Published 05 May 2022

Our quarterly Pop Culture Round-Ups highlight where consumer behaviour, entertainment innovation and brand strategy converge. This spring, we’re spotlighting online reading communities that are turning into storytelling incubators, how brands can offer Gen Z mental health support, and the social apps encouraging consumers to explore the physical world around them.

Rethinking Reading Communities

Mindful Media for Gen Z

Social Mapping Unlocks Locations

Fiction book sales have risen by 21% compared to 2019, soaring to a decade peak (Nielsen, 2022). While new communities emerge to add online social layers to the reading experience, established writing platforms are using their insight on what compels audiences to build storytelling incubators that create adaptations across all entertainment sectors.

Fiction book sales have risen by 21% compared to 2019, soaring to a decade peak (Nielsen, 2022). While new communities emerge to add online social layers to the reading experience, established writing platforms are using their insight on what compels audiences to build storytelling incubators that create adaptations across all entertainment sectors.

Summary

Rethinking Reading Communities

Fiction book sales have risen by 21% compared to 2019, soaring to a decade peak (Nielsen, 2022). While new communities emerge to add online social layers to the reading experience, established writing platforms are using their insight on what compels audiences to build storytelling incubators that create adaptations across all entertainment sectors.

Mindful Media for Gen Z

Globally, Gen Z is experiencing unprecedented mental health crises (see Key Stats). The decline in wellbeing predates the pandemic, but social isolation intensified these issues, creating an urgent need for brands targeting Gen Z to put mental health support at the centre of their offering.

Social Mapping Unlocks Locations

With spring's arrival and the easing of Covid restrictions comes a surge in social media firmly centred on in-person activities. As challenger single-use social apps help Gen Z refocus on the world outside, legacy platform Snapchat's growth strategies bank on helping people build shared phygital location layers.

Pop Culture Round-Up: Spring 2022

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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.

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