2020 ISSUE

In 2018, Plan.Net Russia Digital Agency presented the first issue (2019) of the "Consumer Behavior Trends in the Digital Age. Plan.Net Russia" Trend Report describing 15 social, cultural, media and market trends. In 2020, the second issue of the Trend Report tells about 45 Consumer Behavior Trends in 6 sectors of life: Society, Culture, Communication, Community Psychology, Social Media, and Market.

Full Digital Services Agency PLAN.NET RUSSIA specializes in Digital Campaigns, Website & Platform Creation, Social Marketing & Consumer Engagement, Digital Media Planning & Buying, Content Marketing, E-Dialogue & E-CRM, Mobile Campaigns & Trend Analytics. When building strategies and marketing campaigns, Plan.Net Russia works with data, forms communication plans and analyzes the entire customer journey.










Trend 01. Motion towards the Exit from the Nostalgia Phase
The 2010s were the years of nostalgia. As a nostalgic comeback to comics genre, superhero movies became the mega-trend of the decade, influenced the culture and psychological climate of the whole civilization. 2008 was a year of the "Iron Man" franchise release. In 2019, Tony Stark died in the "Avengers: Endgame." So, the superheroes' universe will evolve along with the new generation of the characters.

At the beginning of the 2020s, we will still observe comprehension of the past and nostalgic revival of the artifacts of the Millennials' adolescence and the Xers' late youth. However, this trend is about moving out of the nostalgia phase. There is a moment when significant objects recalled from the past, run out, the arcs come to their end, and the audience gets tired of this theme. The opposite agenda comes to the fore. The phases of nostalgia and inspiration with brand new ideas rotate and interchange.

What drives society and the market, if we saw so many nostalgic cases in 2019? Partly, we answered this question in the last year's trend report: Millennials are getting older and mature, they recall their youth to comprehend it and evaluate the results of two decades of adulthood. The 2010s were also a decade of disappointment in values of the 1990s and 2000s, of resentment, reaction, separatism, and demarcation of communities, genders, and states. Comprehension of the past and expression of love to all gone things from the past mark farewell and motion forward. There are objective conditions for these changes. The coronavirus pandemic will accelerate the exit from the phase of nostalgia because after the pandemic and local quarantines people around the world will want to return to an active lifestyle and fill their lives with novelties. The phase of inspiration will replace the phase of nostalgia.

Trend Cases. How Does This Work?

A sequel of the 90s' classics about Jay and Silent Bob, "Chernobyl" series, "Vice" movie, forthcoming movies "Dune" and "The Little Mermaid." The aesthetics of the Moscow's 2000s and Soviet-style alcoholism in a "Alchogolichka" music video by Artur Pirozhkov. The 'kolkhoz' aesthetics in a "Serdceedka" music video by Egor Krid. The motives of the historical events of the 20th century in a "Westworld" series. "The Boys," an ironic series about the antiheroes, became allegoric reflection and reaction to fatigue caused by the superhero movies pathos. Massive attention to the photo chronicles of Woodstock festival, which celebrated a jubilee in 2019. Revision of the "cultural monopolies'" heritage in a "The Dead Don't Die" movie by Jim Jarmusch. The aerobics of the 80s in the "The Tonight Show Starring Jimmy Fallon." "Once Upon a Time... in Hollywood," a new film by Quentin Tarantino. A Kickstarter campaign for a Bluetooth player It's OK. Artistic rethinking of the macrame in surrealistic acid-colored aesthetics. The announces plans to reboot a Millennial's childhood cult movie "Home Alone." A marketing play of Microsoft with the nostalgic/fantastic themes of a "Stranger Things" series. News about "The Matrix" and "The Scrubs" reboots. The esthetics of the 80s in a new season of the "Stranger Things." The motives of the Soviet labor values in a marketing video by UAZ. "The Game: Turn The Beatles into Monetochka" by Arzamas. An Interior trend for historic decorative maximalism. The old-school bar clubs. A group photo of a "Friends" series cast on Jennifer Aniston's Instagram* account gained 15 million likes.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 02. Self-Organization
This trend follows the trend for common sense. We observe the trend for self-organization not so often; we cannot call it very strong. But the cases of this trend are very bright and often heartwarming.

It expresses itself in the situations when people get involved in everyday and cultural processes to upgrade or fix something wrong, and sometimes to have fun in the dimensions of reality and/or digitality.

This trend is associated with a trend for alternative culture, reboots, retakes, and fan casting. It is also about swift restoration of common sense in the situations of the anti-social challenges such as icecreamchallenge. It was not a classic social media challenge aimed for societal fun – it looked like food supply terrorism. The representatives of the generations Z and Y distinguished the essence of this phenomenon and swiftly self-organized to stop it: they proactively engaged in the situation and helped the police cease the dangerous practice. In its social media style, today's youth ended the destruction of the social convention about the malls as the safe places where people buy food.

This trend can be used actively in marketing – through the opportunities for Gen Z and Millennials to express their creativity, social talents, and common sense. They know better the generations' communities. So they can help the marketers to go through the communication wall between the brand and the Gen Z representatives. The studies show that it's problematic to communicate with Gen Z, even with targeted campaigns. Brands need to be ready to use every positive case of the self-organization phenomenon immediately.

Trend Cases. How Does This Work?

When the dangerous antisocial icecreamchallenge was started online in the USA, many young people recorded the videos, mocking the low intellectual, ethical, and civil level of those people who spoiled an ice cream in the stores. In the video flash mob, conscious Zets/Zoomers showed how they buy ice cream, go home, and then eat purchased ice cream – as normal people do. Another example: a mass Social Fun – a flash mob based on the joke about visiting a so-called Area 51 in search of the hidden aliens. One more case from the news: people started to save the dolphins on the shore before the first response service arrived. We could observe active self-organization during Australian bushfires in 2019. People donated money and participated in animal rescue actions. Or this example: the Indian villagers shrank the monkeys' attacks – they organized a patrol in bear costumes. This life hack attracted the media attention. During the coronavirus pandemic, media and brands asked people to wash their hands and stay home; many companies closed their physical stores, stepped up delivery, and switched to the production of medical ventilation devices and masks to help the hospitals.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 03. Gen Z Mentality Takes Shape in the First Phase of Youth
There are many names for Generation Z representatives: 'Gen Z,' 'Zets,' and 'Zoomers.' A slang word 'Zoomers' is similar to 'Boomers' (Baby Boomers). Zoomers,' as we see, settle down as far as media like this word and often use it. In several years, we'll see if the semantic advances and connotations are correct in practice. Today, the market studies the Gen Z mentality, which is taking shape in the first phase of youth.

Such features as high self-esteem, absence of societal fear and high level of dependency of the approval and acceptance, and willingness to go outside and represent themselves to the public are characteristic for Gen Z en masse. This is a generation of social media celebrities, 'Odd Beauty' esthetics, new forms of romantic heroes, and strong visual statements. Some other features of Generation Z: the invention of the new subcultures, a combination of individualism and collectivism, creativity, specific humor, stratification for the Social Media motivated representatives – and those who do not focus on social media in their early youth.

There are studies of Gen Z, saying that stress and depression are characteristic for the generation. A level of the parents' success influences the Gen Z youth psychological situation significantly. Many young people have conflicts: with their parents, Early Millennials / MilleXers / Xers, or with peers. In such social media as TikTok, it's easy to spot that in terms of the generation's culture, many Zets are Drama Kings & Drama Queens. They have skills to design and express their emotion showily even in short timing, sometimes using a Publicity Stunts format.

The main social networks and services of Generation Z are TikTok, YouTube, WeChat, Byte, VSCO, Depop, Tingles, Tinder, VK, Z-style content on Instagram*, etc. Gen Z is less interested in the social media genre of the spoken 'stand up speech' on Facebook*. In a spoken format, they prefer ASMR, vlogs, and comic sketches on TikTok.

It's interesting that on Instagram*, Gen Z representatives often express themselves using the TikTok patterns. And we observe as the principle of the content demonstration and the visuality of Instagram* change. In particular, we may spot more 'cringe' videos and TikTok videos or the videos made in this style. Typical visual memes of the Millennials' Instagram* are not engaging for young Zets – yet or at all. Or young people use these patterns at some point to 'close gestalt' using the Millennial's classic imagery of Insta-Girls* and messages about luxury consumption. Or the typical Millennials' Instagram* patterns are not available, not affordable for the young Zoomers yet because of the natural social and economic reasons.

'Zoomers' are socially active: Social Activism culture is the context of their growing up. It is possible that Zets just internalized some of the values and patterns of this culture and, in further life, will pay less attention to agenda, which emotionally trigger Millennials – and react to another set of themes.

If we try to evaluate the content on YouTube and TikTok, we see that Gen Z, in particular, has its view on privacy. A lot of young Gen Z people engage in social activism quite early. This phenomenon even got the name 'Greta Thunberg Effect.' Often, Gen Z is positioned as the 'most progressive generation' in advance. However, it's too early to say so, according to the studies. It is necessary to observe long enough to draw objective conclusions.

For a noticeable part of Gen Z, paying capacity and status ambitions are important motivations. Often, representatives of Generation Z want and can become solvent quickly enough – receiving income from Social Media accounts. Because of the natural reasons, Zets are not very skilled in the classic labor market yet at the beginning of the 2020s. Now they are just in the process of education and skill development. On the other hand, many representatives of this generation are the real Content Entertainment professionals since their youth. And this trend coincides with the trend for Automation.

Trying to understand Zets, it's necessary to keep in mind that Gen Z does not like the general judgments about their generation. For today, it is reasonable to presume that by criteria of evolution direction, behavior, and mindset, there are several sub-groups. There is a big part of the liberated and artistic youth, prevalent on social networks. Some Zets have not built in their generation's culture and do not acquire specific soft skills valuable for their generation. It is reasonable to pay attention to this group. If it is not fond of the creation and consumption of its generation's Social Media culture, so how does it spent time? Socially active intellectual cohort inside Gen Z becomes an avant-garde not only for Generation Z, but it also influences the cultural vibe of the Millennials' and Xers' life.

Generations Y & X could notice that Zets/Zoomers are somehow similar to Millennials – 20 years ago.

It is possible to communicate with Generation Z by creating high-quality content relevant to its interests and creating 'social elevators.' Brands probably will develop Zet celebrities. For marketers, Gen Z is sometimes more interesting than Millennial, but objectively this interest is an investment in the future. Today, Zets' consumption is often paid by Millennials/MilleXers/Xers.

If we look at the Gen Z content, these young people often like strange, provocative beauty, showiness, brands, flex, humorous sketches, cringe, mini-drama and monodrama genres, and 'creepy-cuteness.' Talking about style, Generation Z likes to combine mass market, luxury brands, vintage, second hand, alternative designers' outfits, and accessories, and something bought while traveling. Love to vintage is a noticeable stylistic trend of Generation Z. Athleisure along the relative indifference in the image is one more familiar style of the generation.

Generation Z often practices creative self-objectification, likes flex, dexterity, and the skills triggering wow-reaction. There is a significant part of young artistic people, free in their self-expression.

We can find out about the real musical tastes of Gen Z by analyzing music from dance and pantomime videos on TikTok. It is not only aggressive flex rap but also romantic music with explicit lyrics about the generation's real personal life stories. Zets are also highly active on their social media; many use the smartphone keyboard extremely fast.

There is a high probability that on TikTok, they create personas, but in reality, their behavior is more neutral. A subculture of E-Girls/E-Boys speaks in favor of this assumption.

The main thing about Gen Z: right now, they deal with the first phase of their youth. They will evolve and transform, learn to make money, deal with the real labor market and entrepreneurship, influence institutions. Their worldview, behavior patterns, values, strategies, and tactics will transform, iteration by iteration. Changes will be noticeable in 10 and 20 years if we talk about the motion to maturity, performance, and the arc of the whole generation. There will be a turning point when today's youth accumulates life experiences and ideas to express and speak out, besides self-presentation sketches and pantomime. But for now, Generation Z is busy experiencing the life of young adults.

Trend Cases. How Does This Work?

The design of the Generation Z mentality will undoubtedly be influenced by the historical events of 2020. Similarly, 20 years ago, certain events impressed the young Millennials and affected the formation of their generational mentality.

Gen Z of different locations has unique features. For example, Zets love to dance all over the world, especially for dance sketches on TikTok. But South Korean Zets are immensely adore dancing: young people are fond of visiting dancing studios, where they can meet peers and learn how to perform the intricate dances of the kpop groups. A popular 1 Million Dance Studio YouTube channel had 19.3 million followers by the beginning of 2020.

In China, Zets love pranks, pair videos, flex, and Glo Up transformations. Young people shoot the videos about their conversion – from a 'basic' home look into an attractive party style. The 2019 "Euphoria" series showed the Gen Z life how Millennials, producing expensive content, see today's youth. It was extended for the second season. Observations show that in Tinder bio, the Gen Z often mention Social Activism and ecology, unlike Millennials, who are more interested in traveling. Nielsen's study of the Canadian Zets revealed that only 2,1% of young people see the targeted advertising campaigns – it's not easy to get access to Gen Z attention. One more case is a thematic emphasis of such YouTube channels as Lue Wagon.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 04. Informal and Formal. New Relationship
For several years, we observe one of the most important social processes. What was considered informal, marginal, lightweight, underground, youth, experimental, venture, makes the mass transition into formal spheres, becomes the areas of business interest, communication trends, the new professions, and new traditional tools.

In turn, strictly formal spheres incline to act informal and open up for modern practices, mass kinds of arts, and realities of the social media world. It is happening in HR, politics, social relations, and management.

Several years ago, people had definite views on patterns, procedures, cultural code, communication style, dress code, behavior manner, and 'modus agendi' decent and characteristic for different social institutions.

Teachers, mayors, politicians, job seekers, employers – today, everyone uses various informal approaches in previously formalized areas and actions. The realities of life have changed, and many informal concepts, patterns, tools, communication styles, etc. change their status, transform society and market, become industries, business, invested by corporations, new marketing, and today's norms of behavior.

Marketers and brands work actively with this trend, as business people and politicians do.

It's sufficient to use a before/after pattern, actualize outdated formal things through modern solutions invented by informal communities. And the audience likes it. We got a new language of communication in a broad sense. SMM specialists, the startup industry representatives, YouTube bloggers, ultra-rich members of the show business helped establish an informal approach. For consumers and media, effective informal solutions are associated with a concept of "business with a human face."

This is the general trend, a new standard of communication. The trend for 'informal formal' came for a long time, and the mass audience likes it. It is all about the Tone of Voice, brand's values, and the audience's needs. It is also about searching for something new for the 2020s: no matter formal or informal, the point is efficient.

Trend Cases. How Does This Work?

On the occasion of the "Forever Turned Around" album release, the Chicago mayor Lori Lightfoot announced August 30 as the city's official Whitney group day.

The media wrote about the New Zealand parliament speaker who lulled and fed a colleague's baby during his management work.

The President of the United States of America, Donald Trump, is active on Twitter.

The mayor of the Spanish town Jun showed that it is possible to manage the city via Twitter: citizens see the process and the social management results. They have an opportunity to inform about their needs.

Designer Virgil Abloh told in the interview for The Observer that he could hire via Instagram*: "If you have an awesome Instagram*, I'll follow you, DM you and say, 'Hey, do you want a job?' And if you are self-motivated, you're going to get promoted in two seconds because that's ultimately the shot I wanted when I was a kid."

The Generation Z representatives move to the labor market and change its culture: we can see as the media tell that young Zets add bitmoji into their resume.

Firefighters do yoga as a part of their daily professional routine to relieve stress.

The American Politician, Alexandria Ocasio-Cortez, at least once used Twitch game streaming in her political work.

Trying to solve the noise and order problems of Moscow youth space called "Yama" authorities decided to fence in the amphitheater but make a fence interactive.

A video game Scum included in its gameplay very informal themes: characters must defecate to survive; players can vary the parameters of the characters in trade for motion speed and risks to get sick.

A YouTube video by Ksenia Sobchak dedicated to Instagram* influencers showed that they accepted as socialites. However, the new situation may trigger a reaction in those who consider a career of the Instagram* influencer as informal.

Today, we can often notice such news as party members rapping during the election campaign or astrologers becoming popular political commentators. Previously, in politics, there were utterly formalized etiquette and strict norms. Today, we observe as the presidents participate in quarrels and write emotional tweets. Top-ranking politicians put their legs on the table in front of the cameras. Public figures come together with show business stars, bright representatives of the newest "cultural monopolies" to promote the ideas, as Bernie Sanders and Cardi B have done not so long ago. In China, a teacher showed children how to dance shuffle instead of a formal workout.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.





Trend 05. Tectonic Processes in the "Cultural Monopolies"
"Cultural monopolies" is a neutral cultural phenomenon and one of the mechanics of the collective process. Figuratively, this is some "cultural syndicates," imprinting the zeitgeist: the influential conglomerates of creative communities, styles, subcultures, worldviews, tastes, themes, artifacts, and relative infrastructure (media, labels, clubs, festivals, etc.), influencers and non-exclusive followers.

"Cultural monopolies" always have active followers with attributes of subculture or several subcultures, but most of the followers are non-exclusive. The mechanics and dynamics of the "cultural monopolies" differ from the mechanics and dynamics of subcultures.

Similarly to economic monopolies, each "cultural monopoly" influences its market: creates and defines the cultural stratum consumed by the mixed audience. "Cultural monopolies" determine "production" and "sales" of cultural artifacts, popular ideas, and trends, and also have a significant part of the financial, social and reputational profits from creating the concepts and entertaining content or experiences.

Different "cultural monopolies" coexist simultaneously. Some of them are more influential worldwide, in certain countries or generations. Usually, a consumer has the preferred "cultural monopolies" and invests material, social, and psychological resources (buying clothes, accessories, and music, visiting the shows, watching videos, etc.). It means that the consumer contact with other powerful "cultural monopolies" less: situationally, in social interactions, in travels, while decency, in family communication.

Historical and cultural evolution happens through the temporal influence and changes of the "cultural monopolies" working with some concepts, ideas, and esthetics. The examples of the "cultural monopolies": influential media communities, which promote a specific pool of the public personalities, musicians and directors, and spread their ideas, beliefs, and doctrines in large audiences; American rap and R&B creative community at the and of the 2010s and the beginning of the 2020s; cohorts of the popular actors, celebrities and musical influencers of the same "generation"; influential brands creating a new mass lifestyle.

The significant figures of the different "cultural monopolies" become the public influences and the "power behind the throne." They set the "tone of voice," ideas, aesthetics, and standards that bring innovation and offer well-timed ideas, products, sound, lifestyles, humor, events, and style. "Cultural monopoly" includes not only a particular pool of the stars and celebrities but also many professionals, events, businesses: for example, creative Digital studios, producers, manufacturers of the implements, costumes, and wigs; jewelers, creating exclusive pendants and grills, videographers, operators, and editors, etc.

Onу of the way to prolong the influence of the "cultural monopoly" is to borrow ideas, esthetics, and technological methods from the leading "cultural monopolies." In turn, this urges the leaders to strengthen their competitive advantages. It means to scout the underground ideas and to admit the new market players into their communities, simultaneously giving them access to resources.

At the start of the 2020s, we see that previous "cultural monopolies" are descending from the peak influence and gradually lose their retentive power. It explains a big trend for nostalgia and motion to the end of the nostalgia phase. A new wave of the "cultural monopolies" with a new set of names, intonations, artifacts, and phenomena, occupy the market along with the old still active "cultural monopolies." The interchange of the "cultural monopolies" is an ongoing process of civilization. Today it is more noticeably intensive than before because the entrance to the third decade of the 21st century coincided with a substantial update of lifestyle and market realities, which means the shift of the needs and vibe.

What is the difference between the "cultural monopoly" phenomenon and the phenomenon of subculture? The difference is fundamental. "Cultural monopoly" is all about the influence and permanent update to keep being influential. Whereas, subcultures are usually distancing themselves from the mass culture and encapsulate.

An example: VSCO Girls is a subculture; it doesn't have any specific aim, or real influence, or the potential to become a "cultural monopoly." Subcultures are quite insular and centripetal. Distancing from the mass culture is a common feature of the subcultures. Usually, they are rigid, so their influence on the whole process is limited. Unlike, "cultural monopolies" are centrifugal and hugely influential. The way of changes looks like this: a new wave of the names with a well-timed and relevant ideas, edgy technologies and high economic potential comes to the market and starts to compete with some strong 'cultural monopoly' capable of self-actualization, or even drive it out of the market.

The Hipsters' culture is an example of evolution through the "cultural monopoly" to the level of pop-culture. It started as a subculture (appearance, slang, tastes, manners). Still, it quickly evolved into a "cultural monopoly" with a colossal infrastructure (media, festivals, musicians, designers, brands, businesses, educational institutions, architecture, interior style, travel, esthetic consumption marketing, work ethics, global influence). What happened next? The Hipsters' culture evolved to the level of the worldwide pop-culture. It dispersed and spread in all spheres and societies to become a nutritious environment for the next "cultural monopolies."

"Cultural monopolies" are based on a world view system and hierarchical mechanics, so they have low permeability. They make a selection of the names and phenomena, valuable in a particular "cultural monopoly." People who don't belong to the leading "cultural monopolies" can fulfill themselves by creating their own parallel "cultural monopoly." There is a moment when the ideas and the visual concepts, spread by the influential "cultural monopoly," lose their novelty. Simultaneously, a massive number of talented people with the "next new" ideas and the desire for resources and self-fulfillment accumulate beyond the communities of the current "cultural monopolies." Usually, this is how a period of the Cultural Dew begins. The new names swiftly become superstars and form their own "cultural monopoly," set the vibe and style. This is the way of social progress.

Trend Cases. How Does This Work?

Kpop and 88 Rising; the current American wave of the "the new odd" musicians; Soviet Music; humor and music of the 90s and the first decade of the 21st century; cinematographic arthouse and sophisticated intellectual music (jazz, classical and neoclassical music); comedy shows, romantic comedy, and local pop-music.

In summer 2019, the legendary Apple's chief designer Jony Ive, who has changed the market's and society's understanding of the esthetics and product, resigned and left the company. The book of Steve Jobs' daughter edited his social image of Apple's founder. In 2019 Facebook was still experiencing turbulent times, and many people started to spend more time in an RR (Real Reality).

