LSN : News : Stat: Young Americans crave originality in streaming content

CoorDown’s campaign challenges assumptions about Down syndrome

Assume That I Can by CoorDown, Small New York and National Down Syndrome Society, Italy and US

Global – CoorDown, a non-profit organisation raising awareness about people with Down syndrome, has launched its latest campaign, Assume I Can, which challenges societal biases against people with the condition. Launched globally on 14 March by agency Small for World Down Syndrome Day, the initiative urges an end to low expectations of those with the syndrome.

In a powerful film, viewers see the impact of assumptions on the potential of individuals with Down syndrome. Inspired by the self-fulfilling prophecy concept, the campaign emphasises the transformative effect of believing in people’s abilities. The main character encourages the audience, and society as a whole, to embrace the idea that she is capable of achieving a range of tasks. In doing so, she presents a reality in which she can enjoy a cocktail, study Shakespeare, take up boxing and more, all because those in her community have faith in her abilities.

The campaign was introduced with support from international associations including the Canadian Down Syndrome Society and the National Down Syndrome Society. By promoting trust and belief in individuals with Down syndrome, the campaign aims to empower them to achieve their goals. As explored in America Puts the New in Neurodivergence, the message is clear: when society assumes they can, individuals with the syndrome can defy expectations and excel in various areas of life.

Strategic opportunity

Brands can play a big role in debunking stereotypes of people with disabilities. Consider engaging with influencers and advocates in the community of people with disabilities and showcasing diverse talent and representation in your advertising campaigns

Impossible Foods introduces new branding

Impossible Foods. Identity in collaboration with Jones Knowles Ritchie, US

Global – Impossible Foods, fulfilling a promise made in 2023 to overhaul its marketing, has revealed new branding and packaging for its meat alternatives in a bid to rejuvenate a struggling category and attract new consumers.

Announced at the Natural Products Expo West conference near Los Angeles in March 2024, the initiative directly addresses concerns in the industry about taste and healthfulness. Peter McGuinness, president and CEO of Impossible Foods, emphasised the inclusive nature of the company’s new direction, stating: ‘We want to be inclusive to anyone who enjoys great food – it doesn’t matter if you’re a vegan, a vegetarian, an animal meat-lover or somewhere in between.’

The rebranding reflects Impossible’s commitment to creating meat from plants that rival traditional taste, nutrition and environmental impact options. Despite recent challenges in the market, McGuinness says that Impossible continues to grow its market share and attract a diverse audience, including conventional meat consumers.

The roll-out of the new packaging, featuring a bold red colour scheme reminiscent of indulgent American fast food, accompanies the introduction of products like the Impossible Beef Hot Dog, signalling a fresh approach to engaging consumers in the alt-meat sector.

In our analysis of the Cultivated Meat Market, we previously explored how alternative meat brands should change their marketing to reach flexitarians instead of vegans and vegetarians.

Strategic opportunity

Find inspiration in Impossible Foods’ switch to indulgent, colourful and authentically American rebranding aimed at convincing US consumers that plant-based meat is about pleasure and taste first rather than sustainability and nutrition

Can AI twins create more opportunities for models?

UK – British model Alexsandrah has created a virtual, AI-generated version of herself in the hope that her digital twin will help to secure her future in the modelling industry.

Alexsandrah worked with Cameron Wilson, founder and CEO of AI and 3D modelling agency The Diigitals, to create the AI twin. In 2017, The Diigitals launched Shudu, the world’s first digital supermodel, who has gained 250,000 Instagram followers and fronted campaigns for brands such as Balmain.

The ethics surrounding Shudu’s creation were the subject of controversy in the fashion industry (Cameron is a white man and Shudu is a Black woman). Alexsandrah, however, will be paid to have her image used in any campaigns or photoshoots her AI twin appears in and the pair hope this will inspire brands, businesses and magazines to embrace ethical uses of AI that continue to provide opportunities for models.

AI models present new opportunities for Digital Display Futures in e-commerce, with brands such as Levi’s already experimenting with supplementing human models with diverse AI-generated models to add an extensive mix of sizes and body types, ages and skin colours.

Dorothee Zang and her Roblox avatar, Roblox, US

Strategic opportunity

There is an opportunity to lead the way in promoting ethical AI applications, particularly in industries like fashion where representation and diversity are crucial. Business leaders could collaborate with AI developers to ensure that digital models are created and used in a responsible and inclusive manner

Stat: Young Americans crave originality in streaming content

Photography by Mart Production, Russia

Global – A recent survey by streaming platform Tubi reveals a significant shift in the preferences of young American viewers. Contrary to the dominance of established franchises and remakes in Hollywood (Marvel, Indiana Jones, Transformers), 74% of Millennials and Gen Zers surveyed expressed a preference for original content over rehashed narratives.

Conducted between December 2023 and January 2024 among 2,503 American adults aged 18 and above who stream video at least one hour weekly, the study underlines a desire for fresh and innovative storytelling. ‘Viewers are increasingly seeking fresh and innovative ideas that push the boundaries of what’s possible instead of rehashed versions of existing stories,’ says the white paper.

But despite the enthusiasm for originality, nostalgia remains a powerful draw for streaming audiences. Some 96% of respondents expressed a desire for quality nostalgic content, reflecting the enduring appeal of classics like The Office or Friends.

For more insights on Gen Z, head to our Gen Z Now and Next: From Vision to Contradiction macrotrend report.

Strategic opportunity

While originality is favoured, brands can capitalise on the enduring appeal of nostalgia by creating high-quality content that evokes fond memories of classic shows and films. This could involve re-imagining nostalgic properties or creating new content with nostalgic elements