The consulting arm of Dazed Media has released the first two chapters of its latest and biggest report yet. It was called “Ctrl Shift: The Future of Youth Culture.” WWD writes about it.
Isabelle Farmilo, author of the report and director of brand strategy at Dazed Studio, touted it as “a definitive guide for brands and media to learn the cultural values of Gen Z and their unique approach to a changing world.”
The findings are based on a survey of more than 2,500 people between the ages of 18 and 34 from around the world, as well as the opinion of a committee of experts working in the creative industries and studying current issues. Among them are the influence of artificial intelligence, the cyclical nature of trends, job instability, and shifts in influence and power.
Previously, analytics platform Launchmetrics conducted a study of Beauty Insights and found out which brands influence the media the most. He studied Media Impact Value (MIV), the cost of influencing the media. The top ten included Dior, Lancôme, L’Oréal Paris, MAC Cosmetics and Chanel.