The "cultural monopoly" of the social influencers experience transformation. For a short period, it formed, became influential, changed its informal status for a status of a "new classic," and finally became the object of memes and witty campaigns, such as "Be a Follower" by Diesel. Today, social media influencers compete with the so-called New Money of the 2000s, which moves in the direction of the new bourgeoisie and the status of the so-called Old Money.

According to the media news, the supermodel of the past years Tyra Banks supports a trendy Instagram* hashtag #FreshFierceFace and find out the new names and appearances. Young people use this hashtag to declare themselves. Farfetch acquired the luxury streetwear brand Off-White. Meanwhile, the reasoning of Virgil Abloh and some other sings signal that the long-term streetwear trend could be descending.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 06. Diegesis and Mimesis of Cultural Artifacts: Relationship with Reality
In the 2010s, the mass audience watched the series sagas and the superhero movies and mixed Social Activism narrative with narcissistic practices of the real, cultural, and social media life. By 2020, all of that resulted in a situation, when diegesis and mimesis of the cultural artifacts (cinema, series, photographs, blogs, etc.) started to outshine the reality.

Diegesis is a style of storytelling when the narrator describes a particular world's reality, the heroes' arсs, actions, thoughts, and feelings. Mimesis, on the contrary, depicts the stories, worlds, and heroes' experiences; mimesis is an artistic imitation of reality.

The daily life of most people usually has weak connections with the subjects, which cause their quarrels on social media; how news, the media, series, musical videos, and social networks explain the cultural artifacts and the reality for people. In reality, most people have similar lifestyle: mortgage, household, job, kindergarten, school, malls, dacha, family days, grocery shopping in retail, traffic jams, subway, doctors, rare gatherings with friends, online shopping, etc. Different non-bourgeois strata's lifestyles differ in detail, but more or less homogeneous structurally.

At the beginning of the 2010s, citizens startled and perked up because of the Hipsters' culture spreading, a trendy urban study agenda, Social media Influencing phenomenon, parks and festivals chilling trend. By the 2020s, citizens have come pretty tired of many new practices. Everyday life is not too adventurous and romantic because of homeliness and commonness nature, limitations, and the specifics of the social networks era. So it faded into the shadows.

Backlashes, online media, hashtag campaigns, publications and posts of the 'opinion leaders' explaining the reality and events, the vloggers' life collisions, Instagrammable* photos, reviews, cinema, long-term TV series, etc. Today, these are the things, which hold people's attention, sometimes much more than reality. We observe diegesis and mimesis vice versa: reality imitates the cultural artifacts (cinema and TV series collisions, Instagram* photos, etc.). Real everyday life imitates diegesis of the cultural artifacts, even outshining the reality.

Culture imitates the reality and outperforms it in the adventurous detective TV shows, in the superheroes characters, supernatural fantasy universes, in the costumes and displayed opulence of the hip hop stars.

Сultural characters and collisions create memes of the collective unconsciousness and modus agendi. On the one hand, they teach how to behave in real life. And on the other hand, it's not always correlated with common sense in real life.

The viewer may observe the heroes' arcs and evolution and the detailed artificial universes of the TV series for decades. Long-term duration makes artificial worlds look realistic. Moreover, the fantasy worlds look much more exciting and apprehensible than an average person's real life. This is how diegesis and mimesis of the cultural artifacts outshine the reality.

This is an interesting twist: some vloggers, while oversharing, may intentionally dramatize the real daily life to make it "Worth Posting." The irony of this trend is that Relatability – which means the opportunity to relate self with the content or cultural artifacts – became a new criterion in the era of social media and of Generation Z rise.

In the countries like South Korea and China, the situation has some differences because of the massive attention to the organization of urban environment and multiple leisure opportunities. The Chinese youth uses services like TikTok/Doyun or WeChat for the artistic expression, creating a mythologic diegesis and mimesis, and still lives a real life because of the collectivism, which is specific for Asian cultures, and fast-moving urban progress.

A health agenda of early 2020 made adjustments to the situation when diegesis and mimesis of cultural artifacts began to overshadow reality. The empty city streets in lockdown mode reminded people around the world of the science fiction films scenes. The value of everyday life has been manifested and actualized. The audience was distracted from celebration of famous people and began to praise doctors, urban workers, and couriers as Heroes. For many people, a value system has become healthier and more consistent with reality at the beginning of 2020. However, a specific style of media and social media coverage could be noted.

How can we work with this trend? Show what is meaningful in people's lives, who are the real heroes in the real world, highlight the real world's delicate beauty and creative potential. Inspire people of the Digital Age to practice the real romantics, interesting lifestyle, and beautiful actions in everyday life. It means to flip the trend. The urban fresco depicting the people who cure the patients and fight the coronavirus emerged in China: art glorifies heroism of the real daily life. Media from different countries reported that citizens applauded to the doctors and couriers working in the self-isolation and social distancing period. Previously, we saw this in movies.

Homo sapiens civilization focused on the creation of art and artificial. At the same time, the meeting of art and objective reality always impresses people the most.

Trend Cases. How Does This Work?

Diegesis and mimesis of the "Game of Thrones" series engaged the worldwide audience for a decade. Let's remember the releases of George R. R. Martin's books; the multiple fan theories; the recaps of the new episodes; the articles explaining the characters' motivations; the Reaction Videos, capturing people's reaction to the saga's finale; the release of the limited sneakers collection for the fandoms of the different aristocratic Houses from "Game of Thrones" series; analytic and reaction posts in social media; the parse of the costume symbolism; the actors' and producers' explanations; etc. The viewers related themselves with the heroes and aristocratic houses of the series. People's reaction to one of the final scenes of the last season captured in the video "Game Of Thrones // Burlington Bar Reactions // S8E6 "Dany Throne Scene" Reaction!!!", published on the Sean TankTop YouTube channel (1,8+ million views by the beginning of 2020).

The same happened with the superhero franchises and popular series ("Sherlock," "Silicon Valley," "House of Cards," "Fargo," "True Detective," "Sex and the City," "Billions," "The Witcher," "The Mandalorian," "Star Wars," DC and Marvel universes, etc.). Their diegesis and mimesis outshine real daily life. The media wrote that the new "The Witcher" series filled the void in the audience's heart after the "Game of Thrones."

Till the spring of 2020, the diegesis and mimesis of Instagram* and mass musical culture with its exaggerated visuals of flex, drama, and sexuality overshadowed reality, set their hierarchical standards. People imitated the diegesis and mimesis of cultural artifacts that initially exaggeratedly mimic realities or describe non-reality. The process looped with increasing conflict. Covid Crisis highlighted a theme of professional heroism and Essential Workers, which usually lack well-deserved attention in everyday life. The mode of social distancing, the abundance of emotional journalism, and the interest in personal medical chronicles on social networks have become the signs that people worldwide have actualized their relationship with reality. There is a difference between life and science fiction films. The relationship of diegesis and mimesis of cultural artifacts with reality has changed. It can be expected that after this historical event, the audience will sort out their feelings, then return to a fascination with cultural diegesis and mimesis, rethink life in reality, and create the culture inspired by real events.

A contouring technique for the photo and video shoots, dramatic makeup, staged posing photos, and the frames with a "carelessly attractive" food look great on Instagram*; vlogs look natural and at ease on Youtube. But in reality, you need to make an effort to make your daily food that attractive; to know how to pose and move to make the Instagrammable* photos and TikTokable videos; to spend a lot of time recording many footages and assembling a 15 minute long vlog. There are special videos on Chinese social media teaching the new soft skills like posing, including the "couple posing." Kylie Jenner chose the esthetics of the "The Handmaid's Tale" TV series as a theme for her party, and this fact drew a social backlash.

On the Internet, there are many articles with the prepared captions to the photos for any post, for example, "The 67 Best Instagram* Captions for Every Type of Post". In the big media, there are many editorials like "Disappointing photos show what 13 famous views around the world look like in real life."

Watching the superhero movies and reading the recaps and reviews, we might notice how seriously the journalists, actors, and viewers take the sagas like "The Avengers" or "Game of Thrones." The finale of the "GoT" disappointed many people because the key twist got into an open conflict with the controversial theses of the Social Activism trends. The series' payoff reminded the historical logic of changes, which happen through the iterations of evolution, collaboration, and enlightenment.

At the end of the 2010s, the culture started to roll away diegesis and mimesis it has generated to keep it Relatable. For example, "The Boys" series mocking the superheroes, can be interpreted as the postmodernist irony over the factitious diegesis and mimesis. We see the same in the "Killing Eve" series in the scene about an Instagram* influence who gets the advice: "Get a Real Life. YouTube vloggers edit the videos about their everyday life. And these short films look interesting and spiritualized, despite no cinematographic drama happens there. Some YouTube vloggers started to include the bloopers in their vlogs' montage. That's the way they show that even charming homeliness in their videos is a little artificial. The Instagram* influencer Rianne Meijer (390+K followers by the beginning of 2020) sometimes includes into her classic Instagram* content the couples of "expectation vs. reality" photos to demonstrate that Instagram* mimesis works because of the right posing, angle of the photo shooting, filters usage, and retouching.

This trend expresses itself in the news like "In the USA, the film director proposed via the "Sleeping Beauty." He replaced the animation characters' faces on his own and his girlfriend's looks. Here we see how diegesis and mimesis of the cultural artifact outshined the reality, along with the creation of alternative culture.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 07. Alternative Culture. Reboots, Retakes, and Fan Casting
The entertainment industry maximizes the trend for the motion towards the nostalgia phase end. The cinema hits from the past years are reused. Sometimes it has to do with legal nuances, and sometimes with commercial perspectives of the releases. So, the layer of the reshot artifacts is being formed right now. Moreover, quite often, they use modern realities.

The audience participates in the creation of Alternative Culture. The audience offers fan castings of the popular TV series, engages in the interactive plot development, creates deepfakes, forecasts further plot lines of the TV series, explains events and psychological motifs of the fabled characters, expands the canonic cinematographic universes using logical reasoning and theories.

The trends for alternative culture and fan-casting has an entertaining and spectacular marketing work potential.

Trend Cases. How Does This Work?

Several years ago, the "Sherloсk" series became a bright case and one of the first signals of alternative culture. It depicted alternative universe of the classic character in contemporary realities. The Chinese app Zao allows to switch the faces of the movie characters to a person's face or the faces of different actors by using the deep fake technology. Simultaneously, it creates alternative versions of the famous art objects and gives everyone entertaining instrument of the game fan casting. In Google Search, a lot of fan casting boards for movies and video games can be found.

Recently, a new versions of the "The Lion King" and "Aladdin" films were released, and the cinematographic version of the "Cats" musical. The reboots of "The Dune," "The Little Mermaid," "The Matrix," "Resident Evil," and other renowned movies. The "Euphoria" series turned out to be an adaptation of an Israeli series. In 2019, an Afro-American fan casting of the "Game of Thrones" TV series emerged on the Internet. Also, the fans, unsatisfied with the finale, published a petition to reshoot the last season. We could see a mashup of the old and new versions of "The Lion King" movie on the Internet. Media informed that the viewers and the Warner Brothers management did not come to the same opinion after the "Birds of Prey" movie's test display. In the 2020 New Year TV season, we could notice the KFС ads with Colonels Sanders dressed in white costumes and showing wavering hairs, which are the RnB culture's memes. Colonel Sanders is a classic mascot of the company, and this time the mascot was actualized: an alternative version of the well-known cultural artifact branched off of the traditional narrative. In this case, the character's person did not change but the character's content. In 2020, P&G offered the audience to become the co-authors of the interactive sitcom for Super Bowl, combining seven brands: on the WhenWeComeTogether website, the fans could manipulate the plot and create the alternative stories. Fashion FanFics, the collages with celebrity faces placed upon the catwalk models with suitable styles, is one of this trend's realizations.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 08. Alternative History and "Time Machine"
Alternative history and "Time Machine" create a compound contextual trend.

There is a lot of cyclic in history: it is full of styles and artifacts, concepts and archetypes, drama, and lessons for the future. History brings many opportunities for the allegories, metaphors, euphemisms, and reflection of the present time. Through this trend, the whole arts history engages into the contour of today's culture and becomes eloquent instruments of modern art. This trend erases the edge. Relating self with the figures of the past is also a part of this trend.

History of humankind is full of injustice, suffering, wars, enthrallments, and struggle. A process of historical trauma healing has a specific sequence. Today, people in different countries are interested in restoring justice and filling gaps. "Time Machine" of the arts gives a lot of opportunities to fix the historical mistakes and ponder the world order. Unlike the trend for alternative culture with multiple memetic and business cases, this trend is much more serious and sentimental.

Trend Cases. How Does This Work?

The Alexa home station's promotion starring Ellen DeGeneres used the mechanics of cultural "time machine," marketing irony, and references similar to the "Game of Thrones" series style. In the Super Bowl advertising, the Google Assistant also used a "time machine" theme, capturing the old man's heartwarming memories.

The "Holop" ("The Serf"), as the media reported, became hugely successful in Russian cinema theaters. What is significant is an interest of the different parts of the social process ti the theme of the historical traumas and the historical interpretation. We see a raw of the movies about the cultural code: "The Salvation Union," "Holop", "The Serf" TV series, "The Last Hero" (the film about the heroes of the ancient Russian fairytales, influencing mentality), etc.

In recent music videos, it's easy to notice conjunction of today's Hip Hop culture attributes (grills, golden chains, rhinestones, tattoos, slang, a structure of the hip hop communities) with a historical style of the French nobility (wigs, attires, preciosity, exquisite speech, courtier musicians and dancers, a structure of entourage) and the signs of a modern urban lifestyle (colored soda, neon signs).

In today's South Korean society, which has experienced poverty in the past century, food became a cult. It is celebrated by modern culture: kpop, vlogging, urban culture, TV shows, and dorama often refer to a topic of food and demonstrate it.

Growing interest in aristocratic antiquity is expressed in fashion for richly decorated interiors and bars stylized as classic English clubs. AI instrument stylizes selfies like classical paintings. Google Arts & Culture app matching selfies with historical portraits became viral. Historical and pseudo-historical movies are being shot from the perspective of the 2010s' trends. For example, "The Favourite," "Mary Queen of Scots," "Game of Thrones" finale season.

The "Game of Thrones" TV series demonstrated how appearances and spirits of the actors and their characters were changing on the stretch of nine years. If you watch the whole series in one week, the characters will get older and change literally before our eyes. Other example: the rejuvenated appearance of Robert De Niro in "The Irish Man" movie by Martin Scorsese. Cartier presented a short film showing the romantic relationship of the heroes for decades.

There is another case where the trends for alternative culture, fan casting, alternative history, and "time machine" intersect. The worldwide netizens transferred a famous "Woman Screaming at the Cat" meme into different eras, cultures, and visual traditions.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 09. Decorative Historical Styles and Visual Maximalism
Aesthetics of the French Royal Court, Fêtes Galantes, Shakespeare's Plays and Cowboy Movies
We noticed the weak signals of this trend a couple of years ago and predicted its development. In 2019, the trend for decorative historical styles and visual maximalism formed, intensified, and manifested itself in many cases.

This trend is associated with such trends as demonstrative wealth and simplicity, the tectonic processes in the "Cultural Monopolies," "Nobility," "Kings and Queens," "Clouts" and "Idols." Themes of the new Aristocracy". Alternative history and "Time Machine."

Decorative historical styles trend predominantly expresses itself in the mash-ups, design maximalism, imitations of the royal court in the mass market goods design. Frequently, we see the aesthetics of Shakespeare's plays, the royal court of Louis XIV era, and cowboys (unexpected neighborhood, but there is local logic). For example, the dark wallpapers, decorated with flowers; artificial fur plaids; silk and velvet; voluminous sleeves; decorated antique-stylized collections; sophisticated couches; and gilding.

This is a vibrant trend, and it's necessary to decipher it. Especially, the micro-trend for rich visuality of Louis XIV royal court. It is graceful, decorative, attractive, and, as it turned out, can be eloquently mixed with today's culture styles.

The meanings of decorative historical styles and visual maximalism trend: change of the picture, a message about the redistribution of influence, and correction of the past mistakes. A rhythm change is predictable: from boho, minimalism, and konmari – to decorative historical styles and visual maximalism. This trend expresses the needs of different social groups. The matured Early Millennials, which experience much more economic troubles than the predecessors, desire a "beautiful life at affordable prices," and the mass market reacts to this demand. "Cultural monopolies," which established their strength lately, inform, that they have become a new aristocracy, and draw historical parallels using arts. Partly this trend expresses temporary subsidence of the middle-class values in a global narcissistic culture. Again, society asks itself questions of social classes, estates, superiority, nature of social success, social elevator, and equality. The answers that were previously found and imprinted in the European values of the middle class are rather ignored as today's anti-trends or not very convincing in the updated reality. The society will return to them at another historical turn. Perhaps, we will soon see global attempts to comprehend the necessary social improvements. One way or another, luxurious lifestyle does not conflict with this in the 21st century; we may notice this in the home collections of mass-market brands.

Trend Cases. How Does This Work?

Louis XIV and Fêtes galantes branch cases. Motives of Toile de Jouy in Wolford, Acne, and Chloé collections. Fashion for rhinestoned silk and fur mules shoes, resembling the boots of the French aristocracy. We can notice the music videos with mashed-up aesthetics of the court of Louis XIV: crinolines, violoncello, wigs, sparkling bijou, pointe shoes, feather fans, festival face rhinestones, tattoos, modern clothes, grills, rapers' golden necklaces, Chinese food, and soda on the table.

Another case: in August 2019, media noticed that Lil Nas X, one of the noticeable music stars of 2019, changed his cowboy costumes for a look, resembling the style of Louis XIV royal court. His new look resembled the style of Artist Formerly Known As Prince, who has gravitated to the style of the French nobility. We can feel the leitmotifs of aristocratic fashion of Louis XIV and Fêtes galantes era in the "AfroArt" photo project, where the looks simultaneously reflect African cultures and echo the aristocratic selfies and looks – on the Louvre canvases.

The Shakespeare branch cases. In 2019, Giambattista Valli and H&M had a "couture mass market" collaboration. Paolo Roversi chose "Looking for Juliet" as a theme for Pirelli's 2020 Calendar. Van Cleef & Arpels jewelry brand turned to the same topic. In the movies like "Mary Queen of Scots" (with Saoirse Ronan and Margot Robbie) and "The King" (with Timothée Chalamet and Robert Pattinson) based on Shakespeare's literature, we see, that casting and styling look modern and have a punk vibe. However, historical events and aesthetics are in focus.

The cowboys' style branch cases of the trend for decorative historical styles. A director version of an interdisciplinary performance, art film by Solange Knowles "When I Get Home," published on solangeknowlesmusic YouTube channel in December 2019 (18+). "Old Town Road," a super popular music video and song of 2019 by Lil Nas X (more than 416+ million views on YouTube by the beginning of 2020 since the publication in May 2019). Kanye West, who senses the trends precisely, in 2019, bought a ranch with a saloon and stables in Wyoming, one of the Wild West states.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.







Trend 10. Marketing Rejects Old Patterns. Self-Irony and Alternative Methods of Communication
We observe the noticeable rising trend: marketing self-irony, summarizing of the 20 years of communication tradition, and sentimental farewell to cliches. One of the first signals of this trend is a fake advertising "Tables" from the "Silicon Valley" TV series, which parodies a Facebook's "Chairs" ad, as it is considered. Soon, the process went into the fields, and the cases started to pop up to form the trend.

Different social groups are familiar with advertising cliches for every kind of product and every price echelon. By the beginning of 2020, the major companies started to revise advertising as the audience's favorite short genre. By the way, it has become a modern mass art and a conveyor for urban culture memetics.

How do the sneakers ad look like usually? How does a hair-dye or a shampoo ad look like typically? And what about the lifting skincare advertising? Or burgers? The imagery immediately pops up in anyone's memory: running "superhuman" athletes; motion design depicting lifting effect while moving along the beautiful woman's face; closeups and slow camera flyover over vegetables, buns, and cutlets; women showing their shiny hair. Can we differentiate one brand from another watching the commercials?

Marketing has tried a lot of archetypes, styles, and plots. Which ones will be next, which methods will replace the familiar marketing cliches? At least, self-irony and reflection of the marketing patterns popular in the past still can give some ideas and campaigns. On the way, this approach turns out to be the new marketing pattern – and the new cliche as well.

Trend Cases. How Does This Work?

A postmodernist "Make It What You Want" commercial by Subway, where the traditional marketing "food-porn" style is mixed with a "brain worm" and self-irony. A commercial reflection by New Balance. Irony and nostalgic farewell to cliches in a "McDonald's: We Could" 2019 coffee commercial. Reciprocal banter of fast-food chains. Diffusion of "new" methods: for example, one of the Seoul bakeries leaves a brand stamps on its bread. Commercials, targeted to Gen Z, use their specific language, resembling the TikTok patterns. Instagram* changed its approach to selection and demonstration of photos and videos to attract Gen Z, possibly.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 11. Cultural "Conquista" of Marketing. Genre Expansion of Brands
This trend is associated with the trend "Marketing Rejects Old Patterns. Self-Irony and Alternative Methods of Communication."

In search of new ways to attract attention and interact with the audience, brands started expansion into the genres of arts. These are not one-time experiments but work with a mass audience in different popular channels and formats of contact.

Today, arriving in the formats of music video, avant-garde cinema, road movie, travel guide, contest, and streetwear, brands appeal to the popular genres and agenda, claimed by the mass audience – or the influential "cultural monopolies" of the media, which cover the newsbreak.

The audience has learned to filter commercials almost completely, using adblock options and psychologically. It means that in the 2020s, the only way to attract attention to a product and brand is creating valuable content in short formats. These kinds of content are capable of using the ability of full-length analogs to cling and hold the audience's attention. And this is not about the product placement – but the Branded Works of Art. Today, we can notice that the audience learns to filter the valuable content in favor of even more valuable content. As the share of the "creative proletariat" and its high-quality content grows, there will be much more ultimate contact of the brand and consumer, and "creative megalomania" as well. For now, cultural expansion is going to solve the brand's problems and reach its goals. Marketing is merging with culture and begins to perform its functions. This is precisely a "Marketing Conquista" – conquering and colonization of the arts and genres.

