift in media and advertising, seeking representations that are authentic, empowering, and reflective of their true selves.
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synthesizing vast data into actionable insights that reflect each market's unique cultural and economic backdrop
grasping the distinct consumer perspectives that these diverse regions offer
Brand Insights in 3 Sentences: Discussing fertility issues are still considered taboo today, but a group of people, mainly women, on TikTok have decided to take charge of the conversation and opened up about their struggles on the platform. The TTC (Trying to Conceive) community they’ve built reveals that this issue is widespread, but they are extremely supportive of one another and have even formed their own abbreviations and acronyms that they all seem privy to. Infertility remains a sensitive topic, so brands should remain aware of the language they use in their communications and not put out anything that may be triggering to them.
Jennifer Aniston recently made headlines talking about her private struggles with infertility to Allure Magazine and how she had tried in-vitro fertilization (IVF). The actress also discussed how the topic of her being pregnant had been subject to extreme media scrutiny for years and how hurtful assumptions were made about how she had chosen her career over having children.
The scale in which she had faced these questions is unimaginable, but it’s an unfortunate reality that many women face. “Are you pregnant?” seems innocent enough and oftentimes comes with good intentions. But, for a woman struggling with infertility, it can elicit emotions of pain, loss, and anger.
Even in 2022, fertility issues are still taboo. It’s a conversation you have in private with your partner or doctor, not something you bring up in casual conversation unless you want to make it uncomfortable or awkward for people. If you do decide to bring it up, this admission opens you up to even more questions and possibly unempathetic comments or criticism, As humans, we are supposed to be biologically wired to procreate, so acknowledging that having trouble doing just that is an admission of being a failure, or being “less than.”
In short, infertility can be a silent struggle. It often weaves into a narrative of blame and self-isolation. However, there’s a group of people on social media who are trying to create space for themselves and others undergoing fertility issues. TikTok in particular has emerged as an important platform for them to tell and destigmatize their experiences.
Using Sphere, and our own qualitative research, we wanted to take a look at the conversations taking place around infertility and understand how people interacted and portrayed the issue on social media.
An explicit observation we made first was that almost all the #InfertilityTok creators were women. It’s estimated that “up to 7% of men are affected by infertility and 50% of fertility problems within a heterosexual couple are due to the man. In around half of male infertility cases, the cause is unexplained.” Search interest also reveals that men are the ones searching the most for ‘fertility clinics’ and ‘fertility doctors’. Even with these statistics, however, women tend to be the ones to shoulder the societal burden of infertility and men suffer just as much in silence.
The men that are featured in the content are often shown as support systems to the women, being the ones to comfort them when they receive bad news or helping to administer IVF injections. It portrays them as having to be strong for their partners, and not as people who are suffering themselves. Videos under #maleinfertility does show that this issue takes a toll on them emotionally as well, but it’s evidently underrepresented within this community.
The content these creators make tend to be real and raw representations of their fertility experiences. They show footage of themselves undergoing fertility treatments and showing their real-time reactions to results of their pregnancy tests each cycle. In fact, the Clearblue pregnancy test kit was the most detected logo amongst all the videos we reviewed.
Many of them show their journeys with the goal of being authentic and not sugarcoating the pain they endure and to let other people with the same experiences know that they are not alone. They also do it for themselves, in the hopes that one day they’ll have a successful pregnancy and be able to document the very moment they found out.
Sphere detected a number of different terms and acronyms that were accompanied frequently with this content. The acronym ‘ttc’ which stands for ‘trying to conceive’ for example, was found in more than half of the posts we reviewed. Other phrases like ‘1in8’, ‘cd, (cycle day) and ‘dpo’ (days past ovulation) were also mentioned as well. These all appear to be a part of the vernacular used by members of online communities dedicated to fertility when discussing their experiences.
