Moose Trend Tracker: October
We analyze data every month to help you stay on top of what’s trending. Explore some of our latest discoveries.
Of Gen Z and Millennial Americans state that they are actively trying to drink less, according to Nielsen.
Non-alcoholic beverage brands are beginning to behave, market, and increase availability in ways similar to their alcoholic counterparts. From speakeasy style pop-ups to celebrity backed brands (e.g. Blake Lively’s Betty Buzz), to Whole Foods placement for brands like Ritual Zero Proof, all provide reason for Marcus Sakey, co-founder of Ritual to state that, “The moderation mindset isn’t a flash in the pan.”
(Adweek, October 2021)
Sports & Fitness
Of gym members worldwide are hoping to continue integrating digital training into their future workouts, according to Les Mills.
COVID-19 restrictions turned living rooms around the world into home gyms in early 2020. As the world begins to reopen, many hope to continue their at-home workouts in addition to going to the gym.
The loneliness of working out at home is one reason this need for a hybrid workout has emerged, as two-thirds of respondents said they feel more motivated when working out with others. These factors may be pushing gyms to increase their digital offerings even as the pandemic slows.
(ISPO, October 2021)
Of consumers under 30 plan to buy or lease a vehicle in the next 18 months, which is in line with larger post-pandemic trends toward increased car travel.
Moreover, consumers are willing to be flexible about the make and model of their next vehicle, with only 10% of respondents saying vehicle selection was a top factor when shopping for a car.
Of consumers will choose where to shop based on price and incentives above all other factors, including safety, fuel efficiency, style, size, and technology features.
(onbe, October 2021)
Of Gen Z respondents on a Morning Consult survey said they are attending a Halloween party this year, which is the largest percentage in comparison to any other demographic.
Historically, Halloween has been a challenging holiday for fashion brands to participate in, largely due to the ‘wear it once’ mentality of costumes. However, Gen Z places value on sustainability and creativity in self-expression and are therefore looking to create costumes that are multipurpose.
Brands are rethinking how they can meet these needs for shoppers. For example, apparel brand Blush Mark is hosting an online Halloween shop-in-shop featuring existing products that are costume-ready or festive for the season.
(Glossy, October 2021)
Trends And Social
People remain active users on Facebook in 2021, with growth largely coming from India, Brazil and Mexico. However, new user growth overall seems to have slowed, and duplicate accounts make up 11% of active users.
Facebook got a lot of attention in early October with allegations from whistleblower Frances Haugen and subsequent platform outages.
of U.S. adults said they heard about Facebook’s outages, compared to roughly
who said the same of Haugen’s allegations against Facebook.
(Morning Consult, October 2021)
Hours of Squid Game were watched in its first 23 days of streaming, which is twice as much as the hit show Bridgerton. The Korean show took the world by storm, becoming the first ‘K-drama’ to top Netflix activity in the United States, taking over social platforms like TikTok along the way.
The success of the show is just one example of the rise of foreign language media in the American market, and Netflix has been following the trend by investing $1 billion in such programming since 2015.
COLLABS And PARTNERSHIPS
McDonald’s experienced 4.6% growth in U.S. sales during Q3 of 2020, a recovery compared to Q1 and Q2 sales. Many attributed the surge to the brand’s partnership with Travis Scott, with the collaborative merchandise and meal going viral on social media and selling out in many locations.
Since then, other fast food restaurants have announced major celebrity partnerships. Popeyes is taking this to a new level with Megan Thee Stallion, as they collaborate to launch a new hot sauce and a line of co-branded merchandise in addition to Megan becoming a franchise owner.
Megan Thee Stallion Hottie Sauce was made available starting October 19, along with the merchandise collection, Thee Heat, which can all be found at TheeHottieSauce.com.
(Forbes, October 2021)
(Billboard, October 2021)
Of full-time U.S. workers state that they experience stress and anxiety on Sundays ahead of the workweek, according to a survey conducted by CensusWide on behalf of LinkedIn.
This feeling has long been coined the ‘Sunday Scaries.’ While the notion existed before the pandemic, 41% of those who experience this are admitting that it’s worse than ever due to the pandemic.
This anxiety could be driven by fear surrounding the return to the office, as the pandemic was an invitation to many to rethink their work-life balance and introduce new hobbies into their lives.
These factors have made individuals increasingly unsatisfied with the traditional 9-to-5 mentality of former generations. All of these factors have led to what has been coined as “The Great Resignation,” with 4.3 million workers quitting their jobs in September alone.
(Digiday, October 2021)
(Fortune, October 2021)
Give back. “With the holiday season comes increased generosity,” wrote Spencer Hadelman, CEO at Advantage Marketing. “Teaming up with a cause that resonates specifically with your brand and customer base is a great way to engage with the increasingly social-conscious consumer.”
This holiday season, 83% of Millennials said that they would favor companies that have strong ESG (Environmental, Social and Governance) commitments. Nearly 80% cited a company’s commitment to diversity and inclusion as being factors for how they would spend their money, according to a survey from PwC.
(Forbes, October 2021)
(PwC, October 2021)