Pop Culture Consumer Insights

Trend - A new wave of book clubs is emerging that caters to younger, style-conscious readers seeking literary experiences distinct from mainstream celebrity book clubs. These niche communities—such as Buffy's, Library Science, and Reading Rhythms—emphasize curated literary selections, exclusive events, and subtle branding to create a sense of insider culture.

Insight - For many younger consumers, particularly Millennials and Gen Z, participating in cultural activities is less about following mainstream influencers and more about finding authentic communities that align with their identity and values. This shift reflects a broader consumer tension between mass culture and personal curation—where individuals increasingly seek to define themselves through more nuanced, specialized interests rather than broadly popular experiences.

Trend - As AI-generated content becomes increasingly prevalent across industries, brands are intentionally showcasing human messiness, imperfection and emotional authenticity in their marketing and products. This manifests through interactive retail experiences that encourage emotional expression, social campaigns highlighting real consumer mishaps, and products designed to celebrate human quirks.

Insight - The rapid advancement of AI and algorithmically perfect content has created a cultural tension where consumers feel disconnected from authentic human experiences. For many, particularly younger demographics, digital perfection has become synonymous with artificial and inauthentic. This is creating demand for brands that acknowledge and embrace human complexity, vulnerability and emotional authenticity. By celebrating imperfection, brands can help consumers reclaim and express their fundamental humanity in an increasingly AI-driven world.

Trend - Though streaming services like Netflix, Hulu, Paramount + and more have transformed consumers' relationships with television, they have yet to crack the code on live events. That is, until, the recent rise of sports-specific streaming partners and services. Expanding programming into these areas ensures larger viewership, especially around huge events like the Super Bowl.

Insight - The target demographic for live sporting events has changed in recent years; take, for example, the Super Bowl -- between Rihanna's halftime show and Taylor Swift's much-covered relationship with Kansas City Chiefs tight end Travis Kelce, the event has begun to attract more than just football fans. This introduces an opportunity for not just increased eyeballs, but additional merchandising and programming. As streaming services develop into production houses and even media conglomerates, their ability to seize these opportunities becomes irresistible.

Trend - A new wave of artisanal comfort objects is capturing attention online - crochet plushies that merge traditional Japanese craft with modern wellness culture. These handmade companions, ranging from whimsical animals to miniature food items, are more than just decorative pieces. While their intricate designs and tactile appeal drive viral social media content, their therapeutic benefits are creating deeper connections with a generation seeking tangible forms of comfort and mindfulness.

Insight - The surging popularity of handcrafted comfort objects reflects a deeper cultural shift toward physical items that soothe digital-age anxieties. In an era of virtual experiences and screen fatigue, consumers are gravitating toward items they can hold, touch, and display – objects that offer a bridge between aesthetic appeal and emotional wellbeing. This attraction to tactile comfort items signals an opportunity for brands to explore how physical products can be reimagined as tools for mental wellness, particularly for younger demographics seeking alternatives to purely digital solutions.

Trend - "Bed rotting," a new trend sweeping TikTok, involves staying in bed for extended periods to engage in passive activities like eating snacks, watching TV, and scrolling through devices. This trend is particularly popular among Generation Z, who are increasingly turning to this form of self-care to combat burnout.

Insight - Gen Z is leading the charge for mental well-being. This generation is acutely aware of the pressures and demands of modern life, leading them to seek out unconventional methods of relaxation that allow for complete mental and physical disengagement. By normalizing the idea of taking extended breaks to simply rest, Gen Z is challenging societal norms that equate busyness with success.

Trend - Flip phones are flipping the script in today's smartphone-ruled world, finding a surprising comeback with Gen Z. These minimalist devices are surging again, fueled by the need for digital detox and a craving for simplicity. The flip phone revival is a part of the broader dumb phone movement, which encourages a more mindful approach to technology.

Insight - Gen Z craves a digital life balance through mindful tech use. The "digital detox" trend reflects a growing desire to disconnect from the constant ping of notifications and app-centric world. This shift stems from an awareness of excessive screen time's downsides and a search for tech that fosters a more present, balanced life.

Trend - Phonecore, the latest style trend, is taking social media by storm with nearly 130 million TikTok posts. This trend features over-the-top accessories inspired by smartphones such as HMD's Phonecore range, as well as smartphones adapting to become accessories themselves, like Hailey Bieber's lip gloss-holding phone case, blending tech and fashion in innovative ways.

Insight - The rise of the "smartphone as an aesthetic" reflects a growing consumer desire for fashion that integrates cutting-edge technology in visually impactful ways. In an era where personal devices are central to daily life, accessories inspired by smartphones, as well as smartphones functioning as accessories, resonate deeply with tech-savvy, fashion-forward individuals. This trend taps into the intersection of nostalgia and futurism, appealing to those who appreciate both retro design elements and modern innovation.

Trend - Specialty artificial intelligence (AI) companies are launching generative AI tools that simplify website creation. With no coding required by the end user, these tools use an intuitive prompt system which significantly lowers the barrier to entry for website building for businesses and freelancers.

Insight - In the modern era, online presences play pivotal roles in determining the success of a new startup or a freelancer's career. However, these demographics often struggle with the technical skills or financial freedom required to build an online presence. As a direct result of these challenges, services that reduce the barrier to entry for website and online presence creation are gaining popularity. New startups are addressing this demand by leveraging AI to create intuitive web-building tools.

Trend - Online retailers are launching shopping services specifically for VR headsets. By adding shopping directly to these devices, e-commerce is made more convenient for consumers. These immersive apps enable try-ons and previews in a 3D environment, more accurately conveying the details of products.

Insight - Tech-forward consumers have begun adopting spacial computing at accelerated rates while citing limitations of traditional human-machine interface (HMI) devices. In recognizing that consumer-grade spatial computing is in its early stages, brands are racing to ensure their services are available on these modern platforms. Brands that take advantage of the interactive HMI features native to these devices can more effectively market to both long-time users and new consumers entering this space.

Trend - Companies are using artificial intelligence to enhance news delivery through AI-powered applications and services. These tools curate news delivery to ensure only relevant information is delivered clearly and concisely. The AI tools are intended to reduce redundancy in news feeds significantly.

Insight - Time constraints are one of the largest factors that inhibit regular citizens' abilities to stay up to date on news stories. Most people do not have time to check several news outlets to sift through swathes of information, leading to most simply using social media feeds. Brands are identifying the challenges related to time and effort for news, and are creating easy-to-use, AI-powered news aggregators to draw in busier users.