It’s time to reject FOMO and embrace Borecore, along with mindfulness apps, myth debunking, and a shift in focus away from Millennials. Mindshare North America's annual Culture Vulture Trends report is here, unveiling the latest consumer shifts and cultural trends forecast to grow over the next year.

1. | 1
2017

2. | 2
CULTURE VULTURE 2017
In our sixth annual deep dive into the
big trends pervading U.S. culture, we
explore how growth is stalling across
many facets of life, the new definition
of the American Dream, an increasing
tension among consumers’ perceptions
of the world, and how we’ve become
better at managing stress (along with
other interesting things, like exposing
the lies of unicorns).

3. | 3
TOP
CULTURAL
TRENDS
03
21ST CENTURY
SUCCESS
02
THE
BOOMAISSANCE
01
TAPPED OUT
04
UNMASKING
UNICORNS
05
MY WORLD/
THE WORLD
06
MIND(FUL)
OPTIMIZATION
08
THE INFORMAL
NORMAL
07
LAND OF
THE GIANTS
09
BORECORE
10
OPEN LIVES

4. | 4
01
TAPPED OUT

5. | 5
Today, we’ve exhausted the
number of big fundamental
changes we can make to U.S.
infrastructure, causing economic
productivity to drop to a 30-year
low. Along with an aging workforce,
this limits our GDP growth to less
than 2% annually. And it’s not only
the U.S.; other first-world places
like Japan and Western Europe
are also struggling to boost
economic output.
As a result, our economic optimism
has plateaued, with 41% of
Americans feeling that they won’t
be any better or worse off in the
next year, nearly double that of
2009 (23%). Additionally, several
categories, such as automotive,
grocery, and apparel, all hit sales
plateaus in 2015.
Not only is our economy limited
but we as human beings are as
well. From memory to attention,
we only have so much cognitive
energy and time at our disposal.
Unsurprisingly, 67% of Americans
say that they are so busy that they
can’t finish everything they need to
in a day. Our time spent with media
is reaching its saturation point,
with people averaging about 10
hours each day consuming content.
Technology penetration is also
stalling. Along with smartphone
Following World War II, the global
economy reached unprecedented
levels of success. From education
to motorways, drastic improvements
to public infrastructures around
the world led to more profitable
businesses, rewarding millions of
people with great wealth.
TAPPED OUT

6. | 6TAPPED OUT
Get ahead of emerging categories before
those opportunities become tapped out.03
Brands must be more competitive and faster
in a low-growth world.02
Hunt harder to find pockets of growth
(e.g. consider different targets).01
IMPLICATIONS
Average daily time spent with media
(Hours)
Source: Media Dynamics
adoption, the average number of apps
used each month has slowed to single-digit
growth. This is happening in social media
usage as well—the vast majority of Americans
participate in at least one social platform.
While many facets of our lives are stalling,
new technology is emerging to break
through the plateaus. Currently, growth is
fueled by the continuing popularity of the
sharing economy, ongoing opportunities
for virtual reality, and new applications of
artificial intelligence. n
2010 2011 2012 2013 2014 2015
9.05 9.21 9.53 9.62 9.82 9.84

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USA Japan Western Europe
| 7
THE QUARTER CENTURY FROM
1948-1973 WAS THE MOST STRIKING
STRETCH OF ECONOMIC ADVANCE
IN HUMAN HISTORY. IN THE SPAN OF
A SINGLE GENERATION, HUNDREDS OF
MILLIONS OF PEOPLE WERE LIFTED
FROM PENURY TO UNIMAGINED RICHES.
The Wall Street Journal
TAPPED OUT
Source: World Bank, Mindshare Analysis
Annual GDP growth
(% Five-year moving average)

8. 02
THE BOOMAISSANCE

9. Well, the times are a-changin’ as
being older is becoming cooler,
making Boomers more relevant for
brands. The music festival Desert
Trip, also known as “OldChella,”
premiered in 2016 featuring music
icons like the Rolling Stones, Paul
McCartney, and Bob Dylan. This
year also marked a graying of the
fashion and beauty industries with
more older models being featured
in New York Fashion Week and
gray becoming one of the hottest
hair color trends.
Not only do we get cooler with age;
studies show that we also become
happier. The “Happiness U Curve”
shows that our happiness peaks
not during our 20s and 30s but
when we hit our 60s and beyond.
With heightened coolness and
happiness, Boomers are taking
on a “Middle-Age Millennial”
mindset, driving tech growth
in many areas. Over the past
several years, they’ve showed the
sharpest increases in e-commerce
activity, time spent in mobile apps,
and social media penetration.
They’re also changing how we
communicate online, from a
more narcissistic tone to a
friendlier, community-driven one.
Though the population is aging,
Boomers refuse to settle down.
You can’t go anywhere without
incessantly hearing the word
“Millennial.” In fact, Millennials were
mentioned 3.5 times more in articles
over the past year than Boomers.
Why do we continually ignore Boomers
when they control about 70% of the
disposable income in America?
| 9THE BOOMAISSANCE

