At MKTG, we are professional fanatics - observing, listening, analyzing and always staying curious. Our philosophy to trend identification is simple. 

We believe trends are not a precursor to culture – they are culture. 

We believe that true trends reveal themselves across industries + platforms in sports, culture and on social. 

We get to the real story by uncovering the underlying motivators. 

And all of this enables us (and therefore our clients) to ideate smarter, tell better stories, and connect deeper. Now, let's delve into a few impactful trends from Q2. 

ADULTING DYSMORPHIA 

WHAT IS ON THE RISE 

The concept of life stages is evolving, challenging the traditional linear progression from youth to adulthood – this is exacerbated by social media and influencers portraying conflicting lifestyles.  

 IN CULTURE 

A third of Gen Z lives with parents, opting for long-term housing solutions. Others shuffle living arrangements, moving in with partners or leaving big cities, distorting perceptions of lifestyle and financial success norms. - Link 

 ON SOCIAL 

TikTok's Halley McGookin's viral video buying a house and car in a day sparked imitators chasing luxury. Influencers like Dave Ramsey push frugality amid trends like "no spend" challenges and "cash stuffing," shaping a mismatch of this generation’s spending habits publicly. - Link 

CHEF’S KISS 

WHAT IS ON THE RISE 

Fashion, food, and culture are increasingly intertwined, influencing each other's aesthetics. With rising food prices and inflation, food is seen as a symbol of decadence.   

IN CULTURE 

Food and drink remain powerful symbols of modern cultural values, where luxury brands intertwine with martinis and lobsters are paired with high-end shoes. These combinations highlight not just extravagance and indulgence, but also speak to deeper themes surrounding lifestyle choices, social status, and personal identity. – Link  

IN SOCIAL 

Platforms like TikTok showcase creators blending styles such as the 'mob wife' aesthetic into culinary creations, turning food into a canvas for personal style and status. 

IN SPORT 

Chase Sapphire and The Infatuation's collaboration at 'Dinner On The Court' at Chase Center exemplified merging fine dining with sports excitement, creating a unique luxury entertainment experience that seamlessly blended high-end cuisine and sports fandom. – Link  

BACK TO ANALOG 

WHAT IS ON THE RISE 

In response to AI and digital dominance, there's a resurgence in hands-on experiences like immersive games and artisanal craftsmanship, offering genuine connections and rootedness amid technology's omnipresence. 

IN CULTURE 

Green Tile Social Club revitalizes Mahjong among young Asian Americans, fostering community through meet-ups and events. – Link  

ON SOCIAL 

Content consumption trends favor craftsmanship and effort, from homesteading to creators crafting meals from scratch, reflecting appreciation for time-intensive tasks that do not cut corners. - Link 

CREATOR CONSCIOUS 

WHAT IS ON THE RISE 

The prototype of the ‘right’ creator for a brand partnership is being redefined as culture continues to blend, with storytelling and audience connection at the forefront.  

ON SOCIAL 

Brands like Marc Jacobs and Loewe thrive by partnering with creators across diverse fields, such as, food, beauty, travel and more, allowing them to showcase products authentically. – Link 

 IN SPORT 

The Brooklyn Nets and Barclays Center engaged fans through 'Life on Film,' using digital cameras to capture fan experiences at the arena. They relied on fans to capture their promotional content in an authentic “vlog” style.  - Link 

To learn more about trend reporting at MKTG or to chat about what we’re loving lately in sports, culture, or on social, reach out and follow us @mktg_inc.