A few notable phrases that appeared in the top list of words were ‘ttcafterloss’ and ‘rainbow baby’, which is defined as “a healthy baby born after losing a baby due to miscarriage, infant loss, stillbirth, or neonatal death”. It’s believed that various reasons for infertility can increases the chances of a stillbirth or miscarriage, so this is an experience that many of these content creators sadly share. They use the term ‘rainbow baby’ when discussing the child they yearn to have, or if they do successfully manage to conceive one.
Curated digital profiles:
-Instagram, Twitter, and TikTok (US)
-Weibo and Douyin (China)
Pulled 400 million unique searches to estimate the growth of each segment
Used Quilt.AI’s Sphere language and image capabilities to categorise lifestyle areas into specific segments
These consumers are confident, bold, and comfortable with modern masculinity. They also often turn to social media to express their personal style and interests.
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Actionable Insight: Collaborate with high-profile fashion influencers to create vibrant, trend-setting campaigns that resonate with this segment's desire for attention and admiration.
Highly image-driven, these individuals often seek validation through their appearance and are likely to engage heavily with both grooming and fashion products.
Actionable Insight:Leverage digital marketing strategies that feature before-and-after visuals and testimonials that showcase the transformative power of the products
These men aim to be recognized as modern, open-minded, and sensitive – embodying the image of "the woke good guy" in today's society by actively participating in movements related to activism and gender equality.
Actionable Insight:Design marketing campaigns that highlight their participation in these movements, showcasing products that enable them to express and amplify their desired social identities.
They value beauty while still maintaining traditional masculine ideals of what it means to be good-looking. These men also tend to seek out methods of maintaining their youthful appearances.
Actionable Insight:Market products that boost physical appeal and suit active lifestyles, and focus on dynamic marketing that highlights masculine elegance.
Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.
Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.
As consumers who value knowledge, they embrace technology and innovation that enhances their lives. Wanting to stay ahead of the curve, they prefer brands that offer cutting-edge solutions that reflect their own mentality.
Actionable Insight:Market products to this segment by emphasizing innovation, utility, and exclusivity. Brands can focus on how their products integrate the latest technology and engage these men through intelligent content that speaks to their curiosity.
While the actual causes behind their infertility doesn’t seem to be the main focus or goal of this community, Polycystic ovary syndrome (PCOS) and Endometriosis are the only two health issues mentioned within the reviewed posts. They are both known to be common causes for fertility issues, and most content creators mention it in the context of spreading awareness, rather than offering advice on how to cure or treat them.
Fertility concerns not only affects the individual both physically and emotionally, it impacts almost every aspect of their lives and the people in them. Ovulation and pregnancy tests, and fertility treatments can be a huge financial burden. Sexual intimacy between couples also becomes more of a job, which often leads to a complete loss of affection and sometimes the break down of relationships. In some societies where childbearing is highly valued, infertility can sometimes even lead to violence between partners.
Despite how difficult this issue can be, the discourse around it is actually largely positive. There’s a lot of hope in the way this community makes videos and the way they talk to one another. They provide encouragement and reassurance, celebrate each other’s wins and crack jokes about their problems.
It’s worth mentioning however, that there are people who believe that this community is almost too positive, and even toxic. Some people raised that community members shouldn’t be spreading false hope and telling people what they want to hear, while others talk about their experiences being discredited if their journey hadn’t been as long or as difficult as others.
The days of polished perfectionism on social media are waning. Authenticity on these platforms are now the zeitgeist, and TikTok ascended at just the right time. Because of its novelty, it also provided the perfect distraction from seeing friends post about sometimes triggering pregnancy announcements and babies on other social media platforms like Instagram and Facebook.
Members of the TTC community felt safe to jump from anonymous, online message boards to showing their faces and being vulnerable online. Infertility is a seemingly endless waiting game, and incredibly lonely, so if TikTok brings them comfort and community then we hope this is a space that continues to thrive.
Write to anurag.banerjee@quilt.ai to learn about AI-powered market research and the latest consumer trends.
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