10. | 10THE BOOMAISSANCE
They are striking back using the gig
economy, with about one in four working in
alternative arrangements in 2015. Startups
are also realizing the value of this segment
and catering to their needs. Evelo makes
bicycles specifically for older consumers
who want to stay healthy. Another example
is the Freebird Club, the Airbnb for empty
nesters, which allows Boomers to rent
out their kids’ vacant rooms. n
Take a Boomer view of the world in research
and media.03
Utilize the positivity and happiness of Boomers
as positive/wise influencers.02
Don’t underestimate the value of Boomers—make
sure your brand has a strategy to reach this audience.01
IMPLICATIONS
Source: Proceeding of National Academy of Sciences
Self-reported well-being
(On a scale of 1-10, by age)
“You accumulate emotional
wisdom as you get older. You
know, when you’re 25, you go
on blind dates with people that,
when you’re 50, you know to
stay away from. You just learn
how to live your life better.”
Angus Deaton
Economist, Princeton University
6.0
6.2
6.4
6.6
6.8
7.0
7.2
7.4
7.6
18-2122-2526-2930-3334-3738-4142-4546-4950-5354-5758-6162-6566-6970-7374-7778-8182-85

11. | 11
JUST AS IT’S IMPOSSIBLE TO KNOW
PRECISELY WHEN THAT MINOR
BALD PATCH BEGAN TO ANNEX
YOUR ENTIRE SCALP, IT’S HARD TO
PINPOINT THE EXACT MOMENT
WHEN BEING OLD BECAME A HOT
NEW TREND IN AMERICA.
GQ
THE BOOMAISSANCE
U.S. Adults who use social networking sites, by age
(%)
Note: No data available for 2007 - Source: Pew Research
0
10
20
30
40
50
60
70
80
90
100
2005 2006 2008 2009 2010 2011 2012 2013 2014 2015
18-29 30-49 50-64 65+

12. 03
21st
CENTURY SUCCESS

13. Partly driving this trend is
Millennials’ new definition of
career success. Salary has taken a
backseat to work-life balance and
job satisfaction; they’re more willing
to take time off to pursue personal
projects. Shifting gender roles
have also changed how different
sexes view success. As more
women focus on their careers,
they’re beginning to close the
wage gap, particularly younger
women. Men, in contrast, are
placing more value on relationships
and family life, areas that were
once seen as women’s domain.
Companies are paying attention
to these changes, adapting their
offerings to attract younger talent.
Amazon is testing 30-hour work
weeks with flexible schedules, and
Netflix is offering one year of paid
paternity and maternity leaves for
new parents.
Consumers are also turning
away from obvious symbols and
representations of success. One
example is branding and logos,
which carry less weight for those
looking for design and function to
match their identity and lifestyle.
Additionally, toys like Barbie and
supermodels like Ashley Graham
have transformed our old notions of
what a “successful body” looks like.
We once viewed the American Dream
as owning a home, a car, and nice
clothing to keep up with the Joneses.
However, over the years, this definition
has changed drastically, becoming less
about material goods and more about
self-fulfillment.
| 1321st CENTURY SUCCESS

14. | 1421st CENTURY SUCCESS
The way people are spending their time and
money has also changed. Now, people invest
in ethically responsible companies and use
their vacation time to help others.
Still, the old American Dream prevails
elsewhere. Multicultural citizens and
immigrants (70% of immigrants are either
Hispanic or Asian) see the American Dream
as its traditional definition. Owning a home,
car, and luxury clothing are all still markers
of success for these consumers. n
How does your category fit into the
new definition of success?03
Understand that growth is coming from different
consumers. Put more emphasis on learning what
cultural differences drive success.
02
Success isn’t one size fits all, especially in
the current political environment.01
IMPLICATIONS
Would consider taking time off for project
(% Any Agree)
Source: Mindshare Mindreader
43
48 47
67
58
46
Millennials Gen X Boomers
2013 2014 2015 2016