Trend Cases. How Does This Work?

Rap contest project by Plan.Net Russia (The case by Serviceplan Group Russia).

Animation by TBWA for McDonald's. Imitation of the streetwear collection Schnuggs with a genre video for promotion of the new nuggets. "Dacha" music album by retail brand Perekrestok are Perec and the "Cucumber Vibe" music video. A series of music videos by Axe: collaboration with DJ Martin Garrix. "Bunker," a cinematographic commercial of Jif peanut butter in the fantastic disaster movie genre. "Nimic", a short film directed by Yorgos Lanthimos, starring Matt Dillon, and sponsored by Mini, but not promoting the cars. The short films from Apple's "Shot in iPhone XS" series: "Las Cholitas Voladoras" in a travel guide genre and cultural science feature genre, and "Chinese New Year – The Bucket" in a family melodrama and coming-of-age movie genre. A short film about Bon Iver by WeTransfer.

"Shot on iPhone 11 Pro — Chinese New Year — Daughter," a touching cinematic branded movie, published on YouTube before the Chinese Lunar New Year. The short film lasts 8 minutes and 19 seconds. In several days, it has been viewed hundreds of thousands of times and collected tens of thousands of "like" reactions.

Facebook and Droga5 New York presented "We're never lost if we can find each other," a cinematic video evoking an emotional response and a sense of connectedness with people around the world.

WhatsApp and Almap BBDO created a dramatic short film about mutual assistance: it has a lot of cinematic advantages and makes a strong impression on a level of high-quality full-length cinema.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 12. Marketing FoMO, Soft Social Commercials, and Publicity Stunts
A FoMO abbreviation means "Fear of Missing Out" or Lost Profit Syndrome. This syndrome represents obsessive fear of missing exciting happening or opportunities. FoMo is a regular state of a person's mind and feelings in the social media era. When we talk about companies, a concept of Marketing FoMO is similar to a concept of Corporate FoMO and Business FoMO, usually used to describe "doing something only because of fear to lose profit."

The difference between Marketing FoMO and Situational Marketing is fundamental. Marketing FoMO means that companies suddenly start to declare specific values, use trendy narratives, and incongruously join the socially significant situation, etc.

In 2019, a phenomenon of Late Majority Marketing FoMO started to rise apparently. A lot of brands began using big trendy Social Activism topics of the decade to draw media attention and trigger a reaction of the most active part of the audience. More often, we may notice a phrase "Publicity Stunt" in the social media post comment section. It means that some part of the audience rate the brand's marketing move as a staged gimmick, Publicity Stunt – and lets everybody know about its reaction.

Brands have actively engaged in the work with the superheated outgoing trends. There is a conflict in this situation. On the one hand, this behavior gives an extensive media and social media coverage, because Marketing FoMO campaigns are, generally, equipped with a controversial message and other discussion triggers. On the other hand, this is capable of provoking a consumer to detach from the brand. Besides, Late Majority Marketing FoMO is a mass phenomenon, which means that the messages of different brands merge and fade.

Pretty often, the audience and the media react to Marketing FoMO campaigns quite emotionally. One part blames the brand in capitalistic cynicism and conformism. Another part feel offended by infamous form of the semantic nuances of the particular campaign. Some parts notice how active the brands started to work in a format of Social Activism Advertising. And the brands' apologies also become the newsbreaks.

There is also a middle way – Soft Social creative, which is not aimed at scandalous reach. It gracefully broadcasts the perceived values of the brand and its relevancy, transfers its weight to the cultural significance of the artifact, and its overall adequacy of pacifying intonation. In the audience's mind, today, marketing is worth of attention only if it provides entertaining cultural value and voices an offer, which doesn't sound like spam for a consumer. The audience has learned to differentiate Marketing FoMO, Publicity Stunt, and Soft Social cases. By the beginning of the 2020s, many brands started to distance themselves from the main trends of the 2010s, use the Soft Social approach and the trend for marketing irony. A new intonation is being formed. It has potential to gain a foothold in the 2020s – balancing of the trendy narrative and conflict themes of the 2010s.

During the Covid-19 pandemic, the described trend proved to be socially responsible too. Many brands took part in organization of self-isolation and social distancing temporarily changing the logo design and speaking with appeals on social networks. They switched to the production of medical equipment and protective equipment, soap, and sanitizers; opened access to paid content; arranged contactless delivery, etc.

Trend Cases. How Does This Work?

A renowned lingerie company canceled its traditional show. Some part of the society has been criticizing the show previously. Another part of society liked that show because of its entertainment vibe. The company also hired a transgender model. The marketing head left the company in the same period. One part of the audience perceived the brand's moves as the attempt to correspond to the trendy agenda of the 2010s. And another part of the audience expresses on social networks discontent with belated accordance with the 2010s' agenda.

In 2019, a Brazilian cosmetic company was at the center of backlash after commercial, where the models looked like the dam break victims.

On social media, it is easy to spot that the audience often reacts to the dramatic celebrity off-on-offs using the phrase "Publicity Stunt." Celebrities actively use on Instagram* the staged situations, designed to shock the audience with demonstrative opulent lifestyle, costly gifts for children, and public moments of exaggerated romance. The audience distinguishes such things, and they still attract the media attention.

A Digital Human and Social Media influencer Lil Miquela released the video about the harassment situation in a taxi, which could not happen with a digital character. So, the footage faced criticism.

At the junction of 2019 and 2020, Gillette successfully demonstrated a positive, inspiring, and calming intonation in communication with Russian consumers: expressed respect to both men and women and offered a new narrative of masculinity and behavior conventions for the 2020s. In this trend case, marketing shows the enlightenment and regulation function of brands in the modern world. Constructive intonation also can be spotted in a video about the Forty Niners team's coach Katie Sowers by Microsoft. It accentuates the mastery, interconnectedness, and collaboration. The video got almost 3 million views in two days after publication.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 13. Reactions and Reaction Video Editing
"Reactions" is a classy and practical trend, which started to rise in 2019. Reactions represent Post-Ironical New Sincerity. And that means persuasiveness, which marketing is looking for in the period of reflection, self-irony, and banter over the past commercial cliches.

Reactions, of course, are not something new, but they are capturing. Demonstration of the reactions is a big trend now. Reactions demonstrate people's emotions and create an illusion of genuine when we talk about marketing and show business. Besides, reactions satisfy people's need to pry into others' lives. There is also a humanistic component in demonstration of emotions.

The South Korean television, for example, is long gone ahead in Reaction Video Editing. Emotions of the studio guests, heroes, and TV hosts are highlighted by the graphics and such methods of video editing as closeups, slow motion, video effects. An extremely visual culture of the exaggeratedly cute emotions expression called "aegyo", mukbang culture on YouTube, the kpop and South Korean cinema influence on worldwide culture helps the Reactions trend spreading.

The formats of reactions to the YouTuber's own narrative, awkward situations, tastes of food, musical videos, commercials, movie scenes, and the big news became very popular in YouTube culture. The pets' reactions to the innocent pranks – such as choice of treats in the fists and "disappearance" prank – is one more popular Reaction video pattern.

In the 2010s, using the instruments and the mechanics of social networks, people had a lot of quarrels about many things. At the same time, in real life, using everyday wisdom, they intuitively find a rational line of behavior in discussed situations. People are tired of the clever words and everybody's positions on social networks, of the staged beauty and the trend for Publicity Stunts.

The trend for Reactions and Reaction Video Editing expresses the mass need in pure emotions, which can be observed in the moment, not colored by worldviews and opinions. This charming trend expresses itself variously, gives marketers and brands space for experiments and high chances of getting a positive feedback.

The nuance which is important to understand about this trend: an anthropological idea, that the fact of observation itself changes the communities. The fact of observation and recording influences the reactions of adults almost always. That's why marketing aims to show the reactions of those, who is are not capable to realize the fact of observation or play along, as an absolutely persuasive reactions sources. Here we can see both opportunities and dangers of exploitation with a subsequent backlash. That's why the rend for Reactions as a powerful tool needs to be operated carefully.

Trend Cases. How Does This Work?

Woody Harrelson's reactions at Wimbledon became one of the 2019 brightest memes. In Brazil, Burger King released a video with a visually impaired man, tasting the burgers. A commercial by Jaguar used the kids' emotional reaction to fast cars. A "56 Awesome Ways To Tell Everyone "We're Pregnant!" YouTube video compilation was published on What the Family channel in May 2019. By the beginning of 2020, the video got 4.4+ million views and 90+K likes.

YouTube bloggers actively use Reaction Video Editing, making closeups, and highlighting the moments of overreaction and funny emotions. There is also a new Reaction Videos media genre: for example, "Our new favorite reactions on YouTube: two bulldogs watch movie trailers" (Quote Source: Afisha Daily.) Reaction video with people, watching the "Game of Thrones" finale in the bar, published on Sean TankTop YouTube Channel, got more than 1.9 million views by the beginning of 2020. This video demonstrates a spectrum of the reactions and depth of immersion into the series narrative. This is so breathtaking that it could be considered part of the saga's finale as a leading cultural artifact of the decade. Here we see the intersection of the Reactions Trend and the trend "Diegesis and Mimesis: Relationship with Reality".

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 14. Phygital: Reality + Digitality. RR + XR (AR, VR, MR, etc.)
The term "Phygital" means an alliance of the Digital and Physical "dimensions": Physical + Digital, Reality + Digitality.

Today, there are different interpretations of "phygital". Broadly speaking, it's about understanding of the world order in our civilization. The Digital layer intertwines with Objective Reality; more and more spheres of life engage Digital "dimension."

In a narrow sense, it's about, for example, a phygital campaign, phygital show, phygital device, phygital mechanics, phygital approach to specific problem solving, omnichannel phygital marketing, and marketing, using XR technologies, phygital architecture, phygital design, phygital art pieces, etc.

Drone shows, IoT, Wi-Fi, geo-location, scenic design with 3D illusions, beacons, Tamagotchi, Pockemon Go, and similar games, smartphones, wearable devices with mobile internet, body-tech devices (interactive jewels, garments, etc.), voice assistants home stations, vlogs, VR headsets and AR glasses, panoramic cinema theaters, digital walls in buildings, VR movies in long flights, virtual try-on of sneakers, projections, etc. All of these are Phygital, because reality and digitality intersect in these examples. When we talk about lifestyle, all of these are Phygital too: food and taxi online ordering; unlocking the smartphones by means of face or fingerprint scanning; app synchronization of purchases in physical and digital stores; payments with a smartphone in physical stores; fast food ordering on the displays in physical restaurants; checking the social media newsfeed during stroll and party; shooting of plated meal in restaurants; making and posting of selfies and videos during events and kickbacks.

Communication and consumer experience at the junction of reality and digitality is a purely marketing interpretation of the "Phygital" term. Phygital Marketing may be interpreted as a more general concept than Digital Marketing and specific marketing methods, sort of campaigns, and experiences. The community did not choose a conventional interpretation; this is a question of time.

Everything about the physical world is classified as RR (Real Reality, objective reality, physical reality). Pure RR lessens in the cities, and Phygital increases: real and digital intersect, and digital is embedded in reality. Phygital trend in Marketing, business, urbanism, show business, and entertainment industry is an alliance of RR and XR. Term "XR" (Extended Reality) reflects the spectrum of technologies for work with digital "dimension": AR, VR, MR (Mixed Reality, where reality interacts with virtuality), etc. Pure RR is not included in XR, because XR is all about technologies and environments, generated through tech.

XR includes many technologies. For example, real-time rendering (Procedural Art). This technology allows artists to overlay extremely complex 3D illusions on the real objects and create spectacular Phygital environments. Virtual landscapes, where people can interact with digital visuality; a format of digital museums; drone shows; Real-Time scenic tracking of the objects for the following light; holography; furniture try-on in the home interior via tablet device; virtual messages from real objects such as labels and gift boxes – all of these and many other use cases are at the disposal of marketers at the beginning of the 2020s.

Brands and marketers can work extraordinarily creative and witty with this trend using the technologies capabilities, real environment physics, human psychology, and everything created in the cultural "dimension" of the civilization.

Trend Cases. How Does This Work?

Stepping down, Alibaba CEO Jack Ma gave each employee a commemorative gift with a holographic "parting words" speech. To activate the hologram, you need to scan the QR code and place the bottle into the gift box section. A 3D figure of Jack Ma emerges "inside" the bottle because of optical illusion. This is an elegant Phygital case where Physical and Digital intersect: the company brand name, well-known fairytale plot (an archetype of a genie in a bottle), sentimental gesture, physical capabilities of glass and liquids, QR code, modern technologies and the newsbreak for the media and social networks.

Other cases. In autumn 2019, "5G holographic call to Moscow" video was uploaded on YouTube channel Beeline (almost 100K views by 2020). It demonstrates the usage of the MR technology of Mixed Reality. Carlings, a Swedish brand, previously experimenting with Digital Clothes, released an AR T-short with an ecological message. Musician Lindsay Stirling performed a VR concert. Virtual Reality glasses are a new attraction in aquaparks, overlaying a sense of physical motion with fantastic virtual landscapes and creating an experience of action inside a video game. The designers create AR face filters for Instagram*. Netflix VR app implies watching movies and TV shows via Oculus and Google Daydream View. VR characters, such as Barry, allow training one's Soft Skills and management skills like the correct firing of employees. Airlines start supplementing their aircrafts' entertainment content with VR experience content.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 15. Fatigue From the "Old Future." To Push the Limits of Representation of the Future
Our civilization's culture faces a paradox: fatigue from the outdated representation of the future.

Collective efforts of literature, cinema, comics, fine art, and video games created so many various theories of the future. Today, humanity has colossal and variable cultural foresight. Monsters, incredible creatures, conquering the Earth with unclear intentions, cruel alien ancestors, superheroes traveling through space, post-apocalypse world, frightening worlds of cyborgs, chimeras, avatars, robotized "monstrocities" (giant and brutal cities of the future). All of these and many other variations of the future are described, visualized, and more often alliance to create the united cinematographic universes. But do they include constructive patterns? Do they help us understand future opportunities and challenges? The real life shows that the dreadful thrillers about the future, in fact, are not that practically useful. Those fantasies about the future, where people solve engineering, business, social, scientific, organizational, and personal problems using proactive methods are in short supply.

Culture has fantasized so much about the future, that it could be hard to find a fresh idea today – or not? Is it possible to push back the limits of our representation of the future and describe it in a new way? Technologies, business models, and scientific findings people were talking about in the 2000s and 2010s, are reaching the plateau of productivity and change the way of life. Marketing has a lot of opportunities to work with this trend. Business, products, services, lifestyle-enhancing inventions permeate into environment and everyday life and become a part of relationships. Scenes from real life placed into Hi-Tech Style Marketing look cinematic and optimistic. In the 2010s, many people got psychological fatigue from cinema alien intrusions and superheroes traveling through the space, inverting time, or showing extraordinary abilities. Plenty of such stories and grandiose visuals dulls perception and unplugs culture from reality. There is a massive number of real problems in science, health care, nature, and organization of life. Objective reality shows what the actual issues and goals of the future are.

To draw the audience to the pragmatic futuristic thinking in categories of wellbeing, preparedness for challenges, Relatable scale and "historic optimism"; show, that "Not All Heroes Wear Capes" – here are the constructive ways to work with a ripening trend for fatigue from well-known, yet not relevant images of the "Old Future." It's time to push back the limits of representation of the future. For several reasons, in the 2020s, people in different communities may strive for transition from mythological thinking to engineering and organizational thinking.

Trend Cases. How Does This Work?

Dyson, Foster + Partners, and other companies proved that they are capable of reorienting their creative and production capacities for social needs quite quickly. Urbanism cases. The media reported about the plans of Toyota to settle a futuristic "smart city" at the foot of Mount Fuji. The Robotics Museum in Seoul is going to be constructed by robots. Mass construction of the futuristic architecture is happening in modern China: we see the news about construction of the new amazing architectural masterpieces very often.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 16. Marketing Anthropomorphism. Brands Acting Like People
Throughout the 2010s, we have been witnesses establishment of the brand communication culture. The difference from previous forms of corporate culture and communication was clear: a strictly formal style and absence of a broad social reaction to the newsbreaks were replaced by the active participation of the companies in social life, mass backlashes of social media era, and brands' apologies.

At some point, it became profitable for brands "to go against the tide." The Backlash Culture and fear of reputational damage are still a powerful trend. Yet, marketing started to use Publicity Stunts more often to trigger the audience's emotions – now, without fear of turning from influencer into unfluencer and incur financial losses. Another realization of this trend is behaving like an influencing person, declaring and expressing empathy.

A new intonation, communication style, and corporate culture has emerged. We observe the development of the trend for Marketing Anthropomorphism, which means brands behaving like people. For example, brands make fun of competitors, troll, and get upset after losing the key figures. They allow themselves emotional human-like public actions. And this is a "two-way street" process. The brands' lives likens the celebrities' lives; society percept the companies' ups and downs anthropomorphically. By the way, consumers behave with brands in the same way they act with other people.

Anthropomorphism is a transfer of a human image and its properties to inanimate objects, abstract concepts, animals, forces of nature, etc. It is also an explanation of the manifestations or actions in the human logic of action. Anthropomorphism is considered a way of knowing reality. Here we observe the direction of the brands' evolution. They move from the formalized organizations to the companies' personification via images of entrepreneurial celebrities and brand anthropomorphism. One of the common situations looks like this: generally, an official Tone of Voice of a company is punctuated by jokes, reactions, and memes. The audience likes the brands, which express themselves a bit humanly: practice quick informal problem-solving; create funny memes; joke like a witty friend; allow themselves little banters and slight deviations from the corporate protocol, the audience can gossip about; demonstrate empathy and solidarity in socially sensitive moments; practically participate in socially significant problems solving.

Trend Cases. How Does This Work?

This trend has a lot of cases and manifestations, some of them are soft and elegant, and some emanate rock-n-roll vibe. A food delivery service placed a billboard with the users' twits asking to add the delivery of the specific fast food chain. In this case, the company used the human style of delicate problem-solving. Another case: the YouTube audience likes watching how one of the fast food chains makes fun of its longtime competitor (330+K views by 2020). The same brand reacted the news about Prince Harry's and his wife Meghan Markle, Duke and Duchess of Sussex, stepping down as the Senior Royals, with a post on the official Twitter account of the company: "@ harry, this royal family offers part-time positions." At the beginning of 2020, many brands started to respond to the international and local healthcare agenda. They called for respect for personal and public safety, organized contactless delivery, shifted to production of the medical equipment, soap, and sanitizers, and donated huge sums for medical research.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.







Trend 17. Emotional Surges. Steam Valve Effect
This trend demonstrates an interesting arс of development and lets us think about values, behavior, composure, and expressing the emotions.

In 2019, we could observe as this trend developed in the form of the global emotional venting phenomenon. Social media serve as a trigger in this process. The reasons are social, psychological, economic, gender. The world is changing, but in every period, every generation has its challenges.

Emoting without a good reason, talking out, emotional venting, public emotional surges are no longer taboo in the society of the social media era. There is a lot of cases of this trend and massive media coverage. Individual and collective resentment, backlashes, oversharing on social networks, public callouts, public discussing of the personal conflicts, explicit interviews, emotional disputes in the comment sections of the social media posts, etc. – all of these are the manifestations of this global trend.

We may discuss, if this is a sign of civil society – or millions of people just spend hours in social media instead of money making, career, sports, travel, education, and quality time with friends and family members. Anyway, this trend has a bunch of reasons and expresses itself variously. We witness some kind of "Steam Valve Effect." In 2019, people publicly voiced discontent by the conditions of life and work, other people, social lamination, politics and politicians, the state of things in the World, European Union, Brexit, Megxit, etc.

Social media made emotional sharing "in the twinkling of an eye" fast and barrier-free. The effect of emotional contamination is active in this trend. Disappointment in values, processes, and public figures of the 1990s, 2000s, and 2010s led to emotional surges in private narrative and society levels. People speak out their opinions and sometimes even hashtag them. This trend is associated with a tsunami of the new terms like "Oversharing," "Being Offended" phenomenon, "Flame-Throwing," Cancel hashtag micro-trend, "Snowballing," "Emotional Venting/Bottling" and so on.

In 2020, the general worldwide trend for emotional surges expressed itself positively too. During the Covid-19 pandemic, when the countries announced a social mode of self-isolation or quarantine, the media showed how people try supporting each other. It was manifested in many ways, in particular, in the form of emotional surges such as applause from the balconies, addressed to doctors, medical workers and other urban essential workers.

From a marketing point of view, everything is mechanics invented by society and signals emitted by communities. It is possible to work ethical, creative, charmingly, and inspiring with this trend – respond to the people's needs. This trend reflects the psychological needs of the audience in different setup and associated with many described trends. This trend demands careful and accurate handling, as well as a conscious rejection of a speculative approach. Appeal for the best in people, unite them, highlight positive and touching emotions, know the reasonable limits of emotions, seek a balance between rational, logical, and emotional – this is one of the possible constructive approaches to this trend.

Trend Cases. How Does This Work?

This trend is expressed in many ways, in every aspect of life, on every level, but not always straightforward. The examples are public celebrity beefs, rap battles, emotional videos of the YouTube bloggers, streams filled with oversharing, claims of former employees against the famous companies, emotional tweets of politicians, etc. An online media Outline has an "AAFU" column ("Ask a F-Up"), The Guardian has "A Letter to" column. Actor Channing Tatum posted an emotional video, which provided enough personal information. Celebrity Bella Thorne and her former partners, like many other famous people, tell in personal details about the relationship on social network. Model Gigi Hadid, who was robbed in a Greek villa, published a post recommending to spend a vacation in other locations. In response, she received a massive social media backlash and demand to be socially aware. In South Korea, some sellers temporarily stopped selling Japanese goods when the relationship between the two countries tensed. "Deadpool" Ryan Reynolds and "Wolverine" Hugh Jackman for some time conducted humorous public "swordplay." YouTubers make videos about their communicational disillusionment and personal problems. We could spot a new micro-genre about coping with bad mood in the days of failure and defeat. In 2020, citizens of Rome, New York, and many other cities clapped to Essential Workers from their balconies.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 18. "Nobility," "Kings and Queens," "Clouts," "Idols" and Heroes. Archetypes and Themes of the "New Aristocracy"
This is one more trend with an impressive arc. In 2019, a pool of cases increased, indicating a high interest of the society, specific communities, and cultures in such topics as the "New Nobility," "Clouts" (persons of influence), elitism, clans, inequality, class gap. Society became interested in archetypes of the "New Aristocracy" and now is triyng to sort out how such archetypes work today, which archetypes are considered as the social role models to set the goals and follow. In history, we can observe the archetypes' influence change: philosophers, military leaders, nobility, painters, Сomsomol members, engineers, some social groups in the 90s, bankers, "golden youth," celebrities, etc. Today, the trend is shaped in the manner and logic of social media influencing and show business.

