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Three things we’re watching

By September 8, 2022No Comments

Every few weeks we share with you three things that we’re taking note of – from pop culture to communications’ trends to relevant mergers and acquisitions, helping you think about how to tap into the cultural zeitgeist. Hopefully this helps you stay in the know and at the top of your game.


Why Barbie Fashion Is the Exhilarating Trend We Need Right Now The fuschia-fueled Barbie fashion aesthetic – aka Barbiecore – debuted on the 2022 Valentino Fall runway in March and gained widespread popularity thanks to the on-set photos of Greta Gerwig’s highly-anticipated ‘Barbie’ movie. The Barbicore hashtag currently has over 26.5 million views on TikTok, but what does the trend mean and why is it resonating with so many people? Cayo Gamber, a George Washington University professor who focuses on gender and sexuality, sees the trend as subversive: “You can put that Barbie fashion on today, but tomorrow you can wear overalls. It’s a wonderful place of reclamation, of being able to see yourself in multiple ways rather than being defined in one way.” We think the Barbicore trend reflects the sentiment of Matel’s modern Barbie dolls, which come in a range of genders, body types, skin tones, hairstyles and abilities – to own your identity, express yourself boldly and live confidently. 


Live events take off like a rocket, but artists struggle to find the gear they need After years of postponed tours, live events and concerts are back and consumers are eager to attend. However, the entertainment industry has been hit just as hard by supply chain issues as the automotive and retail industries. Artists are struggling to find the instruments, equipment, and gear they need to perform their shows. “Suppliers are telling production companies that they won’t have stage products for at least a year.” Daniel Nickleski, owner at Sound Works Production, told Axios. Nickleski added that “Products needed for the stage, as well as buses for travel, have also gone up in cost due to supply chain issues. Prices have jumped 25% to 50% compared to pre-COVID times.” While concert-goers can expect higher ticket prices and scaled-back stage production for now, we are confident that the entertainment industry will adapt and find new ways to combat supply chain issues. As they say – the show must go on!


What Is a UGC Creator & Why Is It All Over Social? If you work in marketing, advertising or PR, you may be very familiar with the acronym ‘UGC’. User-generated content (UGC) has been defined as content created organically by a brand’s followers or consumers — that is then shared by the brand on its own accounts at no cost to the brand. Companies, such as Outdoor Voices, thrive off this content to promote their products and create a genuine connection with their followers. A 2021 data report by Stackla revealed that 80% of respondents said UGC highly impacts their purchasing decisions, making it 8.7x more impactful than influencer content, and 6.6x more influential than branded content in consumers’ eyes​. With this insight, brands are now paying content creators to specifically create content that looks like UGC – even though it’s being paid for. Many people have noted that “UGC creators” are really just freelance creators. Whether or not you agree with the terminology, we think this form of content creation is important. It is an affordable option for brands who want to maintain a strong social media presence without hiring an entire in-house social media team and it fairly compensates creators for their hard work (anyone who has ever tried to take a cool, candid photo of a great outfit knows that it’s hard work!). So what do you think – UGC or freelance?


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