15. WHILE THE CACHET OF DESIGNER LOGOS
IS STILL RELEVANT FOR MANY,
THE DAYS OF CONSUMERS LOOKING
TO BE A PART OF A DESIGNER OR
BRAND MOVEMENT ARE WANING
IN FAVOR OF THEIR DESIRE TO FIND
THE STYLE AND FUNCTION UNIQUE TO
THEIR PERSONALITY AND LIFESTYLE.
Marshal Cohen,
Chief Retail Analyst, NPD Group
| 1521st CENTURY SUCCESS
Source: KPMG
44 43
35
27
25 24
Work-life balance Job satisfaction Salary/salary
growth
Achievement of
personal goals
Work
achievements
Development of
new skills
How Millennials define career success
(%)

16. 04
UNMASKING UNICORNS

17. | 17UNMASKING UNICORNS
While the lines between fact and
fiction continue to blur, several
common myths need immediate
debunking. The first myth gaining
attention in wake of the 2016
presidential election is that
immigration is destroying America.
However, immigrants are actually
saving the economy, starting
more businesses and fueling
employment in an aging workforce.
Next, Americans tend to classify
themselves as “middle class,” yet
the true middle class has shrunk
over the past several decades.
The traditional family has also
drastically changed: half of all
newborns are ethnic minorities;
about 40% of families in the
U.S. have mothers as the
primary breadwinner; and
one in five Americans live in a
multigenerational household.
Speaking of generations, there’s
also a lot of misconceptions about
younger ones. Teens, who are
typically regarded as wild and
rebellious, are more responsible
today than ever before. Millennials
are also heavily stereotyped with
the notions that they aren’t buying
homes, are constantly job hopping,
and are the “hookup generation,”
yet these assumptions aren’t
exactly true.
People tend to hold onto
preconceived notions even after
evidence disproves their beliefs.
It’s become even harder to decipher
what’s true with an influx of
contradictory information in the
digital age.

18. | 18UNMASKING UNICORNS
Demographics aren’t the only myths that
need to be debunked. In terms of food
trends, faux-healthy treats (e.g. banana ice
cream and zucchini noodles) lead many
to believe that they’re eating healthier, yet
consumers eat 35% more when a snack
is labeled as “healthy.” Furthermore, the
ubiquity of online content has led people
to believe that print is dead. However, print
book sales have experienced a resurgence
over the past several years.
Misconceptions occur in media and
marketing as well. Much of the time, there’s
a tendency to rely on assumptions that
don’t necessarily align with the consumer’s
reality, putting more emphasis on thoroughly
understanding our audiences. n
Reassess what it means to advertise post-election.03
Reconsider traditional “no-go” areas.
Reevaluate what consumers do and do not
want to see from brands.
02
Challenge everything—think about assumptions
you’re making in your category and target. How
can you use data to either prove or disprove them?
01
IMPLICATIONS
Source: ThinkTV
81
62
8
16
VOD Daily Viewing Time YouTube Daily Viewing Time
Marketers Think Consumer Actuals
Marketers’ beliefs vs. reality
(# Minutes watching video)

19. PEOPLE TEND TO HOLD ON
TO BELIEFS EVEN WHEN IT APPEARS
THAT THEY SHOULDN’T.
Craig A. Anderson
Psychologist, Iowa State University
| 19UNMASKING UNICORNS
Source: University of Pennsylvania, Nerd Wallet
0
5
10
15
20
25
25-34 35-44 45-54 55-64
2007 2008 2009 2010 2011 2012 2013 2014 2015
Household ownership by age group
(# HH in millions)
Median age of first-time home buyers
30.6
1970
31
2015