At some point, there was a transition from the cult of flex to voicing the topic of "clout-ism" in the culture and show business of developed countries. The media SMM specialists and the audience often call celebrities "Queen" and "King" on social media. In cinema, we constantly see the theme of kings, queens, and aristocratic houses. In the new "cultural monopolies," it is easy to notice the formation of dynasties and something like aristocratic marriages. Themes and images of the "new nobility," "new aristocracy," clans and dynasties, Power Couples phenomenon (a couple of rich, famous and influential partners; on social media, we can see expressions such as "a ruling couple of show business"), "idols," and "clouts" are actively used in the visual and verbal narrative of American pop culture, in the youth culture of China, in doramas, commercials, and music show business of South Korea.

Legitimation of wealth through education, philanthropy, bohemiannes, and time is considered classical. Representatives of the so-called Young Money of our days often get the status of clouts because of their cultural artifacts bringing them high income. At the same time, a theme of "gentility" did not lose its significance: the new influential persons in pop-culture marry other famous people and creating celebrity dynasties. Media writes about these new dynasties and about super-elite consumption, which is often demonstrated by famous people. Simultaneously, alternative media began to raise the question of how justified the special attention to millionaires and celebrities is. Some stars choose the path between show business and charity or non-entertainment business.

In sociology, the mechanism and dynamics of Nouveau Riche are well-described. Interestingly, the growth of the phenomenon occurred in 2019, and the specific communities of the influential people behave differently in this context. Until the spring of 2020, a burst of demonstrative consumption, flex, individual, and group "clout-ism" was noticeable in the community of creative celebrities. Business communities, to a greater extent, adhere to the line of moderate consumption or consumption without media coverage, as well as social responsibility. Often, they distinguish themselves as a special social group. We see a hybrid implementation of the trend in the series of cases about celebrity entrepreneurs prone to intellectual legitimate flex and demonstration of public utility.

It can be assumed that after solving a Covid-19 problem, the society will return to the described patterns as a part of everyday life. The fundamental correction will become an answer to the question, what is, figuratively, the "new aristocracy" today, if the archetype topic returned in this form. Probably, for the global community, it will be about not only influencers, celebrities and billionaires, but also doctors and nurses who save lives because of their education and professional practice; about scientists and engineers capable of helping society using their knowledge and skills at the right time; about business executives; about all Essential Workers, which are extremely important for megapolis. About those who are the actual heroes of everyday life or heroically manifest themselves in special circumstances. The word "Heroes" clearly appeared in the media narrative and this trend: it brought tension and correction into the trend, emphasized the processes that shape the described trend. Many new things are well-forgotten old things.

The theme of social inequality and elites has aggravated for many years. Different strata and communities chose their strategies and tactics of maintaining self-esteem in the situation of this trend. Many representatives of creative communities do not restrict themselves because they create gifted, well-made, and well selling artworks. In the spring 2020, the audience and media got the opportunity to compare their impressions of ordinary life and the crisis moment of history – and reflect on the importance of different professions.

2020 is a year when we can anticipate some changes in people's worldview and social psychology. The narrative of show business clout-ism temporarily become more moderate, but not disappear completely. The society will look more at things because the pandemic showed a lot of drama, human stories, and infrastructural needs in different locations. Big audiences subscribed to the Facebook pages of the doctors all over the world.

In general, people took a fresh look at the professional value and structure of their societies, felt the value of each human life and the interconnectedness. We will observe how exactly a new actual vibe will manifest itself in values and behavior.

This is an important contextual trend, where the society deals with the conditions of social stratification. Around the world, a middle class representative, as well as a consumer of economy class products and services, are concerned about rising prices, insecurity, downsizing of products, political peripeteia, demonstration of privileges, excessive consumption against the background of extreme poverty, and the theme of "social elevators."

This happens along with three general trends: Millennials continue maturing and become the next "Sandwich Generation," the Gen Z mentality is being formed right now, and the relationship of early Xers and Baby Boomers with the market are changing. The described trend is extremely complicated; it is necessary to look at it from different perspectives and without rigidity. It reflects the dialectics and conflicts of the global community, which develops continuously. We expect a fascinating further development of the trend's arc, flowing into subsequent trends.

Trend Cases. How Does This Work?

We observed weak signals of this trend several years ago. In particular, in the youngthugaspaintings Instagram* page, where the life scenes of musician Young Thug, who is famous for his brilliant sense of style, are compared with classic canvases. For the historical aristocracy, a painting was an analog of a selfie, an instrument of cultural legitimation of status, and a class attribute.

Rihanna, Beyoncé, and several other show business figures in social networks are often referred to as Queen in the comments on news feeds. By the way, even during the Covid-19 pandemic, fans praised Rihanna for charity in such vocabulary (quote from one comment: "The Queen of our quarantine"). Fans call Beyonce Queen Bey, and in 2019 we saw extensive development of this theme outside the Beyhive. Beyoncé actively uses luxurious images of the nobility in her performances. A music video by Beyoncé and Jay-Z, shot at the Louvre, impressed the audience. Boxer Clarissa Shields put on a golden dress and a crown in the ring. After the victory, she called herself GWOAT ("The greatest woman of all times"), and via Twitter addressed a laudatory message to Beyoncé. In 2020, Madonna demonstrated that she walks with a spectacularly decorated cane with a hidden blade. Here is a historical analogy with swords: only nobles had right to wear them, this was a hallmark of the clan nobility of chivalrous origin, so-called Noblesse D'épée, what means "the nobility of the sword".

A remake of the cartoon "The Lion King" operates on the theme of "a king", "aroyal family." We saw the same leitmotif in a row of superhero films (a phrase "The Real King" in the "Aquaman"). A theme of "school aristocracy" can be found in South Korean doramas. In 2019, the Kardashian clan allegedly found the ties with the Scottish nobility in its family tree. YouTube is filled with videos about friendship and love with kpop idols. Rapper Offset presented a video for a "Clout" song with "Do Anything for Clout" refrain starred his wife Cardi B. Visuality of "new aristocracy" and the courts of the French kings is mixed in Pharrell Williams' look for the GQ magazine cover: an avant-garde gown/jacket recalls, in particular, the coronation imperial mantles and magnificent dresses of the Gallant century.

An interesting development of this trend is the news the media called Megxit. Prince Harry and Meghan Markle, Duke and Duchess of Sussex, withdrew from the affairs of the British Royal House, moved to Canada, and expressed their desire to register a Sussex Royal trademark. A branch of the renewed modern aristocracy, which wants to be financially independent and have a different lifestyle, transmitting a different worldview to society, has separated from the classic-style nobility.

A theme of the heroes of our time such as doctors, nurses, scientists, engineers, couriers, taxi drivers, or managers became noticeable in the global media in spring 2020. In April 2020, Vogue Italia magazine released an issue with a white cover, in particular, honoring the professions of medical workers. History is cyclical.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 19. Oversharing, Flex and Nothing Personal in the Digital "Dimension"
The YouTube interviews and vlogs including personal easy-not-to-mention details gets approval of the mass audience and positioned as quality content. Norms of public etiquette changed. It's hard to find even a single topic, which is still considered personal, "not public." Social media made oversharing fast and without let or hindrance. Their mechanics complicate the psychological differentiation of information as "private" or "public." Vloggers shoot videos and comment on the nuances of private, intimate, and family life, make specific excursions in their apartments, show family members in intimate moments of sleep or morning routines in the bathroom.

In the digital "dimension," everything is for the public, and nothing is personal. This trend is indirectly connected to the Publicity Stunts trend (action for mention, popularity, and benefits).

Some celebrities and vloggers practice Publicity Stunts actively. Society laminates into those for whom privacy no longer exists, and those for whom privacy is essential. The first group is oriented on money making and social connections via intimate sharing on social media. Another group keeps private like private, invent new gamified formats, or fall out of digital Entertainment Economy, focus on real "dimension" and money making independent of oversharing. Hybrid realization of this trend looks like poetic conversational and non-conversational vlogs about everyday life (intimate, still hiding the faces of vloggers and other people). One more theme of this trend is flex, which often adjoins oversharing. People flex in various styles in every social stratum, explicit or veiled.

The trend for flex expresses variously: in social sharing, oversharing, in its own way in different social networks; it manifests itself in popularity of rap, in self-objectification, in a demonstrative opulent lifestyle of celebrities, in the styles and news-breaks coming from the leading "cultural monopoly." Flex and oversharing adjoin in this trend on the basis of erosion of decency in communication with society.

How can marketing work with this trend? Do "Relatable" things. We see that the best examples of the commercials become more intimate and reflect recognizable details and patterns of real life. The consumers of different products and services overshare about their life on social networks, although embellishing it, dramatizing, keeping back, and doing publicity stunts. What do they talk about? What do they flex about, explicitly or implicitly? And why? Today's oversharing is similar to cinema and reality shows. The principle is the same: peeping the hero's personal life plus some humanistic message giving the audience feeling of fulfilled gestalt.

There is connection between this trend and the trends for the relationships of diegesis and mimesis of cultural artifacts with reality, emotional outbursts, reactions, demonstrative wealth, and simplicity.

Trend Cases. How Does This Work?

A marketing case about the Flex part of the trend: a New Year commercial of the mobile operator wittily showed the Russian tradition of inviting Ded Moroz to the children's party using the classic aesthetics of flex: rap soundtrack, rapid shooting, pathos of preparing for the meeting of Ded Moroz and the Snowflake's team, a ritual rap/dance battles pattern at the meeting of the parties.

Rappers Cardi B and Offset sorted out their relationship during the concert. Cardi B often tells her audience a lot of private and family details on Instagram*. Also on Instagram*, Amber Rose published a photo of a medical appointment when the gender of her child became known. A video on GQ YouTube channel, where Travis Scott answers Kylie Jenner to intimate questions regarding various aspects of their relationship, has gained more than 52 million views and 1 million likes by the beginning of 2020. The YouTube vlogs almost always include oversharing and often include flex. Significantly, digital etiquette does not look at demonstration/description of private and bragging as oversharing and flex. It uses positive nomination, and the audience percepts these styles positively. The posts on Facebook* and Instagram* often represent oversharing and flex. In China, a practice of public marriage proposal exists, and people invest serious money in such actions.

At the beginning of 2020, the Instagram* and Twitter audiences learned a lot of very personal things the life of famous people from Russia and the USA. Many celebrities use swearing and oversharing of private information on public social media for different purposes. Part of the audience sincerely empathizes, expresses support, and chooses the side of the conflict. Another part refers to this phenomenon as an indicator.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 20. Punk and Rock as Symbolic Relics of Millennials
This trend is associated with the comprehension of the past 20 plus years and nostalgia of maturing Millennials. In the last-year trend report, we mentioned that Millennials summarize a large part of their life: adolescence, youth, and early maturity.

The end of the 90s and the beginning of the 2000s are known as Millennials' transition from the rock and punk cultures to the electronic, RnB, and rap cultures.

The trend for a rock and punk comeback has a symbolic and stylistic character. Rock and punk were gone for a long time in the cycle of changing fashion, so their aesthetics and sound are "fresh" today. It is possible that Xers and maturing Millennials, leaving the nostalgia phase, will find inspiration and "freshness of existence" in cultures and sound in the midst of the rock and punk comeback. Generation Z may see in the rock and punk cultures some new aesthetics, symbols, and ideas alternative to today's mainstream.

From a marketing point of view, this is a trend for more "aggressive", rock-n-roll vibe and style: much energy, esprit, ardor, game, trolling, memes, situational marketing, rhythm and sound, challenge, and intelligent narrative. This is, figuratively, a message sounding like "How dare you?!" or "Don't mess with Mother," that we could notice in the media and marketing recently.

Guitar music of the 2020s carries relevant intonations: the new genuineness, drive, style, and, at first, underground vibe. The described trend is associated with many trends, aesthetically, and psychologically.

Trend Cases. How Does This Work?

"Shot on iPhone XS – Don't mess with Mother – Apple": a branded video gained 38+ million views by the beginning of 2020. People listen to the music of their youth: Metallica played a song by Kino at a concert in Russia; the nostalgic soundtrack of the 2009 "Zombieland" movie sequel – rock soundtrack is noteworthy. Rumors are saying that Kendrick Lamar's new album will have a rock sound. The marketing vibe of Burger King may be interpreted as rock-n-roll, figuratively. One of the brightest cultural artifacts of 2019 was a Death Metal stylized remix on eco-activist Greta Thunberg speech at the UN climate summit. Billy Eilish's music and visuality can be interpreted as a punk of the post-irony era. Musicians Ed Sheeran and Bruno Mars unexpectedly chose rock guitar sound in 2019 ("Ed Sheeran – Blow (with Chris Stapleton & Bruno Mars) [Official Video]": their video got almost 12.5 million views by the beginning of 2020.) In 2019, many cinephiles were listening to the Jimi Hendrix's recognizable guitar riff (1968) from a cover of Bob Dylan's song "All Along The Watchtower" (1967 album, "John Wesley Harding"). In the Prada fashion collection, you could notice a jewelry pendant in the shape of the guitar. In the spring of 2020, musician Tom Misch began recording soulful guitar covers for the "Quarantine Sessions" series from his home. His intonations sounded relevant to the zeitgeist.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 21. Self-Objectification
Self-objectification is a notable trend, associated with such trends as the formation of Gen Z mentality, mixed narrative, and flex. The point of self-objectification phenomenon is that creative self-fulfillment shifts from cultural artifacts creation and idea realization to sharing of personal information, thoughts, feelings, everyday routines, and smallest events. Or emphasizing personal appearance in social media, allowing followers to observe a person himself/herself and admire or ask questions about private life in the comment section. Influencers open their private spaces for close study and observation as a part of this trend.

All the 2010s, Millennials, involved in the Social Activism Culture, have been fighting such things as objectification – and simultaneously, have been creating the Instagram* Influencers and YouTube Culture Stars Culture. Today, it's easy to see a lot of Instagram* posts and YouTube vlogs, where MilleZets, Millennials, and Gen Z speak about their relationships with vlogging, personal posting, and self-objectification, confessing about psychological conflict. On the one hand, the social media are the source of their income and personal "Social Elevator." On the other hand, a long-term practice of self-objectification exhausts many people psychologically.

Many representatives of Gen Z, if we look at such apps as TikTok, are not just OK with objectification: young people actively use self-objectification to attract attention on social media. A video format of TikTok and the analogs predisposes to show the human figure. The representatives of Generation Z are unbelievably creative using the technological limitations of generational social networks. Also, the trend for self-objectification among Gen Z is associated with youth, natural attractiveness, physical activity, and inheritance of narcissistic culture patterns. Millennials are not alien to self-objectification too, but they practice it more in the spoken genre of Facebook* posts and classical Instagram formats. The senior generations also experiment with it on social media, to a much lesser extent, but it manifests brightly. For example, in decorative Dandyism (Dandy Santa, Iris Apfel, Maye Musk).

For marketing, the trend for self-objectification means simultaneously a bunch of methods and anti-methods, context, values, social trigger, and opportunity to talk to the audience about self-expression. The reasons for this trend are an economical, group, and psychological: self-objectification became a "social elevator" and branding method.

It is essential to consider that in 2020, people will try to use this behavior pattern more carefully, ironic, and sentimental: in particular, accentuate their emotional life, everyday life, and creativity. Here is a potential for non-obvious development in this long-term trend.

Trend Cases. How Does This Work?

The TikTok and Likee patterns – for example, the "Truth About Me" micro-genre. Many vloggers try to take the video shoots of themselves to show themselves as the object of observation. Generation Z already has a bunch of methods and genres, associated with self-objectification. In particular, pantomime (Dance of Gestures) and Glo Up transformations with cool video editing effects. Glo Up is a transformation of something unremarkable into something classy, successful, appealing, and prestigious. Glo Up transformation videos are especially popular among young people in China, and their trends spread in the Gen Z communities all over the world. YouTube vlogging is based on self-objectification. Popular YouTube bloggers arrange Meet&Greet meetings where the followers can ask them questions and make acquaintance. Often, such meetings look like a tea party or a writer's autograph session. A commercial starring Jason Momoa, who is famous also for his charismatic appearance, was focused on the actor's appearance and roles. In the spring of 2020, many celebrities and the audience dressed up in their best outfits during the quarantine or self-isolation, photographed and posted the images on social media: self-objectification intertwined with the trend for Urban Fun and a motive of mutual support in this case.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 22. Aggravation of the Topic of Envy. Protective Mechanism of Ironic "Survivor Humor"
This trend shows, in particular, how media explain to society their active support of demonstrative opulence and celebrity newsbreaks – and how a part of society reacts to such narrative.

Millennials probably have a perspective to be imprinted in history as a low-income generation, which spent two active decades in discussions, confrontations, and social reflection. The ways Millennials choose in this context are extreme minimalism, social activism, or shift to career activity and financial consciousness.

Representatives of Generation Z (Gen Z, Zoomers, Zets) have another manner of handling the fact that material resources are unavailable to the majority of young people – or available as the resources earned by their parents, early Millennials/Xers/MillXers. One subgroup of Gen Z almost do not interact with a theme of consumption and so-called "dolce vita," they create their unique style based on what is accessible.

Another group of young people seeks becoming solvent as early as possible, predominantly through the development of their themed social media accounts. And the third group of young people accepts insolvency, natural for the first phase of youth, but psychologically interacts with the theme of consumption. Partly, three trends come from here: the trend for self-objectification (redistribution of attention to appearance and skill to present oneself), the trend for new youth subcultures ("coolness" is defined by the far-fetched criteria), and the trend for vlogs (the Gen Z representatives review cheap snacks from conbini stores, show their school and student routines, share life hacks of budget lifestyle and thrift shopping which may be charity-themed in the "Thrift like a Pro" videos).

In the context of the trend for demonstrative luxury and the trend for the "new aristocracy" archetypes, a part of society (belonging to Generations Y and Z) process inaccessibility of luxury and expensive lifestyles, not just admiring somebody's wealth and success, but additionally using a defensive mechanism of self-irony (public admission of envy, jokes about low personal income, boring or hard work, Couch Potato lifestyle). The described Coping trend reflects psychological needs, closely related to the trend for mixed narrative and indirectly – to the trend for Relatability (via speaking out people seek for understanding and support of other readers who can relate themselves). In psychology, the jokes helping to cope with something and reduce stress, are called Survivor Humor. In the context of this trend, we have an opportunity to see what stresses people all over the world, what they are trying to cope with using the Survivor humor mechanism. In everyday life, these things are the pressure of the newest social media stereotypes about beauty, replacing old stereotypes, class stratification, and low solvency of some people against the background of others' excessive consumption; monotonously boring lifestyle; lack of friends, etc. During the Covid-19 pandemic, a lot of Survivor Humor memes popped up, helping their creators to cope with stress, fear, boredom, or the moments of sadness.

Social etiquette bifurcated and parallelized. Classic etiquette still works in some groups, and videos educating about etiquette get thousands and millions of views. In other groups, a very different version of the new etiquette is practiced today, which does not taboo "class" theme, demonstration of wealth and poverty, flex, envy, and Survivor Humor.

Is it possible to react to this trend – and how? Humanistically and with empathy. For example, offer a narrative of personal dignity, clear the understanding of norms, create inspiring and humane content, showing the logic of life development arcs – how people move from the bottom to the top, what kind of individual attention focus leads a person to success. In a word, supporting when a person or society goes through tough moments.

The team of this trendspotting project does not approve patterns, humiliating human dignity. We adhere to social responsibility and believe that trends report about people's psychological needs. Brands and marketing are capable of being practically helpful, inspire, and transmit positive messages through their campaigns.

Trend Cases. How Does This Work?

On TikTok, there is a diffused trigger of reactions using the formula "My boyfriend split with me. Am I ugly?" Usually, people start soothing and complimenting an author of the post in the comment section.

It's easy to see the audience's attention to a video genre where the girls apply makeup radically changing their appearance towards compliance with the standards of prettiness. They demonstrate makeup "dismantling": the girls remove adhesive tapes narrowing their faces, nose pads, fake eyelashes, wigs, and colored lenses, then wash makeup. There are TikTok videos with young girls removing hair from the face and demonstrating that their original proportions differ from the first look, and their prettiness is achieved through haircuts and hairstyles. This is quite a problematic genre, but it can be inverted positively and healthy: showing individuality and charm in any person's natural appearance and personality.

The Social Media Marketing managers of the popular media often use on social networks Survivor Humor-style anecdotic formulas glorifying success and wealth of celebrities. For example, "I choose, whom to sit next to on the subway, and she chooses which luxury car to ride today." The Facebook* audience periodically responds such publications with exaggerated support using the word "Queen," "Nobody..." meme – or, on the contrary, "No One Cares" meme. In both cases, there is an emotional reaction, and people find some time for this. Such things suggest socially conscious messages: instead of triggering envy and Survivor Humor memes, celebrity and the media have authority and resources to create "social elevators."

This trend is also expressed in the form of shocking consumption of cheap food for the YouTube mukbang videos. For example, greedy, fast, deliberately anti-aesthetic eating of exaggerated volumes of Nuclear Spicy noodles became a popular game challenge on YouTube in 2019. What if instead of this influencing young people set a good example and prepare delicious food for those who need care?

In TV advertising, this trend expresses itself as the image of the comic "simpleton" in small life situations working according to the scheme "from failure to success." It is important that such character looks comic and charming as far as the popular celebrity with a "cool" personal style acts in such commercials. Play on opposites creates a positive relatability.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 23. Mixed Narrative in Youth Culture
Trend is not fashion. Trend is not always what you need to follow. Trends are neutral. They only reflect the processes and needs in the communities, report via various cases about those things that are important to understand. You are capable of reacting to every trend ethically and proactive.

