Spotify has published its new cultural research report titled the Culture Next Trends Report, which reveals two thirds of Gen Z and Millennials (65 per cent ) believe brands need to promote more progressive values, and play a more meaningful role in society. You can read the report in full here.
The report also reveals Aussie brands can get cut through with Gen Z and Millennials by showing moral support and understanding of consumer’s struggles (59 per cent).
Utilising first-party data from 4,000 respondents from eight different countries around the world, including Australia, the report was commissioned to better understand what’s on the horizon in technology, fashion, music, sports and more (read: Culture) through the lens of the generations driving it: Gen Z (15-24) and Millennials (25-34), what we like to call the Streaming Generation.
Other key findings in the Spotify Culture Next Trends Report included:
- Close to half of Gen Z’s and Millennials believe brands need to soften up as this age group finds camaraderie in sharing deep feelings including sadness and loneliness (47 per cent)
- Three in five in the Gen Z and Millennial age groups agree brands should create communities based on common interests and passions (61 per cent)
- The lines dividing who influences culture for Gen Z’s and Millennials are more blurred than ever with more than one in four agreeing culture is not influenced by one defining group — like celebrities, online influencers, brands, or politicians — but rather by all of them
The Spotify Culture Next Trends Report is published in partnership with research agency Culture Co-Op and the insights are based on responses from focus groups and surveys. The responses were collated from across the globe across the following eight countries: Australia, Philippines, Brazil, Mexico, UK, Germany, France and the US.
Through the research findings, Spotify has identified archetypes of individuals in the Gen Z and Millennial age groups to enable brands to understand and relate to consumers better. Interestingly, equality, environmental, protection and honesty were identified as the top ideals brands should convey in their messaging according to these age groups.
Australia’s largest independent media agency, Nunn Media, has been appointed by global children’s entertainment company Spin Master for its portfolio of brands in Australia, including Bakugan, PAW Patrol, Hatchimals, Kinetic Sand and Air Hogs. Following a competitive pitch, Nunn Media will manage integrated strategy, planning and buying across all media channels for Spin Master Australia’s more […]
The Monkeys has announced the arrival of creative directors Sam Dickson (right in main photo) and Cam Bell (left). Dickson and Bell join The Monkeys from Che Proximity, where for the past five years they progressed from a young creative team to creative directors, working on globally recognised and awarded work for brands including Carsales, […]
ARN has launched an innovative, industry-leading online planning tool that allows commercial partners to analyse and enhance their audio campaign delivery and messaging using ARN’s research-backed insights and consumer data. The ARN Audio Connections Planner is audio intelligence reimagined. Created in-house at ARN, it’s a complementary tool to existing metrics that enhances audio buys for […]
Further evidence that The Simpsons is the cultural icon of our times comes a riotous segment on British quiz show Tipping Point on Monday. The show’s host, Ben Shepherd, was left stunned when not one but two contestants managed to confuse Homer Simpson with the ancient Greek poet, Homer, who died around 750BC and wrote […]
BBC Global News has announced the launch of a new consumer travel marketplace that enables its audiences to discover, plan and book flights, hotels and experiences. Initially launching in Australia and New Zealand, Discover Beyond draws on the editorial inspiration of BBC Travel, the global features site of BBC.com and powered by TRAVLR’s technology, to […]