20. 05
MY WORLD/THE WORLD

21. | 21MY WORLD/THE WORLD
Most Americans feel pretty good
in their individual world. About
85% of adults say that they are
satisfied with their personal life,
up from 78% in 2011. Median
household income is also rising,
hitting $56,516 in 2015—the highest
it has been since 2007. And across
generations, workers are more
likely to say that their job is good.
However, the societal world is
looking less optimistic. Only 29%
of Americans are satisfied with
the U.S.’s direction, down from
59% in 2000. There’s a growing
apprehension toward the outside
world, with fear of terrorism hitting
its highest point since 9/11. Plus,
the majority of Americans worry
about global economic instability,
with powerhouses like China and
Russia emerging as severe threats.
Consumers are also less trusting
of institutions. Banks, government,
and organized religion have all
seen sharp declines in trust over
the past several years. And in 2016,
mass media reached its lowest
consumer trust levels on record.
Though technology has connected
us to people around the world,
there is now a pushback against
the globalization trend. There’s
a desire for more isolation,
demonstrated in the rhetoric of
We perceive reality through two
world lenses: the “individual” world
focuses on how things appear on a
personal level, while the “societal”
world projects a macro perspective.
The growing dissonance between
these worlds causes tension for
American consumers.

22. the Trump presidential campaign and Britain’s
“Brexit” from the European Union.
The tension between our two worlds has
evoked outrage in consumers, but brands
are finding creative ways to play into both.
Snickers’ “Hungerithm” lowers its price at
7/11 as the Internet gets angrier. Uber also
played into consumer frustration on crowded
highways with drone ads, taunting drivers
for not using their carpool service. n
| 22MY WORLD/THE WORLD
Use the opportunity to show support and
celebrate the American worker.03
With increasing skepticism of institutions, how
do you reevaluate your role in consumers’ lives?02
Understand that consumers have an underlying
desire for change and determine how we as
marketers can bring that sense into the forefront.
01
IMPLICATIONS
Trust in institutions
(%)
Source: Gallup, Pew Research
27%
Banks
(vs. 49% 2006)
19%
Government
(vs. 30% 2006)
40%
Mass
media
(vs. 49% 2006)
41%
Organized
religion
(vs. 52% 2006)

23. GLOBALIZATION IS UNDER ATTACK.
THE ELECTORAL VICTORY OF
DONALD TRUMP, THE BREXIT VOTE
AND THE RISE OF AN AGGRESSIVE
NATIONALISM IN MAINLAND EUROPE
AND AROUND THE WORLD ARE ALL PART
OF A BACKLASH TO GLOBALIZATION.
John Rennie Short, Professor of Public Policy
at University of Maryland
| 23MY WORLD/THE WORLD
Source: U.S. Census
Median HHI in the U.S.
($)
2010 2011 2012 2013 2014 2015
$53,568
$52,751 $52,666 $52,850
$53,718
$56,516

24. 06
MIND(FUL) OPTIMIZATION

25. | 25MIND(FUL) OPTIMIZATION
Many feel as though they live in
a stressed-out country, leading
them to believe that North America
as a whole is more stressed than
ever. Surprisingly, stress levels have
actually been on the decline,
with our current stress level at
4.9 (out of 10) down from 6.2 in
2007. While these stress levels
are still above a healthy level (3.7),
we seem to be getting better at
managing stress.
Though we’re not as stressed
statistically, we’ve become
increasingly distracted, causing
us to seek purpose, serenity,
and mindfulness more than ever.
Whether that means sending our
kids to outdoor/nature preschools,
partaking in the practice of
Shinrin-yoku (forest bathing),
or being part of the astrotourism
community, we’re looking for better
overall balance. New wellness
communities are also developing,
often driven by technology. For
example, there’s the ear-pleasing
Autonomous Sensory Meridian
Response (ASMR) community on
YouTube and even meditation
channels on live-streaming sites
like Periscope.
While 45% of Americans try to
unplug from technology about once
a week, ironically, tech is actually
aiding mindfulness in
As humans, we’re more prone
to anxiety than to happiness.
And Americans are especially known
for having higher anxiety levels
than people in other countries,
partly because of our continued
quest for happiness.

26. many ways. Apps such as Headspace and
guided virtual reality mediation are some
ways that people are improving their mental
health by reconnecting.
Part of reconnecting to one’s own mind
is to improve it, and more products and
services are available to help boost our
cognitive capabilities. Peak is an app that
created brain games through a partnership
with scientists at top universities like Yale
and Cambridge. Another example is the
emerging market of nootropics, pills that are
intended to help enhance focus, memory,
and overall cognitive function. n
| 26MIND(FUL) OPTIMIZATION
Don’t promise that “happiness” is attainable
through the pursuit of things. Flip the script
and let consumers know what the “thing”
enables them to do.
03
Consider when your messages are deployed
and have breaks to respect the consumer’s
personal space.
02
Think about mindfulness and what it means
for your category, brand, and consumer.01
IMPLICATIONS
Source: Mindshare Moments, Iconoculture
58%
Gen Xers describe “purpose” as a value that
describes them in 2015
(up from 48% in 2010)
59%
Millennials describe “serenity” as a value that
describes them in 2015
(up from 51% in 2010)