We entered the 2020s with an important trend for mixed narrative. Simultaneously, it brings out a logical mistake of individual and collective thinking – and affects the maintenance of the conflicting patterns of thought and behavior.

The end of the 20th century and the beginning of the 21st century were the times of narcissistic culture. Self-objectification, a theme of superiority, envy, worshiping to influencers and celebrities, leisure and entertainment via playing with co-dependence theme in the culture, unhealthy communication in the real environment and online, the pattern of Drama Queens & Drama Kings, etc. – we can notice all of these things in culture and on the social media quite often.

Social Activism defined the vector of social development in the 2000s and the 2010s. However, something went unexpectedly for this trigger of social changes: the attempts to spread positive values often come down to conflicts.

We can find the mixed narrative in almost every confrontation in the comment section to the media posts on social networks: people uphold positive ideas using negative means. In the late 2010s, a mix of narratives occurred in different spheres of life: from cinema and show business to politics and the media. Influencers' self-objectification combined with mindfulness narrative is a common thing. The musicians often declare enlightened ideas publicly but do not stick to them in their personal life and musical lyrics. Many representatives of Generation Z are inclined to overshare the intimate details – and guard the data privacy at the same time, or practice Social Activism – and listen to the music about dramatic romantic relationships simultaneously.

Our hypothesis supposes that mixed narrative is a postmodernist irony. It is a wish not to be dull, sometimes, desire for honesty as a part of a worldview search, which precedes the choice of consistent behavior.

How to perceive and whether to respond to this trend? It demands humanistic understanding and orientation on people's psychological health. The human-oriented approach is to balance society and individuality; appeal to logic, consistency, and common sense; highlight the fallacies and illogical in a charming, funny, and harmless way. For example, Diesel did so in its campaign named "Be a Follower." The reality, established by the beginning of the 2020s, gave marketing a bunch of conflicting practices for refleсtion and creative work. This is a field for the friendly jokes, stories, and demonstration of constructive behavior models carrying the spirit of common sense and proactive behavior.

Trend Cases. How Does This Work?

On Instagram*, the celebrity influencers use a smartphone cases warning that "Social media seriously harms your mental health." Many viewers say this is contradictory.

Some pop stars at the same time position themselves in the lyrics and music videos as supporters of social activism – and as people who enter into abusive relationships and enjoy these ups and downs. This is a controversial mixed narrative. In the American show business, musical artifacts began to appear quite often, where opposite narratives are mixed. The "Euphoria" series is another example of mixing opposing messages and narratives.

On its official Instagram*, a luxury fashion brand showed a sketch, where a famous actress gives a staged slap to a designer without any reason. This scene was not included in the full video. In society, a slap in the face is an abusive action, contradicting the elegance vibe and humanistic values, which were in the center of global society narrative in the 2010s – and the society keeps fighting for humanistic values today.

There is a noticeable YouTube micro-trend for a so-called "Cringe ASMR Roleplay", where an ASMRtist portrays a rude make-up artist, a passively aggressive sister, or a frenemy who allegedly makes rude comments about the appearance while "caring" for a viewer. There is no need for such experience; however, some people watch these videos for some reason. This probably reflects their life conflicts and psychological needs in care. Such artifacts are the example of a mixed narrative of co-dependence and awareness. The ASMR video genre has emerged as a part of the conscious culture of care. Classic ASMR involves only positive emotions, helping people with poor sleep, and giving them a sense of security. In trendspotting, we look at the cases of mixed narrative, first of all, from the position of observing the social processes. Still, healthy, genuinely caring, and humanistic ASMR videos predominate: they help people calm down, fall asleep, feel in touch with positive people or relax.

Some YouTube influencers succeeded to find a charming and harmless socialite communication line, handling this trend: they go between respect, positive narrative, playfulness, humor, and piquancy. For example, at the same time, the YouTube blogger thanks people and jokes about how tired is he of unpacking the birthday gifts from his friends.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 24. Interaction Psychology in "Dimensions" of Culture, Reality and Digital (CuPhyDi)
CuPhyDi means three axes of the development of social mind: Cultural, Physical, and Digital.

In this voluminous environment, the new psychology of interaction of Cultural, Physical, and Digital, phenomena, patterns, and regularities emerges. The examples are Phygital Experience; Social Media FoMO; communication with smart home assistants; Social Media assets; self-objectification in social networks; panic when we cannot find a smartphone; Marketing FoMO; blurring borders with cultural diegesis and mimesis; products inspired by cultural artifacts (including digital); mistrust to chatbots when they answer the customer too fast; the annoyance that some people experience when they mistaken a human-imitator assistant for a real person during a phone call; reasons why we like something on social networks; what, when and why we post; what do we read from the photos posted on social media; the "last mile" problem in online purchase process; why we buy easier and spend more money online; why brand mission may be more important for consumers than price and UI/UX; why certain services and apps become more successful in a specific niche than others; why certain heroes from the series are more popular than others, etc. This sphere is very plentiful.

This trend explores Cultural Self, Digital Self, and Material Reality Self. It means conscious and subconscious drivers of a person as consumer, individual and collective human, digital, urban, professional, and cultural agent in the environment. There is a huge number of people who use digitality, but the psychology of their interaction is that they do not percept the digital world, its laws, patterns, and conventions seriously. So they may feel irritated by the necessity to play by the rules of digitality. The market splits for those who are functional and those who are dysfunctional in one or another "dimension": cultural, physical, digital. Today, the psychological and worldview transformation of civilization happens in such model when cultural artifacts and markets give the physical world of people the triggers of transformation. The objective reality processes new artifacts and factors – and chooses the core things for some reason.

A pool of technologies, ideas, conventions, behavior patterns, everyday real and digital practices, influencers, series, social networks, themes, business models, products, and brands has the most significant response. This pool integrates into real life and defines worldview, behavior, and development vector.

In the 2020s, we will see a lot of observations on interaction psychology in the CuPhyDi coordinate system – how and why a person and the community interact with technologies, cultural artifacts, and objective reality. Besides, we can expect clarification of the new etiquette norms, parallel to traditional etiquette of the physical dimension.

Business, automation-centered startups, marketing, technology providers, entertainment content, and experience test hypotheses and empiric studies of the psychology of interaction in CuPhyDi – and actively influence the social process and individuals. Their convergence with scientific studies. This is clearly seen in such areas as AI creation, quick charge batteries, individual and collective behavior in social networks, phenomenal popularity of specific influencers, products, brands, characters, and so on.

Trend Cases. How Does This Work?

In 2019, Baby Yoda from "The Mandalorian" series became very popular: people created cocktails and memes, and tried to sell their hand-made dolls on Etsy. The studies revealed that friends on social networks percept people who often post selfies as lonely and not very prosperous. During the "Game of Thrones" finale, the spoilers popped up in social networks even before the episodes were over; in fact, a new format similar to sports broadcasts emerged in addition to the genre of Reaction videos from the bars where people watched the new season and emotionally immersed in the content. A survey by a British portal musicMagpie showed that etiquette allows spoilers not earlier than 33 hours after the release of a TV series and not earlier than ten days when it comes to movie premieres; otherwise, spoilers are considered as a violation of modern etiquette, which can lead to a quarrel, unsubscribe, or unfriend actions on social networks. A phenomenon of Marketing FoMO is interaction psychology in CuPhyDi case too: for example, the words "AI" and "Women" are more often used for sales. A phenomenon of perception of Elon Musk and Tesla: a range of attitudes in society – from cases of so-called "Tesla Hate" to tremendous mass sympathy. At Halloween 2019 in Silicon Valley, recognizable images of the legendary and infamous CEOs were popular. Among the vloggers, there is a dilemma of engaging the personal environ in content creation: someone avoids this practice at the request of the nearest and dearest people or blurs faces; someone is embarrassed by the artificiality of a situation where loved ones interact without enthusiasm on camera; sometimes the environ is actively playing along with a vlogger. In highly digitalized cities, tourists may be confused when using environment constants, because familiar things work very differently. At the conference, tech entrepreneur Viktor Lysenko spoke about the psychology of communication of people with chatbots: people prefer to wait for a pause before the chatbot's answer. The described trend has plenty of cases at the intersection of Cultural, Physical, and Digital.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 25. Acts of Impressive Generosity
This trend is associated with several trends, in particular, with the trend for demonstrative wealth and simplicity, the trend for "New Aristocracy," the trend for Eco Anxiety, the trend for self-organization, etc.

The trend for the acts of impressive generosity reflects changes in the values and criteria accompanying us entering the 2020s. Celebrities, entrepreneurs, and public personalities, which form the active "cultural monopolies," use the social media and the media to set continually rising standards of deeds, behavior, gifts, and High Life – as well as philanthropy and patronage.

Pop-cultural influencers demonstrate their social status through accentuated consumption (for example, luxury house slippers), deeds, related to high expenses, and excessively expensive gifts.

A gift is considered by society as an altruistic act. However, this phenomenon is much more complex: a gift is a symbolic bond of some relationship; it expresses not only respect but also indicates a presenter's status. Today, exaggeratedly expensive gifts are also a communication instrument of brands (in a broad sense) with their communities and vast audience.

In cultures where the traditional etiquette is practiced, the fact of attention sign itself is important by default – it is a devoir, so relevance and price of gift matters. In the competitive environment of social media, the bar of devoir and status gifts rises, and the fact of a sign of attention as such depreciates. It makes the audience think about social strata inequality and the giver's intentions. In the societies where the themes of financial well-being and envy to others' wealth aggravate, the public acts of impressive generosity may be perceived as social aggression, Publicity Stunts, or social justice acts ("successful people provide others with a "social lift" / solve socially significant problems").

When the act of impressive generosity comes from a brand, the intention is socially significant, and there are no accompanying facts, giving a reason to blame the brand in Publicity Stunts or cynicism, then perception is likely to be positive. Then the act of impressive generosity will emanate the message of "capitalism sharing its prosperity." How might it look like? As philanthropy, contests with "social lift." In the spring of 2020, media often reported that public figures and big brands make impressive generous donations for research and medical work.

Also, this trend indicates that the audiences have psychological needs such as miracles, salvations, unexpected help, receiving well-deserved rewards, transformations, and beautiful gestures. Besides, this is a generational trend: society anticipates that maturing people who became successful thanks to the audience and consumers, payback "social dividends" in the forms of philanthropy, ecological activities, "social lifts" organization, positive initiatives and newsbreaks, generosity, care for the poor, educational opportunities for children and teenagers.

In everyday social life, the development of this trend is localized predominantly in the new "cultural monopolies." But cases show that the growing trend for the acts of impressive generosity goes beyond the community of celebrities and has vast potential. Acts of impressive generosity are capable of heating the social inequality theme or discharge social tension on the global and local levels. The results depend on the nuances such as vibe, context, relevance, etc.

Trend Cases. How Does This Work?

There is a variety of realizations of this trend in different scales and forms.

In January 2020, "The Tonight Show Starring Jimmy Fallon" YouTube channel released the "David Dobrik and Jimmy Surprising People with $100 Bills and iPads" comedy video. Night TV show presenter Jimmy Fallon and YouTube vlogger, comedian David Dobrik entertained the audience on the mall escalator. Here we see the intersection with the trend for Urban Fun described in our previous trend report. Disguised David and Jimmy joked and gave random people real one hundred dollars and iPads. Already on the day of release, the video gained more than a million views. During a corporate party, the real estate company St. John Properties from Maryland (USA) handed over envelopes with bonuses totaling $10 million to 198 employees; on average, a personal gift was $50,000. Rapper Jay Z sent Rolex gold watches worth $40,000 as VIP invitations to the party. Baltimore Ravens baseball team quarterback Lamar Jackson gifted each lineman of his team with Rolex watches for Christmas in gratitude for their support during the games. In China, there is a micro-trend for exaggeratedly luxurious public marriage proposals. They end up with a public scandal if a girl rejects the proposal because of the excessive generosity and demonstrative situation. The video named "Radical Transformation of the Follower. I Presented Clothes Worth 500K. Quit Her From the Factory. Made Her a Tattoo" on goshakartsev YouTube channel was accepted positively by the audience, received a lot of views and likes. Russian developers teach the village children free of charge.

Rapper Drake gave rapper ASAP Rocky a jewelry gift, a large pendant depicting late producer ASAP Yams, the ASAP Mob member. He is considered as the legendary producer and innovator in contemporary hip hop culture, also crucial for ASAP Rocky's career success. The commemorative golden accessory weights 500 g, inlaid with diamonds with a total value of 15 carats and enameled.

A row of famous people (Serena Williams, Kylie Jenner, Kylie Minogue, Jeff Bezos, etc.) donated to fight the Australian bushfires. At the same time, the audience was interested not only in charity deeds but also in the size of the donation, related facts, and celebrity's behavior. Also, the public's attention was attracted to the campaigns of Celeste Barber (who managed to raise $30 million) and Сalifornia model Kaylen Ward (who managed to raise $1 million to fight the Australian bushfires and rescue animals in exchange for the photos).

When we talk not about the billionaires, musicians, and celebrities, the trend for the acts of impressive generosity manifests at a level understandable to most people – as small, expensive gifts that urban youth does not buy and receive every day. An example: a "명품 싫어하는 여자친구에게 샤넬을 줘봤다 / I gave Chanel to my girlfriend who hated luxury goods (ENG)" video where the South Korean vlogger buys luxury gifts for his girlfriend and his sister who is not used to such expensive consumption.

During the Covid-19 pandemic, Jack Dorsey, a Twitter founder, and CEO donated $ 1 billion, around 28% of his fortune. Another case: a New York doctor thanked his Facebook* audience for PPE gifted to medical workers.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 26. The Basis for the Future Nostalgia of Gen Z is Being Formed Right Now
Millennials started to change as they approach forty – their thinking, values, priorities, and behavior change. Gen Z still experiences the first phase of youth. In 2019, the attempts to understand Generation Z's forming mentality started to give the first results; their particular qualities clear up.

At the same time, the representatives of Generation Z will not stay young forever. As we have mentioned previously, many "Zoomers" have similarities with young Millennials 20 years ago. By today, Millennials have a huge nostalgic basis, and its revision is reflected in the trend for nostalgia and logical motion towards the exit from the nostalgia phase. In 15 years, Generation Z will enter the first phase of maturity too. Today's freshmen, iconic outfits, subcultures, and the most eloquent memes of Generation Z are their future nostalgia for youth.

For brands and marketers, it's a long game. Today, they have the opportunity to place beautiful memories and affections into the Gen Z cultural code – heartwarming cases associated with brands and products; experience worth nostalgia. Maturing people tend to turn to their psychological foundation – all the things from their childhood and the first phase of youth. This will happen to Generation Z too. Here we can pay attention to the trends for the formation of modern traditions, acts of impressive generosity, and fatigue from the "old future." Today, there is an opportunity to form modern traditions of consumption and urban life scenarios in Generation Z, which are 5, 10, 15, 20 years older in the future, started a family, made a career, and run their businesses. What may become iconic for Generation Z? Marketing and brands have a heartwarming opportunity to play a destiny foresight with the Gen Z representatives: offer to imagine themselves in a few years.

The events of 2020 can leave their mark on the mentality of Generation Z. Touching, emotional artifacts, and messages from the information field can become a part of their future youth memories. Similarly, other historical events of the past imprinted in the cultural code of young Millennials. Hypothetically, we may see that Gen Z will remain cheerful and creative. And simultaneously, they will become more serious, face with another rethinking of values, take a fresh look at the professional value in society, and begin to think more about social life.

Trend Cases. How Does This Work?

One of the most bright cases of this trend is the popularity of the fake "older self" selfies. YouTube games, a youth's urban space nicknamed "Yama," the subcultures of the 2020s are the constituents of the future nostalgia of Russian Gen Z. Today's vlogs of Gen Z are their personal and family chronicles, "albums" and "diaries." Instagram* SMM of one of the retail chains may be a case for this trend: at some point, the account started to show spectacular photos in the aesthetics characteristic for Generation Z. After that, a lot of photos depicting a young family appeared there. The reach audience of Gen Z probably drew attention to the brand. Many Zoomers still live with their parents, and in the dorms, they do not cook often, but they will become the clients of competing grocery chains anyway. And when it happens, the representatives of Gen Z will remember which brand found mutual understanding and language with them, which food from retail groceries they shared with the youth friends.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.







Trend 27. Evolution and Actualization of Games. Games Based on Social Media Patterns
Games are the super trend that is going to evolve and perform in 2020. We can suppose that the format of games is actively developing because of the impulse from the night, comic, and travel TV shows ("Night Urgant," "Eagle and Tails," "It Was Evening," "The Tonight Show Starring Jimmy Fallon," etc.) We observe the evolution of the games as they adapt to the realities of life.

If we look at the video games, they are changing. They produce fresh plots for the cinema industry ("Free Guy" movie starring Ryan Reynolds playing NPC); games became a new "social lift" (financially successful gamer and streamer Tyler Blevins left Twitch and signed a profitable contract with a Mixer by Microsoft); games become more cinematic and philosophical ("Death Stranding"); games also become diverse, experiment with meditative, eco-oriented, and therapeutic formats (video games for psychosis and psychological trauma treatment, etc.)

From a marketing point of view, YouTube games are especially interesting. In particular, Celebrity ASMR and games based on social media patterns. YouTube television invented a massive pool of games attracting the young people's attention (Whisper Challenge, "guess the star by style," etc.).

The described trend is related to the YouTube trend for extravagant challenges and the trend for Sui Generis bangers. A bunch of these trends gives marketers and brands vast creative opportunities and demands to work in a modern and relevant manner. On YouTube and TV, some games use a "challenge" pattern. The creators sometimes call them "challenges," perhaps, in attempts to make them viral. But in fact, this format is not similar to the classic challenges like Kiki or Ice Bucket. A typical challenge contains the game element, but it is not a game. The described trend is about the rising popularity, actualization, and evolution of the games.

Trend Cases. How Does This Work?

Technological cases: Apple Arcade; gaming platform by; virtual constructor for PS4 – Dreams: people without game dev experience can create their games. The Fortnite Players receive millions as prizes. Tyler "Ninja" Blevins case. On YouTube, there are many modern games. The examples are "6 Beyonce Fans vs. 1 Secret Hater," "Private Investigator Guesses Who's Dating Out Of A Lineup"; YouTube variations of ping-pong game; "random choice of action: who's eating tasty food and who's eating boring food" genre; ASMR games, etc. "Kylie Jenner Asks Travis Scott 23 Questions | GQ" video had 52+ million views by the beginning of 2020. A popular YouTube game "Comment Out" on Chicken Curry channel uses the pattern of comments, themes of relations and reputation on social networks. "Comment Out #2 / Nastya Ivleeva х Sasha Gudkov" got 9,3+ million views by the beginning of 2020. We also see a variation of the games using the social networks' patterns in the "We Love You" YouTube game: for example, guessing what kind of comment a person left under the guest's photo on Instagram*. The issue with Alexander Gudkov ("Sobolev Ilya x Gudok") got 2,2+ million views by the beginning of 2020. McDonald's created a Snapchat filter turning the users' selfies into nuggets. On TikTok, there are many games, in particular, "guess how do I look" format": people hide their face first and show their appearance. Autocomplete interview format is also a game somehow: it uses search queries about stars and the trend for Reactions. Autocomplete interview "Millie Bobby Brown, Finn Wolfhard & Noah Schnapp Answer the Web's Most Searched Questions | WIRED" got 29+ million views by the beginning of 2020.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 28. New Youth Subcultures
Why do we talk about this phenomenon as the trend in the Social Media Trend Sector? New youth subcultures such as E-Girls/E-Boys, VSCO Girls/VSCO Boys, Soft Girls/Soft Boys predominantly exist in the space of Social Media – or spread via social media. For example, E-Girls/E-Boys subculture is focused on TikTok. The VSCO Girls subculture's name roots in the VSCO app. There are lots of videos and articles explaining the roles of this subculture, on the Internet as a whole, and YouTube, particularly.

All mentioned subcultures are popular among the representatives of Generation Z. The new phenomenon close to subcultures – HENRYs – is considered more as the Millennials' subculture-like phenomenon. Henry is an abbreviation meaning "High Earner Not Rich Yet." Henrys are mature and still young people, who have accumulated experience, skills, social connections, and so-called Social Media Capital. However, from time to time, Henrys say on social networks and real-life about dissatisfaction with their financial situation, despite high incomes. Respectively, they have similar lifestyles: travel a lot, consume accessible yet busting luxury, and active on social media, where they report about their problems. Jokes about eating instant noodles and wearing a new pair of luxury sneakers is a peculiar mannerism characteristic of real subcultures. Here this trend intersects with the trends for the protective mechanism of Survivor Humor, Demonstrative Luxury, and Drama Kings & Queens as a variation of the Publicity Stunt trend.

VSCO girls reproduce and interpret the images of the 90s' girls and collect hair bands. Soft Boys and Soft Girls explore a theme of exquisite soft images and manners; they also emanate a mixed narrative. By the way, there is a connection with the trend for the "new nobility." E-Girls/E-Boys in their subculture consider social media content creation as a lifestyle and worldview statement. The question "Is it TikTokable?" becomes the criteria of experience evaluation. Here we see the connection with the trends for the change of standards, new relations of formal and informal, the formation of Generation Z mentality, and cultural basis for the future nostalgia of Gen Z.

Kpop formed its subculture, and it happens to be attractive not only for the South Korean youth but also for Gen Z and Millennials in other countries.

The subculture of the most decorative wing of American RnB is not something new, but it is actualizing. In modern form, it spreads slang, values, manner of flex, cultural artifacts, exaggeratedly luxurious consumption, and such stylistic elements as long nails and BBL (Brazilian Butt Lift).

The ASMR community on YouTube took shape as a subculture. The signs which evidence about it are typologies, inner influencers, app, thematic content, slang such as "tingles," "goosebumps," "eating," "tapping," etc.), professional microphones as purchases prestigious in the community. In ASMR, there are no rich image attributes, but there are apparent subcultural features. In particular, collecting a massive number of items useful in ASMR making, or Soft Voice speaking for video recording.

