020 3195 5250
hello@thisisselfhood.com
Why Early Adopters Win If you’re interested in getting the latest youth audience insights, you need to be ahead of the game. Early adopters are individuals or consumers who adopt a product, technology or innovation before others. For businesses, this means analysing early waves of consumer interest and breaking in before the market gets overcrowded.
020 3195 5250
hello@thisisselfhood.com
Case Study: TikTok and Depop Consider TikTok - in 2017, they had less than 132 million app installations. By 2020, this number skyrocketed to nearly a billion installs. E-commerce company Depop, joined TikTok in 2019. They targeted sellers on their platform with tutorials, parodies and local style showcases. Users responded by using the #depop to upload related videos on TikTok. As TikTok's popularity grew, the hashtag began to trend. As of the time of writing, the hashtag currently has 1.8 billion views (2022). This story of success was gained using Depop’s youth audience insight channels. They realised how Gen Z (born 1996 - 2010 ) were interested in content that conveyed or reflected individual identity. As McKinsey's research describes, Gen z consumers are very much driven by consumption as a means to express authenticity.
020 3195 5250
hello@thisisselfhood.com
Early Adoption for Wellness Of all generations, the pandemic severely impacted Gen Z. Reports indicated higher levels of anxiety, depression and distress than any other age group. The response has been to turn to the wellness niche to cope with the ongoing situation. Wellness content provides a safe space where Gen Z consumers can express their feelings, anxieties and opinions about their current situation. As a result, they are looking for products and services that reflect this need. Wellness content includes themes around lifestyle, diets and beauty and social habits. The wellness industry is a more than $735 billion market. With estimates of this expanding to the trillions. The most prevalent topics are health, appearance and fitness. A recent consumer report indicated that 72% of Gen Z prioritise health, well-being and beauty products over buying anything else (37% health and well-being, 36% beauty, cosmetics and personal care).
020 3195 5250
hello@thisisselfhood.com
Tips and Takeaways Understanding how wellnesses is being adopted by Gen Z presents just one example of a way to use youth audience insights. Moreover, it is a crucial way to assess the viability of early adoption.
Strategies for early adopters need: To be timed with public sentiment. Targeted with relevant research. Have a clear message to deliver to consumers. By using this strategy, you can deliver tangible outcomes for your businesses. To get more insights you can use for our own early adoption strategy, visit SelfHood today.
hello@thisisselfhood.com
020 3195 5250
Contact Us Address:- Soho Works, 2, Television Centre, 101 Wood Lane, London, UK - W12 7FR Landline number:- 020 3195 5250 Email id:- hello@thisisselfhood.com Website:- https://www.thisisselfhood.com/