27. WHILE THE TYPES OF STRESSORS
HUMANS ARE EXPOSED TO HAVE
CHANGED OVER TIME, OUR STRESS
RESPONSE HAS ESSENTIALLY NOT
CHANGED AT ALL. INSIDE OF EACH
MODERN HUMAN IS THE NERVOUS
SYSTEM OF A CAVEMAN TRYING
TO COPE WITH THE STRESSORS
OF LIVING IN A FAST-PACED AND
RAPIDLY-EVOLVING SOCIETY.
Kinsey Jackson, Clinical Nutritionist
| 27MIND(FUL) OPTIMIZATION
Source: American Psychological Association
Average stress level
(Scale 1-10)
6.3
6.2
5.6
5.5
5.4
5.3
5.5
5.2
5.3
6
5.7
5.2
5.3
4.8
4.6
4.8
4.5
4.9
2007 2008 2009 2010 2011 2012 2013 2014 2015
Women Men

28. 07
LAND OF THE GIANTS

29. | 29LAND OF THE GIANTS
That period may have happened
over a century ago, but it still
rings true for many of our
industries today. From airlines
to entertainment to agriculture,
consolidations and acquisitions
have created corporate giants
that dominate their respective
categories. And in the digital
age, these giants have shifted
from primarily energy companies
in 2006 to technology brands
in 2016, specifically Apple,
Alphabet (Google), Microsoft,
Amazon, and Facebook.
These tech giants have not only
established themselves as global
powerhouses but they also have
billions of dollars on hand, making
them difficult to battle. For example,
Apple has over $230 billion in
the bank stowed away to use at
their discretion. Their ecosystems
continue to expand as well.
Amazon, which started by selling
books, is now a key distributor
across almost every vertical, from
cloud computing to fashion.
These giants continue to expand
into new territories, such as
Amazon’s expansion into the
physical retail space, Facebook’s
integration with eSports, and
Alphabet’s development of
self-driving cars. While expanding
into new sectors, these brands
During the Second Industrial
Revolution, the U.S. economy was
reshaped by the expansion of
new industries and technologies.
Competing in this growing landscape,
a few companies have emerged
as core leaders.

30. are also cutting out the middlemen in the
distribution and purchase cycles, such as
Amazon implementing in-house shipping
or Alphabet allowing users to buy clothing
directly from Google Images.
But while these giants control much of
the market, niche brands have collective
power to chip away at bigger businesses.
For example, craft beer has been steadily
stealing share away from large brands such
as Budweiser and Miller. And the trend of
gourmet burger joints is hurting fast food
giants like McDonald’s and Burger King. n
| 30LAND OF THE GIANTS
Consider other challenger brands that
you can associate your brand with.03
Understand where consumers want niche
brands and places where mass isn’t good.02
How do you play up the positives of your
position in the market (e.g. scale in leadership
brands, building niche/challenger brands, etc.)?
01
IMPLICATIONS
ECOSYSTEM
App Store
Business Services
Cloud Computing
Consumer Electronics TV Programming
Grocery Delivery
Food Delivery
Live Stream
E-commerce
Book & Audible
Auto
Home Robotics
Fashion

31. IN 1860-1917 THE GLOBAL ECONOMY
WAS RESHAPED BY THE RISE OF GIANT
NEW INDUSTRIES (STEEL AND OIL)
AND REVOLUTIONARY NEW
TECHNOLOGIES (ELECTRICITY AND
THE COMBUSTION ENGINE). THESE
DISRUPTIONS LED TO BRIEF BURSTS
OF COMPETITION FOLLOWED BY
PROLONGED PERIODS OF OLIGOPOLY.
The Economist
| 31LAND OF THE GIANTS
Source: Yahoo Finance, Forbes
World’s most valuable public companies
($ Billions)
$363 $349
$279
$231 $226
$204
ExxonMobil General Electric Microsoft Citigroup BP Royal Dutch Shell
$571
$531
$446
$362 $356 $356
Apple Alphabet Microsoft Amazon ExxonMobil Facebook
Oil/Energy Tech Financial Service Conglomerate
2006 2016