The YouTube vloggers also demonstrate the signs of subculture formation, and, what is more, with local styles. Vloggers often repeat others' vlogging themes, openers, video shooting methods, an entourage of life, the background music of videos, and other constants. That's why many of them have a Bichon Frize poodle or pug; many of them record room tours and makeover videos (like "I made a makeover of my bedroom by myself"); almost all of them show what they cook, buy, eat in the cafes, etc.

Youth subcultures provide a lot of opportunities for communication with representatives of Generation Z and Later Millennials. Not only communicate via existing subcultures but form something similar to a youth subculture is an interesting strategy. Supreme and Off-White, for example, contributed to the development of streetwear and urban youth culture. It is important to remember that subcultures and "cultural monopolies" have fundamental differences in mechanics and dynamics.

Trend Cases. How Does This Work?

YouTube influencer Oceans ASMR makes videos such as "ASMR E-Girl Gives You An E-Girl Makeover," "ASMR Soft Girl Gives You A Soft Makeover," and "ASMR VSCO Girl Gives You A VSCO Makeover." Musician Harry Styles and actor Timothee Chalamet are considered as the inspiration for the Soft Boys subculture, and actress Elle Fanning is considered as the influencer of Soft Girls. The Soft Boys subculture is quite common in South Korea. Thanks to kpop influencers, dorama apps music videos and YouTube mini-series, it attracts supporters globally. The Louis Vuitton collections by Virgil Abloh, judging by color, styles, themes, and models of the latest shows, easily fit into the style of the Soft Boys subculture. ASMR artist Isabel imagination ASMR released "5 Different Types of ASMRtists [ funny asmr role play ]" video, which got 417+K views by the beginning of 2020. Rapper Lil Pump released a song "Be Like Me" about the characteristic features of his subculture and the mass desire to belong to today's hip hop subculture.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 29. Eccentric Game Challenges
Eccentric game challenges are a big trend on YouTube and other social media. Why eccentric? The content creators do something without a reason or need, or give ordinary actions some eccentric shape. Why match the outfits with cars' design? Why 24 hours wear and eat all white? What's the point of buying everything the girl will touch with eyes closed. Why eat extremely spicy noodles, bottle-shaped marmalade, or "today – only violet confections"? What is the purpose of making crooked and very long nails? In this description, we are talking, of course, only about harmless eccentric challenges that do not violate the law and do not harm people.

This trend is predominantly characteristic for Generation Z, but it's familiar to Millennials too. A big part of the young Gen Z representatives now has a lot of free time, friends, and desire to have fun. And they have no interests, specific for mature Millennials. The representatives of Generation Z are having fun and check the borders of humor, sometimes via "cringe." Obviously, they are interested in the impression and purposeful pursuit of something (dealing with challenges).

A pattern of deliberate collision with something unpleasant or curious can be interpreted as self-learning to behave in troubling, frustrating life situations and desire to draw attention. Probably, this trend is partly explained by Gen Z self-learning. They challenge themselves, society, and peers with unnecessary game challenges. Through this trend, the representatives of Gen Z develop their creativity, which will start performing for the markets in 5-10 years if Generation Z interests spread beyond Social Media Entertainment. In this context, Early Millennials, Xers, and MilleХers need to realize that the creative, pepful, and bold generation is heading to the market.

The second component of this trend is the willingness to do Publicity Stunts for the promotion of the social media channels because of the intention to become solvent early. Leisure & fun is another component of this trend. This is how comic genre and humorous content on YouTube as parallel television looks for the young generation. Here we see the convergence with a legendary Japanese format of funny shows, where not the wit of a joking person is what emphasized, but the comic nature of what is happening, serious approach to the competition, and the desire for victory. Humorous content does not require exceptional intellectual involvement; at the same time, it creates a joyful vibe and reduces or drowns out stress. The studies show that stress is a common problem of Generation Z. 15-20 years ago, young Millennials had the same problem. And they processed stress in their generational formats, which influenced the Internet development and social trends of two past decades.

The described trend is associated with the trend for reactions, evolution and actualization of games, Sui Generis bangers, Publicity Stunts, flex, demonstrative wealth and simplicity, the formation of Gen Z mentality in the first phase of youth, the formation of modern traditions and the basis for the future Generation Z nostalgia.

Even not so high-value concept of the innoxious eccentric game challenge has chances of positive communication on the trend wave. At least, it will communicate about the intention to be Relatable and indicate a commitment to Generation Z. And bored maturing Millennials will possibly like it too. Complying with safety principles and being socially responsible are essential here*.

* Disclaimer. Many trends have positive and negative manifestations. In this trend report, we describe social processes neutrally and put forward hypotheses about the ways of reaction to the trend – complying with laws, adhering to common sense, and ethical standards of society. The team of trendspotting project recommends to remember about safety and do not participate in any form in those eccentric game challenges that can be dangerous, breaking the law or unethical. Plan.Net Russia and the project's experts are not responsible for the reader's misunderstanding of this trend and or other trends described here.

Trend Cases. How Does This Work?

The Instagram* celebrity matches outfits with automobiles. YouTube trends: challenges in the formats like "24 hours I was wearing and buying pink only," "I made ugly makeup in a beauty salon," "I made long crooked nails by myself to see people's reactions," "I bought everything that the challenge partaker touched in the shop with eyes closed," and so on. The videos like these get millions of views. One of the YouTube videos shows astrologist trying to find out if two celebrities had sex, according to gossips. ASMR artists in the Mukbang genre eat real marmalade "prank sweets" shaped as a champagne bottle, soda bottles, smartphones, earphones, etc. Such videos also get millions of views. A famous YouTube blogger, HunniBee (who had CES Meet & Greet sessions, by the way) responsibly warns her audience at the beginning of her videos that she eats only real confectionary made from edible ingredients. She asks never to eat inedible things because it's deathly dangerous. However, the audience anyways has questions about her sugar intake. After that, her channel releases the vegetable and fruit ASMR mukbang videos.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 30. Pantomime and "Branding" Facial Expressions
Partly, this trend emerged because of the TikTok particular features, and partly because of the behavior patterns of music videos. It perfectly suits for marketing work because gestures and facial expressions so-called Brain Worms (entertaining triggers of memorization and attention focus).

The representatives of Generation Z and Later Millennials use pantomime, "gesture dance," branding facial expressions, moves from different dances, exaggerated gesticulating, too dramatic for the situation, and typical music videos' emotions. All of these create a game vibe and high spirits, a sense of pampering, dexterity, confidence, and eventuality.

How to train these skills? On YouTube and TikTok. Many YouTube bloggers pick branding gestures for themselves to make people remember them.

Amazingly creative TikTok community knows how in the ultra-short content to dance with eyebrows deftly, engage the viewer by "breaking the fourth wall," paraphrase music lyrics, parody movie scenes, express attitude to the weekdays, inform about "the advantages of being in relationship with me" and so on.

Pantomime and "branding" facial expressions became cute, eloquent, artistic, full of life, active, and practical trend, creating opportunities for contests, games, and branding. The accompanying trends are games, Drama Kings and Drama Queens style self-objectification, oversharing, and flex.

Trend Cases. How Does This Work?

The TikTok trends: #танецжестов (gesture dance), #следизарукой (watch my hand), #офишлбывший (officially ex-boyfriend) and so on. Musical TikTok influencers use the trend for gesture dance in their content. There is a specific set of gestures, and young people, in particular, teach their parents, shoot videos and release the best take or blooper. Brands use the described trend in the TikTok contests. They offer to take a video of emotion, use official music, and put the hashtag. ASMR artist HunniBee ASMR always use branding facial expressions working as marketing "Brain Worms" and the phrase "How are you all doing today?". Her recognizable facial expressions and gestures look like this: a short quiet laugh with a broad smile, twitching of a nose and the shoulders raised forward; a dance of shoulders; slow motion of the index finger, synchronized with multiple pronunciations of the word "Hello"; the same intonation and facial expression while offering to follow on Instagram*. On television, the elements of this trend looking like the games with pantomime may be noticed in the "It Was Evening" show.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 31. Change of Criteria: from Instagrammable* to TikTokable, Relatable and Bingeable
In marketing communication, it is convenient to rely on contemporary criteria of evaluation and build on them. We observe as the meaning of relevance diversifies and shifts in time.

The term "Instagrammable"* normalized beyond Instagram* and became a criterion of quality, a channel of communication with customers and media, a reference point for the creation of product or environment, and the prerequisite for increased coverage.

We can notice the comments like "Perfect for Gram" on social networks. Assertion "Perfect for Instagram"* replaced assessments like "beautiful," "talented," "spectacular," "authentic." "Instagrammable"* is also a new criterion or urbanism: if public spaces are attractive for the audience, people will boast in social networks that they visited these places. Spectacular photos for Instagram* and Facebook* became a starting point on the stage of a product concept.

On Google search, we can discover many compilations like "The Most Instagrammable* Hotels in the World." The trend for Instagrammable* is indirectly related to the "Oversharing, Flex, and Nothing Personal in the Digital Dimension" trend. People try to show themselves in a good light; they flex on social networks, so the "Worth Posting / Worth Sharing" experience is presented to the environment, and the competition raises the bar. It's worth noting that in 2019 the Instagram* content began changing a lot. So, the term "Instagrammable"* may lock in its legendary meaning or change its sense because of the influx of aesthetics and anti-aesthetics interesting for Generation Z.

The process does not stop, and the pool of modern evaluation criteria keeps supplementing. "Instagrammable"* is a Millennials' innovation and the criterion of evaluation meaningful for them. The term "TikTokable" is a much more actual criterion for Gen Z representatives. The "TikTokable" criterion is similar to the "Instagrammable"* criterion, but it has specifics. TikTokable is answering the questions: "Is it spectacular? Is there a funny twist and dynamics? Is it trendy among Generation Z? Is there a piece of classy music? Can you flex using it? Is it matey content?". It is easy to notice that some famous people who are Classic Millennials, by their age, managed to catch the vibe of TikTokable. By the way, recent changes in the Instagram* feed forming can be associated with the TikTokable criterion trend.

One more significant modern criterion of evaluation is "Bingeable." It origins from the big trend for the television series. Binge-Watching means spending a lot of time watching something without a break, immersing oneself in the plot, eagerly waiting for the new episodes and seasons, analyzing the scenario, and theorizing. This criterion now works for commercials too when a semantic thread connects them; for TV shows where the participants compete and drop out; for the consumption of thematic and mixed YouTube content; for looking through the Instagram* and TikTok content as leisure time.

The "Relatable" criterion slowly came to the fore. It implies the answers to the questions like "Can one relate himself/herself with this? Is it possible to compare oneself with it? Has a person something in common with this? Is it close or alien to oneself?". YouTube and TikTok netizens are very sensitive to the Relatable criterion of evaluation. In particular, they discuss on YouTube, who is not Relatable anymore. If somebody releases some "innovational" content (engaging content using the new methods and approaches, triggering a great response from the audience), you can predict that in months other content creators will release a lot of similar content. And this trend is not only about content. In real life, people have a dog of a specific breed because it became Relatable quickly. Relatable is about something recognizable that you are also dealing with. It can be the same problem, everyday home routines, nuances of relationships with people, and so on. The new modern criteria of evaluation will no doubt emerge.

The described trend is associated with the trend for the relations of diegesis and mimesis with reality, the trend for tectonic processes in the "cultural monopolies," the formation of the Generation Z mentality in the first phase of youth, and the trend for the new relationship of informal and formal.

Trend Cases. How Does This Work?

The Australian studio Vale Architects created the Instagram* Design Guide with Instagram*-friendly recommendations for the hospitality sector to help arouse "a visual sense of amazement" in tourists and become popular through Instagram*. Hotels in famous touristic locations invent Instagrammable* & TikTokable services. For example, a basket table with a High-End breakfast served in an infinity swimming pool with a jungle view. Or a patterned "carpet" of flowers completely covering the surface of pool water. BBC noted that Instagram* changed the architecture and interior design of hotels in Insta*-worthy way. For hotel marketing, this is one of the leading promotion and sales instruments. In 2018, 55% of Millennials booked hotels in Asia because of attractive photos on social media. Travel app Culture Trip publishes the compilations like "The Most Instagrammable* Spots in Moscow."

The Louis Vuitton exhibition in Los Angeles was described on social networks as ideal for social networks.

Another case: we can notice huge bouquets with giant orchids and holographic paper on Instagram*. Such visuals sell bouquet, the brand's image, and future selfies, which people will shoot with such spectacular flowers and certainly publish them on Instagram* or Facebook*.

The described trend works well with RR, Real Reality, urban environment. For Example, SKNYPL studio developed an Instagrammable* design for one of the Seoul cultural locations.

ASMR in a format of "maximum number of triggers" onYouTube is all about Bingeability in the age of short attention span. Lifestyle vloggers on YouTube are Bingeable too: you can watch the videos about their life long time and without interruptions, including in the background.

Story advertising of some mobile operators started to correspond to the TikTokable evaluation criterion: it's dynamic, there is a twist, creators tell and show a lot in the ultra-short format, and choose a piece of popular background music.

Media experiment with Relatable content too. For example, there is a column on Outline online media called "I'm Upset," dedicated to those things that annoy people in everyday life, but not very important for the society. HBO announced open casting for the second season of "Euphoria" TV show, especially for people without acting experience. This move is very Relatable in the age of TikTok – a mega-popular youth app focused on artistry.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.







Trend 32. Demonstrative Luxury and Simplicity. Aggravation of Themes of Wealth and Poverty
This significant trend defines zeitgeist and creates a context for other trends.

The researchers and media more often raise the topic of social inequality. In the "The world's 2,153 billionaires are richer than 4,6 billion people combined, Oxfam says" article, Business Insider reported about the Oxfam study, saying that 2153 billionaires of the world are more abundant than 4,6 billion people in total. The annual Edelman Trust Barometer rating based on the opinions of 34,000 people from 27 countries and Hongkong Special Administrative Region of the People's Republic of China (HKSAR) revealed that the global community is dissatisfied with capitalism and want social justice and positive changes.

The new convolution of supercapitalistic polarization and the influence of social networks create a situation where the main word in the context of poverty and wealth is demonstrativeness, ostentatiousness. People talk about these things out loud. We observe the trend for logo-centric design, logomania, flex, exaggeratedly expensive lifestyle. The parallel processes and phenomena are social protests and extreme minimalism, demonstrative through the YouTube vlogs, and unnecessary decluttering as a part of popular konmari cleaning. European worldview implying prudence, vast middle class, elegant, conscious, and environmentally friendly consumption, is a real-life trend if the developed countries, but anti-trend in mass culture.

We observe "Yellow Vests" in France, trade unions' protests against raising the retirement age, and eco trend. In Scandinavia, student dormitories are made from transport containers. In the spring of 2020, a topic of living on the brink of poverty or below the poverty line aggravated globally. Meanwhile, the media cover a billion-dollar wedding by the wealthiest family in India. In South Korean urban culture, a theme of prestige is fundamental. Simultaneously, the "Parasite" movie by Bong Joon-ho, exploring the psychology of poverty and wealth, became a global hit in 2019. Fashion for the pop-up containers inside cakes stuffed with bundles of money and iPhones emerged in the Chinese urban culture as a birthday fun.

In the era of social networks and supercapitalistic competitions, modesty is no more a virtue praised in society. Periodically, the musicians' influential "cultural monopoly" demonstrates a shocking opulence to its audience, which does not have this amount of resources. A significant number of YouTube creators deliberately overeat the enormous portions of noodles and fast-food, show a luxury lifestyle, and release the vlogs about their shift to total minimalism.

The ideologist of konmari concept Marie Kondo opened an online store with new belongings for a minimalistic house.

It's important to mention that in contemporary culture, the demonstrative simplicity of lifestyle is not always about poverty. More often, in this aspect, we see the mixed narrative: demonstrative simplicity with evident well-off or abundance. It's about Ultra-Expensive Ultra-Minimalism and the change of expenditure structure depending on the stratum values.

The concept of Luxury is changing and laminating. The products of luxury brands became accessible to a bigger number of people. Social media influencers are incredibly interested in luхury attributes. On this background, the level of consumption upsurge in the communities of extremely affluent people. The American luxury department store chain released 2019 Christmas Book, 60th edition of Fantasy Gifts, the luxury goods guide for extremely plentiful people. Luxury shoes customization, rare limited edition sneakers, famous chef master class, a vending machine with superfine champagne, gilded suitcase, cutlery designed by Pharrell Williams, baroque-style boxing gloves by renowned fashion brand, etc. The site also mentions its non-profit organizations and charity activities.

At the beginning of 2020, Henry Windsor and his wife Meghan, Duke and Duchess of Sussex, resigned as the senior royals and representatives of Queen Elizabeth II; they refused privileges and pledged to return part of the taxpayers' money, spent on their lifestyle. A couple also announced their decision to become financially independent, and among other things, devote themselves to charity.

According to the UN ("Multidimensional Poverty Index 2019: Illuminating Inequalities"), around 1,3 billion people in 101 countries (23,1%) live in so-called Multidimensional Poverty. Half of them are under 18 years old, and one third are children under ten years old.

This trend has a broad scale of forms, and it covers all layers. The big picture looks especially dramatic on the background of the Covid-19 pandemic, aggravation of the themes of poverty and wealth in the media space. The ways of reactions to the described trend lie in the ethical sphere, and the appropriateness criterion regulates them. The creation of the branded social lifts, the constructive help to the poor, support for medicine and research, other socially-oriented activities of marketing in the 2020s will significantly influence the perception of brands and products. It is reasonable to look at this trend in categories of opportunities and risks, associated with such trends as the changing relations of Xers and Baby Boomers with the market, the formation of the Generation Z mentality, acts of impressive generosity, the formation of the modern traditions, aggravation of the envy theme, archetypes of "new nobility," Eco Anxiety, flex, Marketing FoMO, emotional outbursts, Relatable as a new criterion. According to our hypothesis, the central connection of the described trend is the "Brands and Marketing Depart to Deal with the Real World. Specific Markets" trend.

Trend Cases. How Does This Work?

In 2019, the "Parasite" movie by South Korean film director Bong Joon-ho discussing the class problems, poverty, wealth, economic lamination, received Golden Palm as the best film of the Cannes Film Festival, Oscar and many laudatory reviews.

Media often discuss logocentric design as a significant global fashion trend. The audience and critics wonder from time to time ask; whether fashion came down to logos. On the Internet, it's easy to find Cash Cannon branded with the Supreme logo.

There are micro-trends in the vlogs about expensive travel and vlogs where Later Millennials and the Gen Z representatives talk about their devotion to konmari or show their everyday life routines in a "Simple Life" genre.

Chinese vlogger (8,3+ million subscribers by the beginning of 2020) became extremely popular worldwide, showing her simple life in the countryside, sometimes romantic and poetic, sometimes hard and full of continual labor. Her videos always get tens of thousands of views.

The demonstrative wealth of specific communities is often emphasized in the media space by showing mink home slippers by the luxury brand, diamond rings and Birkin bags bought for the toddlers, red jets, morning Instagram* videos about personal supercar park, Louvre rent, Rolex watches as the party VIP invitations, huge diamond inlaid pendants as the gifts to oneself or friends, end so on. These things are displayed through the media and social networks to the global middle class and insolvent youth.

"Palms: Unstatus Quo feat. Cardi B, Rita Ora, Ozuna, and more…" video (19 million views by the beginning of 2020) displays luxurious lifestyles and carries the class messages.

Kim Kardashian and Kylie Jenner give their children costly gifts, and pop-cultural media always highlight such news. Recently, netizens criticized Kylie Jenner for displaying her billion-dollar fortune: supercars, the office champagne vending machine, and so on.

Some patterns of urban life: young representatives of Generation Z listen to the loud music made by so-called freshmen on the streets; sometimes, this is a piece of flex music, and sometimes the songs about being broke.

At the beginning of 2020, many Russian and global media wrote about the billionaire Michail Fridman's son, who earns a living independently.

Kim Kardashian West displayed on her Instagram* account the magazine photoshoot of her luxurious minimalistic family house. Earlier, she described the interior design style preferred by her family as Monastery.

The Covid-19 pandemic highlighted many problems of the states, cities, and communities. Some celebrities displayed on their Instagram* pages that they were bored in their luxurious manors with a garden, swimming pool, and ocean view. In reply, influencers and the audience pointed them in the comment section that this kind of public communication looks "privileged" and "not relatable," so it can trigger only a painful sense of envy. Simultaneously, the media told the heartwarming stories about mutual help, charity, and financial aid to the people in need.

The 2019 Spanish metaphorical movie "The Platform," filmed by Galder Gastelu-Urrutia, scripted by David Desola and Pedro Rivero, is one of the central cinematographic and philosophical artifacts of our times.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 33. Sui Generis Bangers
The trend for unexpected Sui Generis Bangers has already shown its marketing efficiency and will grow because of the shift in marketing intonations, styles, and patterns.

The Latin expression Sui Generis is in use in several fields: in jurisprudence, in the intellectual property field, in biological science. Today, this expression exists in the English language: Sui Generis means peculiar, singular. When we talk about culture, it implies something unique, not similar to anything, extraordinary artistic artifact. In this case, we talk about a market trend for Sui Generis Bangers.

The Sui Generis Bangers trend is associated with the trend for tectonic processes in the "cultural monopolies." For market and marketing, Sui Generis bangers mean something highly popular, sensational, memorable, and very peculiar. Talking about such phenomena, it is often hard to realize what exactly creates a viral effect.

What can turn out as Sui Generis Banger? For example, sneakers with a recognizable design, that young people like; TV shows characters; social networks memes; sculptures in public spaces; specific marketing artifacts and unexpected collaborations. For a short time, they trigger phenomenal consumer, social media, and business agiotage. But it's unclear what exactly triggers the viral effect of "social contamination." As the hypothesis, the Sui Generis Bangers trend is associated with the trend for Urban Fun. Marketing became a playground and medium for cooperative play. It's interesting that the Sui Generis artifacts are not just memorable but also commercially profitable. "Sui Generis" bangers are not synonymous with "Hype." Hype means artificially created excitement and vanity; "aggressive and intrusive advertising to form consumer preferences" (definition from Wikipedia). Sui Generis bangers carry inside some mysterious charm attractive to netizens/consumers. They are distinguished by their originality, drawing attention to them. Engineering of Sui Generis mojo, some peculiar enigmatic attractiveness of campaign or product, is an exciting challenge for brands and marketers searching for new forms.

