From digital streamers in India tuning in from rural and urban areas to women shifting the dials in Brazil’s sound system scene, music habits are changing in line with a diverse range of audience listening needs. Here are the top ten insights and behavioural shifts that got us talking in June.
🎶 Indian listeners fuel music streaming surge – digital streamers in India are tuning in not only from cities but also from rural and semi-urban areas, and this broadening base is bringing autonomy to music consumption. This explosive growth is offering brands a golden ticket to navigating the country's ever-evolving landscape as listening habits shift.
📻 Women diversify Brazil’s sound system scene – the participation of women in Brazil’s sound system scene amplifies feminist narratives and champions women’s participation in music, opening the gateways for hands-on community building. Brands can use music as a powerful tool for social commentary, bringing audiences together amid heightened division.
🫶🏼 Boomers search for meaning after retirement – while rampant cultural stereotypes about retirement exist, many of them no longer apply to today’s retirees. From new routes to fill the emotional connection gap to thrill-seeking, YOLO moments to leveraging tech in different aspects of their lives, Boomers are reacting to contemporary crises in unexpected ways.
💭 Chinese Gen Z uses fragrance as wellness escapism – young people in China are using fragrance to combat how economic woes make them feel. Chinese people are said to now value wellbeing and happiness over luxury as a result of the country's economic uncertainties, with brands that pay homage to cultural customs and national pride taking over.
🥪 Americans favour on-the-go food – with Americans' everyday eating habits shifting, there is a growing interest in convenient, on-the-go food options in the wake of the financial squeeze. By offering a curated selection of grab-and-go meals, snacks, and beverages in a compact and convenient store layout, brands like Trader Joe's Pronto are making accessible food easier.
🍟 US adults view fast food as a luxury – a survey from LendingTree has found that adults in the US are struggling to afford fast food meals, with many people starting to view them as luxury purchases. As inflation disrupts spending habits, brands can cater to priced-out consumers by encouraging eating and drinking indulgence at an affordable price point.
🛍 Gen Z in China use fashion to express their emotions – fashion trends are evolving among Chinese Gen Zers, who are reacting to changes in the economy and society through their sartorial choices. Showing their emotions through colour-centric trends like Dopamine and Tyndall illustrates how fashion is being used as a tool for self-expression and protest.
🏝 APAC explorers want to co-define travel – as people search for new experiences and flexible lifestyles amid a rise in remote work, APAC explorers are turning to brands like Klook who digitise personalised trips and curate immersive experiences. With a shift away from ‘revenge’ travel following COVID-19, adventure seekers want to co-create their vacations with brands.
📤 The workplace generational divide is deepening – managers from older cohorts are struggling to give feedback to Gen Zers, and several high-profile examples have gone viral online which points to a growing generational divide in the office. As Gen Zers enter the workplace employers need to treat their concerns more inclusively, pointing to a need for intergenerational sensitivity.
📌 US Gen Yers are quiet vacationing at work – American Gen Yers are ‘quiet vacationing’ rather than officially taking time off for fear of looking lazy to their bosses. The trend indicates a continued lack of support for work-life balance, signalling a need to shift workplace culture towards valuing rest and relaxation and prioritising employee wellbeing.
