CULTURAL SHIFTS ARE ALWAYS IN THE FORECAST

When thinking about culture today, we, at Fullscreen, obsess over uncovering what’s happening in the liminal space. This is where ideas percolate, beliefs shape, and behaviors form. Transitional in nature, the liminal space is where subcultures pulsate before taking off into our collective consciousness.

This year, we launched the Fullscreen Cultural Forecasting Division. This team explores trends living at the intersection of culture, entertainment, and brand intelligence to give brands an understanding of what’s new and next. Our proprietary tools help us uncover what’s happening right before it’s mainstreamed.

To bring our cultural forecasting capability to life, we launched the inaugural Fullscreen Culture Report this summer and followed up with a second 2019 release this fall. Each report breaks down an emerging macro trend by deconstructing the history, illuminating supporting data, and reconstructing what it all means for brands. 

DECONSTRUCTING TRENDS THROUGH THE FILTER OF “IDENTITY CONSTELLATIONS”

Trends are warping, morphing, and transforming at the speed of technology so it’s our mission to look at these trends from the lens of Millennials and Gen Z. We’re living in a time of intersectionality where identity is not singular, but complex and fluid. When it comes to identity, Millennials and Gen Z are not a single star but a constellation of identity—they are gender-diverse, body-diverse, neuro-diverse, and they are starting to own these “many parts.” They don’t want to be labeled or boxed in—“Old Town Road,” anyone? We uncover and unpack the “many parts,” to ultimately reveal the truths that exist in culture.  

THE ONSET OF THE SOCIAL MEDIA HANGOVER 

At the start of this year, we began to see a shift in consumers’ relationship with social media—we call it The Social Media Hangover. We were all going through it together—a massive hangover—and it was our phones, not flasks, that had been fueling these social media scaries. We had overdosed on our screens, mindlessly double-tapped on our feeds, over-filtered on our posts, and obsessively checked our like counts, and we had started to see the negative effects of overindulging on social media. We found that 83% of 18-34-year-olds say the number of likes, comments, and shares they receive on social content impacts their mood and 54% of 18-34-year-olds think being constantly connected to their devices worsens their well-being

THE RENEWAL AFTER THE BURNOUT

And as we barrel ahead into 2020, we’ve not only felt the social media hangover, but we’ve lived the burnout. In May of 2019, the World Health Organization revised its definition of “burnout” from a state of exhaustion to a syndrome tied to “chronic workplace stress that has not been managed.” After a decade of over-optimizing, we’ve hit peak burnout, and our OS systems have basically shut down. In fact, 89% of 13-37-year-olds report feeling some level of burnout. We can’t go any harder, stronger, faster—no. BUT–we can go better. Our Fall Culture Report: Time to Hit the Reset explores how we are hitting a hard reset, recalibrating our value systems and aligning ourselves with brands that elevate us. And despite the tumultuous climate we live in, we found that most (65%) are feeling positive for the decade ahead, and there’s room for brands to be a positive force and forge the future with consumers. 

To find out more about our Fullscreen’s Cultural Forecasting division and The Fullscreen Culture Report, hit us up at brands@fullscreen.com.