Trend Cases. How Does This Work?

18+: in January 2020, the media reported that candles "This Smells Like My Vagina" by Heretic, selected by Gwyneth Paltrow for sales in the Goop online store, ran out of stock.

The YouTube videos on HunniBee ASMR channel with mukbang eating pink chocolate confectionery in the form of champagne and spoons were published on July 19, 2019, and by the beginning of 2020 viewed 34,3+ million times.

"The Mandalorian" Baby Yoda character became so extremely popular, that the memes about Baby Groot were jealous because Baby Yoda's popularity popped up. The audience craved for the Baby Yoda merch, so Disney had to stop fans from violating copyrights by making their own merch.

Other bright Sui Generis bangers are: the Camp style as a celebrity trend; bicycle pants as a fashionable urban outfit; multi-colored hair; Instagram* Style brows, spinners, funny absurdist songs in a Bad Lip Reading video genre; plushy shark toy; Faceapp applied on a cat face; Gesture Dance genre on TikTok, Lo-Fi / Cheap Cosplay phenomenon, so-called Dad Sneakers; Kanye West's slippers; a mystery of the Egg's Instagram*; the seam jeans; exaggeratedly asymmetric garments; crocks as a fashion object decorated with rhinestones and spikes in haute couture collections; specific mass-market dresses so mysteriously popular among customers that the media cover this topic actively; rapper's super-massive chains with extravagant jewelry pendants; Super Puffer Coat memes (edited photos of celebrities in puffer coats of colossal size – and looking fashionable).

Elon Musk wrote on Twitter that memetic "Toss a Coin to Your Witcher" song from "The Witcher" series impresses him too. Sneakers are Sui Generis banger initially: they have unique designs and became popular enough to create a big market. Tabi shoes also may be called Sui Generis; they are unique and recognizable. Tabi shoes in fashion collections resonate with the taste of some strata. In early 2020, many media reported about the new hybrid shoes colliding the features of sneakers, tabi, and high heel boots.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 34. Bored Millennials
Millennials mature and sort out the personal priorities choosing between being and consciousness. The 2000s and 2010s gave them significant statistics of experience, ideals, and exchange of ideas. But many things distracted Generation Y from the focus on financial and career success. Closer to the 2020s, the media started describing Millennials who bought a house or saved money before 30+ as the generation's heroes.

In the real world, Generation Y has a lot to do. In cultural life, Millennials may feel bored. And this trend is essential for the market. In the 2000s and 2010s, they had a lot of diverse and repeated experience. They need something fresh, unexpected, and unique to feel interested. And we observe attempts to wake up their interest and curiosity: the "Game of Thrones" finale, criticizing the main social agenda of the 2010th; increasingly more strange horror movies; the Sui Generis Bangers trend; exaggeratedly opulent consumption and decorative historical lifestyles.

It is harder and harder to surprise Millennials with design, expensive hotels, music, shows, humor, restaurant interiors, hype cuisines, sophisticated meals, luxurious brands, devices, drama, comedy, scandals, technological news, contemporary art, fantastic movies, series, festivals and so on.

When they are not busy with money making, a part of Millennials is switching into the energy-saving mode in their spare time. It means stop exploring the world actively and choose a couple of favorite travel locations. They rarer visit festivals, events, and lectures. Millennials are not getting old yet, and they will stay mature and young for a long time. The world has changed, and most likely, a significant part of Millennials will remain in the labor market and consumption for life. Many Millennials are just feeling bored.

Market, brands, and marketing are studying Generation Z today. They are getting acquainted, looking for a common language and mutual understanding, winning the Gen Z's sympathy, learning from them, exploring their preferences and styles, getting inspired by their emancipation and talents. It would be rashly to shift all attention from the Millennials audience, especially Early Millennials, and MilleХers, who are around forty years old. A part of this audience – solvent and culturally satiated people with great life experience. In the 2020s, it is essential to remember that this decade's market is at crossing roads of Generation Z, Millennials, Xers, and Baby Boomers. And Generation Alpha: kids and grandkids of these groups will actively influence every generation's behavior.

In the spring of 2020, Millennials in many countries faced with even bigger boredom during quarantines and home self-isolation mode. Many brands responded to their need for entertainment. They temporarily opened access to the paid entertaining and educational content. The formats of online parties, concerts, and home musical sessions on YouTube became popular. After the quarantines and self-isolation, Millennials may crave for entertainment and cultural experiences. Many of them may get used to the homebody lifestyle.

The hypotheses: Millennials with active life position have much responsibility and many problems of mature people; they are chronically overworked; they also have financial aims. So they can psychologically avoid stress and aspire to a positive experience. It is hard to surprise Millennials: gaining experience with age, they increase the visual value and quality requirements to experience. We expect impressive megalomanic MR projects (Mixed Reality), innovational tropical gardens in the urban environment, and more urbanism and show business phenomena. Here we see the connections with the trends for fatigue from old descriptions of the future, and the need to push the limits of view, the acts of impressive generosity, and Phygital. What can interest Millennials in the 2020s? Not only do cultural figures, brands, and marketers are to answer these questions, but also brands and marketers. Those Millennials who becomes a next Sandwich Generation, will consume experiences and rest through the buffer of their families' leisure. The market will depart to deal with the real world and find the answers.

Trend Cases. How Does This Work?

The "GoT" finale triggered a wave of resentment and a short emotional outburst: Millennials who have been watching the development of the plot during a whole decade, did not expect the fantasy TV series finale, which resembles a real historical process, figuratively. For a short time, this event stirred Millennials up. But their cultural enthusiasm fades away quickly. With the 2010s, the sagas that created the cultural, archetypal, and mythological context of Millennials ended. Wolverine and Professor X died in the touching "Logan." Tony Stark also finished his arc of an archetypal development. We saw the logical end of several stories in the "Star Wars: The Rise of Skywalker." The superhero genre is changing, a brand new generation of characters and actors emerges, which coincides with the Generation Z heyday.

The "Next Episode | Old Spice" video quickly became popular (almost 16 million views by early 2020) is one of the cases, confirming the Millennials' boredom.

In the Singapore airport, the garden and waterfall were constructed. In Seoul airport, the piano and interactive installation for spectacular selfies stand in the pine garden under the roof. The robots are strolling around the arrivals hall. In the airport and the hotels, the messages and patterns are projected on the artificial waterfall walls. Themed unusual travel formats emerge for those people who are tired of the usual travel style. For example, trips with participation in real traditional-style weddings. The phenomenal popularity of the "Eagle and Tails" TV show can be explained by the audience's interest in the demonstration of non-trivial luxury travel experiences.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 35. Retail Transformation
Retail became one of the driving forces of urbanism. A lot of marketing, engineering, and business ideas are concentrated in today's retail transformation. Experiments are underway or planned around the world, with varying degrees of success. For example, Human-less Retail in China, branded home product order buttons, smart lockers with a courier's face scan, theatrical shops, the mixed model of purchase (delivery of the products, chosen in a physical mall, within 30 minutes), beacons, warehouses, and trading floors robots, delivery into luggage boot concept, smart mirrors for virtual fitting with AI, MR and gesture recognition technologies, pass-through accounting of purchases (purchases in the real shops ultimately reflected in apps of some retail chains), increasing popularity of food purchases delivered from so-called dark stores groceries, MR try-on of furniture and sneakers, vending retail, payment by barcode and face scan, extensive networks of delivery points, robotic lines on the hypermarkets' ceilings, pick-up point lockers, etc. There are plenty of innovations, and they are distributed unevenly across the planet.

In 2019, at least 15 retail chains globally filed for bankruptcy and liquidation or planned restructuring. The spring of 2020 provided additional incentive for online trade and delivery development and demonstrated that people perceive shopping walks as a form of socialization and leisure, not only shopping itself. Changes in the retail market will influence the business property, logistics, public catering, and leisure markets. USA and China are at the forefront of transformation. Retail also experiments with marketing accordingly to the trends of the generations. Vloggers make the YouTube videos in the "Simple Life" genre, sometimes sponsored by retailers delivering food to home. Instagram* accounts are trying the Gen Z aesthetics in a particular country.

In the 2020s, retail will evolve, make the citizens' life more comfortable, and receive a colossal amount of information about the households' life. People will like retail evolution and a new level of comfort, but they may disagree with data gathering. Anyway, the Chinese experience shows that people get used even to face scanning in supermarkets. A hypothesis: consumers will distance from home-cooking more and more. In that context, retail has excellent opportunities to fulfill the needs of very different groups (families, singletons, vegetarians, athletes, dieters, the so-called third-age people, etc.) and give them stable quality.

Trend Cases. How Does This Work?

Alibaba Group referred its version of smart lockers – Cainiao Box. It also develops the robotic retail model in Hema hypermarkets. Lukstudio developed a theatrical store for the Chinese brand Dear So Cute. IKEA plans to rent out its furniture. Gen Z style period in Magnit's Instagram* is memorable for the audience and attracted media attention. The media reported about the Auchan's plans to run the restaurants in the chain's hypermarkets, maintain the pick-up point lockers, and develop delivery. In South Korea, there is a popular format of 24/7 stores where customers can send mail, buy snacks, deep-fried instant, and fresh food, make hot instant noodles, warm the purchases in a microwave, buy tea or coffee, sit down at the table and eat.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 36. Growing Influence of China, India and South Korea
While talking about this trend, it's important to note that growing economic and cultural influence can vary. The development of the situation often depends on the factors lying above economics.

Global youth is actively using TikTok. YouTube vloggers use particular slang to tell about their AliExpress purchases. Tourists are impressed by the fantastic digitalization of urban lifestyle in the Chinese and South Korean cities and the density of skyscrapers and architectural masterpieces. Seoul can compete with Shanghai for the title of Asian New York. The number of unicorn startups increases in China and India. China started to invest in the vast Indian market. Jeff Bezos visited India and expressed an opinion that the 21st century will be a century of India. The Indian startup industry, as China has done previously, started to produce successful concepts, authentic business models, and the unicorn companies. India is the most populated country globally, and its domestic market is 1,43 billion consumers, one-sixth of the world's population. It is significant in this context that not only Europe's population declines; for the first time in 70 years, population decline was recorded in China. Urbanism, incomes, and standard of living in the big cities of South Korea began to influence the global culture.

How to react to this trend? Watch what works well in local environments, which cultural micro-trends start Chinese and South Korean representatives of Generation Z and Millennials. For example, South Korea has many positive lifestyles and urban practices, which do not exist yet in other countries. But it is easy to learn these practices and create new urban opportunities.

Trend Cases. How Does This Work?

News indicates the change in the global balance of power. If we talk about market cases, then researches and details are revealing much more. Middle class and nouveau riche people in modern China consume luxury goods and inessentials actively. Language preferences on the Graff luxury jewelry brand website are English, Korean, Chinese Traditional, Chinese Simplified, and Japanese languages. China competes with the USA economy actively. Urban consumer technologies in China become innovational references for the whole world. Tourists from China bring high incomes to famous tourist locations, such as Moscow, Bali, etc. In its turn, China maintains a lot of futuristic architecture attracting foreign tourists. On YouTube, 2019 was, in particular, a year of online competition of PewDiePie vs. T-Series for the title of "The Most-Subscribed Channel on YouTube." In August 2019, it became clear that the YouTube channel of Indian label and production company T-Series won this YouTube competition. South Korea has unprecedented cultural and stylistic influence today. People worldwide listen to kpop and learn Korean language, like South Korean cosmetics and cinema, watch South Korean YouTube vloggers, whose videos differ from other countries' vlogging drastically. "Burning" and "Parasite" movies made a great impression on viewers in different countries, jury of film festivals and awards. In China and Russia, the music bands similar to kpop style emerged. The American "cultural monopolies" representatives often collaborate with Chinese trap musicians today.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 37. AI Everything
AI (Artificial Intelligence) is a technological buzzword we brought with us in the 2020s. Everything is becoming "AI." In the third decade of this century, this field, most likely, will show some progress. The emergence of so-called Strong AI, similar to the human brain, is a debated issue and probably is a matter of time. And AI that can algorithmize many actions will infiltrate everyday life, business, and marketing.

Voice Assistants will gain appearance using Digital Humans technology and may become more demanded in everyday life maintenance. Different AI technologies will transform professions and labor market, integrate into processes. The new opportunities will enrich the mass entertainment market: show business and urban entertainment have all chances to update and return of the bored part of the audience. Computer vision will increase the integration of technologies into urban life. Predictive analysis will leave less space for chance, impression, and the human factor.

People will start watching their words and actions. Recommendation algorithms, combined with predictive analyses, can create a situation when technologies understand the logic of a particular person, his or her moves, and needs better than the person himself/herself in real life. There are opportunities and risks in this scenario. Automobiles with AI control will enter a new phase of testing and usage. Automation of trivial round and everyday life will rebuild not only the structure of the person's life, but also a structure of societies in the developed countries: the entrepreneurs' share increase, IT proletariat, and the creative proletariat will be a logical continuation.

Brands and marketers can react to the AI Everything trend three ways: by making something AI and changing their processes, absorbing these technologies as early as possible; by contra-posing warmth of humaneness, intuition and human services to artificial intelligence; by mixing these approaches – using AI, joking about AI Everything, showing when neural networks and when humans have to act. The infiltration of Artificial Intelligence into the consumer sector often collides with a human factor. For example, people choose to talk to a human operator, not robotic. And they may feel discomfort understanding that they just have been talking to a voice assistant. Realizing perspectives and side effects of predictive analysis, many people start hiding their thoughts, tastes, and personal life in social networks. Here the AI Everything trend intersects with the trend for the study of interaction psychology in CuPhyDi era. Generally, it interacts with such trends as Bored Millennials; Brands and Marketing Depart to Deal with a Real Life, Rise of Specific Markets; Phygital: Reality and Digitality, RR + XR (AR, VR, MR, etc.); Marketing Rejects Old Patterns; Self-Irony and Alternative Ways of Communication.

Trend Cases. How Does This Work?

Why do we talk about this trend as AI Everything? A 2019 case describing the fish driving through the dam using AI for species sorting is an excellent illustration of how AI will infiltrate various fields of life and expand humankind's opportunities. Whooshh Innovations startup from Seattle created a Phygital system that helped solve a problem with a dam, constructed for a hydroelectric power station. Before using AI technology, the dam hindered the natural spawning migration of fish.

Multi-disciplinary musician Bjork used the AI technology by Microsoft to create a background generative music for the Sister City hotel lobby. The generative music responds to the weather change and plays online in the real-time mode.

In 2019, the media reported that people usually confuse the AI robot named Dasha with humans. The companies start to use AI in fashion design not only as a marketing tool. The AI selection of a dating partner is the present and the future of dating services. A London-based company DataSparQ reported that it has plans to launch the bar using the AI queue control. Meanwhile, some privacy experts are skeptical about this idea. Sundar Pichai, the CEO of Google, named the Artificial Intelligence technologies some of the most promising and spoke in favor of regulation because of risks.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 38. Dexterity and Finesse
Dexterity and finesse are a big trend on YouTube, TikTok, and other popular social media. In the real environment, this marketing expedient and organizational phenomenon of urban and craft life has a long history. Thanks to technologies, we see the reboot of impressive professional skills. The vertical format of TikTok, one of the favorite social networks of Generation Z, changed Digital Creative. The Gen Z representatives (Zets/Zoomers) are very efficient and entertaining in such dexterity-dense micro-genres as brow dancing, ingenious pantomime, dance self-expression, and so on. In the Generation Z universe, these are kind of value, Soft Skills.

On YouTube, many videos are showing real environment practices. People skillfully chop vegetables, create corrective makeup, cook candies made of thousands of sugar threads, count money, cook sugar phoenixes, fold towels into figures, sculpt decorative dumplings, cut the giant dancing pies, swiftly twist donuts, juggle chicken eggs, break them in the air, and fry heart-shaped omelet.

This spectacular trend is profitable for marketing and creates space for campaigns, entertainment, and engagement of different audiences. It is necessary to work ingeniously with this trend to offer people something really wow. Dexterity and finesse as the marketing tools of the 2020s are Brain Worms, Relatable, and potentially TikTokable; it's intersection with the trends for the formation of Generation Z mentality and modern traditions. This trend also entertains Millennials, especially when it comes to professional dexterity in the real environment.

Sometimes themed video compilations include crazy and potentially traumatic tricks. The team of this trendspotting project does not support those experiments and videos, which can be dangerous, and we do not recommend repeating them. We describe this trend only by talking about safe and positive game manifestations and impressive labor skills noticing that they demand training and practice along with safety precautions.

Trend Cases. How Does This Work?

On Facebook* and YouTube, there are many videos about adroit skillful work and enchanting skills in China, Japan, countries of East and Southeast Asia. A video about the twisted donuts cooking has been viewed more than 6 million times by the beginning of 2020. A video about the cutting of Jiggly Cake has been viewed more than 70 million times by early 2020. On YouTube, there are many videos in the "Do Something Like a Boss," "Fast Workers," and "Amazing Work Skills" formats; they have tens of thousands and even millions of views. A YouTube channel where a young woman Li Zi Qi uses traditional intelligent technologies of natural economy and lives her best life close to beautiful nature is extremely popular. Other case: judging by the number of views, people like the videos like "Fixing Things with Ramen Noodles." On Instagram*, there are popular hashtags about the restoration of luxury garments, furniture, paintings, etc. On TikTok and similar apps, the described trend expresses itself, in particular, in the videos of young people performing impressive tricks with their brows, tongue, and fingers.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 39. New Relationship of Xers and Baby Boomers with Market
Generation Z that grew up absorbing the Social Media and pop-cultural values of Millennials internalized such values as the desire to become successful quickly. In the 2020s, the Generation Z representatives will come to the market and become active consumers. They will change the market and economy, globally and locally. Many Millennials are gradually losing their interest in Social Media life and focus on alternation of leisure and money making: they already began thinking about the future, parents, evaluation, and assessment of their careers and lives.

Generation X, or Xers, was born between 1960 and the end of the 1970s. The Later Baby Boomers are the representatives of the oldest of all active generations. Baby Boomers were born between 1940 and the end of the 1950s. In the countries with a longevity tendency, some people work actively even in their 70s and older, but globally this is rare. In the description of this trend, we talk predominantly about Later Baby Boomers and a spectrum of Generation X, including generational mentalities representatives.

So, now we talk about the people in the spectrum from 45 to 70 years old. We tend to relate the age from 40 to 45 to the sub-generation of MilleХers. We link the age under 40 years old to the mentality of Early and Classic Millennials. And, as we have mentioned, the generational assignment depends not only on the calendar.

Later Xers and MilleХers think of their future even more active than Early Millennials. For many Xers, this is a time of career decline, tiredness, and thoughts on further lifestyle and money making. For Early and Classic Xers belonging to the middle class, such themes as the quality of life and health prevail. These cohorts are moving from an active phase into an energy-saving phase because of health issues. Their relations with the market and consumption are changing.

Meanwhile, for decades of active age, the middle class used to have quite a high standard of living. And there are several options for the development of this situation. People often discuss on Facebook* HR communities a problem of employment after 45. Some people accept that standard of life provided by the retirement benefits if their health does not create an opportunity for maneuver. Some people have savings. Some people will have a period of rest after retirement, but shortly they will start looking for the opportunities to return to making money and getting in touch with people. Some people will start practicing individual entrepreneurship and self-employment if they decided to maintain high quality of life in the third age.

In the 2020s, we will deal with a situation when people, who received lifestyle opportunities and experiences in the 1990s and 2000s and witnessed the abrupt transition to the Digital Era and Technological Capitalism, realize that an average person, intending to maintain a high standard of living, will not retire. It means retraining the older generations, Silver Entrepreneurship, growth of part-time labor market and self-employment, increasing discontent among low-income Xers and Baby Boomers, and lamination into thrifty people and solvent working people of retirement age.

The indirect social and market effects are possible: the emergence of many social media influencers belonging to the X+ generational cohorts; temporary positive moods surge associated with exit from the stressful wage labor market; increase of the rural cottage lands and houses market; increase of Millennials' burden, etc.

Marketing and brands have to take a socially responsible position showing how the groups that were active and relatively young in the 1990s and 2000s can maintain accustomed quality of life. The vibe of this trend is anxious, painful, delicate, proactive, pragmatic. The Generation Z representatives need fast and efficient "social lifts" upwards. Xers and Baby Boomers need careful "silver travelators" sidewards. For many Xers, the idea of social downshifting without "golden parachute" is depressive. They will be happy to find the ways of maintaining the middle-class standard of life, realistic and adequate to their state of health.

Trend Cases. How Does This Work?

Social cases from the news: the retirement age raising, the introduction of the self-employment tax; Internet, and specific apps free for pensioners, etc. Social media cases: the female and male dandy influencers and the third age models became habitual social media visuals by the 2020s. Marketing case: IKEA released a funny "Leaving Home" video series, showing what Xers and Baby Boomers can do after their grown-up children leave home. On Instagram*, there are many dandy influencers of the mature ages; on YouTube, there is trendy ASMR artist ASMRTheChew: her videos have tens of millions of views. In 2019, the CEO of YouTube Susan Wojcicki met Park Makrye, a worldwide popular South Korean lady from the 박막례 할머니 Korea Grandma YouTube channel.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 40. Eco Anxiety and Market Adaptations of Eco Practices
The trend for Ecological Consciousness and Eco Anxiety has been gaining strength for several years. In 2019, we saw as it started unfolding and manifesting in various ways. Such phenomena as intensive glaciers melt, dangerous in different ways; vast Siberian, Amazonian and Australian fires, and etc. transform ecologic consciousness of particular communities into mass Eco Anxiety.

Communities start to realize that everything is interconnected in the ecosystem, and the civilization of Homo sapiens can trigger the process of cascade destruction. Ecological problems can be solved only on the level of states, laws, business, and international cooperation. And we see changes: Russia, France, China, Thailand, Indonesia, and other countries gradually introduce ecologically-oriented measures.