32. 08
THE INFORMAL NORMAL

33. | 33THE INFORMAL NORMAL
Recently, gender has lost its
binary nature with the rise in
“post-gender” baby names and
the legal recognition of non-
binary gender classification in
certain states. And brands are
acknowledging this trend—
CoverGirl, for example, announced
its first CoverBoy, James Charles.
Overall, there’s less deference
toward established conventions.
Certain aspects of politics have
become more casual, such as
Hillary Clinton appearing on
Between Two Ferns with Zach
Galifianakis and Donald Trump
addressing the public via Twitter
rather than in traditional forums.
Our relaxed viewpoint has carried
over to substances as well.
Twenty-six states have marijuana
legalization laws in some form.
In fact, informality is really a core
American principle, fostering
creativity, individuality, and
community. And fashion is an
exemplary category. Casual
clothing offers us the freedom to
choose how we present ourselves
both at home and in the workplace.
Furthermore, Millennials are
redefining what it means to be
“professional,” with nearly two-thirds
saying that they curse at work and
half admitting to being friends with
their boss on Facebook.
The social contract that once held
together a formal structure of
American institutions is unraveling.
From family to religion, American
traditions continue to break down
into more informal interpretations.

34. The rise of normcore finds appeal in
the bland and everyday rather than the
glamorous and flashy. Teens are also moving
away from depending on looks to define
who they are. This comes to life in platforms
like Snapchat, shifting user content away
from pretentious selfies toward fun and
quirky filter use, changing the overall
aesthetic of social media.
Also displayed in the digital space, the world
of linguistics continues to break down.
No longer is communication tied to the
AP style guide. We now have more freedom
to experiment with fonts, punctuation, and
imagery in the way we type and post. n
| 34THE INFORMAL NORMAL
Identify where a laid-back approach is or is
not appropriate for your category and brand.03
Casual forms of language aren’t just for
Millennials; they’re for everyone and can fit
into every category, including luxury.
02
Determine how your brand can be irreverent.01
IMPLICATIONS
Source: Harris, Fortune, Mindshare Pool
42%
Workers are friends with their
current boss or supervisor on
Facebook
(up to 50% for Millennials)
71%
Parents are comfortable with
visible tattoos on their child’s
primary school teacher
66%
Millennials use curse words or
swear while at work
(vs. 54% of Baby Boomers)

35. CLOTHES ARE FREEDOM—
FREEDOM TO CHOOSE HOW WE
PRESENT OURSELVES TO THE WORLD;
FREEDOM TO BLUR THE LINES
BETWEEN MAN AND WOMAN,
OLD AND YOUNG, RICH AND POOR.
TO DRESS CASUAL IS QUINTESSENTIALLY
TO DRESS AS AN AMERICAN AND
TO LIVE, OR TO DREAM OF LIVING,
FAST AND LOOSE AND CAREFREE.
Deirdre Clemente, Author, “Dress Casual:
How College Kids Redefined American Style”
| 35THE INFORMAL NORMAL
Source: Pew Research
46%
American kids live in a home
with two married heterosexual
parents in their first marriage
(down from 61% in 1980)
23%
Americans are religiously
“unaffiliated”
(up from 16% in 2007)

36. 09
BORECORE

37. | 37BORECORE
Most of our lives happen between
these peaks, and people are
beginning to embrace the lulls.
In the past, people felt a need to
justify their lives by always trying
to do something interesting. Social
media has changed what people
expect to see, causing those
pressures to subside. Now, you’re
just as likely to see posts about
bingeing on Netflix as you are
about going to the latest clubs.
Borecore is partly a backlash to
FOMO and partly about embracing
the banality of everyday life.
We’re also gravitating toward
boring yet relatable characters in
pop culture. In Stranger Things,
Barb, a side character with few
lines, became the second most
talked about character from the
show. Another example is The
Life of Norman subreddit, which
posts about the ordinary life of
a middle-aged balding man who
watches re-runs of CSI. And it’s
not just fictional people—real idols
such as singer, actress, and top
Instagrammer Selena Gomez talks
about relaxing at home and often
posts about her quiet nights in.
Livestreaming has really embraced
banality, showing us life as it is,
sans scripts and editing. Passive
cameras capture nature as it
happens and makes the content go
We aren’t as interesting as we
think we are. According to Daniel
Kahneman’s Peak-End theory,
our experiences are defined by
a few intense moments in our lives.
We tend to neglect the rest.

