Diagnose
Trends
N/A
How can we use online behavior, brand comms in the US to uncover trends conveying Gen Z’s ideal of Limitlessness & understand how the future is evolving?
After studying nearly 10 million unique searches and hundreds of social media posts, we uncovered that the Gen Z ideal of ‘limitlessness’ predominantly manifests in the US in the following ways: nostalgia, authenticity, monetization, relationships & gender, utopias, and standom. We then deep-dove into each trending area of Calibrated Limitlessness, uncovering the socio-political moments that created space for the trend, looking at user discourse, tracking search interest & growth, and lastly doing a case study on brands playing in that space. In our brand case study, we leveraged our AI capabilities to uncover dominant Gen Z subcultures, effective brand archetypes to signal, and consumer sentiments/journeys/experiences when engaging with brands.The main takeaway? Gen Z refuses to be limited in choice, expression, and the future, which paints a positive picture of the generation conventionally understood as collective pessimists.
The 2000s were the apex of culture. Coming-of-age during a technological revolution, from the invention of the iPhone to the rise of Social Media, Gen Zs are fascinated with the pre-social media era, a time without hyper-connection when texting and flip phones were the norm. Thrown into adulthood too quickly (Ukraine, Brexit, global warming), it's only natural that this generation finds comfort in the nostalgic safety of Y2k aesthetics, entertainment, and fashion.
Dating app Bumble is known for centering female autonomy and gender fluidity. Designed for women to make the first move, Bumble’s algorithm centers female choice. Our emotion detection found 63% of their ad signalled happiness, while a majority of images (38%) were classified as connoting female autonomy.
Brand Archetype
Dating app Bumble is known for centering female autonomy and gender fluidity. Designed for women to make the first move, Bumble’s algorithm centers female choice. Our emotion detection found 63% of their ad signalled happiness, while a majority of images (38%) were classified as connoting female autonomy.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
Amazon is launching a Gen Z offering that takes users back in time to explore and experience iconic moments or events of the Y2K era
This product will be an interactive Amazon Alexa skill, featuring content tailored based on user preferences and interests
Through this trend, Amazon can provide customers with an immersive new product offering, as well as capitalize off the growing interest in retro-style products among Gen Zers
Airbnb is launching a Gen Z offering that celebrates the power of monetization
Highlighting inspiring stories of people
who have used Airbnb properties to achieve success
Could feature content creators, Roblox developers, and other individuals who have leveraged their side hustles while staying in an Airbnb property
Visuals should be evocative and captivating, portraying the potential of living life to its fullest while utilizing Airbnb's flexible and affordable options
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