The intonation and rhetorics of Greta Thunberg draw the audience's attention to the ecological problems and prompt thinking of children's and grandchildren's future. Brands gradually get involved in the global environmental agenda. Here we can notice the intersection with such trends as Marketing FoMO, Brands Departing to Deal with Reality, Specific Markets, and the Formation of Modern Traditions.

Besides, the process of normalization and market adaptation of the eco practices such as vegetarianism, separate garbage collection, refusal to purchase fur coats in favor of expensive luxury faux fur coats, and so on, began. Fast-food chains are starting to experiment with plant-based substitutes of meat. Vegan Meat startups receive investments, go public, and become unicorns. Eco narratives sound in different communicational channels more often. We can notice the criticism of fast fashion consumption in the media. Vloggers challenge themselves and shoot their challenges to make the videos about buying only in second-hand stores, not buying a thing for a whole year, etc. Packageless products, sales by weight, Sustainable Fashion, the appearance of garbage cans for plastic in the suburban districts, sales of handy trash cans for the garbage sorting, and fabric shopping bags – all of these practices are being normalized, becoming common and mundane. Even those who are not indifferent to this topic have difficulties practicing eco-conscious behavior, but gradually mass habits are changing, the market adapts to the eco practices. Here we see the intersection with the trend for retail transformation.

Pronounced changes for the better usually demand time. Luxury goods for vegetarians (shoes, bags, winter clothes, etc.); a transition from paid and free plastic bags to the eco practices; answering the consumers' questions about ethical lab-produced meat and plant-based substitutes of meat; distribution of varied vegetarian menu in cafes and restaurants; service training for the HoReCa personnel; the emergence of the variations of nutrient-dense vegetarian menus; eco-friendly garbage utilization; mass transition to the eco-friendly transport, mining, and production, etc. – there is a room for development on all levels of social processes. The historical events of spring 2020, on the one hand, temporarily displaced the accentuation of anxiety. But on the other hand, it proved a significant ecology's dependence on people.

Trend Cases. How Does This Work?

Such terms as "Eco Anxiety," "Eco-Guilt," and others started to come into languages. In Russian supermarkets, reusable bags appear next to the fruit and vegetable shelves, capable of replacing plastic bags forever. Several luxury brands refused to use natural fur. In summer 2019, in Iceland people organized a farewell ceremony to say goodbye to Okjokull glacier, which disappeared because of global warming. A vegan "meat" brand Beyond Meat became a unicorn and went public. In fashion, the transition from leather and eco fur to the artificial substitutes is noticeable: in particular, the brands of expensive luxury eco-fur coats emerge on the Russian market. In 2020, Guardian Media Group refused to advertise oil-producing companies because of climate situation concerns. The Time magazine acknowledges the ecological activist Greta Thunberg as the 2019 Person of Year. In American Atlanta, a KFC fast-food restaurant ran out of plant-based nuggets and chicken wings by Beyond Meat in five hours during the product testing. In 2020, China decided to forbid disposable plastic. Adidas introduced the Recycled Materials filter on its online store. Nestle released the bicycles made of recycled coffee brewing capsules. The Californian airport forbade plastic bottles. The Australian bushfires mobilized the global community: people actively donated for animal rescue and fighting fires. The space shoots showed that the air composition over cities improved during self-isolation and quarantine in spring 2020.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 41. Body Tech
Devices connected to human body become more and more active topic. We observe many cases about artistic experiments; engineers' response to the tragic social trends, as in the case with protective backpack for American students; medical inventions; and devices enhancing human capabilities.

How marketing and brands can react to this trend? By creating conceptual devices with interesting use cases and entertainment ecosystem. This is how the media receive breaknews and the satiated urban audience get the hype leisure activities. In the 2020s, the emergence of a variety of new Body-Tech Devices is likely.

The trend for body tech is related with such trends as mastering of the unexpected markets, bored Millennials, fatigue from the "old future" and desire to push the limits of representations of the future, changing relations of Xers and Baby Boomers with market. Many people of the third age want to keep active lifestyle, and assisting body-tech devices are already on the market.

Trend Cases. How Does This Work?

Some body-tech devices from the recent news: balancing robotic tail for work; experimental subcutaneous chip for Tesla driving; Responsible technologies for clothes; musical tattoos, which can be read and played through a smartphone; security ring with an emergency button to call for protection; apps converting smartphones into medical devices (for ultrasound, for melanoma detection, for anemia detection) and so on. The oldest generation of farmers in Japan, where 25% of the population is older than 65, sometimes works in exoskeletons. In cooperation with Mirai Innovation, Jose de la O conducted an experiment in which people designed vases using their brain waves. The bulletproof rucksack was developed to protect American students from the phenomenon of shooting in public places. Noise reduction earphones AirPods Pro proved as a very successful product in 2019: Apple decided to increase the production volumes to minimal two million sets per month. The MIT scientists developed inconspicuous tattoos for vaccination tracking: they can be discovered only through the smartphone camera using a special app. The Mojo Vision startup developed a functioning prototype of the AR lens.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 42. Comebacks of Rethought Classic: TV, Magazines, Devices, etc.
This trend is related to the trends for Nostalgia and Millennials' maturation, the fatigue of everything we have been dealing in the 2010s, and historical decorativeness. The 2010s were a decade of enthusiasm for everything new. Many old things, rejected and forgotten as outdated because of the more actualized analogs and modern themes, may come back in the foreseeable years in a modernized form. Legacy, artifacts belonging to the cultural heritage, emerge very fast in today's culture. Old things are dear as a part of the mentality, and they become a part of so-called "flex" behavior. At the intersection of these drivers, we see the rising Comebacks of Rethought Classic trend.

We move to the exit of the intensive nostalgia phase, but this will happen not earlier than collective gestalt will be closed, and the next needs and innovative ideas will emerge and engage the mass mind. The paper media keep losing popularity; people keep flowing on YouTube; television faces difficulties when it distances itself from the community. However, paradoxically, we can see the revival and comebacks of the rethought classic. Sometimes, short-term, but it also can be a significant reboot. The main reason is the market weight of the old brands; they are widely known and legendary. The second reason is many new things are well forgotten old. The third reason is the need for a balance between novel and traditional, classical, and innovational. The fourth reason is the memetics of historical objects (in one way or another). Here we see the connection with the trend for Urban Fun and flex.

In the pop culture, the demonstration of classic and rarities become the broadcasting of class features like a good taste, non-trivial personality, access to valuable rarities, self-positioning as a "new nobility." This process is cyclical. And by the 2020s, many artifacts of the modern world have been accumulated, outdated, and joined the legacy. These can be TV channels, magazines, cars, devices, images of historical personalities, games, and decorative historical styles. Everything that is capable of making spectacular and efficient short-term and long-term comeback.

Trend Cases. How Does This Work?

In 2019, actress Jennifer Aniston "broke the Internet" posting a team photo with fellow actors who have worked on the "Friends" sitcom television series. In 2020, the world was touched, seeing a picture of Brad Pitt and Jennifer Aniston, smiling to each other at the SAG Awards ceremony. The actors have been married in Millennials' youth. In 2020, the mentioned "Friends" series was actualized for today's youth through the format of evening show pranks.

The massive comeback of decorative historical styles (Toile de Jouy in the fashion and home collections, cowboy costumes, decorated with pearls and gilded camisoles as noticeable styles of Grammy in 2020, etc.).

Lifestyle fashion in South Korea: rural malt palette, antique wooden chairs, sentimental curtains, lampshades, doilies on the kitchen gears, antique dishes, fashionable restaurants in a traditional style.

Cristiano Ronaldo greeted fans while listening to music with his fourth-generation iPod Shuffle pinned to his tie. Apple has not updated the device for eight years. The minor news triggered a disproportionally active reaction on social media.

Nike released touching and funny cinematic commercial about traditional New Year hongbao, red envelops with money. Hongbao is a symbol of wellbeing and good luck wishes in Chinese culture. It is well-known that it became a new tradition in modern China to present a Digital hongbao via WeChat. Here we see a connection with the trend for the formation of modern traditions.

Rapper Kanye West, reportedly, doesn't swear anymore, therefore makes the lyrics more decent while performing his old hits. Decencies become an aesthetic fashion and a symbol of belonging to the "new nobility."

Rethinking of the "Für Elise" Beethoven piano piece in the "Morbius" movie trailer. Active repeated distribution of the old movies such as "Solaris." KFC Sanders Colonels as a boyband. The scrunchy comeback in the VSCO Girls youth subculture: the scrunchies became a fashion fetish and a collecting object. The relaunch of Motorola Razr with a classic keyboard. The emergence of the ice cream brands in Soviet aesthetics. The Cybertruck by Tesla reminded us of a car from the "Blade Runner" fantastic movie. The "Cats" film, the numerous cinema comebacks. A ping-pong game in combination with the games engaging today's digital audience on YouTube: predominantly, this is the content for Generation Z and Later Millennials. In 2020, Netflix released the "Ragnarok" series, rethinking the Scandinavian beliefs. And here, this trend intersects with the trend for the alternative culture and "time machine." The Pussycat Dolls music band announced its reunion. Recently, thanks to technologies of vocal tract scanning, we heard the synthesized voices of the people who have been living 3000 years ago: Otzi and the Ancient Egyptian. Super Bowl 2020 will be remembered for the spectacular comeback of Jennifer Lopes and Shakira.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 43. Brands and Marketing Depart to Deal with the Real World. Specific Markets
Brands and marketing depart to deal with the real world – the reality of people's modern life. There are markets progressive and prestigious to do business. There are strong markets important, which are essential for society, but not glamorous or rocking. There are markets not objectively crucial for the community, but they have loyal target audiences. There are markets, which potential is being studied on this stage: people have not figured out yet are there substantial long-term opportunities or not. Inventors, scientists, startup founders, trendspotters, analysts, investors, and business people are at the forefront of exploring the markets' potential.

Judging by the growing number of cases and logic of the processes, the 2020s will remind a row of historical processes: a period of the Great Geographical Discoveries, global Gold Rush of 17-19 centuries, American Oil Boom, the beginning of Silicon Era and emergence of the technological industry, the Internet diffusion, Uberization of urban practices, the lux lamination. In the 2010s, we saw the try-out of the new opportunities exploration on the examples of the cryptocurrencies market, the blockchain market, the electric cars market, the drone market, etc.

We observe as different specific markets become hot. It has many reasons. Redistribution of spheres of influence happens again as the most prominent business figures, super brands, investment companies, and startup entrepreneurs see the next opportunities. In the 2020s, they will look for new opportunities in several directions. 1. Reinvention and actualization of infrastructural constituents: professions change, vegan pseudo-meat, the new types of toilets, devices for clean drinking water, GMO products, etc. 2. The solution of the socially significant problems: technologies of the life and youth extension, lab-grown organs, cure for cancer and other serious illnesses, genetic therapy, solutions for grey hair, solutions for ecological problems and other markets where the consumers are potentially all or most of the world's inhabitants. 3. Chaotically arranged specific markets with many small players and big target audiences: for example, esoterics, tattoo, nail service, and others. 4. Response to the prosaic unspoken problems of different target audiences: a new type of toilets on musical festivals, a solution to the annoyance of lost socks, the Millennials' cultural satiety, etc. 5. Big ventures with theoretically significant potential and unclear real prospects: Martian Colonies, Space Tourism, the Strong Artificial Intelligence, Asteroid Mining, Aero Taxi, etc. 6. Realistic mega projects and market processes: the beginning of Hi-Tech urban planning using progressive technologies: global shift to electric cars, the construction of thoroughly modern cities from scratch, etc.

The trend for business search, mastering, and redistribution of the new profitable markets coincides with the trend for Marketing Irony and Reflection. We see as the connected spheres with different motivations simultaneously depart to deal with the real world. In the 2020s, they will not only form and sell the needs, products, and use cases but also deal with reality: explore the content of cultural echelons; learn to be Relatable for the consumers (many of whom will start avoiding Social Scoring); inventing business starting from the accumulated practical needs. The example: today, we have glass, flexible, ear, wrist, eye wearable devices, but as previously in the humankind history, people in the 2020s still turn gray on the threshold of forty.

This trend's danger lies in the pure exploitation of the problems brands and marketing can discover in the real environment. How to react to this trend ethically? By being Relatable: understanding real needs and micro-patterns of life to make the audiences recognize and relate themselves, see the social functions of brands and marketing. That means being helpful, solve the pressing problems. Trust and loyalty emerge at this intersection. And great fortunes too, so the hypothesis is that the third decade of 21 century will look something like "The 2020s Gold Rush." The described trend has an exciting and touching, humorous, and humane communicational extension. Brands and marketing departing to the real world can touch the consumer's personal life, not necessarily glamorous and successful. Relating themselves with fails, awkward situations, embarrassing moments, hopes and doubts, companies and brands can transmit a message: "Same. We understand you. Sometimes we deal with the same things. We love people in every moment of their life."

Trend Cases. How Does This Work?

Bill Gates took an interest in toilets upgrade as a needful but not glamorous theme of whole humankind: the audience can see Bill Gates sitting on the toilet bowl in the video on the Bill Gates' official YouTube channel. In Thailand, the international elderly care market emerges today. The media report about novel Adaptive Clothing startups specialized, for example, on the garments for people with dementia and other diseases impeding self-care: adaptive design helps them dressing. The packs with three socks came to the market because people anyway lose one of them quite soon. Thematic travel services for people with esoteric interests started offering their help. Brands began selling one-day nails, looking like gel nails and solving different consumers' micro-problems (fitting to different width of the natural nails, secure fixation, and removal without damaging the natural nails). Beyond Meat unicorn startup and other vegan "meat" startups can confront global warming through popularization and market adaptation of vegetarianism with retail and fast-food chains' assistance. Gwyneth Paltrow's Goop company, sometimes having products related to esoteric practices, is popular in the USA. Thematically similar companies emerge in Russia too. The Lapee startup produces festival toilets for women. The China Airlines "#WhatTravelBringsYou" commercial created a heartwarming, talented, cinematic, and funny sketch showing what people really brings from their journeys: pregnancy, tattoos, gypsum on a limb, shocking bills for expensive shopping, etc. The Calvin Klein video demonstrated how people look in underwear in the studio and at home. In early 2020, Bloomberg released the article with profiles of the billionaires, multiplying their fortunes participating in ecological economics and confronting global warming. In the funny 15-second videos, 13cabs showed the audience's micro-patterns laconically broadcasting the Relatable messages and ironically mocking the competitors.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 44. The Development of Markets Unexpected for the Companies
Expansion into unexpected markets is not only the marketing trend. Brands start to diffuse their attention and influence on the markets, which they have never been associated with for consumers. The examples: the luxury garments and accessories brand decides to go into the luxury restaurant market.

In everyday life, the Chic Merch/Fancy Merch is another realization of this trend: an IT brand revised a concept of contemporary merch and released a real capsule collection, artistic and fashionable. This move became a media interest.

In the spring of 2020, during the pandemic announced by WHO, many luxury brands switched to the mask, soap and sanitizer production, and some automobile factories were able to reorient to the production of medical equipment quickly.

Luxury brands look into totally unexpected markets, and we will see cases like this more often. We will also see such cases when the companies not specialized in fashion and style release the capsule collections of classy and prestigious fashion merch, collectibles in perspective. What can it be? Any object that can be released in premium design and quality, so wow that the owner will publicly admire it on social networks and real environment. Likely, a new niche of collecting and resale of the branded artifacts from the limited collections, created with the participation of the famous creators and celebrities, will emerge and develop.

There is the counter-trend – Instant Consumption of Luxury. For example, a luxury brand adds to its niche of ultra-expensive bags (which the core target audience consumes from time to time and the peripheral audience consumes rarely) a niche of luxury cakes (which a wider audience can afford quite often). Lux will laminate in the 2020s even more evidently.

One more motivation for the famous companies to enter the unexpected market, which the audience does not associate them with, is diversification, participation in the redistribution of new hot markets. Here we see the connection with the previous trend.

Trend Cases. How Does This Work?

Yandex.Taxi and Garry Nuriev collab: a stylish and wearable collection of garments and accessories. McDonald's released a fashion collection of garments and accessories dedicated to the McDelivery day. Sui Generis Christmas pullovers by Microsoft became the media bangers and entertained the audience. Louis Vuitton began expanding to the hospitality market with its first Le Café V restaurant in the Osaka LV flagship. LVMH announced plans to open a High-End restaurant in Milan. The media reported that Kylie Jenner, owning cosmetics company, filed for registration of the "Kylie Kоn," "Kylie Con," and "Kylie Museum" brands. The media supposed that it may be associated with considerations about the conbini store chain or some other business, not cosmetics-related. Ultra-expensive tape for boxes, branded pantyhose, etc. also can be attributed to this trend.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.
Trend 45. The Formation of Modern Traditions
One of the main goals of the brand today is to form consistent modern tradition and the consumption of specific product types – or the particular brand's product as a part of this new tradition. The cases show this is possible. Pizzerias, confectioneries, jewelry shops, firework sellers, restaurants with adaptations of Chinese cuisine in the USA, etc. succeed in establishing the new traditions. We can easily imagine, when people eat pizza, blow out the candles on a cake, present diamonds, order home the Chinese food in the boxes, make instant noodles, light the fireworks, etc.

It takes time to form the consumption tradition, associated with holidays, everyday life scenarios, and social rituals; this is a kind of long-term project. The cases show that modern traditions stick together with the specific products and services, emerge in a scale of countries. Sometimes it happens accidentally – for example, within one generation. There is an intersection with the Gen Z mentality formation trend, e. g.

How can the strategy and tactics of product/service anchorage as a new tradition of consumption in the mass mind look? Which holiday or everyday life scenario would it be associated with?

Sometimes, this trend uses a hybrid path: old or even ancient tradition adapts to the modern technologies and urban interactions – and takes parallel digital shape.

Trend Cases. How Does This Work?

In marketing, there is a tradition to create outstanding commercials for Super Bowl annually. There is a new tradition in business to name the company with "oo" inside the logo, based on the famous technological superstition – because of the success of the brand name like Google, Yahoo!, Facebook*, Zoom. The media reported that somebody mentioned this tradition when Gwyneth Paltrow was thinking about her company's brand name, later named Goop. By chance, food from a particular fast-food chain has become a Christmas tradition in Japan. The cat food brand is trying to create a memetic tradition – to shake the pack while calling the cat. In China, a tradition to present expensive gifts like money and iPhones inside the birthday cakes' pop-up sections emerged. In Russian TV commercial of instant noodles, there is an attempt to create the young Generation Z's tradition through emphasizing genuine sympathy to the taste of the product. The coffee brand succeeded in anchoring the "traditional" form factor of the coffee machines capsules in the audience's mind, which other brands began to orient. In China, the traditional red envelope hongbao, which people present on the Chinese New Year, took the parallel digital form. The sportswear brand captured this change in its commercial. Instagram* created a tradition to photograph the beautiful food and the sight from the airplane window. Facebook* created a tradition to check in the airports. The YouTube community formed a tradition to light the neon fairy lights not only for winter holidays. The "Harry Potter" characters became the Christmas tree decorations – vloggers show them in their YouTube videos.

Talking about retail transformation, we mentioned the round-the-clock South Korean conbini stores, where the customers can warm up their purchases and eat at the tables. This format is very popular; the South Korean citizens quickly go there in pajamas at night. When the romantic series called doramas began to show this practice, it quickly became a new urban tradition. Vlogs about night pajama walks to the conbini-cafes are easy to find on YouTube, and vloggers also review food ratings of ready-made snacks from these mini-markets.

South Korea also has modern traditions related to dating, socializing, and leisure. For example, the bars where the waiters acquaint the guests; the Pet Cafes allowing the pets and people have fun and communicate; Slime Cafe format; Housewarming Parties (not necessarily in the new apartment).

In the spring of 2020, a temporary tradition of greeting via elbows or feet arose.

In ASMR & Mukbang culture flourishing on YouTube, a set of most popular triggers has formed.

The "Most Popular Food For ASMR with Stephanie Soo (Honeycomb, Aloe Vera, Tanghulu, Macarons)" video on the channel of the notable ASMR / Mukbang influencer Zach Choi ASMR reflects a new YouTube tradition. Honeycomb, Aloe Vera, Tanghulu, and Macarons became a part of a subculture with a vast audience. The video was published in May 2019 and, by early 2020, was watched more than 48 million times. No matter how many influencers post videos with these products, the new ones usually gain many views. Besides, a tradition of collaborations and fits emerges in ASMR and Mukbang.

* Meta, Instagram and Facebook are recognized as extremist organizations and banned in Russia.

SERVICEPLAN GROUP is the Europe's largest independent communications agency, opened in Munich in 1970 by Rolf O. Stempel and Dr. Peter Haller. When creating the company, the founders proceeded from a progressive idea to provide customers with not only advertising but also marketing services.

In 2020, Serviceplan Group celebrates its 50th anniversary. At the beginning of the year, the company introduced rebranding and an updated logo that emphasizes the concept of House of Comminication. Now its main color is red, and the concept House of Communication is an integral part of its branding.

HOUSE OF COMMUNICATION (HOC) brings together Serviceplan, Plan.Net, Mediaplus, Facit, Solutions and Consulting agencies. The concept of HOC reflects holistic approach of Serviceplan Group – work with creative, content, communication, strategy, data and technology. Model of House of Communication allows to work with individual needs of every client: to solve a problem in a specific area, and provide a range of services.

In a recent interview with the CEO of Serviceplan Group, Florian Haller mentioned that of all the independent communications agencies created in the 70s of the 20th century, only Serviceplan Group remains stable and is actively developing in the new decade of the 21st century. In 2006, Alexander Schill, a top-level creative professional, joined the company. After 35 years in Germany, Serviceplan Group began opening representative offices around the world. In 2020, the House of Communication offices operate in Munich, Hamburg, Bremen, Berlin, Paris, Madrid, Zurich, Vienna, Brussels, Dubai, Milan, New York, Moscow, etc. Serviceplan Group agencies operate in 18 countries.

At the new stage, the vector of global and local development of the group is innovative and spectacular cases with a spirit of ÜberCreativity, holistic work on creating the best brands. This concept is also supported by the House of Communication SERVICEPLAN GROUP RUSSIA. The Moscow HOC includes Serviceplan, Plan.Net Russia, Louder and Mediaplus agencies. Thus, the Russian House Of Communication provides a full range of advertising, marketing, strategic and communication services.