38. PEOPLE ARE AFRAID THAT IF THEY
DON’T TWEET OR BLOG REGULARLY
THEY WILL SIMPLY GO OFF THE SOCIAL
RADAR AND BECOME INVISIBLE…
THE ONLINE YOU IS FREE FROM THE
OFF-LINE PRESSURE OF HAVING TO
BE WITTY, ENTERTAINING OR
INTERESTING IN SOCIAL SITUATIONS.
The Spectator
viral, like the six-hour Periscope video of a
puddle in England. People are also using
long-form live reading to draw attention
to reports and contracts that most people
would typically ignore. Being interesting
is no longer a requirement for expressing
yourself online or in content. n
| 38BORECORE
Highlight the therapeutic benefits of
boring yet mesmerizing content.03
Tie your brand to peak moments
in consumers’ lives.02
Brands can use boring content to be
different and grab consumers’ attention.01
IMPLICATIONS

39. WHAT PEOPLE REMEMBER FROM
EVENTS ARE THEIR PEAKS. NO PEAKS -
NO MEMORIES, OR AT LEAST NOT VERY
CRISP ONES… CERTAINLY BUCKET
LISTS SET MEMORIES IN PLACE THAT
STRUCTURE LIFE AS REMEMBERED.
Christopher Peterson Ph.D.
University of Michigan
professor of psychology
| 39BORECORE
Source: BLS
20somethings engage in each activity
(# Minutes per day)
15 16
99
22
18
Attending or hosting social
events on holidays or
weekends
Playing video games or
board games
Computer use for leisure
2004 2015

40. | 40
10
OPEN LIVES

41. | 41OPEN LIVES
Thanks to livestreaming, friends
and strangers alike can see
exactly what you’re doing at any
given time. Ambient listening
has exposed us even further—
we’re willingly offering up more
information and giving up control
to new tech, seen in Aloft’s voice-
activated hotel room and smart
devices like Amazon’s Alexa.
Not only do these machines
respond to our requests but they
use AI and machine learning to
understand our habits.
However, consumers are wary
of technology and companies
using their personal data, fearing
leaks that can compromise their
information. Companies should
be careful when mining information
from consumers, as it can be
confusing and invasive. The
Facebook app asks for 42 different
permissions alone, ranging from
battery statistics to learning what
other apps are running.
Consumers are now becoming
savvier about how brands access
and use their sensitive personal
information. If consumers are
uncertain of a brand’s intentions,
they lose trust. Consequently,
people are trying to protect
themselves by utilizing ad-blocking
software and putting tape over
their webcams.
Social media has opened us up to
the world. As technology continues
to evolve, we’re both accepting and
fearful of our openness to it.

42. To prevent hostility and backlash, brands
have started to combat some of the
negative consequences of being too open.
Instagram and Twitter have added features
to block and remove unwanted comments
and users. Gaming company Blizzard has
gone so far as to replace hateful messages
with self-deprecating ones within their
online chats.
Beyond technology, Millennials have
become more open to discussing
traditionally taboo subjects like mental
health, politics, money, and religion. n
| 42OPEN LIVES
Build a community of current, trusted
consumers and engage with them regularly.03
Make trust one of your brand metrics.02
Develop a strategy for how your brand
can grab hold of the livestreaming trend.01
IMPLICATIONS
Ambient listening Safety zones
Voice activated
hotel rooms
Amazon Alexa
sales rose 67%
Driverless cars Instagram’s filter Blizzard’s comment
replacement
Twitter’s mute button

43. I’VE ALWAYS BEEN AN OPEN BOOK,
BUT SOCIAL MEDIA CRACKS THE
BINDING WAY OPEN. IF YOU THINK
PEOPLE ARE NOT WATCHING WHAT
YOU DO, THEY ARE. YOU CANNOT
HIDE BEHIND A COMPUTER SCREEN.
Lynne Jarman Johnson
CMO of Consumer’s Credit Union
| 43OPEN LIVES
Source: Tublar Labs
“The internet was built for openness
and speed, not for security. As more
and more services, infrastructure
and personal information move
online, they have all become targets
for hackers.”
The New York Times
529,000
Accounts created on Facebook Live
after its third month of launch

44. | 44
SUMMARY
Technology plays a part, but at the
end of the day it’s human behavior
that shapes marketing and media
strategies. Current trends are giving
you plenty of material to work with.
Contact us for the latest trends as
they rise in the cultural zeitgeist.